Digital Advertising Strategy 101 | MarketingProfs

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As the way we interact with the world changes, so does the way companies advertise their products.

Online advertising is more powerful and more complicated than ever. It takes a specialized approach to run a successful digital advertising campaign today, hence the need for specialized advertising agencies that focus on delivering the best results for online platforms.

Find your target audience

The first thing you need to do when developing an advertising strategy is to research your target market. Research is crucial because it gives you the information you need about potential customers’ spending and buying habits.

By understanding where your market is, you can adapt your strategies to meet its needs.

Once you’ve figured out where you’re targeting your advertising and what people’s behaviors are in that market, you need to focus on a particular audience. The most effective online marketing campaigns are specific and tailored to the needs of the people a business directly serves.

Being too generic, especially at the start of a campaign, makes online advertising difficult and often unsuccessful. If you decide to go with a generalized advertising campaign, it will cost you a lot more to get the same results as a more targeted campaign. We can serve ads to a million people, but if they don’t identify with the brand or its mission, they won’t act.

It costs more to show your ad in front of a million pairs of eyes than it does to a few thousand targeted consumers, and the difference in conversions you get with that larger budget is negligible.

Yet identifying your target audience is easier said than done. You need to identify the people whose needs or wants are being met by your product or service. You then need to find the platforms your target audience is most active on and focus on those.

Consult a digital advertising agency

In-house marketers should consult experts when designing their digital ad campaigns. Digital advertising is different from other forms of advertising and requires different skills to take advantage of its potential. If you want to run a successful digital advertising campaign, you should seriously consider hiring an agency that focuses exclusively on digital advertising.

One of the most common mistakes marketers make when developing an advertising strategy is trying to spread their ad spend too widely, which can get messy. Getting an ad to rank on Google is different from the branding and creative process that makes up traditional marketing. Instead, focus specifically on the right channels. While branding can’t be entirely ignored, it’s essential that you dedicate adequate funding to specialized digital advertising.

Believe it or not, hiring an advertising agency is often cheaper than the cost of in-house advertising. You have to pay an in-house digital marketer’s salary, which averages around $65,000 per year, and that can go up if you’re dealing with very experienced people, especially over a long period of time.

On the other hand, using a digital advertising agency allows you to work with very talented people on a price per campaign basis. You can succeed with a digital marketing agency for as little as $20,000 per year.

To get the most out of your advertising budget, your business should deliver a targeted digital campaign tailored to a specific target audience that best fits your business and service needs. Hiring a qualified digital advertising agency is an easy and cost effective way to boost your business profile, brand image and success.

Low cost advertising

Sometimes, allocating a large budget to advertising is not yet feasible. Nevertheless, advertising is still important for the success of a business. Sometimes low cost advertising options work best, especially for local businesses and small businesses. These options include trade shows, networking events, business cards, customer referrals, community events, customer loyalty programs, and social media engagement.

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Overall, advertising takes time to perfect for your business and its customers. Find what works best for your business and stick with it.

You can always modify it and see if different paths work better for different campaigns. Keep experimenting, learn from your mistakes, and keep up to date with customer feedback and industry trends to achieve ultimate business success.

More digital advertising strategy resources

How to identify the best advertising strategy for your business: Rebecca Bugger on Marketing Smarts [Podcast]

How to Develop an Effective Post-Pandemic Advertising Strategy with Data Analytics Using Only a Spreadsheet

Omnichannel: the secret to digital advertising success [Infographic]