MARCH, 20248ADVERTISING: THE ULTIMATE GAME CHANGER FOR THE STARTUPSith the strong wave of globalization and digitalization, businesses are dynamically changing. To meet your business goal in the diversified metamorphosis of the world, people have to be UNIQUE, INNOVATIVE and EFFICIENT. Whenever you are starting a business with a particular product, the first and foremost thing is to skim and scan the market by segmenting down it according to your target customer. And to make your business to survive in a healthy and profitable manner, you need to hit the customer at the right spot using few tools. One of those vividly reliable tools is marketing and advertisement. Even if your business has ground-breaking, industry-transforming products and services that satisfy your customers' needs, without clasping the advertisement in the right direction, it will never have the chance to reach your target audience.For startups, advertising is a deadly tool which can give the business a historical upside turn in this competitive edge of market. There are multiple new businesses popping up every day, and in between the crowd it is very hard to stand out. This is where advertising pitch in and win over the game of business. Advertising can be a great way to get your startup noticed, and there are several benefits that come along with it."Don't tell me how good you make it; tell me how good it makes me when I use it." ­ Leo BurnettAdvertising is all about grabbing the attention of your customer letting them know, how effective the product will work for them, rather than only discussing about the features. Marketers use different techniques to determine their target audience and what they are interested in. Once they have this information, they can create an ad campaign specifically tailored to appeal to this target group.The Recent Gimmicks of the Advertising WorldThe past few decades have come across some significant changes. With the advent of digitalization, the industry of advertising has seen a paradigm shift. Gradually it shifted towards digital advertising. As more and more people spend time online, businesses increasingly turn to the internet to reach their target audiences. This has led to new trends such as programmatic advertising, which uses sophisticated algorithms to target ads to the right people. From traditional print ads and TV spots, to new marketing strategies that include QR codes, co-branding, content marketing and online advertising, it has passed quite a long way.Programmatic Advertising: It has revolutionized the online advertising industry by making it more efficient and effective. Through programmatic advertising, advertisers can reach their target audience more accurately and reduce costs. In the coming years, its importance will only grow. The Intercontinental Hotel Group (IHG) used programmatic advertising to compete with third-party booking sites (like Expedia). With programmatic ads, IHG showed users what booking directly with their hotels would cost. IHG customized these ads to the user, pulling the hotel location, date, and price based on the user's browsing history.WSC COLUMN8 MARCH, 2024
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