If you advertise and no one sees it, did you really do any advertising? Digital advertising only works if it is getting attention. Sit at a coffee shop, or mall and see where people are looking. Where are they spending their time? Where are they giving their attention? You would notice a lot of people with a digital device in their hand. The attention right now is on a screen, and the amount of time spent on a screen less than 4 inches is pretty significant. You should be taking notice of the trend. Digital advertising has also become more accessible to businesses of all sizes. The challenge is getting the attention of your audience.
It is expected that social media alone in the U.S. is expected to increase to $17.35 billion by 2019. Marketers are finding a real data-driven success for clients through digital advertising. It can be a challenge to break down all the differences of digital advertising. Here are 7 tips to maximize digital advertising.
There can be a real payoff when talking about digital advertising. If it is done right, it can boost brand awareness, build incoming leads, and nurture clients to become customers. These are just three of the valuable returns of investing in digital advertising. Print advertising only works to the extent of customers it reaches. Traditional print advertising can’t give you data on how many people actually saw the ad, clicked the ad, liked the ad, or even shared the ad with their circle of influence.
There has been a decrease in the success of tradition digital advertising. Do you remember annoying pop-up advertising? A 2016 Hubspot report found that “81% of consumers have closed a browser or exited a web page because of a pop-up ad.” The purpose of your advertising is to not be an annoyance but to provide some value while promoting a message, product, or service. You can’t just pay to promote something and then wonder why you didn’t get a good return on your advertising investment. You have to identify what is the purpose of the advertising piece. Is the digital ad’s purpose of promoting a product or service, or is it just to build brand awareness?
Identifying the purpose of your advertisement will shape the message, the content, the visual attributes, and where it will be displayed. Understanding the purpose of your advertising will make sure that you are maximizing the produced results.
Take a look at your competitors. What are they doing, and how can you do it better? What types of digital advertising are they producing and is it working? There are industry leaders for a reason. They are willing to be early adopters of outlets to connect with their audience. They build a following and create digital advertising that results in action from the intended audience. If that means producing a branded video or commercial then, you better make sure that it is telling a great story for your brand. Digital advertising at its core is storytelling with an expected result. If you tell the story well, then people will respond favorably to the content. The golden egg in marketing is when people love the advertising so much that they share the video and it organically gets shared. That is something that you can not pay for.
Understanding what your competitors are doing, gives you a better idea on how to execute competitive digital advertising.
Determining how you are going to deliver your digital advertising to your end user, also determines how you are going to design and plan your advertising. The core audience you are reaching might respond best to a series of images or a video. The demographic of your audience determines the best platform to place your digital advertising. If the majority of your demographic is on one social platform, you will want to make sure that is where the investment of advertising goes. That is where the people are putting their attention and most likely going to respond favorably to your advertisement.
There are many opportunities to pay to get traffic to your site. Digital ads are one way, but you can also check out our Pay-Per-Click services. One of the strongest advertising services for businesses is Facebook advertising. “On Facebook, desktop ads have 8.1x’s higher click-through rates and mobile ads have 9.1x’s higher click-through rates than normal web ads.” (Pew, 2015)
Facebook also offers a range of display options to best maximize space, imagery, and visual effect of your advertising. You can also be specific of who is actually seeing your advertisement. That means that you are only paying to show your ad to the demographic or geographic area for maximum impact of positive results. This can result in an increase in site traffic, downloads or response to your call-to-action.
There are other great resources like Google Adwords and others, that offer an opportunity to create advertising that is strategic on a pay-per-click platform. When you look at the amount of engaged daily users and the data and support of running an ad on Facebook, you can’t beat what it can do for your business or brand. Facebook is not just for kids either. The Pew Research Institute found that “72% of adult internet users use Facebook. Facebook has the most engaged users -- 70% log on daily, including 43% who do so several times a day.” That isn’t just kid and pet pictures either. A growing number of reports are indicating that the use of social media for professional reasons are on the increase. The demographic of the use of Facebook is also increasing. “62% of online adults ages 65 and older now use Facebook.” (Pew, 2016)
Facebook’s audience offers a huge opportunity to present your message and advertisement to a targeted audience.
Your audience wants something from you. If they are going to click on something that you have put in front of them, there better be a reason why. The value must be the estimated worth that your audience values their time. That might mean they are clicking on your ad for an entertainment factor, a discount factor, or to receive high-level content.
When planning your advertising, a brand has to evaluate the value being given to consumer versus the budget being invested in running the ad.
What is the story or the conversation you are having with your viewers? Just “selling” to your customers does not work anymore. You have to produce advertising that doesn’t look like advertising but is clear that it is advertising. Yea it is not an easy thing to do. Traditional television commercials were limited to a time limit and content restraints. With a few fewer restrictions and creative freedom, brands can now create their own content that transcends the standard television format. The same applies to print. Now images can move and can be interactive, they have the ability that tradition media formats do not allow.
Take note of your competitors and how people are responding. Advertising industry publications are a great resource for staying in the know of what advertising mediums are working best. “Visual content is 40x’s more likely to get shared on social media than other types of content.” (Buffer, 2014) Depending on the budget of execution of advertising, that might mean that a brand or business have to use the resources available. The power of the device in many smartphones is a great place to start with producing content. The video and image functionality is a huge asset. There have been films that were produced with a smartphone. There are professional smartphone photographers who have worked on big projects.
As your digital advertising budget and production grow, so can the tools you use to make your advertising competitive in a packed digital world. You have to plan on what is the best way to present your message. Will a video or image be the best way to advertise to your consumer?
The huge benefit of digital advertising is the ability to get real-time and deep analytics of an advertising campaign. You can dive into the data to identify who, when, where, and what happens with your digital ad. That type of analytical data is not available with print or other media advertising options.
The data can help align your business strategy by understanding who is interested in your brand and where they are buying it. For example, you might have a strategy to sell to one gender and age bracket but through your advertising analytics, you find sales and click-through-rates from a different demographic. This will help shape your marketing strategy and how you are going to be most efficient with your digital advertising strategy. Data doesn’t lie, and data is a good basis for making smart business decisions.