Online advertising is becoming more accurate thanks to artificial intelligence. Through advertising, messages are transmitted according to the interests of the users, which are increasingly accurate.
In addition to being a more focused and accurate tool than other conventional advertising methods, there is the issue of costs: investing few resources there is a greater scope. New value-based strategies allow you to import your own data and use automation to achieve quality results and do more with less.
“Today advertising through digital media is a tailored solution to meet business objectivesmanaging to increase sales and brand positioning” comments Andrés López, executive director of the consulting firm Digital Wolfspecialists in audience analysis for digital media investment.
digital transformation
And it is that digital transformation, in the breadth of the concept, goes hand in hand with new technologies. Application of Big Data, custom software, data analysis with artificial intelligence and this “smarter advertising” they are part of a general process that is taking place in large, medium and small companies worldwide and that, in a certain way, was accelerated by the pandemic.
The advertising industry is changing to meet higher client standards, and brands need agencies to help them accelerate their digital transformation taking into account the opportunity to demonstrate their effectiveness with improved services that drive more measurable results. “Now more than ever, digital brands and agencies must commit to working together through knowledge, creativity and the ability to offer new services,” adds Felipe Davidson, general manager of Wolf Digital.
Agency client relationship: the key to success
Google commissioned Forrester Consulting to conduct a study to understand the current state of client-agency relationships. 43% of Latin American brands struggle to effectively gain insights from customer data and thus address changing consumer behavior. Brands find it difficult to use marketing tools and act on their customer data.
Following the same line, creativity is the greatest generator of results of a campaign and is responsible for up to 49% of revenue (percentage of contribution to income: 15% brand, 36% media and 49% creativity) This, according to a study by Nielsen Catalina Solutions.