Ethical advertising: does it appeal to you? I recently stumbled on a press release from an English Adtech company IOTEC [which calls itself an ethical media buying platform] and I could not believe what I saw. It is rare that I set my sights on CP but this one was very original and unexpected, and the timing was perfect too. This IOTEC announcement advocated the use of ethical advertising by providing tips that I’ll quote below, making them simpler: ceasing psychological targeting, avoiding pop-us and intrusive ads, and checking the display announcements. In this piece, I have investigated the matter to find the truth about advertising and transparency.
“Trust in advertising has never been so low” – true or false?
It’s not always very easy for managers and leaders within an organization to have a bird’s eye view of what’s going on and what needs to evolve, when it comes to digital transformation. However, the main challenge lies in the ‘how’ aspect of the matter. Of course, there is no one size fits all approach, but let’s try and analyse what companies can best achieve by resorting to consultants or external experts and by instigating and implementing digital transformation from within.
Be it on Twitter or LinkedIn, digital transformation is on everybody’s lips. With ample number of success stories to cite and necessities to mention, the real question is how to get it done? Should a company urge its CMO or CIO to take the lead, or should it knock at the doors of consulting companies that have demonstrated success in this arena?
Implementing digital transformation from within
When reading books on Digital Transformation like Leading Digital, we notice very often the assertion that experts make for companies eager to digitise: the push has to come from within, i.e., leaders should be all for it and the employees at all levels should embrace this challenge as well. If an unswerving tenacity is required on the part of top management, isn’t it pragmatic that they should come at the helm of their company’s digital transformation?
Although it’s an asset to master IT languages for digital marketing, there are certain tactics which digital marketers who aren’t well conversant with them can opt for, in order to orchestrate successful digital marketing campaigns. After working in this domain and going through works like “Mastering Digital Marketing like a Boss” by Yann Gourvennec (Disclosure: with whose agency I work) and Herve Kabla, I reckon there are certain tactics which people who aren’t tech savvy can work on to enhance their digital marketing prowess.
I would like to dissect this topic through the prism of social media, and explain how digital marketers can leverage the various platforms to their benefit.
Social media is at your discretion
The world – with all those you wish to reach – is within your reach here. It’s possible to deliver results with an effective social media strategy. According to Yann and Herve, what needs to be kept in mind is that “content is at the heart of digital marketing”. Your solution is what you have to offer, but the customer is more concerned about his problem. This poses a quintessential content marketing challenge to digital marketers. Live in the realm of your customers to bring forth content that would address their problem. Lead generation will follow suite.
Coming back to the ‘content is at the heart of digital marketing’ point, you should be able to tailor your content according to the customers you wish to connect with. Another interesting finding that I would like to mention here is that digital has caused the ‘traditional’ Ps in the marketing mixto evolve. Your efforts should be targeted towards achieving more visibility. Read more →
In recent years, two major markets have experienced strong growth and have become crucial in improving the consumer perception of brands and companies.
On one hand, there is themobile market,whosespectacular growthhas enabled mobile devices to become the most sought after means for consumers to access information online. When consumers are influenced by a technology, businesses do not lag behind in boarding the same cruise.
For companies and brands, this growth has caused mobile to emerge as a communication channel in its own right.Hence, brands must position their content efficiently and assiduously.
On the other hand, the video market has established a significant position in the world of content. Internet users are increasingly accessing online videos and consuming more and more information via this channel.
These two elements have become intertwined and share a strong connection with each other. The data retrieved from both these channels serves as a basis for brands to build positioning strategies and also helps them to improve their relationships with consumers. Mobile is the platform used by the public to access videos, and as a result, brands and companies use this path to reach their audience.
Companies that make video ads allot a significant portion of their advertising budget to mobile. According to a study based on a US sample, mobile is the main reason for the growth of video advertising. It predicts that mobile will be a key element in video advertising and will gain the greatest growth rate. According to the same study, 72% of the growth in video advertising will be through mobile devices.
Web marketing , and especially content marketing, aims to address “customers’ pain points”. Companies that succeed in satisfying their customers are the ones that identifythese “pain points” and provide services and products to resolve them.Web marketing has helped businesses to provide customers with fulfilling experience and loyalty, a phenomenon which is termed “customer experience”. A good example is Amazon: it provides a first-rate customer experience which is way better than what conventional distributors offer.
Computer science and artificial intelligence strengthen the marketing prowess with innovative tools and software.However,their worth is established only if they help marketers to create original, creative and quality content.
What these tools do best is that they provide added value to the content.Useful tools help to find relevant information in the mass of data, and subsequently synthesize and review it.It is not a mammoth task to initiate content marketing in a company having more than 10 employees. It could be easily done by bringing in experts in a particular field who have good communication skills and are helped by the company’s marketing team. They could be excellent content creators.
There is no marketing without customer. What are the customer’s concerns and how to reach them? How are their requirements detected?
In content marketing, and for the B2B sector in particular, pain points mater more than requirements. This notion comes from the book ‘Solution Selling’ by Michael Bosworth. He explains the different levels of client problems through a pyramid hierarchical structure. At the top of the pyramid, there are pains that customers are aware of and for which they have an idea as to what the solution would be: customers know they have a problem and who can solve it. What Bosworth emphasizes here is that if the customer has reached this place already, you’ve lost the game. This segment is of no more interest.