If you feel like you need to expand your marketing efforts to the digital world, but don’t know where to start, you’re not alone.
Does digital marketing even work? Do you really need digital ads, or a digital marketing strategy? Is advertising on the internet annoying to consumers? Or is advertising on the internet a necessary part of growing your business? Is it both?
First, we’ll answer all of these questions, then we’ll provide you with a blueprint to help you build your first digital ad campaign, or build better ad campaigns.
Why Do I Need Digital Marketing?
Digital marketing provides a lot of opportunities not offered by traditional media buys like TV or radio. These include, but are not limited to:
- Greater flexibility. Platform, spend, audience, timing, and creative can all pretty much be changed as you see fit, in real time, across most platforms. You can stop or start ads whenever you’d like, increase or reduce budgets, and change messaging or targeting based on feedback you’re getting from your audience.
- Easier ROI measurement and real-time analytics. With the right tracking parameters set up on the front end on both your website and ads, digital marketing allows you to easily track your ROI. This is easier with e-commerce, but you can also estimate ROI for more indirect revenue sources like new clients or new business.
- The ability to see and analyze your competition. With digital marketing, you can see who you’re directly competing with. And you can see which advertisers are ranking above you on paid search, or which advertisers are running ads on Facebook or other platforms. Your digital competitors may also be different than the traditional competitors you had in mind.
- Machine learning. The longer your ads run on platforms like Facebook or Google, the better that platform becomes at serving your ads to the right people at the right time. On Google Ads, for example, after your ads receive enough clicks, the algorithm will automatically suggest days and times to run your ads to optimize for clicks or conversions.
Do I Need Digital Marketing?
Luckily, we’ve already written a blog post to help you determine if digital advertising is a good fit. You can check it out here.
Does Digital Marketing Work?
The answer to this question largely depends on your goals and your planning and execution. Digital marketing can certainly work wonders. With the right strategy, tools, and management, it can position you to reach new people, increase awareness and visibility, increase revenue, and set new benchmarks for your sales and marketing goals.
Does it always work? Absolutely not. Planning and management are very important pieces of the puzzle. It’s also important to remember that a digital ad campaign is usually only as good as the landing page or website you’re driving traffic to.
Is Advertising on the Internet Annoying? Or Good for Business?
This can definitely be both. With digital advertising, you have to be careful of wearing your audiences down. With ongoing monitoring and campaign maintenance you can take the pulse of your campaign from week to week. You’ll want to look for frequency of impressions per person, decreased click-through rates, or negative feedback on your ads like unfavorable comments or indications people are hiding or blocking your brand. The good news is that you can see this feedback in real time and adjust accordingly.
If done correctly, your brand can earn more recognition and visibility, while reaching new audiences who maybe don’t have access to more traditional marketing media like TV.
How Do I Get Started?
Digital marketing is one of the best ways to increase brand awareness, target new audiences, and expand your comfort zone. And here’s more great news: We’ve already written a blueprint to help you get started. Our free workbook will walk you through all the necessary steps to get your campaign planned and launched, with tips for ongoing management and optimization. Click here to download your Some-Assembly-Required Guide to Digital Marketing Campaigns.