Ephemeral media and brand building

Emerging Media offers a variety of tactics that are used to deliver messages highly efficiently, while establishing trust and providing fast conversions. Using ephemeral content and artificial intelligence, we can connect the consumer to the brand in distinctive ways, at the precise “right time.”

The God Father of ephemeral content, “SnapChat”, started the trend of FOMO (Fear of Missing) advertising that elicits an immediate response from viewers – a quick decision to sign up, buy, download, and more. The ephemeral twist of ephemeral content creates urgency, fueled by fear of missing out, a powerful stimulus to human behavior.

Ephemeral media marketing allows the user to interact with a brand on a more personalized level, increasing brand awareness, trust, and loyalty. Some of the best engagement driving strategies executed through ephemeral advertising include:

  1. Encourage user-generated content with brand filters, geographic filters, etc. any content (text, videos, images, reviews, etc.) created and shared by users presenting their brand. This builds trust and community for the brand.

  2. Conducting polls and questions and answers in which you can ask viewers for their opinions or encourage them to submit questions. ie “What pocket color should my brand use in our next design?”

  3. Live video streaming to communicate with your audience in real time, that is, Matchmakers run live coaching seminars to attract followers and illicit memberships for their dating app.

  4. Tag other users and locations to attract more attention, ie: “Tag someone you would bring here” …

Statistics show that the disappearing concept of sharing content keeps people very interested, providing an opportunity to serve your brand message without being too forceful, while also delivering value to your customer. As a bonus, social media platforms continually update their engagement features, keeping the excitement always fresh.

Artificial intelligence has revolutionized the media business by creating efficiencies with a strong and solid targeting, serving the right message at the right time. Regardless of your demographic “perspective”, AI can configure an ad serving strategy for your goal throughout each phase of the “Consumer Journey.” Today’s AI is a powerful tool advanced enough to predict conversions and accurately calculate who will convert and who will not. Individuality Pins, such as interactions, refinement of language, emotions, instincts, trust, and culture all play an important role in persuading the consumer to convert.

In today’s progressive artificial intelligence algorithms, these Individuality Pins are integrated with complementary data selected from a variety of channels to sharpen focus even more finely, producing insights that make prospecting extremely efficient. Some of these tools are briefly explained below:

  1. Intelligent Alerts and Anomaly Detection – When limits are set for a media campaign, intelligent alerts can be set to detect and report poor performance (anomaly detection, unusual occurrence). As the campaign unfolds and data is collected, these parameters are refined to a point where real-time tactical adjustments occur automatically. This tool can also help you identify and capture opportunities to increase conversions. By analyzing the anomalies, you can find specific characteristics (individuality pins) that led a potential customer to become a customer or those characteristics that caused a potential customer to walk away.

  2. Recommendation engines, suggest products, services and information to users based on the analysis of data that is collected through the user’s past activities, written ratings, reviews and other information about their profile, such as gender, age or investment objectives .

  3. Predictive technology, extracts the user’s activity patterns (both search and transactional), determines if the user is in the target audience, predicts the risk factors of the users and finally makes the decision to publish or not the ad.

  4. Dynamic Creative Optimization (DCO) is a display ad technology that creates personalized ads based on data about the viewer at the time the ad is served. Because creativity is more relevant, tested, and optimized, DCOs outperform generic messages by a significant margin.