Digital advertising can be defined as the tactic of leveraging the internet and all its properties so as to deliver promotional ads to potential customers on multiple channels. Similar to its predecessor ” traditional advertising ” digital advertising can greatly aid in telling the story of your brand. Looking for an international audience? Try Digital Ads…
Contrary to traditional advertising, however, digital advertising is usually more flexible and versatile, making it possible for you to share your brand story on platforms that your buyers visit frequently ” via video, images, text, and much more. Digital advertising has greatly evolved since the pioneer clickable ad hit the internet in the early 90s.
Currently, rather than advertising creating noise which distracts from the actual content your buyers are looking for, digital advertising could be part of a never-ending conversation which your brand has with your customers. Simply Thick is launching using digital advertising and a story. This is a great way to start digital ads for your company.
Digital Ads Are Everywhere!
Digital ads are virtually everywhere. The can be found on the websites your consumers visit, on their mobile phones, on social media platforms, and even on their smartwatches. And since advertising has the ability to proliferate through multiple channels, including some of the most personal channels, you will need to be more cognizant about giving useful and engaging content. If you are a marketer, you might be tempted to think that you have really come a long way with digital advertising, but the truth is that we are just in the early stages. With digital advertising gaining its momentum, it is currently more vital that you integrate it into your marketing regime.
Why Is Digital Advertising Important?
Digital platforms are known to create powerful opportunities which can tell brand stories in context and at scale. Through ads on multiple channels and devices, marketers are in a better position to reach larger audiences in a manner that is increasingly personal and in real-time. There are three crucial reasons why digital advertising is crucial in the modern-day multi-device, multi-channel buyer landscape and here they are.
Your Buyers Are Often On Digital Channels
Buyers are already spending most of their time online and this trend is predicted to rise in the coming months. Long gone are the days when magazines and newspapers would dominate a buyer’s attention. We are currently firmly entrenched in a digital era. According to a study conducted by Media Dynamics, it was discovered that the average adult spends close to 9 hours online every day. Another study conducted found that the average American spends more than 10 hours in a day with their “electronic media” which can be defined as radio, TV, smartphone, internet, and other multi-media devices. Since your buyers are always changing devices and channels, how are you going to reach them?
Digital advertising is an excellent way for your own brand to live on the different channels.
Marketers Will Have Higher Targeting Capabilities
The moment you place your advertisement in a newspaper or magazine, you will have very little control, if any, over the people who see it and interact with it. With the current advancements in digital advertising, marketers are now in a better position to target the actual audience that will be most likely to buy their product. By combining the power of an advertising platform or network and marketing automation, you will avoid the trouble of sending a message to individuals who are not a perfect fit for your services or products. Targeting ads on digital media is advantageous because it is not limited to the firmographic or demographic characteristics of the audience. You will also be in a position to deliver messages which are uniquely designed to resonate with your target audience as individuals, on the basis of who they actually are and what they do.
Personalization and Seamless Conversation is Possible
With the modern-day’s powerful advertising and marketing tools, there is a lot of data that is available about all your customers. By taking advantage of the greatest and most recent tools, you can leverage your customer profiles and intent data from multiple channels so that you have a single, seamless view of your customer. It is possible to personalize your ads depending on the individual’s behavior, their position in the buying cycle, their demographics, their level of engagement with your brand, and the offers or content they have viewed. With this type of advanced personalization, it is possible for you to have relevant conversations with buyers on multiple channels ” which is the Holy Grail for a majority of marketers.
The Noisy Buyer Landscape
Apparently, where consumers go so do the marketers. Marketers have devised ways of advertising and inserting their messages into different digital channels and this results in the onslaught of all ads targeting consumers on the digital media. In fact, studies have shown that an average adult is usually exposed to more than a thousand brands and their advertisements on a daily basis. About 400 of these are actually ads and only 12 out of all these make an impression to a buyer. From these statistics, it is not easy to grab the attention of your buyers.
In the current noisy and hyperactive world, your audience will find it difficult to give attention to a particular brand. The truth is that the abundance of information which is out there means there will be less attention to something specific and a higher need for relevance. So how will your brand make a break through the noise and be among the 12 ads which make an impression on their audience?
