From Good to Great: Top 6 Innovative Advertising Strategies
Consumers have a host of devices to stay connected: mobiles, tablets, laptops, desktops, you name it and they have it. With the power of technology, it takes only a few clicks to know what is happening on the other side of the world. From checking out social feeds on smartphones to downloading the latest editions of newsletters, consumers make the most of all the devices at their disposal. Being connected 24/7 is something that has emerged as a trend in the digital era. The changing times pose a huge challenge for marketers engaging customers across multiple locations and devices. So the industry is using programmatic solutions that don’t just create engaging, personalized content, but track customers across multiple devices, study their behavior, and target the right ones for the right objectives. That is what converts prospects into customers and fetches higher ROI. Programmatic advertising is the holy grail of digital marketing and the latest ad platforms have been truly revolutionary. They automate the ad buying process and help in effective targeting, segmentation, profiling, and tracking. The platforms also help analyze the results they bring. People recognize a good ad when they see one. So finding the right bucket of prospects at the right time and presenting them with that perfect combination of copy and visual is a mission that advertisers must consider. Innovative advertising should lead to deeper engagement and more conversions through campaign management solutions. Here are 6 strategies to advertise innovatively at minimal cost: Ensure a sizeable proportion of budget for mobile advertising Invest in cross-device tracking and targeting Use native marketing for today’s information-hungry audience Prioritize behavioral data such as past purchasing and online browsing patterns Think hyper-personalization, as ads can never be ‘too personalized’ Focus on exciting creatives to entice people and discourage them from blocking ads It is of utmost importance for brands to understand that consumers today want to drive conversations. Just promoting doesn’t work anymore, content does. So if your brand hasn’t started talking programmatic solutions or donned the creative hat, it’s time.
How to Plug GSA (Google Search Appliance) with AEM or Any CMS
This article discusses the best way to leverage enterprise search platform Google Search Appliance (GSA) in Adobe Experience Manager (AEM) and any other CMS. AEM is a comprehensive content management platform for building websites, mobile apps, and forms. It helps deliver content consistently across devices and provides responsive, relevant, and social experiences, placing customers at the center of every interaction. GSA helps employees and customers garner accurate, relevant information to make smart decisions and stay productive. It can read more than 220 file types and find information from databases, file systems, and common repositories like SharePoint, Livelink, Lotus Notes, Filenet, and Documentum. Why is GSA required? GSA provides an extensive level of search features to an individual entity, with specific enterprise enhancements that make searching easier, intuitive, and customizable. GSA is required when the customer wants to implement features like: Scalable enterprise search solution Federated search across domain Partial search, exact search, advanced search, autocomplete, synonyms, autosuggestion and much more Reduced search result execution time Improved throughput performance Faceted search (can be in sync with AEM tags) Search in entire content pages and all types of digital assets Implementation approach Install and configure GSA appliance Create custom connector: Custom connector can help listen to calls from AEM and pass information to GSA. GSA API is based on Java. So other CMSs can leverage GSA Java API for creating custom connector. But another CMS has to write its own event handler. Sample code: AEM Event Handler for GSA Read data (thrown by AEM) at GSA in the form of feed Sample GSA Feed Start indexing and crawling The automated index process will start once the feed is pushed to the GSA. After completion of indexing, the admin can see the status of crawled data. GSA will deliver the best search results Search results will be served by GSA based on keyword or filtering criteria. GSA can deliver the search content in the form of JSON, XML, or XSLT. Below is the sample JSON output. Such integration of AEM with GSA yields the following benefits: Scalable enterprise search solution Minimum development and maintenance activities Improved accuracy of search results Reports on search activities like most searchable keyword, promoted content view, etc. Tavant has successfully implemented AEM-GSA integration for a leading digital media organization and a leading online examination service.