Reinvent yourself or die
The irruption of technology in our day to day has completely transformed the way in which we understand our environment, live, consume or communicate. This has had a strong impact on all economic sectors, from the most traditional to the least conventional and, as it could not be less, it has also had an impact on the advertising sector.
For years, marketing and advertising have been forced to adapt to the new times and take advantage of digital media, methods and channels. After the arrival of the internet and its multiple and new communication formats, one of the impacts that has most revolutionized the sector has undoubtedly been social media. These platforms have become the new window for companies to advertise in, since 85% of Spaniards between the ages of 16 and 65 are users, especially Facebook, Twitter and Instagram. These platforms allow to segment and personalize the message to obtain a high level of penetration in the target audience, allowing to define who they are (gender, age, professions, tastes, etc.) and where they are (neighborhood, city, etc.). In a few years, already 48% of users say that the advertising they have seen completely conforms to their profile and interests, a figure that increases day by day. Such is the effectiveness of these platforms to reach the potential target and the speed with which the technological tools improve the result, that 76% of the companies declare to have increased the advertising investment in social media in the last three years.
But the digital transformation is constantly evolving and being present on social media, solely, is no longer enough. Currently, new forms of campaign optimization have appeared in SM that guarantee high results at a much lower cost. It is, on the one hand, applying Artificial Intelligence and Big Data to advertising campaigns on social networks to optimize processes and, on the other, improve results. And this, if the agencies know how to take advantage of it, is a golden opportunity. Data is a very valuable source of information and taking advantage of it by applying Artificial Intelligence is a great advantage, to give the best service to customers and, at the same time, not lag behind our competitors.
In this sense, Adtuo is the first platform to use this Artificial Intelligence system, through Machine Learning. Thanks to these technologies, it has a method of monitoring and optimizing data and results, which learns from error and success automatically and at high speed, with the aim of improving the performance of advertising campaigns on social media day after day . This translates into a 30% improvement in tangible results and an efficiency that reduces processes from 2 weeks to up to 30 seconds.
And far from to be a threat to traditional advertising agencies, it becomes a complementary tool, which frees them from slow manual processes, giving them time to dedicate to more creative tasks, adjust their prices or have the capacity to increase their portfolio of customers, among other options.
In short, the digital transformation has reached the traditional methods of advertising agencies, forcing them to reinvent themselves so as not to become obsolete. In this evolution, adapting to the new reality is practically a matter of survival. In addition, we increasingly have a more demanding client and an extremely competitive environment. Therefore, we must live up to and take advantage of all the opportunities that technology offers us to offer the best services to our clients.
Article originally published on 25 February 2020 in marketingnews.es
