Brand safety is the new challenge in digital marketing, where brand value is vulnerable to placing ads next to inappropriate content. Online marketers are worried about Martech – or the ad intermediaries that obstruct brand safety and want improved control over how their ads are displayed online. 

Some are preparing to launch in-house competitive strategies for avoiding such ads, instead using more reliable alternative options such as social media to tell people about their products and services.  

A study conducted by Moore Stephans on 800 companies in North America, Asia Pacific, and the EU found many companies allocated a significant amount of budget towards research towards SEO, SEM, content marketing, social media, email, and other strategies.

In Britain and North America, companies spend 23 per cent on Martech - 16 per cent more compared to last year when 63 per cent was spent on in-house programs.

Many other factors are involved in such strategies, where one may have to give the right offer at the right time to promote a brand. Ex-

• It may involve identifying products, demographics, techno graphics, and the target buyers' psychographics, which the digital marketers may have to promote to the client.

• Content to tell all the attractive aspects of the offer.

• Build a brand or persona.

• Monitor the activities or responses of the viewers.

• Reach out to new social platforms to get a better response.

• Use upgraded social marketing tools, apps, software, and techniques to deliver better.

It is important to establish connectivity with the right set of people to succeed in such projects. Efforts may not yield results if the sellers cannot reach the right people.

Forbes Insight report finds that 43 per cent of the companies are spending more than 50 per cent of their budget towards specified targets, while 84 per cent expect to gain through such investments in subsequent years. But identifying, reaching, and selling to target is not easy.

Technology can be used to find popular content with potential buyers. Celebrity sellers or tools can be used to promote social listening and identify the target's preference or interest.

One can monitor audience analytics, which can help determine the kind of content to display in the future based on the target audience.

This may involve a reach into race, ethnicity, profession, income, marital status, etc. It identifies the challenges, creates the audience persona, and identifies their lifestyle, conduct, needs, interests, etc.

Gathering and examining technology-based information such as the type of device used by the prospective customer, the frequency / visited websites and social media habits.  The information related to the device helps to target the right content and format.  

Use online platforms, e.g. Facebook, Instagram, and Twitter, which can get positive reviews and help to interact with real-time buyers.  However, to adopt social media, one may have to follow the regulations of RESPA rules.  

Digital marketing strategy encompasses all online assets, which can be used to create a brand to attract target buyers.

For more information, contact Mont Digital at www.montdigital.com or email info (@) Montdigital.com.