In a scenario where constant and insistent ads by email, WhatsApp, Instagram and other channels generate antipathy among consumers, martech Alot, specialized in building and managing brands with AI strategies, points out solutions to avoid excessive advertising. Paula Klotz, media and growth manager at Alot, highlights the importance of using artificial intelligence and personalization of messages as effective ways to improve the receptivity of advertising campaigns.
According to Accenture's “The Empowered Consumer” survey conducted in the third quarter of 2023, 75% of respondents disapprove of over-advertising, leading 74% of consumers to give up shopping. These figures reflect the urgent need for more refined and targeted marketing strategies.
Paula Klotz explains that the first step to reduce these rates is to know the target audience of the brand deeply. “It all starts with understanding who the target audience is and what their genuine interests are. From there, it is crucial to balance the reach and frequency of advertising to be competitive without wearing the user. In addition, it is necessary to be present in the channels where the audience prefers to be, ensuring that the content reaches the potential customer in the BEST way”, says Paula.
The specialist emphasizes the importance of mapping the customer's purchase journey and grounding all steps in data, which ensures greater assertiveness and valuable insights for campaigns. “In time to assemble the communication plan, it is interesting to think not only about the information we want to pass, but also the ideal tone. Therefore, personalization in service is essential”, he points out.
Artificial Intelligence (AI) emerges as a great ally in the execution of these activities. Using data and information, it is possible to rethink strategies and achieve more satisfactory results. “We cannot help but use AI, but it must be used with caution. Knowing in depth how algorithms work is fundamental, because the more brands adapt to new realities and technologies, the easier it will be to stand out and be relevant”, concludes Paula Klotz.
Adopting these practices can transform the way companies communicate with their consumers, making advertising campaigns more efficient and less invasive, and consequently reducing rejection and increasing conversion rate.
