Ay: Ekim 2021

Research shows that while Generation Z’s relationship with television, the main pillar of traditional advertising, continues, their purpose in watching television is more of an activity they do with their families. Repetitive and long blocks of content on television are not appealing to them. The short and varied content that they encounter in digital environments feeds their tendency to spend more time on digital platforms.

As they create more demand for digital platforms, it is of great importance that the content is fast, high quality, and easily accessible. At the same time, this content should always be up-to-date and create a diverse pool so that Generation Z’s interest in you and your content does not diminish. In addition, if you produce content that can be interacted with, you can keep Generation Z happy and enjoyable.

Interactive ads, the new favorite of the media, give us clues about the advertising of the future in terms of exciting the target audience and becoming more and more in demand. Simply providing information about how useful and good your product is is insufficient to mobilize Generation Z. We need to offer them a world they can enter and take an active role in, not a one-way flow of information.

As much as we try to predict the future of advertising, there are of course infinite possibilities. Most likely, our predictions are only one-thousandth of what will happen, but we know that Generation Z expects to be involved and constantly surprises with new content!

This type of advertisement, which we see many examples of in the traditional world, has changed its shell with the digitalization process. Now we started to see interactive ads on social media. Interactive digital ads, which originate from the “demo” game process of game ads, are now presented at a much more advanced level. With the help of a bar that is pulled left and right, you can show your product or service before and after use, and you can develop ads where mutual communication takes place with methods such as test questions and surveys.

These ads, which stimulate as well as entertain and are watched to the end at very high rates, are also becoming an important factor in the marketing strategy of many brands with their high click-through rate and memorability. Let’s make our customers players in our creative works together!

Growth hackers first ensure product optimization with the power they get from data and experiments and then find new growth opportunities in the journey of brands in many areas from brand awareness to ambassadorship. It is not possible to place people working in this field in a corporate department because they have guiding and supportive roles in many areas from production to marketing.

So, what are the differences between a growth hacker and a marketing specialist?

First of all, while a marketing expert is more long-term and comprehensive, a growth hacker takes steps that we can see the results of in shorter periods. In addition, growth hackers need to have the ability to analyze data and the technical skills to take new steps.

Marketers, on the other hand, emphasize creativity and persistence. However, both groups of employees ultimately aim to increase sales and awareness of the company.

Before concluding this article, we would like to make a small reminder: Growth hackers cannot take your company from zero to the top in an instant with tricks or special tactics. Their job starts with analyzing the available data well, understanding the positioning of the brand, and coming up with a plan, and continues with the successful implementation of these plans. In other words, they take the same steps that every department takes. It’s just that, because they work across departments, they have a greater advantage than departments in seeing some of the details.

However, it is not easy to create this sense of trust. First of all, brands need to take steps far beyond the legal obligations on this issue. The path to be followed for this can be categorized under three main headings: telling, setting boundaries and modifiability.

Under the heading of “telling”, it is necessary to tell the visitor which data will be shared, for what purpose and by whom this data will be recorded and processed. However, this should be done in a much simpler and user-friendly manner rather than using a confusing language full of terms. At the same time, indicating how the data they share will benefit them can also make visitors more receptive to sharing information. Because when they see that an ad shown to them at the right time means saving both time and money, users realize that big data is not such a scary concept and start to enjoy the situation.

Another topic is “setting boundaries”. The biggest fear of users when pressing the “accept cookies” button or filling out forms is to be disturbed by countless e-mails and calls coming out of the blue. Of course, as a brand, we will continue to communicate with our target audience, but reminding them of the space they give us and showing that we act within these boundaries will make customers feel safe.

Finally, let’s take the topic of “interchangeability”… One of the biggest frustrations for users is that they don’t know how much information they have shared with which brand, and they fear that their data is being misused because they may have missed the mark. Research shows that people with this fear make up 80 percent of all users, so it’s a problem too big to ignore. If customers are sent messages that emphasize “changeability” such as unsubscribing, changing the frequency of communication, reviewing their permissions for data usage, they will feel a great sense of confidence and relief with the perception of taking the lead again.

Paying attention to these points mentioned above is the first step towards making the best use of big data. Creating a transparent, sincere and equal balance of power between you and your target audience can provide you with a unique resource for analysis by removing the obstacles to collecting valuable data. Of course, it is also necessary to successfully analyze this data and make strategic planning in line with these analyses.

But there is a small exception here: You can also sell the product to people below your target economic class through inspiration. How? Let’s say you associate the computer you are selling with a certain lifestyle. For example, when you give a message such as “People who use this computer are creative, they have aesthetic tastes”, those who want to take on the title of “creative” from people with insufficient economic power can agree to pay for months to own this computer.

From Local to Global – From Global to Local Let’s talk about the impact of culture. This is a bit complicated. Because each community has its own culture, but in a globalized world, most brands appeal to more than one community. So where does the solution lie? In the philosophy of “think global, act local”.

For example, that cola brand we all know, shows itself at family tables every Ramadan with ball popping and iftar breaking. And again, the world-famous hamburger brand sells completely different burgers in the Far East and completely different burgers in America. In this way, brands adapt themselves to the cultures they sell to.

Sometimes this relationship works in the opposite direction. In other words, advertisements (marketing) create brand new cultural elements. If we give a small example, everything will fall into place automatically: February 14th is Valentine’s Day.

Buying gifts as a way of showing your love to the other person is actually a concept taught to us by advertisements. This behavior that both enables the development of consumer culture and makes consumers happy… In fact, it is a situation completely popularized by the advertising world… Thus, brands multiply their sales before Valentine’s Day.

Advertising means appealing to people. And you have to use such a language that the other person should be excited to buy the product you offer. For this, who you talk to and how you talk is of critical importance. Let’s find your right target audience after our analysis and speak their language.

Contributes to both sales and awareness First of all, let’s question what is the purpose of remarketing for brands. As we understand from the statistics above, making sales is of course among the goals. However, there are other benefits of remarketing. According to another study, 70% of brands use remarketing to increase brand awareness. The target audience finds it remarkable when they come across your products on a regular basis, and your persuasion rate increases accordingly.

The user is also satisfied Remarketing has great benefits not only for brands but also for users. Based on your personal data and the traces you leave, the ads that are placed in front of you are personalized. Rather than seeing an ad for a sport you have no interest in, seeing an ad for that bag you really like would make you feel special, wouldn’t it?

Low cost is a big advantage Let’s go back to brands. They love remarketing because it is both effective and cheap. Yes, remarketing is a very effective marketing formula and its cost per action (CPA) is many times cheaper than search and display ads!

The benefits of remarketing are endless. But it is critical to work with experts in the field in order to run a successful remarketing process. You can be very successful with the right targeting, but it is not that easy to get the targeting right. That’s why, come and do your successful remarketing with BGA Partners. Let your expertly prepared campaign make your brand fly!