It’s time for a new paradigm in advertising. In this age of social media, it’s clear that prospective customers rely on recommendations for everything from where to eat to which phone to buy—yet advertisers have not caught up. While the rest of the internet is actively engaged in providing personalized experiences, online ads continue to provide one-size-fits-all information, ignoring the personal needs of individual customers.

Enter the adverguidement. The Adverguidement is fast gaining recognition as the convergence of advertising and guidance, powered by technology. This new paradigm brings online advertising into the 21^st century by putting personalized guidance right into the ad.

Why is adverguidement so important? Customers have lost faith in traditional advertising. Most marketers still design ads that target a generic audience within a mixture of demographics. These ads do nothing for today’s typical customer, who seeks personalized information to clear up confusion and make decisions with confidence.

To make things worse, when prospective customers click an ad, they are taken away from their original destination and brought to an unfamiliar site. While this has long been the norm for internet advertising, it is anything but normal for customers. Imagine if, while visiting her favorite boutique, a young woman sees a shirt she likes. When she approaches the rack, however, she is whisked away to the manufacturer’s store. Once there, she can’t find the shirt she liked and all she wants is to get back to the boutique. 

This strategy would never work in the real world. Yet it’s exactly what we do online. With experiences like this, it’s not surprising that decisions are delayed, conversions are low, and prospects are clicking back to where they came from as soon as they can.

Adverguidement brings together the critical components of the purchasing experience and serves them up to prospective customers wherever they are on the digital landscape. Return to the example of the customer in the boutique. With adverguidement, it is as if there is an unobtrusive but helpful salesperson who, after asking a few simple questions, directs the customer to a garment that perfectly suits her needs. This positive experience reinforces the customer’s trust in the boutique, and in the brand she ultimately purchases.

Adverguidement turns the focus of advertising back on the prospective customer. It's no longer a "look at me" approach on the part of advertisers, but rather a cohesive way of engaging prospects—where they are—by asking them, "How can I help you find exactly what you need?" It gives prospective customers information targeted to their needs, and simplifies a complicated buying process, especially when it's delivered on a site they already know.

The end has come for ads that speak to one generic audience. The technology is here for  adverguidement. It’s time for advertisers to turn to this new paradigm to restore customer trust and enjoy the engagement and conversion rates that they rightly expect.

Welcome to the future.