It’s time to join the big league and go digital! Digital advertising is now the new norm—it’s the fastest growing marketing channel with no signs of slowing down, according to Strategy Analytics. This shouldn’t come as a surprise—marketing has always been about three things: location, location, location.And today, your target market is largely online. Marketers are focusing more and more resources on meeting people there, and it’s working out well for them and their customers.
The digital marketplace has put a lot of buying power back into the hands of buyers and consumers, forcing many marketers to get more creative, more genuine, and more helpful.Consumers today jump from channel to channel, seamlessly throughout the day and increasingly those channels are digital. Today, the average consumer does research on products, solutions, and companies before making a purchase.
Digital technology is giving marketers a breadth of new tools, allowing them to be more focused and strategic. Digital advertising simply makes sense if you want to get your message, campaign, or promotion in front of your audience.
Digital advertising has a lot to offer today’s marketers. Here are 3 things I’ve learned about digital advertising, especially from big brands:
1.Digital Advertising is Targeted
What if each ad you create is always only seen by qualified prospects and target audience members? Sterling Cooper would have made you a partner in no time with that kind of guarantee, but today this is becoming the norm.
Traditional advertising is hit-or-miss, but digital platforms are changing the game. SEO and PPC can put your brand name and your content marketing in front of customers at every stage of the buying cycle. Social media channels like Facebook, Twitter, or LinkedIn offer flexible ad options that allow you to segment by geographic location, demographics, interests, and more.
Finally, since many forms of digital advertising are “opt-in”—from customers who follow your blog and social media accounts, to those who receive your emails—you know your outreach is going to people who want your information.
2.Digital Advertising is Faster to Market
Market conditions and trends change quickly, and that requires nimble marketing. Lead times for traditional advertising methods are so 1990s. Between the time it takes to create an ad, to the long lead times required to buy time or space, your message and your budget suffer from being locked into a design that was created months before it will see the light of day.
Digital campaigns can be executed much more quickly, and they can be modified on the fly if needed. Consider that as recently as April, Subway was touting a new ad campaign with its long-time spokesman, Jared. After a scandal this summer that resulted in his arrest, Subway couldn’t distance itself from their pitchman fast enough. Whether you’re trying to capitalize on the news or distance yourself from it, big brands are wise to retain as much pivot power as possible.
This ability to modify also comes in handy when considering fluctuating budgets. Companies that have an unexpectedly low quarter can cut back without incurring cancelation fees, and those with an unexpected windfall can bump up their buying power with ease.
3.Digital Advertising is Easily Measurable
Every department needs to show how it is adding value, and with a digital campaign the metrics are built right in. You know exactly who clicked on your content, opened it, referred it, shared it, etc. You also can trace the source of your traffic from entry to the shopping cart and eventual purchase. This will help you determine which platforms and strategies yield the best results, and which deserve more investment.
The key reason for tracking metrics is to speak the same language that your CEO and your CFO do. While soft metrics like brand awareness, impressions, organic search rankings, and reach are important, their real value lies in how they can be quantifiably connected to hard metrics like pipeline, revenue, and profit. Digital advertising offers a platform for tracking both types of metrics to show a concrete ROI.
Because digital advertising is quick to measure—often with real-time results and metrics—marketers may find that it helps them make their campaigns more cost effective. If one of your digital advertising programs is not performing well or working, it’s easy to quickly adjust your program to ensure that your budget is spent well and offers a strong ROI.