Whether you’re a business owner or a consumer, you’ve likely heard of digital advertising. Much like traditional advertising methods such as print, digital advertising brings a message to buyers in a strategic way.
Digital advertising content comes in many forms:
- Text – content that includes a powerful call to action, engaging copy, and extensions that allow viewers to click and navigate to more information.
- Video – Conveying feelings with video engages consumers on an emotional level. In fact, 90% of users say video assists them in making buying decisions.
- Image – creates an image in the viewers mind of the product or service being advertised. Studies have shown content with imagery is viewed more often
While you may still utilize traditional advertising methods (print, direct-mail, billboards), including digital ads in your marketing strategy is how you become a contender!
Here are some additional benefits to adding digital to your strategy…
Digital Advertising is Flexible
Unlike traditional ads, digital format ads can be updated after initial publication. This flexibility allows you to make changes such as:
- Text/copy
- Update audience targeting
- Refine length and/or frequency
- Adjust overall spend and ad placement
Exactness and Precision
Digital ads are more precise in their targeting than traditional advertising methods. While you cannot control who sees a billboard along a highway, you have more control over viewers with digital ads.
Consider these targeting options:
- Interest/Behavioral – segment viewers based on their browser activity. Use data on what sites they visited, links they clicked, or previously purchased products.
- Demographic – reach viewers of a certain age, gender, race, even those who have a birthday coming up.
- Geographic – perhaps your business supports a specific city or region, target your ads to viewers in that area only.
- Contextual – ad placement in contextually relevant locations. For example, advertise your new kitchen gadget on a frequently visited recipe website.
- Search/Keyword – utilizes the keywords being used in search to place your ads in front of viewers. For example, a user searching for “summer dress” would see an ad for your boutique women’s clothing store.
- Platform/Device – where and how your ad is displayed. For example, the demographic for a specific social platform may be better suited for a younger age group.
- Site Retargeting – ads are displayed to viewers who visited your website but did not complete a purchase.
- Predictive – this artificial intelligence driven method uses web browsing data (also used in behavioral targeting) to identify buying patterns and predict future behaviors.
Digital advertising can be limitless when done properly. With the ability to ebb and flow with budget and results, this additional form of marketing is a great way to make any business a contender in their industry.
Check out all of our blogs about digital advertising to learn more!
