The digital rise of personalised advertising


The realm of advertising has grown exponentially over the years. Particularly in recent years, the value of digital advertising has risen, coming to a total of $40 billion globally last year. As it currently stands, digital marketing is one of the most incredibly versatile and overtly successful marketing strategies there is, and there are no signs of it slowing down any time soon. In fact, if anything it is only set to rise even higher up the ladder – if that is at all possible. Advertising allows brands to build industry exposure while establishing consumer awareness. What is more, is that they work better than most people would expect. One of the most exciting innovations in advertising in this digital age is personalised advertising. Through personalised advertising, brands can gain the attention of not only consumers, but competitors and industry titans alike. Personalised advertising allows for brands to provide consumers with targeted campaigns that have genuine influence and impact, rather than the empty, baseless advertising campaigns that aim blindly at a target demographic, hoping to latch on to something agreeable, perhaps even minutely profound.

The ethical sounds of personalised advertising have been pulled into question many times. People have understandably shown concern that an advertising prospect exists that is designed to literally leech off consumers’ data and use it to target more products towards them, and only them. This level of personalisation is unfamiliar, and so it is threatening to the many people. However, despite questions of ethics and morality surrounding the use of personalised advertising, its popularity continues to rise, as does its credibility among brands and businesses that are looking to freshen up and modernise their advertising efforts. Whether doing that means getting assistance from a professional full service advertising agency, or committing hour and hours of effort, money, and research into perfecting advertising strategies, the point remains the same: when used adequately and correctly, personalised advertising has the power to completely transform a brand’s consumer reach. And that changes everything.

Consider the power that social media has over modern consumers, for example. Social media has positively transformed the relationship between marketers and consumers, in addition to the relationships between those same consumers and their inner circles. When personalised advertising is set throughout social media news feeds, consumers feel less like their privacy has been invaded. Masked throughout social media news feeds, personalised advertising becomes normalised, even commonplace. And so, it is. Personalised advertising does for brands what cupcakes do for cafes; in having the personalised advertisements readily accessible, consumers are reminded of them and given the opportunity in real-time to deep-dive into personalised advertisements without feeling like their security and privacy has been somehow breached by the brands they know, and the social media platforms they entrust much of their personal information to.

The innovation that is personalised advertising is one that has had significant effect on the marketplace in the relatively short time that it has been in existence. Personalised advertising is the modern brand’s leading advertising strategy, and it is not at all difficult to understand why. Through personalised advertising, brands can establish themselves a definitive presence online while also having the reach to consumers that makes them so overwhelmingly successful. And in this digital age where every industry is becoming exceedingly more competitive with time, having increased exposure online could well be the difference between a company being a raging success, and a company floundering through. Personalised advertising does for companies today what print marketing did for businesses fifty years ago: increases exposure while maintaining dignity. We all want the businesses we love to succeed, and maybe that success now comes hand in hand with allowing personalised advertising to take prominent place. It is an interesting time to be in advertising, and that is putting it ever-so-lightly. The world of advertising is experiencing one of its all-time highs right now, and we are set to continue to see success after success in personalised advertising (not to mention all the other brilliant forms of advertising making the rounds).

Advertising is, by nature, an ever-changing landscape. The realm of advertising that exists around us today is vastly different from the one that we were familiar with fifty, even just twenty-five years ago. Advertising, like the market in general, shifts with the expectations of the consumers. Some branches of advertising – like personalised advertising, for example – have more of a distinctive pull on consumers because they are more specifically targeted. When consumers feel like they are heard and valued, they are more likely to shop at a particular store. Similarly, when consumers see something similar to past purchases or browsing efforts on stores they frequent or happen across, they are more likely to click into it. And so on and so forth. This is the nature of personalised advertising. That is the glue that binds modern consumers to the brands that keep on giving.

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