The concept of automation is one of the key points in online advertising. Marketers rely on this type of variant to save time and take advantage of available resources. Through specific algorithms, ads reach the consumers most interested in each topic.
However, programmatic advertising has been questioned several times in recent years. Without knowing the ways to correctly link ads, automation can expose them to unwanted spaces. Research studies on the subject have shown that using premium media over ads generates an important return, gaining in quality and data improvement.
Despite all this, automation continues to grow by those responsible for creating digital marketing strategies in companies. There are a number of determining benefits that tip the balance in a positive way, but the visions of the specialists who build the ads are confronted with the questioning of consumers.
The latest study by Zapier helps to explain this dichotomy. The research asked marketers about automation in general, which goes beyond choosing which ads to show or not. For them, this feature simplifies their workload and reduces the level of stress on a daily basis. 84% of respondents believe that marketing automation is critical to survival in the marketplace, even more so in the context of a pandemic.
For those who build the foundation of digital marketing on ads, automation allows them to recognize which consumers to connect with, when or how to connect with them. But these consumers don’t see eye-to-eye. Within the Zapier study data, BizReport analyzed several more. 58% of consumers feel that they receive messages, for example via email marketing, that are irrelevant to their tastes. Only 1 in 6 feel they receive messages or opportunities that really interest them.
The challenge for brands is to anticipate where their ads will be targeted to increase the return on their advertising investment and thus build loyalty with consumers who are truly relevant to their interests.