The Art and Science of Conversation

In today’s fast-paced world, the ability to engage in meaningful conversation is more than just a social nicety – it’s a critical skill. This is especially true in the realm of advertising, where the ability to communicate effectively is the key to success.   

Advertising is the exchanging of information – in different contexts, in new ways, with ever richer signals of intent, some verbal, some not. In modern digital advertising the stakes are high. As consumers, we expect brands to not just talk to us but to know us. We like to have highly relevant, non-intrusive, impressive advertising in our own digital worlds. As marketers, being snappy is of the essence. Efficiency and incrementality are the currencies of success, but at the same time the world of advertising has gotten broader, more varied, harder to navigate.   

To pull off this scale of engagement, the information we exchange can’t be superficial or interrupted, we must engage fully and thoughtfully, creating a good ‘conversation’ across the digital landscape.

1. Establishing trust

A good conversation is a two-way street, a collaboration that fosters a deeper understanding between those taking part. You need to know you can be open with your conversation partner, be authentic and safely share your information, goals and objectives.  

This is important for you, but it is essential for your audiences. Creating a safe space is a non-negotiable and why Microsoft runs on Trust. 

2. The right setting

To keep a conversation enjoyable, the participants need to feel comfortable and open to listening. It needs to evolve over time, building on what has come before, encouraging participants to share more, engage more, and do more. The right setting is so important and a must for digital advertisers looking to engage their audience in good conversation.

But, with consumers constantly switching between devices, capturing their attention requires an integrated approach. An omnichannel advertising strategy allows marketers to deliver a seamless message across all touchpoints, enhancing both brand recognition and consumer experience.

However, this complexity can create efficiency challenges for advertisers. To address this, Microsoft Advertising has evolved into an omnichannel, multi-format ecosystem, with a platform that spans search, native, display, connected TV (CTV) and gaming. Our ambition is to offer an interconnected approach that empowers marketers to engage meaningfully with their audiences.

3. Efficiency and Effectiveness

And finally, a good conversation is both efficient and effective, simple to understand with clear outcomes. Advertisers must embody these qualities to succeed in today’s digital world, maximising the impact of every dollar spent and boosting return on investment (ROI) in terms of both money and time.

Success lies in creating hyper-relevant messages, delivered seamlessly across channels. AI, like Microsoft’s Copilot in the Microsoft Advertising Platform, helps you personalise customer journeys by unleashing your creativity and fine-tune creative assets, so they perform best across multiple formats, all at once in just a few clicks. Additionally, Copilot can enable you to uncover new insights quickly with a conversational chatbot that advises on the best campaign strategies for your goals. Or simply unlock productivity and free up your resources to spend on projects that really move the needle.  

For small and mid-size businesses who often deal with cost challenges, skills shortages, and competing priorities more acutely than larger enterprises, these tools are truly levelling the playing field.

The right conversation partner

Imagine the possibilities then, when you find the right partner with whom to have a good conversation with. One that provides a safe space, a trusted, privacy-centric environment, with whom you can build on common understanding – of both who your customer is, and how you drive spectacular business results.  

That’s what turns a conversation into a long-term relationship and enduring partnership, it’s depth of understanding gathered over many conversations that builds confidence.

That is the difference between just a dialogue and a heart to heart. 

Unwrap the potential of AI for a successful festive season peak! Join Microsoft Advertising’s virtual event on September 12th and make your campaigns sparkle with the latest insights and strategies. Register here.