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iGen: who are they and what do they want?

July 3, 2024 by Laura Morales

The iGen, also known as Generation AI, is a new generation determined not by the year they were born, but by the environment they are growing up in. One in which artificial intelligence (AI) plays a crucial role.

They are digital natives who master technology, using it as their main tool to communicate, learn, entertain themselves, and, in general, interact with the world around them.

In today’s article, learn about this new generation, what their relationship with brands looks like, and what the future holds for these digital natives.

Trends and habits

Understanding some of iGen’s behaviors and how they incorporate technology into their lives is crucial to developing advertising strategies for them. So take a look at some of their habits and how they incorporate AI.

Masters of technology: The iGen is distinguished by how used to and competent they are with AI tools, using it in various daily activities, from searching for information to managing their daily routines. Because of that, and thanks to the automation of repetitive tasks, iGen members tend to develop both soft and technical skills, which makes them more creative, problem-solving-oriented, and critical thinkers.
Niche learners: They also use digital platforms to acquire knowledge and consume content that is tailored to their interests and needs. Educational apps and AI-based games are among their favorites. This generation also values continuing education and self-directed learning, taking advantage of online courses and digital resources to stay updated.
AI companions: Needless to say iGen is constantly connected, using multiple devices to stay in touch with their social and professional environment. AI-based assistants go with them everywhere and are becoming reliable allies in organizing daily life, helping out with tasks, planning activities, and solving everyday problems. These assistants will continually adapt to users’ needs and preferences, offering a personalized and efficient experience, which is exactly what iGen is looking for.

Relationship with brands

Understanding how iGen is wired allows brands to design more precise campaigns that cater to their interests. By also including the younger members of Gen Z, “the AI generation” is poised to become the largest group of customers worldwide, which means that brands must learn about their relationship with advertising to capture their attention and turn them into loyal customers.

High Expectations: iGen members expect authentic and personalized brand experiences. They reject generic advertising and prefer content that resonates with their values and lifestyle.
Conscious Consumption: They prefer sustainable and ethical products or brands with a purpose. They are informed consumers who value transparency and social responsibility.
Digital Interaction: Brands that want to capture the attention of the iGen must be present on the digital platforms that this generation uses, offering dynamic and meaningful interactions that go beyond the sale or conversion.

iGen, with its flexible and adaptive mindset, promises to be an innovative and conscious generation, ready to transform society and redefine interaction with technology and brands. Their influence will not only be felt in the marketing world, but also in how future generations will adopt and adapt technology in their lives.

While AI has become a tremendously effective tool for managing marketing campaigns as well, human intervention and ad agencies are still essential to meet client’s expectations and provide the personalization a campaign requires to achieve the best results.

At Tidart, discover the cutting edge of marketing personalization with our unique platform and use of AI tools designed to fit the specific needs of each client. Click here to learn more.

Generative AI and digital marketing campaigns

June 18, 2024 by Laura Morales

We live in an era of unprecedented technological innovation, where Generative Artificial Intelligence (Gen AI) is transforming the way companies interact with their clients. This technology not only offers the possibility of removing traditional creative constraints, but also allows highly personalized offers to be made to the right consumer, at the right time, in a way that seems completely integrated and natural.

We explain to you what Generative Artificial Intelligence is and how it relates to digital marketing and campaigns.

What is Generative AI?

It is a type of artificial intelligence technology that specializes in creating new and original content. It uses advanced algorithms to analyze and learn from large volumes of existing data, and then uses that information to generate new creations that can be text, images, music, video and more. This ability to generate new content, from learned patterns without exactly replicating the input material, is what sets it apart from other types of AI.

How does it relate to digital marketing?

Gen AI is enabling a revolution in consumer marketing, making it easier for companies to deploy marketing campaigns that previously required months of preparation in a matter of weeks or days. This technology enables large-scale customizations and automated testing, streamlining everything from website development to client service tasks, which are often bottlenecks in consumer interactions.

With the ability to analyze and interpret text, image and video data, marketers can better understand opportunities for innovation.

The Essential Role of Data Scientists

Data scientists are key figures in transforming technological promise into concrete and sustainable business benefits. These professionals connect advanced technology with practical applications, facilitating the personalization and optimization of business operations. Their ability to manage, interpret and exploit large volumes of data enables hyper-personalized communication with clients, improving their experience and making marketing campaigns and interactions more efficient.

