In the dynamic field of digital marketing, there is never a dull moment and companies must constantly evolve their strategies to maintain a competitive edge. At CLIQ, we are well-acquainted with this challenge and embrace it with enthusiasm. In this article, we interview our Head of Digital Marketing Konstantinos Komninos to provide an internal glimpse of our efforts, touching on the tools, techniques, and platforms we leverage.
Hi Konstantinos! Could you explain a bit about CLIQ’s typical targeting approach?
At CLIQ, we strive to meet our audience where they are, whether they are casually browsing online or actively searching for specific digital content. We do this through various platforms and targeting methods, each tailored to different user behaviours and needs.
What is the significance of contextual targeting in Google Display Campaigns?
In our experience, Google Display campaigns are a powerful way to engage users across a vast network of websites. Our primary targeting strategy is contextual targeting. This method focuses on aligning our ads with the content users are consuming at that moment. For example, if a user is reading an article about video games, we serve ads for gaming-related content from our entertainment portals. By doing so, we ensure that our message is relevant to their current interests, increasing the likelihood of engagement. That said, we don’t limit ourselves to contextual targeting alone. We experiment with other targeting options within Google’s platform. By using a blend of different strategies, we maximise the potential of Google Display campaigns to reach both casual browsers and more intent-driven users.
How do new platforms help in reaching new audiences?
In addition to our current platforms, we are expanding our digital marketing efforts by exploring new sources such as Meta, Nexxen, Xapads, TikTok, and Tradedesk. These platforms offer unique opportunities to reach broader and more diverse audiences through advanced targeting options. Meta allows for highly specific demographic and interest-based targeting, while TikTok offers engaging short-form video content to connect with younger audiences. But also Nexxen and Xapads, for example, provide strong programmatic advertising capabilities, and Tradedesk offers precise, data-driven advertising across various channels. By diversifying our platform use, we aim to capture untapped market segments and enhance our overall reach.
What are the current trends and challenges in the digital marketing landscape?
Our work is constantly shaped by new trends and emerging technologies in the digital marketing world. Here are some of the key trends we’re currently focusing on:
1. First-party data and privacy: With increasing restrictions on third-party cookies and a growing emphasis on data privacy, we are looking at ways to leverage first-party data more effectively. Building direct relationships with our audience, gathering consented data, and using this information to deliver personalised experiences is a major priority for our team.
2. Artificial intelligence and machine learning: Both Google and Microsoft are continuously enhancing their ad platforms with AI-driven features, like automated bidding and responsive search ads. We are actively experimenting with these tools to improve campaign performance and reduce manual optimisation efforts.
3. Omnichannel marketing: Users interact with brands across multiple touchpoints, from search engines to social media to content discovery platforms. We recognise the importance of delivering a consistent message across all channels, ensuring that no matter where the user encounters our brand, they have a unified experience.
4. Video and rich media formats: As video continues to dominate online content consumption, we are exploring more dynamic ad formats, particularly on platforms like YouTube and Google Display Network. Interactive and video ads offer a more engaging experience, especially for users browsing for entertainment content.
Thank you, Konstantinos! Reaching the right audience requires a combination of strategy, experimentation, and constant adaptation to industry trends. At CLIQ, our Digital Marketing team leverages a variety of platforms and targeting methods, ensuring that we connect with users at the right moment, whether they are casually browsing or actively searching for solutions. By keeping a finger on the pulse of the latest digital marketing trends and utilising advanced targeting strategies, we continue to grow and strengthen our presence in an increasingly competitive space.