A survey by Nielsen 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 small, capable of leveraging entire businesses.
“Advertising campaigns transform consumer behavior and affect brand competitiveness in the market, so it’s a scenario that deserves maximum attention,” says Bruno Almeida, CEO of US Media, a 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 linked to new consumption habits. Check it out:
- Short and long-term impact
When brands balance frequency and relevance of campaigns, the benefits of paid media are immediately perceived and can extend for years. “In the short term, users receive advertising messages that resonate with their interests, influencing their purchase decisions. Then, in the long term, this can make them choose that brand as their favorite, creating a cycle of engagement,” says Almeida.
- Access to new products and services
Paid media campaigns also bring new buying options, leading consumers to try out new products and services. “More conservative consumers, who rely on organic recommendations or past experiences, often miss out on contact with hot market releases, especially in dynamic sectors like fashion and technology,” explains 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. As US Media’s leader puts it, “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 many sectors benefiting from increased investment in paid media. “We are talking about areas that rely heavily on a strong digital presence to reach and engage their consumers, so they use this strategy to direct their messages and ensure more results”, points out Almeida.
- Competitiveness for SMEs
“Small and Medium Enterprises (SMEs) can indeed compete with big brands”, warns the CEO. Through niche strategies and high personalization, advertising campaigns can help smaller brands grow on social media and reach the target audience by showing their potential for innovation.
- Omnichannel Approach
Today, investing in a strategy that integrates various communication channels balances paid media with organic content, essential to maintaining engagement and avoiding fatigue. “Relevance and segmentation are the keywords for any campaign that adds value to the consumer’s experience”, assures 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 in a truthful way,” he adds.
- Creativity and innovation
It is useless to invest in paid media if the brand follows what everyone else is doing. As the executive advises: “An innovative campaign always begins with a good team thinking outside the box, so focusing on strategic planning is a step that cannot be overlooked by the company. Creating 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 in programmatic advertising, and advertising based on social and environmental values.
- Approach diversification
To adapt their 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 always and in the same format to the public is definitely not a good idea these days,” concludes Almeida.
