‘Four useful tips for making online ads relevant & personal’ – Econsultancy
Sean Philip says, “Contrary to what we in the industry might like to think, most people have total antipathy towards advertising. At best it’s a necessary evil.
But advertising really could be so much more, providing it’s useful. And the way to make something useful is to make it relevant, through contextualisation and personalisation.
Every brand worth its salt uses some form of contextual targeting to entice users in – be it through display targeting, RLSAs, or promoting certain pieces of content or products on their website based on previous visits.
Google’s announcement of its Google Analytics 360 Suite, with its Audience Centre, Data Studio and Optimisation solution will certainly go some way to helping brands be better at placing customers at the heart of their marketing.
The wider issue is – this isn’t something you set up once, tick the box and you’re done”.
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