10 Aspects of paid media linked to new internet consumption habits

A Nielsen survey shows that 70% of consumers trust third-party online recommendations. The number reinforces that the impact of paid media on the consumption habits of internet users is far from small, and can leverage entire businesses.

“Advertising campaigns transform consumer behavior and affect the competitiveness of brands in the market, so it is a scenario that deserves maximum attention”, says Bruno Almeida, CEO of us 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 linked to new consumer habits

• 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.“A Short-term users receive advertising messages that speak to their interests, which influences their buying decisions.Then, in the long run, this can cause them to choose that brand as their favorite, creating an” engagement cycle, says Almeida.

• Access to new products and services

Paid media campaigns also bring new buying options, causing consumers to try new products and services.“The more conservative, who rely on organic recommendations or past experiences, often end up having no contact with hot market launches, especially in dynamic sectors such as 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 benefit programs.As the US Media leader characterizes,“nada is a well-planned campaign to highlight brand values and the real benefits that a loyal customer can get”.

• Applicable in various sectors

E-commerce, technology and financial markets are just some of the many sectors that have benefited from increased 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 more”, says Almeida.

• Competitiveness for SMEs

“Small and Medium Enterprises (SMEs) can compete with big brands”, warns the CEO. Through niche strategies and high personalization, advertising campaigns can cause a smaller brand to grow on social networks and conquer the target audience showing 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 keywords for any campaign that adds value to the consumer experience”, guarantees the US Media expert.

• 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 true”, he adds.

• Creativity & innovation

There is no point in investing in paid media if the brand follows what everyone else is doing. As the executive advises: “An innovative campaign always starts with a good team thinking outside the box, so focusing on strategic planning is a step that can not be left aside by the company. Create thinking about each platform on which 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 consumer 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.

•   Diversification of approaches

To adapt their paid media strategies to new consumer habits, companies also need to diversify their approaches.“We live in an increasingly fragmented digital environment, so always offering the same thing and in the same format to the public is definitely not a good idea these days”, concludes Almeida.