In a scenario where constant and persistent email advertisements, WhatsApp, Instagram and other channels generate dislike among consumers, a martech Alot, specialized in brand building and management with AI strategies, points 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 the research "The Empowered Consumer" by Accenture, carried out 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. Everything 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 exhausting the user. Furthermore, 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, affirms Paula
The specialist emphasizes the importance of mapping the customer's buying journey and grounding all stages in data, what ensures greater accuracy and valuable insights for campaigns. "When it comes to putting together the communication plan", it is interesting to think not only about the information we want to convey, but also in the ideal tone. Therefore, personalization in service is essential, punctuate
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 with caution. Knowing in depth how algorithms work is essential, because the more brands adapt to new realities and technologies, "it will be easier to stand out and be relevant", concluded Paula Klotz
The adoption of these practices can transform the way companies communicate with their consumers, making advertising campaigns more efficient and less intrusive, and consequently, reducing rejection and increasing the conversion rate
