Tag: Adtech

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Mar Tech

Customer Loyalty in Digital Times: Learning it the Easy Way

Written by Abdulla Mahmood on Digilah (Tech Thought Leadership)

In today’s fast paced digital era, there is a clutter of brands popping out of everywhere and anywhere to catch the attention of customers on digital screens and trying to convert them into loyal customers. The marketers are facing unprecedented challenges in achieving their objectives of having customers be loyal to your brand with the hope that they follow the brand on social media platform, endorse your brand and spread the positive word about your brand digitally.

Sometime back a marketing colleague from the industry was discussing with me the scenario of catching the customer’s eyeballs. Expecting consistent loyalty from the ever-demanding customers has become a daunting task as part of brand management. Thanks to the advent of social media, the customers are empowered more than ever, and their loyalty can swing anywhere and anytime depending on their off-line or online brand experience.

I agreed on the points raised by my colleague, but I didn’t want to give my point of view using marketing strategies, management jargons, statistics etc. I was pretty much sure that he may already be bombarded with various marketing gurus’ theories and the abundance of marketing related content available online.

So, I gave my perspective by asking him if he would join me during my next visit to my hair salon. He gave me a weird look which was not unexpected as it may have not made sense to him at that point of time, but I liked his instant response that he was more comfortable going to his regular salon. Bingo!

I asked him why he would stick to the same salon, his answers were brisk as below:

1) The salon is a neat place with good, experienced hairdressers

2) His regular hairdresser knew what kind of a haircut suits him based on the previous umpteen visits to the salon 

3) The hairdresser also understands how to change hairstyle suiting his personality depending on new fashion trends 

4) The hairdresser gives him a free good head massage that relaxes him post every haircut and sometimes induces him into a facial package when his face looks haggard 

5) The cost is not at all high for the services the hairdresser offers him

6) The salon is located close to his house

7) Last but not least, he enjoys the entertaining chats during the hair cut that revolves around his favorite topic of movies and sports while at the same time the hairdresser provides him insights on the local area activities and updates that he may not get to read in the local newspapers.

I was impressed with his customer loyalty to the salon, and I just translated his experiences into a familiar marketing lingo addressing each of his point as below:

 1) Quality Products and Services

2) Understanding and Personalizing Customer Needs

3) Improvised Services by Pre-empting Trends

4) Offering Value-Added- Services 

5) Offering Value-For-Money

6) Location of Convenience

7) Educate, Engage and Entertain Customers

Digitally the way we communicate with our customers may have changed but the customers’ expectations about product and services may not have drastically changed.

Consistently offer quality product and services with VFM (Value for money) pricing, backed with integrated marketing and periodic research to gauge the consumer and competition trends. In all probability you will have consumers loyal to your brand even when the competition is fighting for the eyeball attention on digital screens. Conquer the marketing funnel using the right MarTech, and AdTech!

My industry colleague couldn’t wait to pay his next visit to the salon to interact with his new “messiah of marketing” so that he could pay closer attention to his experience in order to apply similar marketing skills in his quest to build customer loyalty towards his brands both offline and online!

Categories
Ad Tech

Shaping the way of digital advertising

Written by Alex Martinez on Digilah (Tech Thought Leadership)

The relationship that people have with the consumption of content in digital platforms is constantly changing.

As an audience, our needs change, the way we consume information and what we expect from the online experience when we enter a website or an app. The truth is that as digital consumers we are increasingly demanding.

All the parts that make up the digital world make a great effort to adapt to these demands.

One of these is to provide a pleasant online experience. What factors can determine this? A well-worked UX (user experience), and that the user finds advertisements according to their interests.

It is on this last point that we decided to work in order to contribute our technological value.

Five years ago, together with Ricard Luquero and Pablo Salinas, we founded Adpone, an advertising technology company with a very clear mission: to shape the future of advertising with in-house technology to achieve high performance.

We developed a technology that is little known to most people: a solution that places premium brand ads on websites from all over the world.

This solution meets the needs of digital players so that they can continue to offer their audiences free and quality content.

