In a scenario where constant and insistent advertising via email, WhatsApp, Instagram, and other channels generates antipathy among consumers, the martech company Alot, specializing in brand building and management with AI strategies, points to 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 receptiveness of advertising campaigns.
According to Accenture's "The Empowered Consumer" survey, 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 deeply understand the brand's target audience. “It all starts with understanding who the target audience is and what their genuine interests are. From there, it's crucial to balance the reach and frequency of advertising to be competitive without tiring the user. Furthermore, it's necessary to be present on the channels where the audience prefers to be, ensuring that the content reaches the potential customer in the best possible way,” says Paula.
The expert emphasizes the importance of mapping the customer's buying journey and basing all stages on data, which ensures greater accuracy and valuable insights for campaigns. "When putting together a communication plan, it's important to think not only about the information we want to convey, but also about the ideal tone. That's why personalized customer service is essential," she points out.
Artificial Intelligence (AI) emerges as a great ally in carrying out these activities. Using data and information, it is possible to rethink strategies and achieve more satisfactory results. “We cannot stop using AI, but it is necessary to use it cautiously. A thorough understanding of 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 how companies communicate with their consumers, making advertising campaigns more efficient and less intrusive, and consequently reducing rejection and increasing conversion rates.
