SEO & Digital Marketing

Top Investment Trends for Digital Marketing Agencies

Published

4 months ago

June 4, 2024

The Dentsu team conducted research to find out where CMOs plan to invest to reach consumers in 2024. In this article we will share the results of the study. Spoiler: bloggers should work hard, but game creators can rest easy.

The Dentsu study included 600 CMOs from the United States and Canada.

We’ll tell you where marketing directors plan to invest in the coming year, as well as what difficulties they face.

Dentsu compared CMO plans with data collected over the previous 12 months prior to the survey. Below is a detailed schedule.

S-commerce should not be confused with social media marketing. In the second case, we are talking about marketers using social networks to redirect traffic to a separate online store or to the company’s website.

But social commerce is a concept in which the platform functionality itself is used to sell goods or services. That is, getting to know the product, studying its properties, choosing and purchasing take place within the social network. This type of E-commerce is increasingly attracting specialists, as demonstrated by the Dentsu study. 35% of CMOs surveyed plan to spend money on it in the next 12 months. This is 5% more than in the previous period.

Source

Live events vs online meetings

CMOs’ attention is gradually shifting to live events: conferences, sporting events, concerts. The share of marketers who plan to invest in this area increased by 5% – from 30 to 35%.

Source

The number of professionals who are going to spend money on the same events in a virtual format has decreased by 5%. But interest in both directions remains high.

Influencer marketing – promotion through influencers

The Dentsu chart shows that the share of CMOs who plan to invest in influencers is gradually declining. If in the previous 12 months this was 36% of respondents, then for the next year we are talking about 31%. But it is too early to draw clear conclusions.

If we look at a report from another company, PQ Media, we see that global influencer marketing spending has shown a steady increase since 2017. In 2022, 21.5% more was invested in this area than in 2021 – only $29.14 billion. The same report predicts that by the end of 2023, another 17% more will be spent on influencer marketing than in 2022, for a total approaching $34 billion. It is too early to say that these numbers will begin to decline in 2024.

Source

But one thing is for sure: influencer marketing is undergoing major changes. The HubSpot report , which analyzed data from 1,000 marketers around the world, reveals some interesting trends in this space.

For example:

social networks are becoming increasingly important;
marketers more often refuse to cooperate with celebrities in favor of micro-influencers – bloggers with an audience of up to 100 thousand;
Short videos provide the highest ROI;
audiences like funny content;
redistributing the same content on different platforms is working increasingly poorly.

Another point that HubSpot pays attention to is an active audience. Marketers note that what is important now is not the numbers, but the response of live users. This is what all brands should focus on.

In-game advertising

The German company Statista, which specializes in consumer and market data, conducted a study of the global in-game advertising market. Its data shows that by the end of 2023, global revenue in this direction will be over $94 billion. But these impressive numbers will surprise you even more. Projections show that from 2023 to 2028, in-game advertising market revenue will grow by more than 10% per year. As a result, the market is projected to reach a record $157 billion by 2028.

With such indicators, it is not surprising that the in-game advertising market is attracting marketers. The Dentsu report shows that 18% of surveyed CMOs are willing to spend money on this area. This is not the highest figure when compared with the rest, but it is 3% more than in the previous 12 months.

Source

Other directions

The Dentsu report touches on several other topics. Over the next 12 months, CMOs plan to invest in the following areas:

Advertising on the resources of retailers and distributors. The methods are different: articles, contextual and targeted advertising, etc. Interest in this area on the part of CMOs increased by 1% – from 27 to 28%.
Production and sponsorship of original content: TV shows, movies, podcasts, radio shows. 27% of marketing directors plan to invest in this area.
Integration into live broadcast content. There are no changes in this direction. Still 26% of CMOs are going to invest in it.

According to Dentsu’s research, in 2024 we are preparing to attend events and watch in-game advertising. Moreover, large-scale advertising integrations in games are no longer news. Back in 2020, Animal Crossing introduced a virtual KFC island with a proprietary design and all the attributes of a fast food restaurant. It was a joint project between KFC and Nintendo. And something tells us that there will be more and more such interesting cases.

Another topic that the Dentsu study touched on is the use of AI in the media space. It turned out that 49% of surveyed CMOs rely on artificial intelligence to attract customers. They confirmed that they plan to use AI to develop media strategy, creative and content. But the main task for him is still data analysis and reporting (53%).

