A business without a digital advertising strategy is like a ship with no captain.
Sounds like an exaggeration?
Not when you consider the stakes involved. More than two billion people are expected to make their purchase online by 2021.
This huge figure includes both products and services.
Looking at numbers alone, there is a large audience online that your business can tap into.
With the right digital advertising strategy in place, your business can really see an increase in results, whether that’s sales, leads or something else.
The question now is which advertising strategy to use. Perhaps the best answer is the one that best fits the vision and goals of the company.
1. Easy to Keep Track
As digital advertising is easy to plan, it is also easy to track. If you want to know something or anything about your ad campaign, you can find out from your digital ad campaign instantaneously.
Do you want to know what is working for you and what is not? The digital option makes it easy for you by measuring all the important aspects of your campaign.
Yes, we are talking about analytics here. And you ought to use it to see what is going on with multiple aspects of your ad campaign.
For example, your website has a regular e-mail newsletter, and you want to know how many people are opening it on a regular basis.
The solution? You just track how many of the people who are in your email list and receiving the newsletter are actually opening it. As for your actual ad, you can simply track how many times that particular ad has been clicked on. You can then compare it to how many times the ad has been actually viewed.
2. Fast and Easy to Plan
Digital advertising also offers the advantage of being fast and easy to plan. The same cannot be said about traditional advertising, which has to be planned way in advance. It can take weeks or even months.
With digital advertising, that is not the case. The turnaround time it takes to set up a digital advertising campaign is so much quicker than that of traditional marketing.
Let’s say you suddenly decided to run a sale for one of your products last minute. If you are using digital, you can run an ad campaign for it almost instantly if you have time and know what you’re doing.
Traditional marketing outlets by nature just aren’t as flexible to operate that fast. All that is required of you is to click a few buttons, and you can soon see your ad out there for the world to see. And it is not only limited to one type of ad. You can opt for a display ad, banner ad or retargeting ad campaign.
Going digital also gives you the option to make any quick changes anytime the need arises. Time is such an important commodity in business, and even more so for small companies and startups. Being able to save time means that there is a better opportunity to get a return on investment (ROI) much sooner.
3. Easy to Keep Track
As digital advertising is easy to plan, it is also easy to track. If you want to know something or anything about your ad campaign, you can find out from your digital ad campaign instantaneously.
Do you want to know what is working for you and what is not? The digital option makes it easy for you by measuring all the important aspects of your campaign.
Yes, we are talking about analytics here. And you ought to use it to see what is going on with multiple aspects of your ad campaign. For example, your website has a regular email newsletter, and you want to know how many people are opening it on a regular basis.
The solution? You just track how many of the people who are in your email list and receiving the newsletter are actually opening it or clicking the CTAs.
As for your actual ad, you can simply track how many times that particular ad has been clicked on. You can then compare it to how many times the ad has been actually viewed. Your analytics dashboard will allow you to see important metrics such as your ad’s CPM, CTR and more.
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Using the billboard example again, you could pay thousands more for a billboard than a Facebook ad.
But unlike with a Facebook ad, you wouldn’t know how many individual people saw the billboard, their demographic, if it resonated with them etc.
Make analytics work for you, especially since it is one of the main advantages offered by digital advertising.
4. Easy to Update
Since digital advertising is easy to keep track, it follows that it is also easy to update. That is extremely helpful if you want to make any changes to your campaign, both major and minor.
What if you suddenly thought of a better message than the one you published yesterday? Or the one that you put out just hours ago? What if you’re running a short, temporary sale on your site?
Well, all you need to do is to update your message through your ad platform, whether you’re using Google Ads, Facebook Ads Manager etc. With traditional advertising, you cannot make these kinds of updates. There is no turning back once you send out your ads, so to speak. If you are stuck with offline advertising, the best precaution is to double or even triple check everything before sending it out, the copy, design, color scheme, everything about your ad campaign
5. Targeted
Digital advertising is targeted. This means that you have absolute control over who actually sees the ad.
And perhaps more importantly, you can make sure that your ad is only seen by those who are really interested in it.