What are website owners and advertisers looking for? Let’s break it down.

Publishers want to make the most out of their traffic.

By monetizing advertising inventory

The vast majority of websites generate income through advertising. This can be done in different ways, but it is usually done by placing banners or videos in the body of the website.

By ensuring a great online experience

Journalists and content creators make a great effort to generate original and quality content, and to position it organically in search engines. All this, to build trust in their audiences and make them want to return to the website.

For this to be possible -and at the same time profitable- the advertising they show must be consistent with each content.

Advertisers seek to make good impressions.

By reaching their target audiences

Every advertising campaign has at least two parts. The first is to design compelling creative content. The second, to implement this campaign by placing the ads on websites according to their content. This used to be done intuitively, now it is done through advertising technology.

By placing their content in the right place

Context matters. Let’s imagine that a user is reading a news story about the use of toxic fertilizers in soy production and suddenly a banner of a brand of soy-containing veggie burgers appears. Obviously the impression of the brand will not be positive.

Agencies like Adpone are responsible for placing the ads in the right context.

In short, providing a pleasant online experience, having a profitable website and providing adequate advertisements is possible thanks to adtech companies.

At Adpone, we sum it up as #impressionsmatter.

Categories
Ad Tech

An overview of Location-based Marketing

Written by Christian Geissendoerfer – Digilah (Thought Leadership)

Here we are in today’s world of Marketing 5.0, where technology and digital transformation play a significant part, it is essential that marketers leverage this to address customers’ needs and truly make an impact with their marketing strategies.

Over the past decades, the older approach to marketing at the local level has undergone a paradigm shift. Businesses are all required to adjust and adapt new technologies to keep up with the dramatic shifts in consumer behaviours.

Increasing brand awareness and position in the hearts of consumers has become extremely difficult, particularly in today’s fiercely competitive market.

  • How to increase revenue?
  • How to interact and attract customers to shop?
  • How to optimize marketing activities?

Those are problems that keep every business owner up at night but have yet been solved.

So how do businesses step up their marketing game? By integrating technological tactics to deliver their messages to target customers at a granular and personal level. In this article, we would like to discuss a new marketing strategy that is Location-based Marketing.

How does it work?

Location-based marketing is the technology of using location data that is shared from GPS, online transactions at shopping malls, grocery stores, or photos. Using this data, marketers will be able to reach their desired audiences with more relevant advertising and content. 

Location-based marketing works great for any and all retailers, brick and mortars, restaurants, and small local businesses. It is the best fit with these industries because of customers’ physical footprint, which synchronizes with location data. Based on their actual previous customers, marketers can create an exact set of lookalike audiences for their strategy, thus retargeting and driving those customers to return and increase loyalty.

Let’s take a deep dive into the reasons to use Location-based marketing.

Attract more customers and increase engagement

Location-based marketing can help attract more customers by bringing a business to the users at a time when they are interested in purchasing that business’s product/service. For example, there is a gym and its customers are people who live in that area. What they can do is to create ads on Facebook and limit the range to people in this area, which increases the potential customers for their services.

Build trust relationship between your target audience and your business

When selecting a target in a specific location, you can include in the advertising information about your business for the target based on the specific characteristics they represent in that area. The content should be relevant and help them feel more connected to your business. From there, nurture their beliefs with your business.

Increase profits from Active Marketing

The ultimate goal of the business is to increase sales and profits through marketing activities. Collecting, analysing, and using location data can help businesses entice more people to participate in promotions, helping to optimize marketing.

To conclude marketers love location-based marketing because it allows them to provide the users with relevant and personalized offers and messages. “Factual reports that “84% of marketers currently use location data in their marketing and ad campaigns, and 94% plan to in the future.” Hence like with any technology the key with location-based marketing, is to test, measure and refine. 

At YOOSE, we combine cutting edge technology with deep expertise, experience and passion to help global brands and advertisers capture the opportunities of this fast-paced, ever-changing world of mobile advertising. Our location-based marketing solution is tailored to deliver the most impactful campaigns and ensure the best ROI for our customers.