The way we market changes with society and advances in technology. The question is always – how can we promote products and services? While the last 10 years have brought the greatest technological growth along with digital marketing campaigns, it’s important to note that traditional mediums, such as television, radio, print and out-of-home, are still powerful. Your overall marketing strategy should take an integrated approach and include a combination of traditional and digital elements to reach consumers more effectively. However, as online marketing continues to grow, it’s important to tap into new media forms. Our Founder and CEO Fran Yanity had the opportunity to touch on and discuss many aspects of digital marketing with Our Lady of the Lake (OLLU) college students. We’ve gathered some major takeaways from her presentation to help you understand the importance of digital marketing.
Whether you have a $500 or $10,000 monthly advertising budget, you want to get the biggest bang for your buck. Choosing the right marketing channels will help maximize your return on investment (ROI) and reach your goals. Some of the most effective marketing channels in 2020 include:
- Pay-per-Click (PPC) Advertising – Google Search ads will help you connect with users who are searching for products and services that you provide right at the moment they are looking.
- Social Media – Social connection offers valuable community building opportunities; however, it is important to choose the right platforms that make sense for your brand and customers.
- Website – Your website may, in fact, be the most important of all channels. It should offer a good first impression and clearly represent your business, so users are able to find what they are looking for when they are looking.
- Content Marketing and Search Engine Optimization (SEO) – Content marketing and solid SEO helps demonstrate your authority and expertise through high-quality content, thus helping you reach your target audience with information they need and want.
Although there are other marketing channels that are successful, those mentioned above have proven to be some of the best and most cost-effective.
Process for Digital Marketing
In order for a marketing campaign to be successful, it is important to have a clear goal in mind. What do you expect from your marketing campaign? Identifying your key performance indicators (KPIs) and measurable metrics is essential. This, as well as understanding your audience, will help you start to build your campaign strategy.
Not all social media and marketing channels are suitable for every campaign, so it’s important to take a step back and think about what would be most effective for what you are trying to achieve. Look at all possible channels and tie it back to your end goal. It’s OK not to run a campaign on multiple channels especially if the budget is small. However, it is important to remember that if you do use a multi-channel approach, you should tailor your content to fit within the platform.
Before launching any digital marketing campaign, it’s necessary to have somewhere users can go after they click or see an ad. Most times, you would direct people to your website but it is important that users go to a landing page that grabs their attention and compels them to take action. The landing page and your website should have the appropriate pixels and tracking codes in place (like Google Analytics) to ensure accurate tracking of page performance, conversions and attributions.
Without proper planning and measurement, your marketing campaign might not be successful. Optimizations need to take place throughout the campaign as you learn more about your audience and what is performing best to ensure that budget is allocated where it drives action. Marketing campaigns are extremely valuable when you go through the process and make sure you set up everything accordingly.
Digital Trends in a Changing Landscape
Over the last couple of years, marketers have seen an increase in the amount of advertising done programmatically. One of our previous blogs discusses why the automated buying and selling of online advertising has seen a boom – included in this mix are connected TV (CTV) and over-the-top (OTT) networks. In 2019, the number of smart TV’s and OTT devices in households exceeded 1 billion. This will probably continue to grow over the next few years so it should be considered as part of your overall marketing strategy.
Virtual Reality (VR) and Augmented Reality (AR) will play a huge role in mobile advertising, moving forward. These trends have already started to emerge in advertising campaigns, specifically with games (like “Pokemon Go”) because it offers an immersive and entertaining experience. It allows marketers to reach consumers in new ways.
Getting your message across and influencing consumers to purchase a product or service can be challenging if you don’t define your audience. Marketers utilize information that is collected from various tracking mechanisms to help fine-tune and deliver a digital campaign to the right people. The collection of data is important to ensure that the content is more engaging and efficient. It comes from many sources including smartphones, cameras, apps, websites you visit etc. Data collecting techniques continue to change as have regulations to ensure privacy, but at the same time give marketers the tools they need to gain insights about their target demographics.