Traditional vs. Digital Media Buying in the USA

As a practising media industry professional, it strikes me that there is little guidance, training, or open literature on the practical implementation of media effectiveness. I’d like to rectify this gap in the market by providing a practical framework that any business, big or small, can apply to set up, test, measure, and optimise media investment. There are several essential reads on the theories of marketing that reference the need for media effectiveness, but these 

fall short on how to implement them in a practical day-to-day way. Without wanting to clutter the practices of our busy industry or add more reading to the demanding daily schedules, my hope is that this booklet will summarise guiding principles and practices to advance the discipline of media effectiveness into daily use and give the industry a simple-to-use reference. I do not profess that these are new or groundbreaking practices. I want to put a 

in the ground for good practices that can be implemented with quick effect. A Google search returns that there are no similar publications on the market. Most likely, those in the know are keeping their IP tight to their businesses. Or perhaps as an industry, we don’t have any  which wouldn’t surprise me. Maybe I’m throwing caution to the wind. Or maybe I just want to add something back by lifting the veil. I honestly think that it’s time we open up practices 

Evolved into one of the most dynamic 

and fast expanding bubetween sectors to create solid partnerships (Rogers, 1983).Concurrently, the ideas of personalization and product recommendations—part of customized marketing theory—help to justify employing the Auto Promote tool (Adomavicius and Tuzhilin, 2005).Product personalization seeks to show recommendations that fit consumer tastes and behavior, therefore raising the possibility of sales conversion. 

Therefore, study intends to offer a thorough investigation of the efficiency of these two technologies in raising customer interactions, sales conversions and customer satisfaction in an industrial environment competitive e-commerce.Theoretical Frame: Customer Interaction TheoryEmphasizing the need of interactions between a firm or brand and consumers in 

creating and preserving strong and sustainable connections, customer interaction theory is a conceptual framework. This idea acknowledges that good customer satisfaction, loyalty, and retention follow from efficient and mutually beneficial two-way communication between companies and consumers. Customer interaction studies, according to Homburg, et al. (2017), address the need of pleasant connections with consumers to provide rewarding 

Experiences as well as offer insight 

on customer experience management techniques. According to Verhoef, et al. (2017), customer interactions and purchase decisions can be influenced by service innovation including technology like artificial intelligence and chatbots.Theory of Personalized MarketingDynamic Personalization Marketing Theory is one of the most recent ideas concerning tailored marketing. This thesis underlines the requirement of using a dynamic and 

flexible marketing strategy that fits evolving consumer wants and preferences. Dynamic personalizing marketing uses technology and data to automatically provide goods, services, or content matching consumers' unique behavior and tastes. This strategy lets businesses give every consumer a more pertinent and fulfilling experience. Emphasizing the requirement of realizing and knowing consumers' particular needs and preferences to offer a 

more relevant and enjoyable experience, personalized marketing theory—also known as one-to- one marketing—emphasizesGathering and evaluating consumer data is the foundation of personalizing marketing—that is, the identification of the customer's particular behaviors, interests, and traits. This data allows businesses to offer, via direct communications or marketing channels, content, goods, or services more suited for every customer.Rogers (2020) claims some crucial components of personalized marketing theory consist: Individual 

Customer Acknowledgement Knowing 

and spotting unique consumers with regard to their tastes, buying patterns, and online activities.Whether via direct message, email, or social media, tailored communications—used to communicate with consumers—should be more focused and targeted.Providing goods or services catered to every demand and inclination of every client. From the initial visit to the transaction, customize your user experience to be more relevant and fulfilling for the 

consumer journey. Technology and automation help to provide efficient provision of tailored content and services by means of solutions.Personalized marketing offers more client lifetime value, more sales conversions, and more customer retention among other things. Nonetheless, businesses must follow privacy rules and properly safeguard consumer data if they are to effectively use a tailored marketing plan. Personalized marketing demands a t

horough awareness of consumer requirements and sinessse industries in the previous several decades, not only about the use of technology (Turban et al., 2018). Information technology's developments enable consumers to quickly access and search for goods or services online, hence driving this expansion (Smith and Brynjolfsson, 2001). Companies in this sector are vying to provide better customer experiences to keep and grow their market 

Conclusion

share, nevertheless, given the ever more competitive e-commerce sector (Verhoef et al., 2015). Many e-commerce firms have looked at leveraging chatbot technologies and Auto Promote features in an attempt to enhance consumer experience. While the Auto Promote function allows automatic product promotion depending on user preferences and behavior,  are automated communication systems that enable real-time engagement between 

consumers and websites (Novak et al., 2003). While earlier studies indicate the good possibilities of employing chatbots and automated advertising techniques (Kumar et al., 2019), it is still necessary to find the unique influence of adopting these two technologies on customer experience in particular e-commerce environments. Emphasizing the need of two-

way exchanges, interactive communication theory encourages the deployment of chatbots. Fast replies and solutions help to improve relationships with consumers and strengthen the initial marketing initiatives, therefore ena  pleasant purchasing experience.MarketingDynamic Personalization Marketing Theory is one of the most recent ideas concerning tailored marketing. This thesis underlines the requirement of using