Advertising has evolved. No longer is it restricted to print publications, static billboards, radio, and television. Modern technologies have opened the door to a whole new era of advertising–digital advertising. Digital advertising allows marketers and advertisers to reach and appeal to their core audiences in new ways and with more precision.
The challenge of meeting the modern buyer’s expectation of a continuous, cross-channel, and personal experience is met with new ad technology and innovations that continue to advance at break-neck speeds. New ad technology platforms, types of ads, methods of tracking, dynamic ad content, and advances such as the Internet of Things now provide endless opportunities for marketers and advertisers to engage their customers personally and across channels.
These are the questions that every marketer or business owner ask everyday:
- What makes up digital advertising
- How to create your digital ad strategy
- The different types of ads you have at your disposal
- The pricing structures you can expect
- How to target your digital ads
- How to design your digital ads
- The types of ad technology that are available
- How to test and measure your ads
Marketing and advertising can be tough because individual customers can be hard to track as they ﬂit from store to smartphone to laptop. Tis means that moments of opportunity can happen fast, so you need to be ready to address them in real time.
It requires a ﬂexible, adaptive approach to content creation and campaign design, not to mention a strong commitment to data-driven customer analysis and strategy. The tools to achieve that vision exist and are rapidly improving the ability to track users across devices and channels and to respond instantly and contextually when customers signal that they’ve reached a milestone in their journey. “The promise of [this technology] is that it’s doing a lot of the number crunching for you, showing you the real-time customer insights that are most worth your focus, such as location, helping you refine the experience. Marketers don’t have time to assign huge teams to focus on this, so instead companies automate the number crunching and analysis for you, so you focus on the areas that are most troublesome or pleasing, and introducing change as needed.
One critical piece of this technology, for example, is analytics. Investments in real-time analytics are on the rise and will play a crucial role in the future of marketing. In fact, 60 percent of digital commerce analytics investments will be devoted to better understanding the customer journey. Also by 2018, organizations that have navigated the new journey well enough to excel at personalized customer interaction online will outsell slow-to act rivals by more than 30 percent.
The promise of this analytics-based approach is that you’ll be able to dig deeper. The first step, is analyzing a customer’s engagement with your brand, which could be anything from browsing your website to answering a survey or using social media.
For real-time marketing to be successful, you must first learn all you can about your empowered customers: what they’re like, what they want, and where they are. Ten you can send tailored
messages in moments of opportunity. For starters, the raw data you need to better understand your customer is stuﬀ you probably already gather, such as customer purchase records, campaign responses, and website traffic. Tis so-called “first party data” has always been highly valuable, and in the context of real-time interaction management it’s even more so, because your own data is likely the only data to which you’ll have real-time access. It’s also worthwhile to include additional data, such
as the availability of inventory. For example, if you direct a customer to a nearby store for a particular item, you’ll want to be certain that the store is open and the item is in stock. Te next challenge is translating that data into a clearer, more useful picture of the customer. This is the job of analytics: applying complex data science modeling techniques and serious number crunching to your raw data, and spiting out something much less complex. What emerges is a more complete picture of the customer, the journey, and the opportunity. If you know everything a prospective customer ever looked at on your website, know where and when each visit occurred, and can see the natural progression of the site visits as the customer moves from evaluation to consideration, then you know a lot about that customer’s journey. If you know what they ultimately purchased, and when, and what they bought (or didn’t buy) at the same time, then you know even more. That’s where analytics comes in. “This is the ideal opportunity for rich marketing attribution,