Digital marketing has forever changed the way companies operate and communicate with their customers. Read on to know more
With the continuous advancement and evolution of modern technologies, all sorts of businesses whether they are on a small scale or on a larger one, are doing everything they can to keep up the pace and survive. Brick-and-mortar businesses are either changing their business models to an online one or beefing up existing marketing efforts with digital advertising and marketing strategies in an attempt to capture a growing and very lucrative online marketplace.
For it is the process of attracting targeted audiences online that will spell the difference between a successfully thriving business and a failed one. Even if you receive tons of daily traffic to your website, it would not amount to anything unless they convert to leads or sales.
According to a report by Statista, Ad spending in the Digital Advertising market is projected to reach $ 2,816 million in 2021. The market's largest segment is search advertising with a projected market volume of $1,070 million in 2021. The above-cited figures showcase the growing penetration of digital advertising in the Indian business landscape. In addition, small companies are investing money into increasing their online presence, and thus, they hire digital advertising companies or consultants.
The following 9 reasons will show you how digital advertising can help a business grow in years to come?
1. What is it and why is it important?
With the current trends of social media across the globe, the evolution of digital buyer behaviors across all channels took place; the buyers became more informed, and with the higher competition in the market, consumers have higher expectations from brands. These trends have reshaped how marketers need to interact with buyers through digital ads. This division also includes a background on how digital advertising has evolved to where it is today, how it works, and etc.
2. Digital Ad Strategies:
Developing an advertising foundation to create a viable digital advertising strategy; developing your advertising goals according to customer acquisitions, loyalty, nurturing their experience with you, and branding; where and when to reach your audiences; creating a digital advertising dream team; to enhance the in-house and outsourcing procedures; sourcing a good agency; budget strategy; and cross-channel marketing strategy, with several planning worksheets, included.
3. Digital Ad Types and Ad Design:
This division focuses on the basics of pay-per-click (PPC) search Ads and display advertising. PPC content includes tips on writing ad copy, keywords, CTA strategy, Ad extensions, Google quality score, and PPC Ads and marketing automation. On the display ad side, topics include best practices for static display Ads, video display Ads, cinematographic display Ads, flash banner Ads, pop-up Ads, mobile Ads, social advertising (on all the major social media handles), social advertising, and marketing automation, and effective Ad design.
4. Digital Ad Landing Pages:
Landing pages for digital advertising says the report. They are the critical part of conversation and optimization. Topics and advice include the value of being campaign-specific; landing page design; navigation; copy/CTAs; and the importance of quick, scannable content by prospective customers.
5. Ad Targeting:
It allows for a level of personalization and relevancy for the customers who have come to expect something. For marketers, it provides a way to segment audiences, test, and optimize for improved results. This division explores two ways to target which are audience-oriented and content-oriented. Audience-oriented Ad targeting includes demographic targeting, placement targeting, behavioral targeting, geographic and language targeting, retargeting, interest targeting, topic targeting, and keyword targeting. The discussion of content-oriented ad targeting includes contextual targeting and device targeting.
6. Digital Ad Pricing:
With Ad funds shrunken at many brands as a result of reduced sales at their franchise locations, marketers are looking harder than ever at the cost and results of their ad spend. This division goes into the two primary ways digital Ads are bought through bidding: manual and automatic. Performance advertising has four main pricing strategies: cost per click, cost per thousand, dynamic cost per thousand, cost per lead, and cost per acquisition.
7. Digital Ad Technologies:
It includes a look into the ad tech landscape, discussing the main types of ad technologies such as data management platforms, Ad networks, supply-side platforms, and Ad exchanges.
8. Ad Testing and Optimization:
The two most common types of tasks for evaluating the efficacy of your digital advertising campaigns: A/B testing and multivariate testing. Topics include how long to run an A/B test, how to test your digital ads, and what to test in your digital ads (landing pages, PPC ads, display ads, and social ads).
9. Ad measurement:
This division discusses two critical aspects of digital ad ROI: metrics and attribution. On the metrics side, the guide covers front-end metrics (impressions, reach, clicks, CTR, engagement rate, conversions, CPL, effective CPM); back-end metrics; ROI; return on ad spend; pipeline created with first-touch and multi-touch attribution; and customer lifetime value. On the attribution side, the guide discusses first-touch attribution, last-touch attribution, multi-touch attribution, time-decay attribution, last non-direct click attribution, and last AdWords click attribution.
Digital advertising is much more than a customer acquisition channel. By using new ad technology, methods of racking, dynamic ad content, and innovative ways to target your audience, digital advertising has become a way to nurture your buyers before and after they become customers. By including digital advertising as a holistic part of your advertising strategy, you can create a cohesive experience for your marketing across platforms, channels, and devices.