Annoying Ads, Hypersegmentation, and AI

This is Alena Alimkina, Director of Marketing Communications at Completo .

Together with our information partner SEOnews, we Annoying Ads Hypersegmentation  monitored the entire . A  news agenda and selected the most trending digital news. A  for your business.

So, ladies and gentlemen, I present you with . A Digital News for October 2023: read it on our blog or watch it on our YouTube channel .

Trends: what advertising to use so as not to irritate the target audience Annoying Ads Hypersegmentation

It’s high business season now: . A companies it directors managers email lists are . A vying to attract audiences to their funnels, a large number of. A  events are held, a sea of ​​useful content is published, new products and gadgets are announced, and Black Friday is just around the corner with its discounts!

The buzz of information is simply incredible!

It is extremely difficult to navigate such a flow, and even the slightest trigger can cause indignation on the part of information consumers: 59% of Russians said that they are irritated by advertising . At the same time, most often under its influence they buy FMCG goods.

So what kind of advertising should you use if handl properly, climate risks can be transform into development opportunities to avoid annoying customers and effectively achieve your business goals?

Advertisements while watching videos are the most annoying thing

To answer this question, I recommend that you read the analytical report from Ashmanov and Partners , which contains information about what kind of online advertising is the least annoying.

According to the report, advertising in Telegram channels irritates the least number of respondents – 35%. This is logical: advertising in TG, regardless of whether you move through Ads or sowings, is published in a native format in near-thematic groups.

For example, you are subscribed to a therapist’s channel, you see an ad for another doctor or a smart health gadget. It turns out that the advertiser vietnam data  took your interests into account and carefully offered content in accordance with them. And the wolves are fed, and the sheep are safe.

The opposite situation applies to advertising while watching a video: it causes maximum irritation for 69% of respondents.

Email newsletters are also at the top of the list of irritants – they anger 52% of respondents.

Of course, this doesn’t mean that you need to drop everything and buy advertising only in Telegram. But it shows that audience behavior is changing, and using the same creatives and advertising messages for everyone no longer works.

Focus on hypersegmentation

The market has turned towards personalization and hyper-segmentation.

Hypersegmentation is a highly effective marketing strategy that involves dividing customers into very small, highly targeted segments and focusing efforts on appealing to their preferences.

The approach is not new, it works effectively in performance channels, and now, finally, it has reached content marketing.

Mailings to the entire subscriber base have stopped working; it is much more effective to split the base into narrow segments and prepare content specifically for the interests and pain points of a particular audience. And choose the most relevant communication channels.