Digital advertising is the tactic of leveraging the internet and its properties to deliver promotional ads to consumers on various channels.
Like it’s predecessor—traditional advertising—a digital ad can help tell the story of your brand. Unlike traditional advertising, digital advertising is more universal and flexible, enabling you to tell your brand story on the channels that your buyers frequent—through text, images, video, and more.
Digital advertising has evolved considerably since the first clickable ad hit the internet in 1994. Today, instead of advertising creating noise that distracts from the content your buyers want to read, digital advertising can be part of an ongoing conversation that your brand has with its customers, and you can use different tools for this, from software that let you optimize your site to a WordTree Amazon Keyword Tool, that give the more searched words in popular sites as Amazon.
Digital ads are everywhere. They can be seen on the websites your buyer visits, on her mobile phone, on social media channels, and on her smart watch. Because advertising proliferates across so many channels, including very personal channels, you need to be more cognizant than ever before about providing useful, engaging content, including health products as the Ultra Omega Burn that help people lose weight. Luckily, due to behavioral targeting technologies and platforms like marketing automation, these continuous conversations are possible. And by leveraging these technologies at scale, you can nurture your buyers in a very personalized way until they are ready to become customers.
As marketers, we may feel like we have come a long way with digital advertising, but we are still in the early stages. With digital advertising continuing to gain momentum, it is more vital than ever before to make it an integral part of your holistic marketing mix.
WHY IS DIGITAL ADVERTISING IMPORTANT
Digital advertising creates powerful opportunities to tell brand stories at scale and in context. Through ads on various devices and channels, marketers can reach larger audiences in a way that is real-time and increasingly personal.
Three Reasons for a Digital Focus There are three reasons why digital advertising is critical in today’s multi-channel, multi-device buyer landscape:
1. Your Buyers Are Constantly on Digital Channels
Your buyers spend a lot of time online. Gone are the days when newspapers and magazines dominated your buyer’s attention. We are firmly entrenched in the digital era. In fact, a recent study by Media Dynamics states that since 1985 a typical adult’s digital media consumption has grown 40% to 9.8 hours per day in 2014. A similar 2014 study by Nielsen found that the average American spends an astonishing 11 hours per day with electronic media – which was defined as TV, radio, internet, smartphone, gaming and other multi-media devices.
With your buyers constantly switching channels and devices, how can you reach them? Digital advertising is a fantastic way for your brand to live across channels.
2. Marketers Have Greater Targeting Capabilities
When you put an advertisement in a magazine you have very little control, if any, over who sees and interacts with it. With today’s advancements in digital advertising, marketers can now target the exact audience that’s mostly likely to purchase your product. By combining the power of marketing automation and an advertising network or platform, you can avoid sending messages to people who aren’t a great fit for your product or service. Targeting your ads on digital media isn’t only limited to the demographic or firmographic characteristics of your audience. You can also deliver messages that are uniquely created to resonate with your audience as individuals, based on who they are and what they do.
3. The Availability of Customer Intent Data Enables Personalization and Seamless Conversation
With today’s powerful marketing and advertising tools, there is so much data available about your customers. By leveraging the latest and greatest tools, like Marketo’s Ad Bridge, you can leverage customer profile and intent data from many different channels to have one seamless view of the customer. You can personalize your ads based on who the individual is from her behavior, her demographics, where she is in the buying cycle, her level of engagement with your brand, and the content or offers she has viewed. With this advanced personalization, you can have more relevant conversations with buyers across all channels—which is truly the holy grail for marketers!
Today’s Noisy Buyer Landscape
Of course, where the people go, so go the marketers. Marketers have found ways to advertise and insert their messages into as many digital channels as possible. All of this leads to an onslaught of ads targeting consumers on digital media.
In fact, according to the Media Dynamics Study, the average adult is exposed to 5,000+ brands and their advertisements throughout the day. How many of these are ads? 362. And how many of these ads actually make an impression? 12. Clearly it is challenging to grab a buyer’s attention.
In today’s noisy, hyperactive world, your audience can’t give a ton of attention to any one brand in particular. In fact, the abundance of information that’s out there equals attention scarcity and a greater demand for relevance—so how can your brand break through all of that noise and be one of the 12 ads that actually makes an impression on your audience?
The more relevant, interesting, creative, and non-intrusive your ads are, the more likely they will be seen and engaged with by your coveted audience. Through effective digital advertising you can listen to your audience’s behavior and respond with relevant content.
As you consider the journey that your customer takes, digital advertising is an integral part of that journey—so it’s important to include a variety of digital advertising tactics in your overall marketing strategy. Relevant digital ads help nurture your buyers until they become customers—enabling you to continue a one-on-one conversation on all channels