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The future of behavioural targeting

Monday 23rd July

The digital advertising world is becoming more and more competitive, with it already being part of our everyday routine to buy and search for products and services on the Internet. Consequently, every business looking to expand cares about their customer flow and wants to take advantage of it.

To become ultimately successful and achieve desired results, marketers must become increasingly flexible. At the same time, though, we have never had as many opportunities, platforms or ad types to help us promote different products. However, it will not get any easier to stand out from thousands of similar ads. The key to achieving real results is to understand who your perfect customers are and what resonates best with them. Then marketers need to create ads using the most suitable innovations available to target with very specific, dynamic and relevant messaging tailored to each individual query.

Consumers have shorter attention spans than ever as their hunger for interaction and entertainment grows. This is the reason why the biggest marketing platforms are trying to come up with ways to satisfy these needs.

Google has already launched a beta True View for Action that allows you to create a clickable call-to-action banner, that compliments the ad and remains on the side even after the ad disappears.

Google will be launching even more interactive ads for YouTube. There will soon be an ad format that will generate a lead throughout the ad without the user ever visiting the target website. This will save even more of the customers’ time and effort.

Facebook also came up with several variations of interactive ads. These formats have an amazingly high engagement rate, making people recall the ad next time they run into the brand. This forms a relationship of trust with the brand, since people are much more prone to trust brands that sound, look or feel familiar. Even if we do not remember where this connection exactly happened, we can subconsciously recall the feeling it brought on.

So the more exciting the user experience, the higher the likelihood of a click or a purchase, which is not an easy task for an advertiser. Going forward it’s going to become even harder to evoke interest as people will get used to an overwhelming variety of products as well as ad types. However, the right combination of smart targeting, momentary relevance and exciting experiences should do the trick.

Voice search is another powerful source of client-to-business communication that is growing. Since modern day life is becoming more chaotic, people are looking for ways to multitask and make the most out of their time, as well as make their daily routines easier.

Source: Think with Google

ComScore believes that 50% of searches in 2020 will be happening through voice search. This is especially true for the younger generation who are not yet caught up in their habits and are ready to explore the new possibilities technology has to offer.

Therefore, optimising for voice search is different from optimising for written search queries. Focus on creating a clearer sequence and structure as well as having logical and simple wording that is easy to remember. This will help your potential client to remember the information and make it easier for a search engine to find you. To make it work, you also need to figure out why exactly a customer would use voice search to find your brand.

Another technology that is becoming increasingly popular is Geofencing. It is a mobile GPS-powered tool that can be used to increase ad relevance by targeting the audience of a very specific area or building. Taking into account the consistently increasing number of searches that end in „near me“, Geofencing can deliver amazing results if used the right way.

How does it work? When people enter the desired area, the tool saves their mobile device ID and makes it possible for you to reach them again for the next 30 days. Imagine how beneficial it could be to geofence your competitor’s storefront or an event making special offers. Some companies have reported that employing this technology gave them twice as many clicks in comparison with their usual mobile marketing campaigns.

These are the main consumer behaviour trends of today. Nonetheless, the marketing world is an exciting but challenging place that constantly forces you to adapt to the ever changing environment. Let’s wait and see how consumers will surprise us next and what we will be able to offer them in return.

Article Written by

Valeria Pakk

Biddable Assistant, Total Media Labs

In addition to being a Biddable Assistant in the TM Tallinn team, I am a dancer and a model. I was a professional competitive ballroom dancer for 9 years. I still dance and like to challenge myself in a lot of different styles. I also work as a model for painters, sculptors and photographers.

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