These days, people don’t want to be “sold to”. Your customers are bombarded with marketing messages and advertisements all day long, and they’ve gotten very good at tuning out advertising messages that don’t matter to them. So we’ve seen a shift away from traditional advertising media (TV, radio, newspaper, etc.) to more targeted digital advertising strategies that allow you to tailor a very focused message and deliver that message to the right consumer at the right time.
What exactly is digital advertising
Digital marketing comes in many different forms. But let’s start with what digital advertising is NOT.
Digital Advertising is NOT posting to your business Facebook and/or Instagram page. In fact, did you know less than 2% of your followers will actually see your post? But digital advertising IS Social Media Advertising that deploys targeted ads on Facebook and Instagram using geographic, demographic, and behavioral targeting strategies.
Digital advertising is also Programmatic Display & Native Advertising. This type of digital marketing utilizes banner ads or Native ads inserted on a webpage or within an article you are reading online.
Digital Advertising includes Mobile Advertising that utilizes targeted, location-based data to deliver your ads to people when using their mobile devices.
Digital Advertising is Search Engine Marketing (SEM), also known as pay-per-click. These are the paid/sponsored ads you see at the top of the page when searching on Google, Yahoo, Bing, etc..
Digital Video Advertising is the fastest growing digital marketing category right now. This type of digital advertising includes video ads on YouTube, and Over-The-Top (OTT) advertising on platforms like Amazon TV, Firestick, ROKU, etc.
And let’s not forget that Digital Advertising can also include Online Audio Advertising. Audio platforms include Spotify, Pandora, Soundcloud, iHeart, etc..
How can digital advertising help your business?
Geotargeting / Zone Marketing
The beauty of digital advertising is that you can geo-target a specific area around your business. Forget spending marketing dollars to reach people outside of your service area. With geotargeting, you can focus all of your efforts on these precise locations – making sure that the people who are most likely to become a customer are served your ads. We like to call this ‘Zone Advertising’. It’s very efficient and very effective.
Demographic & Behavioral Targeting
Next, we layer in demographic and behavioral targeting to make sure your advertising is reaching the right consumer. Who is your ideal customer? How old are they? How much money do they make? Where do they spend their time online? And what do they like to do offline?
So now that your campaign is ready to go, there is something else you need to keep in mind. 98% of new visitors to your website won’t convert on their first visit. In fact, it may take a few visits before they convert to a new customer. That’s why a retargeting strategy is required as part of your digital marketing campaigns.
As a business owner it’s extremely important to know how your marketing dollars are working for you. Digital marketing provides for transparency and real-time reporting so you always know how your campaigns are performing. This allows you to make adjustments to your campaign as needed.
Once your campaign is set up and ready to go, you are not done. You could have the best strategy in the world, but if your ad creative fails by not compelling the consumer to act, then your campaign fails. This is why you need an experienced marketing agency on your side. We handle all of the creative development to make sure your ads will deliver the desired results.
The Parcell Media Approach
At Parcell Media, we believe that digital marketing is like an orchestra. To achieve your desired results, it’s important that ALL of your digital collateral work together in harmony. You don’t just need a website, a social media presence, and a digital marketing strategy. You need all three of these things working together.
We help our clients in all industries accomplish precisely that – and we can’t wait for the opportunity to do the same for you, too.
If you would like to find out more information about why your business must execute a digital marketing strategy in 2021, or if you have any additional questions that you would like to go over with someone in more detail, please give us a shout.