By: Samantha Bielawski
When looking at the development of enhanced digital advertising it is easy to see where innovations are consistently being made in both technology and marketing itself. With the growing use of smart phones, smart watches, and smart homes technology for collecting data is also getting smarter and more personalized.
Conversational Ads
This form of digital marketing gets rid of the days when “one product fits all” is no longer enough. These conversational ads go beyond the standard display ads. This allows for personalizing in real time based off a person’s needs and feedback. Bringing to attention giving the consumer what they actually want. An example would be a skin care company using the conversational ad to ask a few basic questions about their skin type then take the user directly to products that will help that individual person.
Retargeting
Retargeting can help build a personal connection with users by showing previously viewed product. Rather than just showing images of the item of interest the ads greet the potential customers with personalized messages about the item. This providing help that could push the user to be more interested in purchasing the item. This giving consumers a curated buying experience and provides them with information that they haven’t had time to research for themselves. Let’s say you are in the market for a new laptop. One of the biggest problems with laptops is there are so many decisions and research that you have to do to find the one you want to purchase by having retargeting you can receive the information that you need off the bat instead of developing decision fatigue which can cause consumers to not want to purchase anything at all.
Influencer Marketing Systems
Influencer marketing has become the new form of word-of-mouth marketing today. One of the biggest issues that companies have faced in the past is the person that matches the company the best. With getting Big Data more involved companies have been able to make influencer marketing an automated process. This taking the guess work out of selecting an influencer and looking at specific characteristics of select particular influencers and making the decision based off the data. Making it more possible to reach a target audience based off making a perfect match with an influencer.
Chaffey, D., & Story, J. (2019, November 07). Digital Marketing Trends for 2017. Retrieved October 11, 2020, from https://www.smartinsights.com/managing-digital-marketing/marketing-innovation/digital-marketing-trends-2016-2017/
The Future of Digital Marketing. (2019, November 27). Retrieved October 11, 2020, from https://www.getsmarter.com/blog/market-trends/the-future-of-digital-marketing/
Kohn, E. (2019, November 21). Council Post: Is The Future Of Digital Advertising Conversational? Retrieved October 11, 2020, from https://www.forbes.com/sites/forbestechcouncil/2019/11/21/is-the-future-of-digital-advertising-conversational/
Sam Bielawski 