It’s been eight months since European Union’s General Data Protection Regulation (GDPR) went into effect, strictly controlling what data a company can collect and what they can do with it. GDPR is now holding businesses to a higher data standard – from usage to storage – and ultimately returning personal-data-deciding-power to the consumer. Now more than ever is the time for businesses to take charge of their data and this can be done so with the best advice and solutions for all your IT related needs from an IT support company. Still, many companies are worried on how data protection will affect their ability to create and deliver content.
Understanding consumers’ wants, interests, and environment may be keys to helping deliver relevant content, but it does not have to be hindered by data protection law compliance. Advances in technology – like Contextual Targeting, contextual Forecasting, Dynamic Creative Optimization (DCO), and AI – make, arguably, stronger high-quality placements, but the increasing data standards serve as a reminder that nothing makes up for high quality content.
If you haven’t caught on to optimizing by contextual placement, you’re behind. Not only are data protection standards changing, so are clients’ unique goals. If you have an ecommerce store on Shopify, you might want to look at an SEO checklist for new Shopify stores to gather information about how you can improve on your target placement and context of the content on the site. From the same checklist, you may be able to garner other relevant information regarding your Shopify store, such as maintaining the website which can actually help improve on-site SEO metrics. Bring in an expert technical team such as one from WebCitz, that can help you out with regular updates to the website as well as maintenance. The more up-to-date and easy-to-use your website becomes, the more potential customers will enjoy shopping on your store. That’s where your ad targeting investments can start to show results. The term contextual targeting – that is, targeting based on the information available of the site of the ad space, rather than user data – covers both. It’s possible to determine a unique ad space’s location, the time of day, day of the week, the size and location of the ad on the page, the site it’s on, the page of the site it’s on, and even specifics about what content is on that page. The look and feel of every single ad placement is unique, and can be correlated even more closely with user behavior.
Bidtellect’s Forecasting 2.0 – the most advanced in the biz – enables us to go a step further: forecast contextual preferences – revolutionary and necessary in a post-GDPR landscape. Forecasting for Context is the “new” match rate for data.
Take Advantage of AI
Advanced AI-based technologies not only make deep, contextual placement-level targeting possible, but allows real-time optimization, including to best-performing creative per individual placement. That’s right: AI-based technology means the most advanced real-time adjustment and learning => personalized customization in real time! At this point, you may be worried that loads of confidential customer info would need to be accessed to make use of such targeted, personalized advertising. Worry not! Advanced software such as Private AI can help detect and redact any Personally Identifiable Information (PII) from the data, and keep only what’s necessary to create customized ads based on consumer interests. AI creates a more seamless consumer experience and maximizes every dollar (hello maximizing budget! hello ROI!) by making decisions based on data from the decision before. And AI can help optimize media in new ways – like to best-performing creative or Dynamic Creative Optimization (DCO).
Read more about the Promise of AI.
Creative that Counts
Story-led copy. High-performing images. A data-backed approach that bridges the gap between arts and science is the winning formula. If the creative doesn’t woo a user, it doesn’t matter how good the content or landing page or the technology that placed it is – they won’t visit it. Take advantage of experts that know the difference: a data-backed, trained approach to creating high-performing headlines, descriptions, and images (like Bidtellect’s [b]+studio) makes all the difference.
Check out our Tips for Top-Performing Creative.
We’ve said it once, we’ll say it again. Relevant, high-quality content is what inspires users and ultimately creates customer loyalty. The stats prove it: content makes consumers 131% more likely to buy (Nudge, “The State of Content,” ), while content can help double website conversion rates from 6% to 12% (Hubspot via Shopify, “State of Inbound 2018,”). According to the same study, marketers who prioritize blogging are 13x more likely to generate a positive ROI.
Check out this infographic for more stats.
Remember, “less data” isn’t a scary thing. A combination of high-quality creative assets, cutting-edge technology, and content that delivers will put you ahead of the game even while the rules are changing.
Read about more Predictions for Native in 2019.
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