Paid Media

How to use data-driven advertising to improve your brand story

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Businesses nowadays want to create compelling stories for their audience to result in greater business and revenue. From designing appealing creatives to writing riveting copies, brands are leaving no stone unturned to engage with their audience in a fun and captivating way. Brand story is a cohesive way to narrate the…

Businesses nowadays want to create compelling stories for their audience to result in greater business and revenue. From designing appealing creatives to writing riveting copies, brands are leaving no stone unturned to engage with their audience in a fun and captivating way. Brand story is a cohesive way to narrate the story which encompasses the facts and feelings created by the brand. It has become important for brands to tell compelling stories to their audience to connect and inspire an emotional reaction in them.  While businesses are improving their brand storytelling on digital platforms, they must do it in the right way. Hence, they should perform search marketing to understand their customer journey and make use of the results in their digital marketing strategy to improve the way they portray their brand. One thing that brands can make the most use of is digital ads data. 

What is data-driven advertising?

Data-driven advertising is an approach that helps to optimize brand communication based on the data analyzed from the customer behaviour. Data driven advertisers and marketers use customer data to predict their needs and future behaviours. With the help of these insights, they can develop personalized marketing strategies for higher ROI and business growth.

How to use data-driven ads insights to create compelling brand stories?

It is important to shape the brand story before sharing it, and data-driven insights are those key elements from which all great stories are formed. Data-driven insights inspire brands create compelling stories in a lot of ways, including: 
  • Assisting them to build an understanding of the audience, marketplace, and the category rooted in the data.
  • Interpreting the data to find the heart and soul of the story a brand wants to tell. 
  • Enhancing the content in a personalised way to maximise relevancy. 
  • Incorporating images and videos to create emotional connections with the audience. 
  • Encouraging the audience to engage with the brand to capture more data and improve stories to be told in the future.
With the help of the insights uncovered from the data, brands can leverage it to answer all the fundamental questions asked by their audience. The keywords identified from the data-driven ads insights can be used in premium domains or brand names for landing pages in an appealing way to boost sales.  Once the brand has a confident grip on the data, it becomes easier for them to craft the messages itself. Narrating a captivating story carries umpteen challenges, with the ultimate goal of making it creative and unique. Brands must leverage the art of creating personalised content – customise their story in a way that it connects with the audience however, whenever, and wherever they choose to experience it.  Additionally, the data could also be used to make budgeting decisions. A brand’s chances increase to an even greater level when they showcase its facts backed up with strong data, reflecting that the department is making efforts to boost the company’s profitability while also spending less.  Lastly, data from these ads can also help brands retarget the customers who have already made purchases with them. Through the data, brands can show customers ads that are relevant and like the items that they have recently purchased. 

More benefits of data-driven advertising

Digital marketing agencies prefer using data-driven advertising strategies as it has numerous benefits, including:  Strengthening emotional connection with the audiences Data-driven advertising helps brands in gaining more insights into how buyers engage with them. Brands can create highly-targeted campaigns which contain personalized messages that resonate with their audience with this form of advertising.

More efficient media buying strategy

The ads data collected from various platforms provide brands with valuable insights of attributes like - demographic, behavioral, education, interest, traits, job functions, spending patterns, skills and much more. With the help of this enriched data gathered by brands, they make them free from all the guesswork and assist in building a robust media buying and planning strategy.  Increasing opportunities for cross-selling and up-selling Brands can utilise the insights collected from data-driven advertising tdigital marketingo help them move through the sales funnel more quickly and cost-effectively. Additionally, data also helps brands to see untapped potential for cross-selling throughout the sales funnel that may have gone unnoticed before. 