Source

45% of CMOs will use artificial intelligence for audience targeting and segmentation, which is also quite a lot. About 5% of participants did not choose any of the options that were offered by Dentsu.

What challenges are CMOs facing now?

The world is changing very quickly, so marketers regularly face new challenges. The Dentsu team investigated this issue as well. She found additional issues that cause concern for CMOs:

Integrating new technologies into work is time-consuming and expensive. To effectively use the capabilities of AI and AR, you need to invest a lot of effort, time, energy and money.
It becomes more difficult to generate content. In the US, for example, this is due to the SAG-AFTRA strike . This is the first actors’ strike in 43 years, which began on July 14, 2023 and lasted until November 8. It has hit the US film and television industry hard, especially given the impact of the pandemic.
Low control over brands in social networks and the creator economy. The Creator economy is an industry in which people themselves create a product (mainly content) and post it on various digital platforms. Since there are a lot of authors, and the laws are far from perfect, in such a situation it is very difficult to control the promotion of brands and their reputation.
Condemnation of the media and accusations that it causes mental illness. The fact that social networks cause addiction and increase the risk of depression is increasingly being said – and this also affects marketing.

Even in the face of new challenges, marketers are quickly adapting to market changes. 38% of participants from the Dentsu study noted that they are looking at new platforms and other promotion channels. At the same time, 47% of CMOs agreed that it is necessary to monitor the situation and not make decisions that will entail drastic changes in work in a short time.

We conclude that today, marketers must be able to react with lightning speed and adapt to market changes. Fortunately, WGG Agency is always aware of all trending events in the world of marketing and is ready to provide you with advice from a team of professionals.

Source link

SEO & Digital Marketing

How Bot Traffic Is Impacting Digital Marketing?

Published

9 hours ago

September 19, 2024

Josh Kuku

Online bot traffic is increasing every year. This is having a marked impact on digital marketing campaigns. In this article, we discuss how bot traffic is interfering with your digital marketing exercises.

Gone are the days when you could feel happy about the growing numbers of visitors to a website. It is now estimated that almost 50% of internet traffic is dominated by software applications known as bots. They can be created to help you, but others can be created with ill intent. The bad news is that none of them will buy products or sign up for your services, meaning they can seriously hinder marketing campaigns. In the article below, we discuss how bot traffic is impacting digital marketing.

It’s a Robots World With Increasing Bot Traffic Online

A recent report by cyber security company Thales discovered that online malicious traffic has risen for a fifth consecutive year. The applications used to carry out these attacks, known as bots, now make up around 32% of all internet traffic. However, they also found that 49.6% of internet traffic is no longer human, but derived from bot activity.

A bot is an application used online. Generally, it is programmed to perform a repetitive task. Many of them come in very handy, helping crawl websites to see what they contain or even assisting in customer service chatbots. Yet many are malicious and are used to deploy malware attacks that can steal data and harm websites.

In addition to this, as a digital marketer, some bots that exist in grey areas you should be aware of. These include ones that inflate social media statistics.

Checking for Bot Traffic on Your Website

If you are running a digital marketing campaign, hoping to direct quality traffic to a website, you need to know how much of this is bot traffic. Once you remove bot traffic from your statistics, you can get quality data about what is and is not working.

You don’t need to pay for an advanced subscription program either. A free tool to check website traffic will suffice, providing you with information on traffic stats, any referring domains, and the top search ads. You can then upgrade if you need more functionality. By combining the results with the pointers below, you can help pinpoint bot traffic and remove it from your key performance indicators.

Analyze Page Views

One way to tell if you have bot traffic is to check your page views. An unexpected spike could mean you have been the target of bot traffic. However, it could also be a genuine interest in the page, so check where the traffic originates.

Referral Traffic

Referral traffic is a good place to look for bot activity. Bots can create fake referrals to get people to visit their websites.

Time on Page

This is a technique you can use by looking at your own on-site statistics. Start by checking your bounce rate. Bots won’t hang around looking at products, watching videos and reading news, so a high bounce rate can indicate traffic is coming and leaving fast, the key sign of bot activity. This can also be seen in pages with a low on-page time.

Check Where the Traffic Originates From

Bot traffic usually comes direct. Very seldom will it come from a search engine. If you are getting traffic from strange locations, it may also be bot traffic. For example, if you have an English-language website and most of your traffic comes from China, it is probably bots.

