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Towards the advertising of tomorrow – rts.ch

Towards the advertising of tomorrow – rts.ch
Written by on100dayloans

For several years, data collection has evolved in the advertising sector, with consumers increasingly connected to their smartphones.

Phones and applications are becoming valuable sources of information to monetize for Gafam (Google, Apple, Facebook, Amazon and Microsoft) and advertising companies. These provide brands with data on user habits, such as their geolocation or the way they consume.

Among the most used tools, cookies, kinds of small tracers installed automatically when visiting a website. These are used to identify an Internet user, to save their preferences, but also to establish their advertising profile.

Personalized advertising increasingly denounced. These tracers are perceived as intrusive by users, even worrying for the security of their data. On the Gafam side, Apple has since 2021 forced mobile application publishers to ask users for specific consent to track them. Google, for its part, has announced the end of the use of cookies on its Chrome browser.

Innovate

In order to meet better criteria, digital marketing is innovating. The goal? Offer less intrusive and better targeted content that meets user needs. New marketing tools are being developed, such as the one used by the Lausanne communication agency Trio, based on “geofencing”.

Director of the agency, Laura Jenny, details how it works: “It is a practice of advertising targeting which consists of defining geographical perimeters which are used to target individuals present in this area. Geofencing makes it possible to send an alert to a person when they arrive in the perimeter, on a compatible medium, such as a smartphone”.

An example? Display an advertisement for a specific pharmacy directly on the customer’s phone, as soon as he is physically within 500 m.

Strict conditions

However, certain conditions must be met. The user must authorize push notifications or download the brand’s application on their phone. It must also be within the signal range of the transmitter to receive a message.

“The key is to send the right message at the right time via the right channel. If we manage to do that, we manage to be as unintrusive as possible and to offer what people need. You have to be transparent and have a legislative framework, because if we collect data, we cannot do anything with it. A clear data collection strategy must be put in place”, adds Laura Jenny.

Better relationship

When it is not the customers who provide the information, there is a lot of data accessible to everyone, which informs the brands about the consumer’s needs. Havas Village, a communications agency based in Geneva, draws inspiration from the weather in particular to create its content.

For example, plane delays at Geneva Cointrin generated an offer to access a specific streaming platform for passengers waiting at the airport.

“This allows for a more precise and intelligent message, which responds to a need that makes sense. We develop a relationship with the client where we manage to unblock a situation in an entertaining way”, explains Gabriel Mauron, co-manager and head of creation at Havas Village.

An affect that helps build a positive image, and a better long-term relationship with the consumer according to these advertising agencies.

>> See the report:

Advertising targeting to consumers is always more precise thanks to technologies [RTS]

Advertising targeting consumers is always more precise thanks to technologies / 7:30 p.m. / 2 min. / Wednesday at 7:30 p.m.

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