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    Digital Marketing / Inbound Marketing

    Digital Marketing – What to expect in 2023

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    The impact of digital marketing has forever changed the way companies positioned themselves in the market and communicated with customers. Post the development of computing and business intelligence systems, digital marketing has transformed the way brands communicate with their audience. Artificial Intelligence, Metaverse, Social Media – it has now become…

    The impact of digital marketing has forever changed the way companies positioned themselves in the market and communicated with customers. Post the development of computing and business intelligence systems, digital marketing has transformed the way brands communicate with their audience. Artificial Intelligence, Metaverse, Social Media – it has now become central to almost every brand to include them in their marketing and media plans.  The digital marketing trends for 2023 are an essential aspect that brands are watching out for to skyrocket their businesses. From SMEs to large organizations, it is crucial to incorporate the latest marketing trends into marketing strategies to stay relevant and competitive in today’s market.  With continuously evolving tools, algorithm updates, and technologies, keeping up with digital marketing trends can be overwhelming. However, the trick to keeping abreast of trends in the adage is to work smarter, not harder. For brands to stay on top of current and future trends, we have listed down what marketers can expect in the digital space in 2023: 

    Relying heavily on data

    In the era where brands are engaging digitally with their customers, it is important to use the collected data to make decisions. Data helps businesses determine how well the digital marketing strategies have performed for the targeted population and make required adjustments in areas of improvement. The collected data is valuable for marketing and sales teams to focus on qualified leads and A/B testing of messaging, emails, creatives, and strategies. With the help of marketing automation, brands get real-time insights into user engagement and campaign performance, making their strategies more effective. 

    Boom in live audio interactions

    Live audio interactions in social media are rapidly evolving. Multiple social media platforms are now making a shift towards active interaction with customers via dialogues. These interactions enable brands to portray their most authentic selves by promoting better empathy and accessibility. With a surge in social audio, businesses must make the most of this social media trend in 2023 by incorporating the same in their channel-specific strategies. Additionally, marketers can also make use of audio interactions for a Tête-à-Tête on brand-specific topics. These discussions will be a new form of UGC, with free-flowing conversations as attendees will be providing all the required content.    Live Audio Interactions  

    Youth-centered marketing

    Gen Z isn’t just the upcoming generation of consumers; they are the current generation, with a solid capacity of purchasing power under their belt. In addition to their impressive power as consumers, Gen Zers are trail-blazing how the audience views and interacts with brands. This generation chooses to connect with brands that truly appeal to them and the way they communicate – they expect brands to be extremely honest, down-to-earth, authentic, and transparent. The younger generation isn’t pro to the feeling of being sold a product; they expect it to be more imaginative or experiential. This generation is more inclined to consume short-form video content, which comprises eye-catching visuals that appeal to their values. Brands need to frame their identity around their tastes. 

    Leveraging Pinterest marketing

    Pinterest has recently gained immense popularity, with over 442 million active users each month. This visual search engine is an excellent platform for brands to reach out to new target audiences and increase brand and product awareness. Many brands would leverage this paid media trend in 2023 to introduce their brand to new and potential customers, utilizing a distinctive approach to sell their products or services. The ads on Pinterest appear in the same format as a usual Pin on the users’ feed. Consistent pinning of ads will guarantee more engagement for brands. 

    Augmented reality becomes mainstream

    In an effort to grab user attention and boost sales, more and more brands would heavily rely on augmented reality in 2023. The global augmented and virtual reality technologies market is expected to reach around $142.4 billion by 2023. With the pandemic adversely affecting the stores globally, more and more brands have started to heavily invest in augmented reality to power sales growth. According to Statista, around 1.4 billion users would shift to augmented reality by 2023, which makes it a discernible digital marketing trend for brands. [caption id="attachment_11430" align="alignnone" width="1218"]AR Shopping Experiences  [/caption]

    The future of digital marketing for brands

    There is a lot of room for progression in the digital space. Agencies and brands need to make use of these digital marketing trends in their strategies to secure increased sales, digital followings, and brand loyalty. Brands that get ahead of these advancements in the next year are well set to be ahead of the curve in 2024 and every year to come.     

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