Bot Traffic and Its Damage to Marketing Campaigns

The damage bots cause to digital marketing campaigns comes solely from how they skew your data. Bots will make things look great in one aspect. They can be pushing your social media campaign to thousands of views, or sending streams of traffic to a website. However, it is not real people behind it and that is where bots can make your campaign come undone.

Without a human behind your traffic, you can not get a picture of your audience. Bots have no real location, income, gender, or anything else that can make up a user profile. Therefore, it makes it very hard to tailor landing pages for certain audiences using this data.

They can seriously increase PPC costs. As they scour a page they will click on ads and even fill out forms. With no conversions, you are left paying for worthless ads. If you host the ads, then other people’s marketing will soon see a lack of conversions and go elsewhere.

There are several ways to eliminate bot traffic, or at least cut down on it. Monitoring your traffic closely using a website traffic checker and on-page metrics is one of them. In a marketing campaign, try to switch to results-based payment, not one that tends to pay based on vanity metrics such as clicks or shares. Finally, make sure you vet anyone you work with in campaigns. This includes any affiliates, publishers, or websites you may be getting links from. By using this, you can cut down bot traffic and increase the efficiency of your marketing campaigns.

Source link

SEO & Digital Marketing

A Complete Guide to Using Original Research to Elevate B2B Content Marketing – TopRank® Marketing

Published

1 day ago

September 18, 2024

Josh Kuku

Let me know if this sounds familiar: You’re drafting a masterful thought leadership piece and want to back up your thesis with a strong data point. After a bit of searching, you find the perfect one! But when you click through to the source, it takes you to one of those “Billionty Best Statistics For Marketers” lists.

Okay, so you find the stat again, click through, and it takes you to… an older stat round-up list.

Many (many…) frustrating clicks later, you find you’re back in 2012. Maroon 5 is topping the charts, London’s hosting the summer Olympics, and the stat you’ve been chasing is no longer relevant.

If you’ve ever found yourself at the bottom of the dreaded stat source rabbit hole wishing you just had reliable data – do I have a solution for you!

Original research. At TopRank Marketing, we’ve partnered with several big brands on ambitious original research reports that have driven amazing results for lead gen and brand awareness. We’ve got tips to share from our experience.

Your guide to B2B original research

Publishing your own marketing research reports, on the surface, may appear daunting — they take budget, time, and certain skills to do well. That’s why we’ve broken down the benefits and best practices of conducting B2B original research.

B2B original research influences your bottom line

Here are a few high-quality data points that drive home the value of publishing your own marketing research:

84% of deals are already won or lost before vendors even know they’re on the radar.
Research reports are a sought-after form of content. 55% of B2B buyers regularly consume research reports, and rate them as the most valuable type of content when evaluating purchasing decisions.
High-quality research and data are the top factors that motivate B2B buyers to express interest in a sales conversation.

In short: Your buyers are looking for your company to be the voice of authority and to offer insights that make their jobs easier, ahead of ever contacting your sales team.

“Early-stage positioning can reduce the number of vendors that buyers consider before they arrive at the 70% Constant… and affect which vendors are top-of-mind when it’s time to engage sellers.” – The 2023 B2B Buyer Experience Report, 6sense

Brand benefits of B2B original research

From strengthening thought leadership to giving your customers information they’re hungry for, publishing your own research data has a number of benefits:

Becoming the primary source

Being the source of a data point or unique research positions your brand as the authoritative origin of valuable information. Your company owns the insights and findings, allowing you to control the narrative and provide exclusive content to your audience.

Positioning your brand as an industry leader

The most powerful way to build your brand’s reputation is to publish data-backed thought leadership that aligns with your company’s vision and meets the needs of your customers and stakeholders. B2B original research helps your company present fresh, data-driven insights, and establishes your business as a go-to authority on new trends and issues within your sector.

Cementing trust and credibility

By publishing the most sought-after data-backed insights under your logo, you gain the twin advantages of differentiation and credibility. Data-backed content builds trust with your audience by providing factual, relevant information that helps readers determine their own path forward. B2B buyers are often decision-makers looking for reliable information to guide their business strategies and purchases, and research-based content offers the credibility they seek.

