A Revolution In Marketing And Advertising
Advanced promotion offers a huge opportunity to connect with buyers, but a number of valuable organizations have understood their maximum capacity. This should not imply that organizations do not try. In the U. S. UU. , Spending on advanced advertising in 2017 is on schedule to exceed TV promotion spending. In an integral way, certain business sectors connect more than 40% of their spending plan for the distribution of resources for advanced exhibitions, as indicated by the media organization Magna.
In any case, it is not enough to replace the advanced plan for advertising spending. Fruitful organizations also change their methods to work. Exemplary promotion strategies - including the broad division, the last Crusades with different transfers and the advertising channels that all buyers move as a couple - do not belong in automated exhibitions. The possibility that your organization is still largely dependent on the working methods that served you well ten years earlier, it is time to speed up the change. What is working in advanced advertising today? Leading organizations benefit from three competences that have generally changed the way it should be possible to:
- Access large amounts of continuous information to advise their crusades.
- Possibility to participate in long-term Omni channel partnerships with buyers (instead of unidirectional dispersion links)
- Adaptability to send different ideas and to collect constant customer criticism.
BCG and Facebook worked with advocacy organizations across a wide range of companies to apply advanced first-line promotion methods to a specific business challenge. We share precedents of organizations that have driven effective automated advertising efforts and present the progressions organizations have to make with the ultimate goal of capturing the exceptional prestige that advanced exhibitions have on the table.
Why change now?
Buyers' interactions with the media have improved considerably recently and promotional approaches need to be re-evaluated in the same way.
Understand the new situation
The behaviour of the buyer is changing rapidly. The youngest have everything except newspapers and magazines printed and delivered for automated media, and television is also losing ground. It's not so much that people are investing fewer resources to spend energy. In fact, the use of the media has increased lately. People are simply investing less energy in traditional media. According to statistics, the general movement in Europe increased from 44 hours per week in 2009 to 48 hours in 2015, but the conventional media lost ground in 2. 5 hours, while advanced use increased 6. 5 hours. The information on Facebook shows that in the United States. The normal person is currently spending about an hour a day on Facebook, Instagram and Messenger.
Customers are also more cautious and smarter and are becoming more agitated through conventional advertising procedures and messages and incomprehensible or non-essential substances. According to e-Marketer, more than 25% of all mobile phone customers have introduced advertising barriers, and that number is growing rapidly. When choosing new items and administrations, buyers depend on the promotion of people they know and trust. Currently, individual proposals are five times more reliable than promoting the brand, according to the Word of Mouth Marketing Association.
Sponsors follow buyers on the web. Although the sum of advertising expenses remains marginal in relation to GDP, a large part of this development concerns advanced advertising. Worldwide, since 2011, multi-faceted online video spending has increased year by year and web-based networking spending that promotes media has increased by 40% to 60% each year, says Magna. We are quickly reaching the point where organizations are spending more money on social media, looks, online videos and advertising programs than usual. In all cases, not only have the ad settings changed. The Trailblazers introduced new advertising innovations in the mall, where they seemed much more personalized and focused on promotion. New promotional features that take into account the inclusion of videos quickly replace graphical level ads. Private promotions can now target a specific group or type of buyer.
In general, personalized advertising enables 80% of advertising spend projects to be executed automated in the next three to five years (and will gradually move into mainstream media).
Three forces that transform digital marketing
Three important steps are changing advertising and will be a huge advantage for those who can ride on the wave:
Constant and bottomless information could now be used to promote. For a long time, advertisers relied on provisional data that depended on a month's offer or research to evaluate the status of the promotion channel. However, companies can now analyze information on the most diverse customers: media information, customer relationship management (CRM) information, application usage information, and more.
It is therefore more likely that individual customers are in the adventure. What do they have in mind when they look, where they are and how they react to certain advertisements. In this adventure, organizations can gradually seek out buyers, focus more accurately and track the progress of collaboration.
Advertising differs from irregular exchanges and ongoing partnerships with buyers to increase business confidence. Advertisers have reliably searched for reliability and brand love. In recent times, however, they have had the opportunity to do so only through one-way traffic that limited direct contact with the buyer. Automated channels provide bidirectional connections that provide seamless support and stability throughout the life of the customer, as well as focus and cross-touch channels.
The promotion is taking advantage of the adaptability and speed of computers. The showcase has been organized for a long time around the temperate universe of television and print promotions, which requires deeply imaginative procedures, long periods of adaptation and a high vulnerability to advertising criticism. The current benefits of promotion take advantage of the inherent adaptability of advanced technologies to save time and costs and increase sustainability. For example, organizations currently use A / B tests to quickly send many ideas, in parallel and with quick input. Because the tests underline a concrete and balanced dedication to one-to-many associations, it takes into account a quick and extremely accurate change of course. In this sense, automated presentation allows organizations to achieve and customize a significant mass, with the added benefit of being reliably optimized (as opposed to explosive crusades that can be explored a little further). Moreover, with the advent of robotic advertising on the web, the management and transfer of advertising may be less exorbitant. To take full advantage of these favourable conditions, most organizations will require an important restart of the methodology, associations and working methods.
The evolutionary phases of digital marketing
When organizations use their advanced promotion skills, they normally travel in four phases.
