According to MGID, this combination is creating a seamless user experience that not only drives engagement but also improves conversion rates, from awareness to action.

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Mr. Aros Dyshkant - Regional Director of MGID Southeast Asia shared at the event. Photo: MGID

Predictive AI: Customize content according to user preferences

AI today not only saves time in ad creation, but also provides unique insights and performance predictions based on data that was previously difficult to access. Through machine learning algorithms, AI analyzes vast amounts of consumer data, from web browsing behavior to social media interactions, to predict what types of content will resonate with different audiences. Using these insights, brands can create personalized messages that speak directly to individual interests and needs.

“AI is no longer just a tool to improve efficiency. It has become a driving force that helps monitor campaigns, identify signs of fatigue, advise when to make creative changes, and suggest alternatives. This proactive approach helps maintain high click-through rates (CTR) and improve return on investment (ROI),” said Aros Dyshkant, Regional Director of MGID Southeast Asia.

Native advertising - the future of advertising

In today’s digital consumer landscape, the challenge for marketers is to stand out and capture their attention. Traditional advertising methods, such as banner ads, are becoming less effective. A recent study found that 35% of users did not click on any banner ads over a five-month period, and less than 14% of web users paid attention to them. This phenomenon, known as banner blindness, highlights the growing need for engaging, non-intrusive forms of advertising.

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Ms. Hanh Tran - Business Director of MGID Vietnam shares how to build an effective natural advertising funnel. Photo: MGID

Native advertising, on the other hand, offers a solution to this challenge by seamlessly integrating into the content users are consuming. By using AI to predict what type of content will attract the attention of specific audiences and delivering that content in the right context, native advertising is proving to be incredibly effective at driving engagement and progressing the customer journey from awareness to action.

Building an effective conversion funnel

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Mr. Doan Van Dong - Head of Brand Management from Tam Binh Pharma shares his experience working with native advertising. Photo: MGID

To maximize the impact of native advertising, it is important to build comprehensive conversion funnels that take users from initial awareness to action. This strategy includes not only creating demand-generating ad content, but also ensuring compelling and well-optimized landing pages. By creating a seamless flow of content from ad to landing page, brands can increase conversions and build lasting relationships with customers.

Reaching potential customers who are actively searching for information but have not yet converted is one of the most important strategies in digital advertising. By placing native ads on reputable news sites or trusted platforms, brands can capture the attention of a highly engaged audience and move them further down the conversion funnel.

The Future of Digital Advertising

According to MGID, the integration of AI, predictive technology, and native advertising represents the future of digital marketing. As AI continues to evolve, it will become increasingly important in creating personalized, data-driven advertising strategies that appeal to specific audience segments. Native advertising, powered by AI, offers an ideal solution to the challenges posed by banner blindness and information overload, providing a more engaging and effective way to reach consumers.

PMASS 2024 Pharmaceutical Marketing and Sales Forum took place on November 28, focusing on the latest trends in digital transformation, with a focus on how AI and machine learning are revolutionizing marketing approaches, data-driven decision-making, and customer engagement in the pharmaceutical industry.

PMASS 2024 highlighted how these innovations are transforming the pharmaceutical industry, driving deeper customer engagement and changing the way brands connect with their audiences.

(Source: MGID)