In addition to their technical skills, data scientists are visionaries who anticipate future applications of data and spot new market opportunities. They work to integrate emerging technologies within the company’s operational and strategic frameworks, ensuring that these innovations are both relevant and valuable. In a data-critical environment, they are also responsible for ensuring data integrity and security, establishing protocols to protect privacy and ensuring that AI gen models comply with legal and ethical standards, mitigating risks such as bias, privacy and copyright violations.

Adopting Generative AI isn’t just a strategy, it’s a necessity for innovation and customer service personalization. Partner with Analyticae to lead in marketing innovation. For more information, click here.

CRO: improve your longterm strategies

May 27, 2024 by Laura Morales

In theory, CRO stands for Conversion Rate Optimization. What CRO in marketing actually means is a set of techniques that aim to optimize conversions. In other words, strategies to increase the number of visitors of a website who convert into registrations or clients.

It is, therefore, a key strategy for online marketing, specifically for inbound marketing, since achieving the best conversion rate of visits to potential clients is the real success of this type of campaign.

The main value that a CRO strategy can bring to an inbound marketing campaign is continuous improvement. Success isn’t achieved in getting many conversions quickly. Instead, a good CRO strategy is one that can be sustained over the long term, leading to the progressive growth of conversion percentage over a long period.

In addition, the improvements obtained by CRO processes enable brands to easier adapt their websites to new market trends, be it in terms of content or design, as well as to whatever new Google requirements might come up, helping brands to climb positions naturally or organically.

So here are a few more things you should know about CRO in marketing.

What is CRO and how is it measured?

The conversion rate, or conversion rate optimization (CRO), is the percentage of users who make a conversion among the unique users who visit a website.

This is how its calculated:

How are CRO in marketing strategies developed?

To develop a strategy, first different tests are performed to identify where the problem in converting is, why it’s happening, and perform other tests, like A/B, to confirm the thesis.

With this information, it’s easier to identify what converts more, and, thus, fine-tune content, promotions, or even brand presentation, all to improve conversions of inbound strategies carried out.

Advantages of CRO campaigns

If you still need convincing, here are the main benefits that a CRO in marketing strategies can bring you:

Get more clients without the need to increase investment in paid advertising to increase web traffic.
Improve the return on investment (ROI)
Directly increase sales revenue

The most important thing in a CRO strategy to improve the conversion rate is to know very well all the elements that are at stake and then analyze them to apply the best course of action based on solid arguments.

At Tidart, they are experts in reaching customers and re-impacting them at any stage of the sales funnel, transforming visits into clients. In addition, they have the best ad hoc measurement tools, analyzing and compiling all the necessary information for you to achieve the best results. Click here to learn more.

How to monetize your blog?

May 14, 2024 by Laura Morales

Forecasts for 2024 indicate that the global blog advertising market will reach $53.5 billion by 2024. A well-managed blog can generate significant revenue with the right tools.

Start by taking a step back and focusing on driving traffic to your blog. Building a strong SEO strategy nowadays is a must. Optimizing your content leads to long-term sustainable growth. However, especially before you’re able to position yourself counting exclusively on your SEO strategy, you might also want to bet on paid growth, like SEM, and combine your content optimization with other monetization options.

Here are our short-term recommendations for increasing your blog’s monetization.

Implement memberships

Memberships and paywalls emerged a few years ago as effective strategies and are probably the most common monetization strategy. It means creating premium sections or exclusive content accessible only by subscription.

The key is to offer additional tangible value to subscribers. The exclusive content can include early access to articles, videos, podcasts, or other special material that adds to the member experience.

Publish sponsored content

Blogs can choose to collaborate with brands by publishing “branded content”, that ranges from reviews to interviews or even just the sponsoring of a regular article.

The income obtained from this option, however, varies significantly. Not only does it depend on the kind of branded or sponsored content, but also on the size and influence of the blog itself.

Selling products or services

Using your blog to market your products or services helps both in sales and in generating brand awareness and credibility. Work on monetizing your blog and optimizing it on an SEO level to drive traffic to your page. At the same time, make sure your product or service stands out in the marketplace.

Understanding what the competition offers, how they communicate it, and what marketing strategies they employ can provide valuable insights to fine-tune your approach. Researching your audience and figuring out their content and purchase interests will also help you figure out what to post about in order to attract the right users.

Use monetization platforms

No, monetization platforms, like Google Adsense, aren’t just for larger blogs. While AdSense is widely recognized as one of the main platforms for blog monetization, there are other options to generate income that are more versatile and even friendlier for smaller publishers.

Ad networks such as Adport, with fewer onboarding restrictions, offer higher CPC rates, provide more aggressive ad formats, and support more verticals, making them a more attractive option for those looking to maximize their revenue.