Building the base - Most organizations start to distribute part of their spending plan to promote social promotion, research and advertising. They can renew their advanced touch, re-run the organization's website, adjust e-mail cooperatives and improve CRM exercises. Likewise, they can conduct internal surveys and contract-specific advanced advertising organizations. In any case, these exercises are usually included in the usual working methods, which means that advanced promotion is practically assigned to an instrument of choice in the media mix.
Concentrate and adjust - At the next level, advertisers start using purchase information to fine-tune and optimize promotions, making it easier to arrive in case of individual battles or advanced components in the media mix. Advertising and progress cruises are more important for individual buyers.
Modification of test-and-learn techniques - At a later stage, organizations fully understand testing and learning procedures and use what they understand by adapting their way of dealing with advertising. Test-and-learn provides advice to almost every part of the company, including how the web is planned and failed channel battles, how offices are monitored and what new skills are required within the association. Increase the value of direct interaction with consumers- In the most advanced stage of advanced presentation, organizations build their entire business around a direct relationship with buyers. Advanced positions such as Spotify, Uber and Netflix have become the specialty of the buyer's involvement. Other Information Wealthier companies, similar to telecommunications companies, money management companies and media organizations, are starting to use their direct associations with customers to reach the pioneers of automatic advertising. Similarly, organizations with large-scale programs, such as pensions and airplanes, use enormous information to promote permanent connections, manage progress and make personal recommendations.
Traditional marketing is turned upside down
Advanced marketing is not just an extra for traditional advertising. It is a completely better work approach. We have distinguished between the fundamental changes organizations need to make to capitalize on all the benefits of advanced advertising.
Change from middlemen to reality - Presentation groups were prepared over an extended period of time to adjust to missing or missing information by using intermediaries and speculation to manage advertising efforts. In a world driven by intermediaries, a great deal of effort, time and money are invested in resources to represent exactly the right fight and advertising for fragments of inventive customers that could mirror the perfect target customers. The promotion of the effort is in line with the phases of the takeover ear (with a level dedicated to consciousness, followed by a phase of tilt, followed by a month for transformation, etc. ) that moves forward. Moreover, the matches are usually one-sided, with channel channel separation nearly zero. In addition to the possibility of concentration, it is extremely difficult to assess the performance of a stroke based on this model.
In a world of advanced advertising, shoppers can focus exclusively on news, and messages can be customized to coordinate the exact point at which shoppers have their choice. Certainties, not mediators, lead promotion efforts. This allows advertisers to focus on customers who make a purchase and provide personal messages that best meet the needs of buyers and the channel they use. It is currently planned to send more personalized ads with the amount and repetition required to control brand engagement and activity.
Test and learn everything - Advertisers have always tested knowledge assets, departments, and campaigns before they happen. Normally the buyer's records or records are considered in favor of a larger part of the buyer. In the midst of a fight, criticism is collected, and only limited reviews are made to learn and improve, but to deal with problems a month ago.
After age, advertisers can use the speed and adaptability of the computer-based campaign to change the time they spend. They can test new ideas without systematic suspicion by questioning not only the possibility of limited news or time offers, but also a more appropriate characterization of the most appropriate target groups. Multiple tests can be run concurrently, providing a significant amount of knowledge with the low-level intermediary and enabling advertisers to recover quickly.
Simplify performance incessantly - The advertising is subject to extraordinary efforts to reduce costs and increase the arrival of speculative campaigns (ROMIs). Given the dubious relationship between speculation in the window and revenue evolution, ROMI is studied by intermediaries, for example. Success, cost and quality or overdue models depend on authentic conditions. Media costs and some under-management usage are considered speculations, but all other expenses (such as individuals, the office, and the cost of creating games) are often considered expenditures.
The computer-based presentation meets some of these limitations. Advertisers increase full linearity in short cycles when running campaigns, campaigns, and all presentation exercises. Groups can imagine the arrival of cross-adventures on different attributes, evaluate the cross-channel on the channels and deduce the cost of exercises that ideally contribute to the promotion of goals. You can implement spending plans in a strong way, expand the business with high returns, and earn money at low returns.
Make remote connections - The constant presence of the office, the purchase of accommodation and the support of the brand are spoken to the Holy Grail on display. Advertisers focus on engagement, but are forced to run crusades based on monthly totals, without the ability to distinguish between beginners and long-term buyers. The advanced presentation has radically changed this dynamic. There are still operational problems after transversal phases and measurements and attributions. In any case, advertisers can gradually direct ace.
Conclusion
There is no doubt that there are many preferences for the move to computer showcases, magazines and newspapers are gradually developing, and much of our purchases and savings are made over the Internet, as well as our advertising. Customized Display still has a job to publish, but it will eventually be replaced by a computer world, which allows you to have a website and fill it with useful content to work with your group. If you do not want to give up your traditional advertising strategies for now, use them to contact local people. However, start adding extra time to your expanded ad.
To total up, a market-driven business puts the client first in each part of the association, and conveys an incentive to the clients by an exhaustive comprehension of clients and potential clients, including their changing needs and needs. To complete a market-driven business will bring numerous favorable circumstances including upper hands, rivalry system and a long haul benefit, to the association for them to get the best possibility of achievement in the commercial centre. Nonetheless, there are still a few confinements of a market-driven business, including the missing thought of the social, moral and natural issues. The advertising idea still needs change.
