Saloni Mittal, Founder, The Creative Nose

Saloni Mittal, the founder of The Creative Nose, is an innovative and problem-solving personality. She brings a revolutionary vision to the company. She has hands-on experience from multiple advertising agencies such as Ogilvy, Saatchi & Saatchi, DDB, and Dentsu in India and abroad. Her accomplishments supersede her. She has won awards in Clio Health, Graphis, D&AD, creative conscience, and Fast Company. She is the organizational pillar for The Creative Nose and her trendy marketing skills help brands hold positions in the world.

 

The rise of technology changed or at least had a significant impact on everything it touched or came into contact with. Technology has significantly upgraded our business lives. Specifically, digital innovations such as e-mail, dot com web pages, YouTube, social media, and other social platforms, are comparatively new and constantly updating. Technology advancements have played an immersive role in how people are exposed to new information throughout history. This is a role that deserves to be recognized and praised.

Each successive innovation, from the printing press to radio to television to, most recently, the internet, revolutionized and altered how people interacted with new concepts, products, companies, and brands. Despite technological advancements, most companies and brands relied on a linear and symbiotic approach to reach consumers until the mid-to-late 1990s: traditional media companies sold ad space to fund their operations, and companies bought ad space to reach consumers. Long-held advertising norms have been uprooted by the rapid growth and adoption of internet connectivity. Increased connectivity has democratized media; anyone with a good strategy, an internet connection, and basic web design skills can now compete for views and advertising dollars with multibillion-dollar corporations. Furthermore, the increased use of social media platforms means that people are not only accessing information in new ways, but they are also becoming less reliant on traditional media for information.

The digital advertising landscape has been disrupted by technology, and the Covid-19 pandemic has hastened the digitization process. In an age of fierce brand competition and information overload on social media, technology is a powerful tool for implementing an out-of-the-box strategy to stand out from the crowd. Here are a few examples of how technology is reshaping the digital ad landscape.

Increasing efficiency: Automation has infiltrated every industry, including digital advertising. Marketing automation is the use of emerging technologies to streamline digital advertising processes and increase operational efficiency. Automated advertising platforms save time and resources while increasing efficiency, allowing marketers to focus on more important tasks. Marketing automation also provides strategic insights to help you make better decisions. Marketing automation tools are useful in today’s world of multi-channel, cross-device digital advertising because they allow for smooth and seamless campaign management.

Measuring ROI: Digital advertising outperforms traditional forms of advertising by tracking and measuring campaign ROI in real-time with great precision. It also gives marketers the flexibility to make course corrections and tweak existing campaigns to improve results. Artificial Intelligence (AI) has excellent tracking and analytics capabilities, allowing businesses to make quick decisions and increase sales. Machine Learning, likewise, has the unique ability to analyze infinite data points and facilitate a thorough understanding of various customer touchpoints and their impact on brands. Predictive analysis is increasingly being used by marketers to identify patterns and influence customer behaviour. 

Having an impact on business outcomes: The various advantages that technology bestows on digital advertising, such as increased efficiency, increased sales, and a larger customer base, have an impact on business.. Brands have been aided in adopting a “digital-first” strategy and embracing an omnichannel marketing strategy to target various customer profiles thanks to technology.

Personalization: Personalization has become the focal point of brands’ digital advertising strategies to gain a competitive edge. To grow your business, you must shift to a consumer-centric approach. Personalization entails reaching out to and staying in touch with your target audience, as well as tailoring your brand strategy to the profiles of your customers. According to a Montate- Econsultancy study, 94 percent of marketers believe that personalizing the web experience is critical to their company’s success. According to an Epsilon study, 80 percent of customers said they wanted to buy from brands that offer a personalized experience)

Increasing Customer Experience: Customer experience has been redefined by emerging trends such as video marketing and voice search, which have made the relationship between brands and their customers surreal. According to a study, videos generate 50 times more engagement than plain text. Similarly, YouTube viewers are 1.4 times more likely than non-video ad viewers to watch and share ads on mobile.

Precise targeting: Determining the target audience is an important part of any digital advertising strategy. Not every customer falls into your target demographic. Technology aids in narrowing and filtering the target audience, as well as segmenting them based on demographics, geographic region, interests, and behaviour. For example, Facebook Ads Manager is a powerful tool that provides a plethora of options for creating the profile of your target audience. Technology can also assist you in determining what type of content is most likely to resonate with your target audience. BuzzSumo and SEMrush are excellent tools for gaining a better understanding of your target audience’s psyche and online behaviour. Similarly, it allows you to exclude a segment of your audience that is not relevant to your brand.

For brands, technology has emerged as a panacea for influencing business outcomes and maintaining a competitive advantage. Nonetheless, it should be noted that the heart of any digital advertising campaign is storytelling and personalization, after all, technology is simply a tool to facilitate these two components. Technology also has drawbacks, such as user privacy concerns, cybercrime risks, and the obliteration of specific job roles, to name a few. The key to leveraging technology is figuring out the right mix, making sure it’s used wisely, and staying on top of the latest industry trends. 

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