How predictive advertising is changing the future of digital marketing

Customers desire shopping experiences that reflect their persona and buying patterns. Research shows that customers are willing to pay a price premium of up to 16 percent for brands offering tailored experiences. Today, big data analytics and machine learning (ML) are helping marketers read the consumer’s mind and predict buying behavior. Several businesses are turning to predictive advertising to efficiently expand their targeting efforts, deliver great experiences, and boost their site’s rating. Predictive advertising is a subset of predictive analytics that uses historical data, ML techniques, and algorithms to accurately target audiences and…

Why responsible advertising is everyone’s business

Responsibility, trust and growth are firmly at the heart of advertising’s new mission. Here are the key action points from the Advertising Association’s annual LEAD summit “If we want to be trusted, we must be more trustworthy. We need to be in the business of trust and not just creating noise,” said Stephen Woodford, chief executive of the Advertising Association. Sometimes you have to look back to move forward. So it was as the Advertising Association’s LEAD summit took place at the QEII Centre: last year’s message was ringing in…

How Kind Ads Fixes The Broken Advertising Model

Online advertising is currently the biggest growth market in the broader advertising sector. According to a report issued by marketing analytics firm Zenith, online ads will account for more than half of all advertising spend within the next two years. However, while spending is growing, the online ad model is riddled with flaws. In a 2018 survey of 1,000 marketers, more than 40% of respondents stated that they were wasting upwards of 30% of their budget on the wrong channels or strategies, meaning they weren’t generating the sales or leads they expected…

Microsoft Advertising Updates: Responsive Search Ads, Improved Reports, & More

Updates to Microsoft Advertising this month include a broad rollout of responsive search ads, clearer performance reporting, and news regarding expanded text ads. Here’s a recap of what’s new with Microsoft Advertising for the month of January 2020. Responsive Search Ads (RSAs) Microsoft’s RSAs, which have been in open beta since September 2019, are now available worldwide for all advertisers. RSAs allow advertisers to provide up to 15 possible headlines and 4 possible descriptions. Microsoft will take those and match up the most optimal combinations to create an ad tailored…

Creator’ direction: the next big step for Effective influencer marketing in 2020

Almost half of marketers want total control over sponsored influencer posts, according to a recent study. Old habits die hard. For marketers used to masterminding a brand message and ensuring its implemented consistently, allowing influencers freedom to represent your brand, without strict guidelines, can feel like a new and daunting experience.  In the early days of influencer marketing, brands had little choice but to leave social ambassadors to interpret messages in their own voice. The ‘freebie in exchange for a post’ model was commonplace and marketers were left watching and waiting…

Social media advertising woes: Where do brands fall short?

Social platforms and third-party apps seemingly rise and fall overnight, making it difficult for brands to adapt to the evolving landscape and develop targeted, platform-specific content. Consequently, brands often struggle to allocate their resources strategically and purposefully. Strategies that may have been successful in 2018 are already obsolete for 2019. The same will be said for 2020 and beyond. So exactly where are social ad initiatives falling short? And what can brands do to address these shortcomings? Here are a few common pitfalls we see across channels. Targeting in all…

Keystone Bank promises free debit-cards to customers who reactivate their dormant accounts.

Keystone Bank Limited has promised to give free debit cards to customers who reactivate dormant or inactive accounts in the festive periods. Such customers, according to the bank, must also make a deposit of N2,500 into the accounts and carry out at least one transaction on any of the electronic channels. Its Executive Director, Olaniran Olayinka, said the gesture was to reward customers in the Yuletide season. According to him: “At Keystone Bank, customers are more than kings; they are our partners; hence we are always exploring all possible avenues…

Using ‘Shameless’ Self-Promotion to Grow Your Business

In business, you understand that if you don’t promote and market, you can’t succeed, right? No matter how great your service is or what amazing value you offer, if prospects don’t know about you, you’re not going to have a chance to do business with them. To gain some clarity on this point, ask yourself the following questions: Do I feel passionate about helping prospects and customers get the best experience possible? Do I feel our services and/or products are better than our competitors’? Do I want to help others?…

5 Higher-Level Optimizations You Can Make to Drive Better Amazon Ad Performance

Let’s cover five higher-level optimizations you can make to drive better performance out of your Amazon ad campaigns. Adjusting bids by placement Because bidding is an ongoing process where the competitive landscape is always changing, it can be difficult to ensure that your bids are high enough to get the top placement without overpaying for clicks and losing control of profitability. Amazon allows you to increase bids for certain placements. You can enable these advanced bidding strategies in the campaign settings of any manual Sponsored Products campaign. We recommend adjusting…

7 Reasons People Hate Your Ads — and What to Do About It

Working in marketing can feel a bit like being an embarrassed teenager: You think everyone’s looking at you, but in truth, nobody cares. Marketers spend their entire lives crafting advertisements, while average consumers spend theirs trying to avoid them. There’s a clear disconnect regarding the whole enterprise’s assumed worth, but before you lament, it’s not all bad news. By accepting this reality, i.e. people hate ads, we can begin to make better, more effective campaigns. Here’s a list of reasons why people hate typical ad campaigns, in the hopes that it will help you cut…