Amplifying your brand

When you publish high-quality information, other B2B thought leaders and media outlets take notice. As the primary source of original research, your company becomes a go-to expert. Any publication that cites your work, every podcast that discusses your findings, and each webinar that invites your brand thought leaders on to share their insights amplifies your brand that much further.

Types of original research

The type of research you publish depends largely on your end-game: do you want the research to generate leads? Are you after greater brand awareness? Is this a marketing research report you want to publish on a regular cadence?

These are a few types of reports to consider adding to your marketing strategy:

Yearly benchmarks

These are annual studies that track key metrics or industry trends over time. They are useful for showing how specific areas evolve year after year.

Example: LinkedIn 2024 B2B Marketing Benchmark

One-off research

Research focused on a single topic, often related to emerging trends, industry disruptions, or niche subjects. These are useful for addressing specific questions or timely issues.

Example: Sprinklr and LinkedIn: Proving the Power of Brand*

Customer Insights and preferences

Studies that survey your customers or broader market to understand buyer behaviors, needs, or preferences. This data helps craft solutions that better address customer pain points.

Example: Global B2B Buyer Report, BigCommerce

Trend reports

Regular publications that analyze and predict key market trends in the B2B space. This helps your audience stay ahead of the curve with industry developments.

Example: TopRank 2023 B2B Influencer Marketing Report: Elevate & Ignite*

Reporting on disruptive trends

Research that measures how companies are reacting to major industry shifts, economic changes, or technological advances like AI positions your brand as responsive and in tune with industry needs.

Example: HubSpot: The Intersection of Marketing, Data and AI*

* TopRank Marketing partnered on or led these original research projects.

Repurposing marketing research reports: The content gift that keeps on giving

The dollars you invest in original research can be stretched far and wide as that research is repurposed into blog posts, infographics, white papers, webinars, video series, and so on … all unlocking different ways to reach and provide value for your audience.

Blog posts: In what we like to refer to as a “turkey slice,” you can break down key findings into a series of blog posts, each focusing on a different aspect of the research.

Infographics: Visualize data and insights from the report into easily digestible infographics.

Social media posts: Share individual stats, charts, or quotes across LinkedIn, X/Twitter, or other social media platforms, driving engagement.

Whitepapers: Combine the research with related content to create a detailed whitepaper or guide for your audience.

Ebooks: Expand on the research findings by providing additional context or case studies, turning the data into an in-depth ebook.

Webinars: Host a webinar discussing the report’s insights, with key speakers diving deep into the findings.

Case studies: Use the data to support a case study highlighting how a company benefited from the trends or insights revealed in your research.

Podcasts: Create a podcast episode discussing the findings, either with internal experts or guest industry professionals.

Presentations: Develop a presentation or slide deck to share at industry conferences or with prospects.

Video series: Create short videos discussing the top takeaways, explaining how the insights apply to your audience’s challenges.

Newsletters: Feature snippets from the marketing research report in a company newsletter or as part of an email marketing campaign.

Best practices for B2B original research

Our team has a great deal of collective experience putting together high-quality reports based on original research. Here are the best practices we’ve developed along the way.

#1. Establish your research goals: Understand what insights you want to uncover, how they align with your company’s strategic goals, and how they serve your audience’s needs.

#2. Target the right audience: Ensure your research is aimed at your core audience, whether it’s clients, prospects, or key industry players.

#3. Ask neutral, focused questions: Design survey or interview questions that are free of bias. If the results of your surveys and interviews don’t support your original hypothesis, remember: that data still holds insights, and may be even more newsworthy!

#4. Don’t be afraid to outsource the research: For your data to be high-quality and accurate, you may want to work with a third-party research organization. They have the connections and expertise to ensure the quality of your questions, rapidly deploy your survey, and help you make sense of the responses.

#5. Validate and cross-check data: I once stumbled upon a data point that had been published far and wide, long after the original publisher pulled their report due to inaccuracy. Cross-checking data strengthens its credibility and prevents misleading conclusions.

#6. Use a blend of quantitative and qualitative data: While quantitative (hard numbers) data can provide a broad overview, qualitative (observable but not measurable) data offers deeper insights. Use both forms of data to give your report more dimension and support a compelling narrative.

