A Nielsen survey shows that 70% of consumers trust online recommendations from third parties. The number reinforces that the impact of paid media on the consumption habits of internet users is far from being small, being able to leverage entire businesses
Advertising campaigns transform consumer behavior and affect brand competitiveness in the market, "so it is a scenario that deserves maximum attention", says Bruno Almeida, CEO ofUS Media, leading media solutions hub in Latin America
To clarify the benefits of investing in this strategy, the executive listed 10 fundamental aspects of paid media related to new consumption habits. Check
- Short-term and long-term impact
When brands balance frequency and the relevance of campaigns, the benefits of paid media are perceived immediately and can extend for years. "In the short term, users receive advertising messages that engage with their interests, what influences your purchasing decisions. After, in the long term, this can make him choose that brand as his favorite, creating an engagement cycle, Almeida states
- Access to new products and services
Paid media campaigns also bring new purchasing options, making consumers experience new products and services. The most conservative, that trust in organic recommendations or past experiences, often end up not having contact with hot market releases, mainly in dynamic sectors such as fashion and technology, explain the CEO.
- Customer loyalty
Investing in paid media is an excellent strategy to create a lasting bond with consumers, especially when aligned with exclusive benefits programs. How the leader of US Media characterizes, "nothing like a well-planned campaign to highlight the brand values and the real benefits that a loyal customer can obtain"
- Applicable in various sectors
E-commerce, technology and the financial market are just a few of the various sectors benefited by the increase in investment in paid media. We are talking about areas that rely on a strong digital presence to reach and engage their consumers, so they use this strategy to target their messages and ensure better results, point Almeida
- Competitiveness for SMEs
"Small and Medium Enterprises (SMEs) can indeed compete with large brands", alert the CEO. Through niche strategies and high personalization, advertising campaigns can help a smaller brand grow on social media and win over the target audience by showcasing its potential for innovation
- Omnichannel approach
Today, betting on a strategy that integrates multiple communication channels balances paid media with organic content, being essential to maintain engagement and avoid fatigue. "Relevance and segmentation are the key words for any campaign that adds value to the consumer experience", guarantees the US Media specialist
- Balance and authenticity
The balance between paid media and authentic content is crucial. According to Almeida, companies should use campaigns to drive traffic to genuine productions, such as customer testimonials and success stories. "Partnerships with good influencers are also effective in amplifying the message authentically", adds
- Creativity and innovation
It is of no use to invest in paid media if the brand follows what all the others are doing. As the executive advises: "An innovative campaign always starts with a good team thinking outside the box, therefore focusing on strategic planning is a step that cannot be overlooked by the company. Create thinking about each platform where the campaign will run, and not replicating the same creativity for all, also increases its effectiveness.”
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- Emerging trends and new technologies
Some trends and technological tools are already impacting consumption habits, so they are completely relevant to paid media strategies. The main ones are: real-time personalization through artificial intelligence, advertising on short video platforms, the increase of programmatic advertising and advertising based on social and environmental values
- Diversification of approaches
To adapt your paid media strategies to new consumption habits, companies also need to diversify their approaches. We live in an increasingly fragmented digital environment, "so offering the same thing in the same format to the audience is definitely not a good idea these days", concludes Almeida
