What seems like yesterday, companies communicated through physical actions, magazines and newspapers to name a few. Some time after TV and radio came about, it was a huge leap for marketers at the time, equipping them with new tools to target and reach their existing and potential customers.
The glory days of these traditional channels are over though. Changes in how we use technology today means that the modern customer is never out of touch. And what was the gold standard for advertising in the past, is no longer relevant. Now is the time to reach customers where they are present. With almost 5 billion active users on the internet right now, almost 4 billion on social media. Now is the time for digital marketing.
Digital Advertising Explained
Digital advertising is a very broad term which encompasses the different ways a brand can communicate with their customers using a variety of digital channels. A brand can communicate information to promote themselves, their product or service.
Digital communication consists of web browser actions, social media pages, blogs, apps or any other way in which a direct line of communication between the customer and the company takes place. With changes in technology rapidly shaping the digital world, more options on how these touch points can be utilized to benefit your brand emerged.
Advantages of Digital Advertising
The key advantage and what distinguishes the new media from the traditional advertising approaches is accuracy. Digital Advertising is data driven. With countless sources and tools to utilize, it’s easier than ever to paint a picture of your customer base. Learn what their needs are and how you can meet them, find who they are and what they’re interests are and use that information to craft a message which will resonate with them.
When you purchase an advertising slot on TV. you have no control over who will see that ad. Sure, you can manipulate some variables like the time, channel etc. but for the most cases you’re shooting in the dark. But with social media advertising for example, your strategy can be more segmented and focused on a particular group of customers. At the end of the day, if you’re a fashion brand why would you spend money trying to appeal to people who don’t care about clothes?
When you segment your campaign based on factors such as interest, you can target who sees your ad’s with more precision. Moreover, you can also monitor your customers actions in real-time, you don’t have to wait weeks to see if your investment paid off like you do with traditional marketing. By utilizing this feature you can tweak your campaign as you go along, making sure you’re on track to accomplish your goals and get a return on your investment.
Plan your Strategy
If you think digital advertising is something your business can implement, then you need a strategy. It’s crucial to know what your goals are, what kind of resources you have available to achieve those, and who your customer is.
This stage can be tricky, with so many options to choose from, cross-checking and tweaking as you go along to ensure success requires expertise and takes time, but we are here to help. Our team can create a buyer persona for your business, leveraging data to learn who your customers are and how best to reach them, choosing the optimal advertising methods, content that they will find most appealing. Get seen with VT and achieve your goals.