Is this really the end of digital? A Curated viewpoint


We’ve got something to say. A study by Kantar Media recently came to our attention which doesn’t really spell out the brightest future for digital #digitalisdead. In their survey, they surmised that UK consumers feel more open to engaging with traditional advertising platforms than digital. In fact, 33% said they actively dislike seeing advertising on online video services and search engines, while 30% dislike being served ads in news and articles online. But when it came to print ads only 13% (newspapers) and 14% (magazines) of consumers expressed a defiant dislike of them.

So where does that leave us? Well, with online ads predicted to account for more than half of all advertising spend over the next few years it’s a contradiction we’re going to have to face. But what if we say we’re already doing it? In our opinion, all this study shows is something that we all know: poorly targeted ads are irritating whether they’re on paid, social, or promoting content. With this in mind, here are our thoughts on what we think about the study, and how we work to make sure we fall into the annoying ad category!

Social

It’s likely that in a poll people may appear more accepting of TV ads as they don’t seem to encroach into their world as much. This is likely a recent thing as people are watching less TV and are less likely inclined to be bothered by these ads. Social media is forever evolving and so people are spending more and more of their time there. It makes sense, in this respect, that users would be prone to describing online and social media adverts as bothersome as they are spending more time in this space.

But this is why targeting is becoming much more refined and more capable of providing consumers with content they want to see — and making sure they don’t see the ads that are irrelevant to them. That’s why we strive to not only create engaging ads that people are more likely to connect with but to also make sure the right people are seeing them. That way we are providing added value to their social experience, as opposed to being an inconvenience.

After all, though they may be less offended by traditional advertising means, by comparison, are they acting on these ads or on social ads more? They are already online and are in the place where they can make a purchase directly, so why not reach them on this same platform and give your audience a streamlined user journey?

Content

It’s common knowledge that there’s a lot of bad content out there, and it is often these thin and poorly planned pieces that we get targeted with the most. Content for content’s sake is unfortunately not quite a thing of the past, and something which we all resent. Of course, having poor content shoved down our throats is not an enjoyable or positive experience for anyone.

That’s why at Curated Digital we tackle this problem head on. Our approach focuses on what people are actually looking for, and provide what is missing from the current space. We don’t believe in making content for content’s sake. We strive to understand specific audiences by appreciating their demands, through our extensive gap analysis process. Starting with raw search data we explore the space and find how current content isn’t meeting the mark. This means, those we’re trying to target are more likely to not only engage with the content but will have a beneficial experience and find use from it. We focus on explicit details and love getting technical. Our content really hones in on specific themes and we enlist outstanding experts in the field to make sure everything we deliver is top notch. Repetitive listicles or super long form pieces are really not our jam. Our passion lies with real content, made for real people, that answers to their human needs.

Digital PR

There has been some controversy recently around the boundaries between traditional and digital PR, with a lot of brands not considering how the two can work hand in hand. Arguably, many people still confuse digital PR with link-building and pure SEO. Where digital PR actually lies is in a somewhat grey area, which has built on old school PR techniques and transferred them online. Online coverage starting is fast becoming viewed as more valuable than traditional PR for many brands.

At Curated we offer digital PR that focuses on online coverage. However, the themes and the way we get coverage stem from traditional practices. Instead of running around looking (or paying) for as many links as possible, we actually take the time to talk to real people at publications and form great relationships with them. We always look to understand their key audiences and deliver campaigns based on these findings. The same goes with our influencer campaigns. We only ever connect influencers with brands who share the same values, not just for the sake of a link. That way we know that the content is tailored in line with our overall goals. So yes digital PR is digital, but we still operate in the most productive way possible: building relationships throuhg good old face-face interaction.

PPC

No one likes feeling like they’re being stalked around the internet. In PPC we’re very aware of this fact, often seeing poorly placed campaigns or being retargeted with utterly random stuff ourselves. There’s no denying that such activity translates badly on a brand and you run the risk of looking somewhat desperate. But the PPC industry is trying to move away from focusing on where and at what time their audience might be. We seek to understand why users are on a certain website or searching for certain keywords. At Curated, we’re ahead of the game, we always ask why first. From this we optimise our targeting and messaging accordingly. We can’t promise that our ads won’t be absolved of all annoyance, but we work to make sure that those that are served are actually relevant to you with a well thought out plan.

Maybe digital advertising is perceived as more of an annoyance than other forms, but that’s because the majority of people associate online advertising with campaigns which have been poorly planned out and that lack any depth. As Google starts to reprimand those who look for quick wins we hope that the tables will turn. We’d like to see poeple see how digital advertising can be a help rather than a hindrance to their online experience. Only time will tell. But if you like the sound of the way we work, why not get in touch. We’d love to talk about digital stuff with you.

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