At a time when consumers are ruling the roost, advertisers find it challenging to attract tech-savvy, on-the-go prospects. Customers don’t want to spare their precious time viewing advertisements that simply don’t make the cut. People expect succinct, precise, and exciting information at the right time.
Today’s consumers are an unforgiving lot. A bad experience with a brand is enough to storm social pages with negative reviews until it bows down. There has never been a tougher time for companies to make their presence felt. That is why they need solutions that can delve deep into consumer behavior.
The modern-day challenge
Modern-day shoppers can be a mystery to marketers. Tech-savviness, social media involvement, and ever-changing demands are a lethal mix. Buyers don’t want to simply purchase products. They want to be part of certain lifestyles. Products don’t guide them to purchase. It is a heady mix of variables like alternatives, overall brand experience, peer reviews, social status, and state of mind that matters. Emotions play a major role and greatly influence and even determine consumer decisions.
The AIDA (attention, interest, desire, action) model, which in many ways was the ‘go to’ model for advertisers, seems to have lost its sheen. With solutions like transactional ads emerging, consumers often jump from attention to action. The span of attention is now less than 30 seconds and within this tiny window, brands have to struggle—not just to capture attention, but drive positive action from consumers.
Relevance and action
Staying relevant, precise, concise, and targeted is of prime importance today. Ad-tech programmatic solutions are bringing to the fore technologies like ad-server solutions that help companies automate their content and ad-exchange processes. These solutions help in customer profiling, targeting, and proliferating the right messages in a small window of time. That implies getting the job done with automation. By implementing ad-tech tools, companies are able to circumvent labor and focus on important aspects like targeting and metric tracking.
The digital landscape often throws a curve at marketers. To add to that are finicky customers and the job of offering relevant and updated content at the same time. That is why programmatic solutions make life easier. The days of ‘spray and pray’ marketing are long gone. The modern-day tactic is taking care of customers and approaching them with the right information at the right time, all the time.
