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In today’s digital environment with all the broadband connectivity and smart devices, the line blurring between the real and virtual, many brands are making an effort to create virtually real experiences to reach out to their consumers. Now technology allows them a two-way communication with their target audience unlike in an earlier era when they were left doing only the talking. Not only do consumers respond in real time on the digital platform, it is faster, more measurable and result-driven and helps brands understand their users and reward loyalty.
Data on internet usage is used to push tailor-made content and advertisements relevant to users. Powered by “cookies” or information captured, different web applications can push their information to their targets. Keyword buys, search engine listings, behavioural targeting, permission-based e-mail, sponsorship and promotions, whatever may be the element, what makes an ad click is its relevance and emotional connect.
Today the customer is more informed and the advent of social media has changed them from users to influencers in the true sense. Globally, companies tie up with bloggers and websites where they feel their content can get targeted audiences. Giving an editorial twist to advertisements is a good way to reach out. For example, a film production company can leverage conversation when it is present on a blog that is specific to films and television reviews. Here even a banner ad can get noticed and the viewer might click on it. Engaging in story-telling to capture attention is better than using the online platform to sell products. This is a platform where ads have to be less intrusive yet establish one-on-one connection.
Prateek N Kumar
CEO & MD, NeoNiche