In a scenario where constant and persistent advertising via email, WhatsApp, Instagram, and other channels generates antipathy among consumers, the martech Alot, specialized in brand building and management with AI strategies, suggests solutions to avoid excessive advertising. Paula Klotz, media and growth manager at Alot, highlights the importance of using artificial intelligence and message personalization as effective ways to improve the receptivity of advertising campaigns.
According to the "The Empowered Consumer" survey by Accenture, conducted in the third quarter of 2023, 75% of respondents disapprove of excessive advertising, leading 74% of consumers to abandon purchases. These numbers reflect the urgent need for more refined and targeted marketing strategies.
Paula Klotz explains that the first step to reducing these rates is to have a deep understanding of the brand's target audience. "Everything begins 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 exhausting the user. Additionally, it is necessary to be present on 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 buying journey and grounding all stages in data, which ensures greater accuracy and valuable insights for campaigns. "When creating the communication plan, it's important to consider not only the information we want to convey but also the ideal tone. That's why personalized service is essential," he/she/they points out.
Artificial Intelligence (AI) emerges as a great ally in executing these activities. Using data and information, it is possible to rethink strategies and achieve more satisfactory results. "We cannot stop using AI, but it must be used with caution. Understanding how the algorithms work in depth is essential, 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 the conversion rate.