As you can see, bloggers and publishers have a variety of options at their disposal to build not only a solid online presence but also a sustainable and diversified source of income.

If you need a hand, with Adport you can bring your monetization strategies to life. Click here to learn more

Introducing our new DSP, Bidsmind

May 8, 2024 by Laura Morales

We are very proud to announce the launch of our own DSP, Bidsmind, which aims to revolutionize the way brands, agencies, and media buyers conduct programmatic buying.

Bidsmind has become a cutting-edge DSP that provides more efficient solutions in planning and executing advertising campaigns, based on data analysis, as a way to simplify programmatic buying.

This new platform offers a wide range of features and options that allow brands and agencies to achieve their advertising goals effectively and efficiently. With a variety of ad formats, including display, native, and video, Bidsmind provides marketers with the necessary tools to develop successful branding, retargeting, and user acquisition campaigns.

Bidsmind features a system of personalized plans. Users can choose from three different plans, each tailored to their level of experience in programmatic buying and their specific objectives. The managed plan offers a comprehensive solution in which Bidsmind takes care of the complete buying and management process, ensuring optimal results. For those who want a more collaborative approach, the intermediary plan allows Bidsmind to work closely with the client, acting as a consultant to maximize the impact of campaigns. Finally, the self-service plan gives clients the ability to manage their programmatic purchases and optimizations directly from the platform.

“We are delighted to introduce Bidsmind to the market as the next evolution in programmatic buying,” said Adrián Verge, our CMO. “Our platform aims to simplify and streamline the programmatic buying process so that brands and agencies can focus on creating impactful campaigns and achieving tangible results. With Bidsmind, we are committed to providing a solution that adapts to the unique needs and objectives of each client.”

We invite brands, agencies, and media buyers to explore the possibilities offered by Bidsmind and join the next generation of programmatic buying.

Everything you need to know about ROAS

April 23, 2024 by Laura Morales

While ROAS (Return of Ad Spend) is similar to ROI (Return of Investment), ROAS specifically analyzes the cost of an ad campaign, as compared to the overall investment that could be accounted for in ROI. In other words, ROAS measures how effectively you are spending your budget.

The main metrics when it comes to determining whether a campaign is successful are ROI, CTR (Click Through Rate) and CPA (Cost per Acquisition). These metrics are very useful, but if you don’t track ROAS, you may be making decisions with limited data.

We tell you everything you need to know about ROAS. Read on!

How is ROAS calculated?

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ROI gives you a general idea of how successful a project was. ROAS, on the other hand, analyzes specific ads, campaigns or initiatives and only considers advertising costs, giving you in-depth metrics that allow you to decide where to invest your budget most successfully.

What numbers should be considered when calculating ROAS?

To get an accurate picture of the effectiveness of your campaigns with ROAS, be sure to consider all of your ad costs:

Vendor costs: fees and commissions from partners and vendors that help with your campaign.
Salary costs: the cost of internal advertising staff who assisted in the campaign.
Affiliate commissions: this should include both commissions and network transaction fees.

Is having a low ROAS ever okay?

A low ROAS is not always bad news. If your ads have a low click-through rate, but are effective at increasing brand awareness, your ROAS may be lower. If you’re working to enter a new market, a low ROAS might be okay, while your brand is gaining traction.

Why is ROAS important?

It’s true that you could monitor click-through rate or conversion rate to use the data as a metric. But, these calculations won’t give you very relevant information about your paid campaigns. Remember that advertising is about making sales, not just gaining traffic or clicks… It’s about converting traffic into revenue and ROAS can help you, as you can make informed decisions about which strategies work best for you and which ones you should stop using immediately.

What can ROAS tell you about your ads?

On its own, ROAS does not provide actionable data; therefore, it should be considered in conjunction with other metrics to determine where in the conversion process things are not working.

For example, if you have a low ROAS, but a high conversion rate, it could be due to several factors, among them, that your product is priced too low or that your bidding strategy is focused on the wrong terms. But, a very low ROAS only indicates that your campaign is not effective. A high conversion rate is good, but not if you are overspending.

ROAS does not give you metrics of approval or disapproval of your ad campaign, but rather lets you know your return on ad spend and how you can improve it. Its value lies in its ability to give you detailed insight into the success or failure of your campaigns when used with other metrics, such as CTR, that can help you determine if an ad campaign is profitable.

At Tidart, they combine the different measurement methods, which complement each other, and ensure you get the most out of your investment. Click here to learn more

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