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Taking Digital Marketing Tools To A Higher Level

March 21, 2019

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People are bombarded with thousands of ads every day, both online and offline. Given the fact that the popularity of ad blockers is increasing, marketers are faced with users’ desire to reduce their exposure to ads. The main problem that Web users everywhere have to deal with on a daily basis is that much of the content is irrelevant to them and their needs. Digital marketing has reached a point where overexposure to ads may have a negative impact on the user’s browsing experience. Some users even perceive them as annoying or as an invasion of their privacy. But new tools and technologies are available to enable accurate personalization. Marketing departments may need to upgrade their strategy in order to deliver relevant content to people who are actually interested and may choose to react to their ads.

For a typical user, surfing the Internet involves a fair amount of exposure to ads. As many popular websites rely on publicity to make ends meet, users are starting to turn to ad blockers to reduce the downsides of online ads. Although ad blockers have a positive impact on user engagement with the Web, they are becoming more and more unpopular among ad publishers and within digital marketing departments. They may need to adapt to the new rules and take their digital marketing tools to a higher level.

Diving into Deep Learning

Digital marketing strategies may improve by using deep learning to accurately identify and analyze users’ needs. Deep learning solutions may be especially useful for e-commerce, as this is a sector with various products and interests. Marketers have but milliseconds to synchronize ads with the user’s needs. But deep learning algorithms allow a quick analysis and display of content and they deliver ads tailored to each user’s needs. The end result is a campaign that delivers relevant recommendations, making the user’s experience less annoying. It also provides marketers with better results.

Deep learning provides digital marketing with the advantage of processing huge amounts of data before making the decision to display ads. It does so by mimicking the complex way our brains work. Just as people learn from practice, deep learning solutions make several attempts before making the right choice. Human intervention is not necessary for this process, making these solutions practical and cost-effective tools for many marketing departments. Thanks to deep learning, retargeting and remarketing experts can analyze less accessible data on a bigger scale.

Betting on new ideas

Video is one of the biggest digital marketing trends of the digital age, with viral videos being watched by billions of users worldwide. Given the recent boost of online video content, it is important not only that this content is optimized, but also that the videos are shared on the right channel. Amazon might provide marketers with a new solution as the giant is attempting to court advertisers with new ad offerings. The company has recently developed a new video ad solution named Video in Search. This tool may be used to display video ads in users’ search results.

The new tool provides marketers everywhere with a content-rich medium where they can make a direct connection with Amazon customers by displaying video ads in search results. The advertisements will appear below the fold in the search results for keywords related to the product. With just one click customers will reach the detail page of the advertised product, the store that sells it or a customized landing page on Amazon. According to the online retail giant, Video in Search is currently in beta and only available on iOS devices. Amazon’s revenue continues to grow and it might soon become an important player in the digital marketing sector.

Marketing departments everywhere will continue to prepare and upgrade their strategy for the digital age. New challenges are sure to appear and the old tools might fade away. Online ads are but one of the issues marketers face when preparing their strategy. Overexposure to them seems to have prompted users to resort to ad blockers for a better browsing experience. Marketers should revise their strategies and upgrade their marketing tools if they are to remain competitive.