Search and display advertising aren’t the only parts of the marketing landscape that have changed over the past three years.
He added, that it allows “them to find the ideal end user, as opposed to intense demographic and psychographic targeting [which often drives up advertising costs and excludes potential customers].”, said. Adding, “Because we know less and less about the people, our dependency on the platforms become greater. We have fewer levers to pull - budget, creative - and they're more important.
“Driving engagement and revenue from social media advertising heavily depends on content,” Fraser concured. Adding, “influencers are the pioneers of content creation and understand the messages and formats that best resonate with their audiences. They can help guide brands in creating advertising content that will perform best.”, advised that brands invest in their organic presence on the platform, first.
“AI can provide more targeted and optimized content generation. It can also help brands generate new content ideas tailored specifically to the interests of your target audience and… having the right tone in communications to better emotionally connect with customers in marketing interactions, using sentiment analysis.”
As it relates to other platforms, Twitter and Pinterest have made strides in improving targeting options and ad formats on their platforms, Masero said.
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