The more creative, relevant, interesting, and non-intrusive your ads are, the higher the chances of them being seen and being engaged by your target audience. Through proper digital advertising, it is possible for you to listen to your audience’s behavior and respond to them with the relevant content. If you think about the journey that a consumer takes, digital advertising will become an integral aspect of the journey so you must include various digital advertising tactics in your marketing strategy. Relevant digital ads will aid in nurturing your buyers until they become customers, making it possible to continue with the one-on-one conversation on various channels.
Digital advertising is evolving rapidly and it is up to marketers to keep up with this trend. The ubiquity of most online interactions in the modern-day culture portrays why digital advertising is and will continue to be indispensable to all marketers. Marketing via these ad channels is instrumental in unlocking the hidden potential of a large, expanding, and captive audience.
The New Digital Buyer
The 2018 buyers are different from what we knew some years back. They have the upper hand when it comes down to making the right purchase decisions. Brand sophisticated and tech-savvy, they are wise to all ways of marketing, and they expect quite a lot. They believe that you should inform as well as entertain them, but never irritate or bore them. Important of all, they are fickle and you will need to keep all your communications interesting so that they are always engaged. As a result, there are two main trends which have emerged as a result of the changes in buyer behaviors on different channels. These trends have proven to be essential because they have altered the way marketers should interact with their buyers through digital ads.
• Buyers Are More Informed:
All thanks to an abundance of information, coupled with advanced technology and better search, product information is currently pervasive. The internet gives customers instant gratification, and mobile gadgets now add a whenever/wherever dimension to each aspect of a consumer’s online experience. Buyers can currently easily access information regarding products and their pricing and they often conduct their own research when they have to make a buying decision. The truth about the 2018 buyer is that they usually have an opinion about your brand before they can interact with you directly. By the time a consumer comes to you, they have already decided to make their purchase. Therefore, your buyer’s online perception about you is essential and your advertising should be relevant to their journey.
• Consumers Hold High Expectations:
The 2018 buyer expects a company to keep seamless track of their buying history, communication desires, and preferences. If your system is not a perfectly-oiled data machine, you will easily lose brand loyalty from your consumers. Your buyers are looking for a personalized and unified experience across the various touch points. They are looking to find the information they require in a medium that is convenient for them at that moment. Whether they are walking in line to buy a cup of coffee at their favorite coffee shop or surfing the internet on their laptop at work, they expect their experience to be consistent and flawless. 2018 is an exciting but challenging period to be a marketer because it is not enough to push static information to buyers in what could be referred to as a massive advertising model. If you are a marketer, you should shift the manner in which you engage with your customers across multiple online channels throughout their customer lifecycle. And for you to do this, it is important that you learn to engage each customer personally and individually with digital advertising.
How Digital Advertising Has Evolved
Data and Targeting
An advancement which has greatly enhanced the digital advertising arena is the incorporation of data and targeting. Through advanced targeting capabilities, data tracking, behavioral tracking, social media sites, and marketing automation, it is now possible for marketers to get more personalized with digital ad creation. While digital ad targeting was previously based on traditional demographic information, data and targeting have made it possible for marketers to be more specific. Currently, you can target based on content viewed, location, behavior, industry device, browser, and much more. This has made it possible to engage in more personalized advertising.
Through leveraging data on different channels, your marketing efforts can interact across multiple channels, utilizing data on one channel to inform the other channel. This interactivity between channels has improved how marketers can interact with customers through their journey for a more integrated experience. Do not look at digital advertising in just a bubble. When digital advertising started, there was nothing like cross-channel efforts. It was even rare for a marketer and advertiser to be in a single room talking about a cohesive campaign. Currently, all your ads should be part of your entire brand story. Both your offline and online tactics must communicate with each other and support each other so as to create a cohesive experience for your target audience.
Currently, buyers are interacting with your brand on different devices and channels. Advances in digital advertising have given marketers a way for them to create personalized experiences everywhere their consumers are. Digital advertising also evolves quickly and it is important for marketers to keep up with this evolution.