Source: 2024 B2B Marketing Benchmark

#7. Get other industry experts involved: Data from a single voice is interesting, but a consensus of thought leaders backing up that data? That’s compelling! Partnerships can be accomplished through co-branded research, or by including quotes and feedback from experts.

Source: 2023 B2B Influencer Marketing Report: Elevate & Ignite

#8. Give your audience actionable takeaways: Data is great, but useful insights are what drive impact and motivate organic sharing. Highlight key findings and suggest practical applications that can help your audience use the insights to inform their strategies.

Source: The Intersection of Marketing, Data and AI

#9. Prioritize the report design: Design can make or break your report’s readability. Make your research accessible and easy to digest by using a combination of visuals (infographics, charts) and detailed insights to present your findings.

Source: Proving the Power of Brand

#10. Promote, promote, promote: Publishing a research report should never be a one-and-done campaign. Make sure you continue to leverage your research findings by promoting the report across various channels and through different content formats to reach a broader audience and maximize the impact of your research.

Source

Our friends at Content Marketing Institute have also drafted an excellent self-assessment for marketers who are considering diving into original research: Don’t Start an Original Research Project Before Answering These 8 Questions.

Learn to stop worrying and love B2B original research

Publishing a marketing research report is an excellent way for your company to share the next Big Idea with your industry. At TopRank, we’ve helped companies bring their research to life, as well as published our own proprietary insights.

Some highlights from this last year of report drafting include:

Interested in learning more about how we can help you develop a marketing report based on original research? Contact us.

Source link

SEO & Digital Marketing

The New Creative Hub: Dubai’s Agency Scene Evolves

Published

1 day ago

September 18, 2024

Josh Kuku

We bet that, recently, at least one of your friends visited Dubai for a reason. Why are we hearing so much about Dubai these days—not only for its tourist aspect but also for digital marketing initiatives?

We will find out why Dubai is now a new digital marketing hotspot in this blog post – career opportunities and digital marketing agencies in Dubai.

Keep reading.

Key Takeaways

Dubai offers a sizable market to companies looking to increase their online presence.
Because businesses in Dubai are eager to take advantage of online platforms, digital marketing is one of the most in-demand skills in the job market.
Marketers predict that Dubai’s digital marketing ecosystem will continue to grow quickly in the coming years.
For professionals, agency owners, and brands, Dubai offers a plethora of opportunities in the digital marketing space.

What’s Inside?

An Overview of Dubai’s Digital Marketing Atmosphere

In recent years, Dubai has solidified its status as a hub for digital innovation, offering businesses a dynamic environment for marketing success. With widespread access to the latest tech and a business population that relies on the internet, the city presents unparalleled opportunities for brands to connect with their target audiences.

Dubai is a digital-first city. It is equipped with affordable high-speed internet, and almost all of its population uses smartphones. This makes effective digital marketing services in Dubai a foremost concern for businesses.

According to research on why Dubai is an attractive area for international business, Dubai has radically changed over the last thirty years.

It has become a major business state with a sustainable and branched-out economy. Especially over the last ten years, Dubai has noticed enormous economic development as a result of urban development that converted the uninhabited desert of Dubai into a commercial, residential, economic, and tourist state.

Additionally, it is well known that Dubai boasts a massive international trade network that spans nearly 180 states worldwide, offering investors many options for international marketing channels to promote a diverse range of products and services. Hong Kong and Singapore are the two largest export and reexport hubs globally, with Dubai coming in third.

Of course, the city also gains from all kinds of marketing efforts & channels, including digital marketing, as new businesses, investors, and clients come on board. So much so that recent research has shown that a wide range of industries in the United Arab Emirates profit from digital marketing, and they use related tactics to influence business profitability by raising brand awareness, driving more traffic to websites, and generating leads.

Given these factors, effective digital marketing has become a priority for companies looking to thrive in this fast-paced market. This has led to an evolution in Dubai’s agency scene, where creative strategies and cutting-edge solutions are reshaping how businesses approach their online presence.

Digital Marketing Agencies in the UAE Worth It?

Let us continue with one of the most common questions people ask on the internet about the digital marketing ecosystem of Dubai. The answer is a resounding yes. In a market as competitive and digitally driven as the UAE, partnering with a digital marketing agency can make a significant difference.

According to our Exclusive Q&A with Sacha Christe, CEO of Emirates Graphic, digital marketing agencies in Dubai are especially worth working with.

