A comprehensive overview of the collected data in all departments of the company improves the business decision-making and competitiveness of the company on the market.

The decision journey of modern omni connected consumers has changed radically over the last ten years. The rapid development of technology affects the formation of new points of consumer contact with a brand that are crucial for the consumer decision journey. Therefore, brands have strongly focused on understanding what drives consumer decisions and what affects their purchase journey.

Day and night, plus and minus, yin and yang – they all have something in common: one element cannot exist without the other. We know such an example also in the digital ecosystem. These are pushing and pulling forces by which we are trying to influence the behaviour of digital media users. Of course, the strategies differ because of the endlessness of push/pull opportunities.

Surpluses in the dynamic digital ecosystem can only be generated through a sound strategy and an innovative combination of advertising approaches. These must be based on data and technology to ensure the possibility of continuous optimising and thus enriching the funds invested in the form of improved results.

Often, there is a miscommunication between the marketing department and the designers. It can already be tricky to properly understand the differences between the image files. For marketing experts to communicate better and easier with the designers, it is advisable for them to understand the basic terminology and the key characteristics of the most common image files. This facilitates communication between the departments and improves the efficiency of project implementation.

Digital media is dominated by display advertising, and investment into this form of advertising will doubtlessly continue to increase. Considering the results of the AdEx study for Slovenia, display advertising has already exceeded 60 per cent of all investments into digital advertising in the Slovenian media, while the iPROM and Valicon research on the relationship of Slovenian companies towards digital advertising predicts that this year, Slovenian advertisers will allocate the largest portion of advertising means to this form of digital advertising.

What do technological innovations contribute to digital advertising?

Nowadays, technological development is exponentially quick; many innovations appearing on the market a couple of years ago will start being used for mass consumption in the years to come. The last leap of a similar size happened approximately ten years ago when smartphones appeared on the market, changing the manner in which we communicate, obtain information, and perform daily tasks. Our perception of the world has changed. We were all a part of this (r)evolution. The next giant leap is happening right this instant.

How do the use of data and advanced digital advertising technology help us identify the potential of the product market, sales opportunities, and the delivery of an advertising message at the right time, place, and device?

In advertising, a good story has become of key importance for the success of the brand. Stories explaining how, what and why a brand is offering something are creating the difference on the market.

Marketing experts agree that data are the new petrol and, as such, the new driving force behind modern marketing. Appropriately processed, interpreted and applied data enable companies to achieve a higher level of understanding when it comes to consumers, and a better possibility to create adapted content.