Google AdWords is Google’s advertising service created in 2000 in the
United States. It displays advertisements on Google or Display that are based
on keywords through cookies or on its navigation. It appeared on Quora, a
platform to create, edit and organize question and answers that permits to
users to collaborate.
Justin Rezvani: “For the past decade, digital advertising has been on an
exponential growth curve”
Brands spent a lot more for their advertising on Facebook ads and Google
Adwords because it is the place to catch people. However, in 2017 companies are
loosing money because of advertising fraud and clicks from robots instead of
humans.
Studies showed that a part of digital advertising is ineffective,
therefore brands are spending more on experiential events, live social media
campaigns, and influencer marketing.
First, one the reasons why advertising is changing is the increasing
usage of ad blockers. Companies want to interact with the customer directly:
Bryan Icenhower said “experiential is a uniquely fast and effective way to
build brand awareness through one-to-one connections with consumers. It engages
all five senses, sparking emotions that form lasting memories which have been
shown to drive brand loyalty.”
Customers want to interact with the influencers in real life. They are
more likely to join an event to meet someone they follow than to pay attention
to an ad that will aim at the same result: convey to consume.
Moreover, internet users watch a lot a video and especially on Facebook.
Influencers are key players once again because customers want to watch videos
with people they are following inside. They are confident is their advices, and
it’s worth for brands to do partnership with influencers. Snapchat stories also
provide customers with a real life experience and there is a real value added
for brands to work with influencers. It is a matter of time before Live
experiences take over conventional digital ads.
Finally, influencer marketing isn’t slowing down soon. Because they are
humans, they bring a level of confidence and credibility that no ad could buy.
Influencers appeared only some years ago, but as any marketing campaign data
are important to take good decisions. Therefore, TheAmplify created Reach, a
software that determines which influencer is the right one for which campaign.
Lucie Bornier & Henri Vesalainen
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