Sam Ajiboye is the Country Manager of Alpha & Jam, an innovative digital advertising company. In this interview with Edozie Ifebi, he explains how data is helping advertisers to maximize advertising budget and reduce waste spending. Excerpts:
How would you rate the impact of consumer data on advertising campaigns?
Advertisers want
to know who is actually interested in their product and how to target
this audience better. Providing the data to enable this true
“audience-centric” approach enables online advertising to live up to its
long-held promise of precision targeting, reducing wast spend by
targeting only those consumers who promise to be the most valuable. We
wouldn’t say the impact has been profound as there is a long way to go
but it has to an extent, improved results and the confidence of
advertisers in the effectiveness of their digital marketing and data.
What does digital advertising entail, and how does it offer a more robust advertising solution?
In simple terms, digital marketing is
the promotion of products, services or brands via one or more forms of
electronic media. Digital marketing extends beyond internet marketing to
include channels that do not necessarily require the use of the
internet like mobile phones (both SMS and MMS). I believe that
traditional marketing channels suffer from 2 major limitations – one-way
communication and no real time feedback. Unfortunately, traditional
marketing channels aren’t conductive to dialogue between the marketer
and the customer. Secondly, the rapid explosion of Internet and social
media has meant that ‘real time’ communication is key. While traditional
marketing is all about impressions, digital marketing focuses on the
more important aspect of creating an experience for users. This is not
to discredit traditional media as integration of both media platforms
work best.
In the area of cost, has there been a significant difference between digital and traditional?
