Page 13 - index
P. 13
RESEARCH, ANALYSIS & TRENDS
Digital Marketing
Trends from the
‘land of boundless
possibilities’
When it comes to innovation and Hyperpersonalization goes a step same time part of the story. They
trendsetting, the United States still further by trying to provide the cus- generate and share content so that
take on the pole position. Many tomer with tailored content, based messages of the brands reach tar-
trends are established there long on a precise data analysis. get audiences much better.
before they make an appearance
anywhere else. TWT Interactive By way of conversation, the interest Again, it is all about a more rele-
revealed now comprehensively, of the audience can be ignited be- vant, more personal relation with
what kind of new developments we ginning with a personalized image, the brand that advances into the
can expect in the near future. for example, and continuing with real lives of consumers. With the
welcome, birthday, or "we-miss- rapid growth of image-based social
Connected Moments you" emails. It is important, of networks, such as Instagram and
course, to have a powerful tool Pinterest, besides the fact that Fa-
When we speak of the ‘Internet of which collects as much customer cebook is also picture-heavy, story
Things’, a lot centers around those data as possible in order to be able building will be dominated more
devices that make a connected to address the customer accurately. and more visually as well. Further,
world possible. But it's about much A sharpened profile simply helps to story building changes the meas-
more than just that. The mobile ad- create and send relevant content. urement of success factors: Instead
vertising platform Kiip, for instance, The result is an increased brand of measuring range and frequency,
rewards moments and especially loyalty and of course a boost in values such as commitment and
moments of success in which we sales. activity gain importance in measur-
are particularly sensitive to con- ing the success of a campaign.
sumption. With ‘Precision Moments But beware of a strong personaliza-
Targeting’ the company last year tion and stereotyped thinking. Pref- Native advertising
started offering a promotional tool erences can change and offers that
that allows advertisers to very pre- do not really fit into the profile of the Native advertising is not a new
cisely tailor their mobile campaigns buyer, can suddenly become inter- trend but recently gained real trac-
to the user. esting. Therefore, stay flexible and tion, especially since media compa-
always check your processes on a nies started to create their own for-
Individualized advertising means regular basis. mats by combining paid posts, se-
providing added value at specific ries of topics and core areas. The
moments: Imagine a beer brand Story building is the new story- American publisher BuzzFeed, for
can adjust the moment for an ad- telling instance, only uses native advertis-
vertising campaign precisely ing. In addition to the so-called
through networked devices when Storytelling has long been the sty- "Listicles", however, investigative
the last beer is taken out of the re- listic device of consumer marketing reports from well-known journalists
frigerator. per se. In commercials, worlds are published as well, which are
were created in order to give prod- financed by business-funded sto-
Many of these moments - whether ucts that are interchangeable some ries. Netflix is another good exam-
positive or negative - can be used originality and reach customers on ple, which advertises in a very sub-
to get the attention of consumers an emotional level. tle way for its self-produced series
and to be at the right place at the "Orange is the New Black", with the
right time. These moments also However, since media, technology help of native advertising that
arise in our ‘smart home’ or the and data started to merge more brought them very positive feed-
‘connected car’. and more together, and the Internet back in return. ◊
has already become a participatory
Hyperpersonalization medium, there is a movement to- By MediaBUZZ
wards story building, which is col-
Personalized emails are a must for laborative, non-linear and in real
businesses in times of spam and time. Consumers co-create the sto-
the high density of information flow. ries of their brand and are at the
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
Digital Marketing
Trends from the
‘land of boundless
possibilities’
When it comes to innovation and Hyperpersonalization goes a step same time part of the story. They
trendsetting, the United States still further by trying to provide the cus- generate and share content so that
take on the pole position. Many tomer with tailored content, based messages of the brands reach tar-
trends are established there long on a precise data analysis. get audiences much better.
before they make an appearance
anywhere else. TWT Interactive By way of conversation, the interest Again, it is all about a more rele-
revealed now comprehensively, of the audience can be ignited be- vant, more personal relation with
what kind of new developments we ginning with a personalized image, the brand that advances into the
can expect in the near future. for example, and continuing with real lives of consumers. With the
welcome, birthday, or "we-miss- rapid growth of image-based social
Connected Moments you" emails. It is important, of networks, such as Instagram and
course, to have a powerful tool Pinterest, besides the fact that Fa-
When we speak of the ‘Internet of which collects as much customer cebook is also picture-heavy, story
Things’, a lot centers around those data as possible in order to be able building will be dominated more
devices that make a connected to address the customer accurately. and more visually as well. Further,
world possible. But it's about much A sharpened profile simply helps to story building changes the meas-
more than just that. The mobile ad- create and send relevant content. urement of success factors: Instead
vertising platform Kiip, for instance, The result is an increased brand of measuring range and frequency,
rewards moments and especially loyalty and of course a boost in values such as commitment and
moments of success in which we sales. activity gain importance in measur-
are particularly sensitive to con- ing the success of a campaign.
sumption. With ‘Precision Moments But beware of a strong personaliza-
Targeting’ the company last year tion and stereotyped thinking. Pref- Native advertising
started offering a promotional tool erences can change and offers that
that allows advertisers to very pre- do not really fit into the profile of the Native advertising is not a new
cisely tailor their mobile campaigns buyer, can suddenly become inter- trend but recently gained real trac-
to the user. esting. Therefore, stay flexible and tion, especially since media compa-
always check your processes on a nies started to create their own for-
Individualized advertising means regular basis. mats by combining paid posts, se-
providing added value at specific ries of topics and core areas. The
moments: Imagine a beer brand Story building is the new story- American publisher BuzzFeed, for
can adjust the moment for an ad- telling instance, only uses native advertis-
vertising campaign precisely ing. In addition to the so-called
through networked devices when Storytelling has long been the sty- "Listicles", however, investigative
the last beer is taken out of the re- listic device of consumer marketing reports from well-known journalists
frigerator. per se. In commercials, worlds are published as well, which are
were created in order to give prod- financed by business-funded sto-
Many of these moments - whether ucts that are interchangeable some ries. Netflix is another good exam-
positive or negative - can be used originality and reach customers on ple, which advertises in a very sub-
to get the attention of consumers an emotional level. tle way for its self-produced series
and to be at the right place at the "Orange is the New Black", with the
right time. These moments also However, since media, technology help of native advertising that
arise in our ‘smart home’ or the and data started to merge more brought them very positive feed-
‘connected car’. and more together, and the Internet back in return. ◊
has already become a participatory
Hyperpersonalization medium, there is a movement to- By MediaBUZZ
wards story building, which is col-
Personalized emails are a must for laborative, non-linear and in real
businesses in times of spam and time. Consumers co-create the sto-
the high density of information flow. ries of their brand and are at the
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
