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Provide consumers with the advertising they want.
Two things are certain as advertisement and ad metering become more and more sophisticated: Emerging technology and channel bombard consumer with message, and consumer are disappointed with advertisements they find ineffective, distracting and disturbing. Surroundings of growing numbers of channel outlets (the scent in the shop is my new favorite), ad blocking, blinding banners, short pay-outs, and general distrust of the advertiser are hard on brand owners trying to get their message across to the right audience.
There is no need for a futureist to realise that if our sector is to live, we need to better the way we promote to the consumer. Luckily, today's technologies, research and knowledge can help us better than ever to better grasp consumers' motivation and buying behaviour and allow marketers to give them what they really want: not less publicity, but better publicity.
Utilizing the powers of information, marketers have the ability to deliver promotional experience that is truly engaging for customers and accompany them on their way to buy. If we put the customer first - that is, we get there at the right time, with the right messages and with a pertinent products or services - they welcome the support of the advertiser.
I am therefore optimistic that in the near term - i. e. the consumers license will be at the centre of all efficient advertisement. The audience will see the value it can draw from advertisements, which is actually useful to it, and tell us what it is interested in, how it wants to be addressed, and which are the best ways to reach it.
Pinterest, for example, an IRI affiliate, already creates an advertising space for consumers. Sponsored pins appear in popular search queries and look like normal pins except that recruiters are paying for them to be seen by more of you. User do not even consider Promoted Pins as advertising, as they help the user to find the idea and solution for which they have come to Pinterest.
More directly, voice-controlled is another way in which consumers' advertisements will inevitably find their way. LELEXA will be waiting until you ask how to get a cup of espresso from your favourite shawl before reacting to your directions, along with a suggestion for the best spot remover out there.
This type of advertisement places the right products in front of the right person at the right moment and allows immediate measures. When we have enough information to provide broad market coverage, enhanced functionality (AR) offers a similar promotional tool for sophisticated brand owners who believe in placing the needs of their customers at the top of their marketing strategy.
This promotional experiance is a useful, pertinent and prompt advice for a user seeking information in an active way. Clearly, if the sector remains committed to improving the promotional experiences for customers, new ad delivery initiatives will be a win-win situation for both advertiser and customer. However, the success of adjuvant assisted advertisement depends on whether the advertiser can grasp the needs of their customers at the right moment and in the right place.
To achieve this, it is important that marketers are investing in their ad measuring and optimisation skills. Today's measuring devices on the web have developed in such a way that scalable and accurate datasets can coexist to optimise your effectiveness in each ad serving session. By scaling our capacity to most accurately quantify ad response, we can make the promotional experiences of the distant real.
We are constantly told that developing consumer preferences, desires and needs must be the driving force behind our commercial strategies and innovations. It is difficult to say in the field of publicity that our approach today offers the desired experience to the consumer. However, if we redouble our investments in measuring and undertake to deliver addictive promotional experience, the possibilities for more powerful, meaningful and pleasant advertisements are infinite.