In the said Q&A, Christie states that Dubai’s multicultural audience is indeed a “unique challenge and opportunity” at the same time. To tailor digital marketing strategies effectively, digital agencies conduct thorough market research to understand cultural nuances, language preferences, and consumer behaviors. And finally, they create content and campaigns that resonate with various cultural groups while ensuring sensitivity and respect for diversity. He adds:

Dubai’s business-friendly regulatory environment fosters innovation and attracts agencies and businesses to operate and expand in the region. It provides a stable and conducive platform for growth, which is advantageous for agencies like Emirates Graphic.

What’s more, it seems that in the next few years, marketers anticipate Dubai’s digital marketing ecosystem to continue evolving rapidly:

Brands should stay ahead by embracing emerging technologies, staying updated on local trends, and collaborating with innovative agencies. It’s crucial to remain flexible and adapt to changing consumer preferences.

Dubai for Working Professionals (Scope of Digital Marketing in Dubai)

As we mentioned earlier, Dubai has quickly become a magnet for working professionals, particularly in the digital marketing sector. With its thriving economy and constant push toward digital transformation, the city offers endless opportunities for those looking to build or expand their careers. Digital marketing is one of the most in-demand skills in the job market because businesses in Dubai are eager to take advantage of online platforms.

From social media management and content creation to SEO, professionals can find a diverse range of roles within digital marketing agencies and in-house corporate teams. With Dubai’s commitment to staying at the forefront of technological advancements and its large consumer base, there is always a need for innovative marketing strategies. For digital marketers, this city offers a dynamic work environment and the chance to work on projects that shape global perceptions.

DAN-member agencies like Crowd are playing a crucial role in promoting Dubai as a prime destination for business. As a creative agency, Crowd has actively worked on campaigns showcasing the city’s potential to global audiences, emphasizing its business-friendly environment and advanced digital infrastructure. This is just one example of how digital marketing professionals in Dubai can be part of projects that have a global impact, helping position the city as a leading business hub.

Let us wrap up that section with two thoughtful responses to the query, “Is it hard to find a job in digital marketing or SEO in Dubai?“

Dubai for Agency Owners

For agency owners in Dubai, several digital marketing domains present lucrative opportunities. With a significant portion of the population active on social media, social media advertising is a leading domain.

According to Statista, social media ad spending in the UAE is expected to reach approximately $388.40 million in 2024, indicating a high demand for agencies specializing in targeted campaigns on platforms like Instagram and TikTok.

SEO and content marketing are also crucial due to the competitive business environment. Brands seek agencies that can optimize their online presence, driving organic traffic and brand visibility.

Influencer marketing is another domain thriving in Dubai. The city’s diverse culture and global appeal make it a hotspot for influencers, and agencies that can connect brands with the right influencers are in high demand.

Paid advertising through PPC campaigns remains a key strategy. Digital ad spending in the UAE continues to grow, with businesses looking to agencies for data-driven strategies that maximize their ROI.

These popular domains offer agency owners a chance to diversify their services and cater to Dubai’s dynamic market, allowing them to position themselves as industry leaders.

Here are some hints as to why Dubai’s digital marketing sector is expanding, in case you decide to establish your agency there:

Dubai for Brands & Businesses

With digital advertising in the UAE projected to reach $1.48 billion by 2028, Dubai presents a vast marketplace for brands seeking to expand their digital footprint. This environment provides brands with the tools they need to drive growth and build a strong online presence.

Additionally, as a part of Dubai’s marketing ecosystem, brands and companies have many opportunities to collaborate with excellent, locally focused digital marketing agencies, such as WGG Digital Marketing Agency, a DAN member.

We live in Dubai; we work in Dubai; we know how to work with digital marketing to grow your business in this city.

WGG has established itself as one of the leading agencies in the UAE. For us, each campaign is not just numbers but also a representation of the vibrant life of Dubai and the UAE. With a team versed in the latest digital trends and tools, we offer a panoramic view of modern marketing. In the ever-changing digital marketing in the UAE, WGG is the most adaptive and evolving agency.”

According to the statement on their website, WGG begins each project “by diving deep into Dubai’s online market. It’s paramount for us to understand the digital platforms that have the most traction in the region.” Also, they are “committed to grasping the digital habits of both locals and the expatriate community, ensuring our campaigns cater to each distinct audience segment.”