The marketing landscape has changed drastically in the last few years and digital media marketing is one of the main phenomena that we have to thank for that.
So what is Digital Media Advertising, and why should you use it for your business?
Digital media marketing (AKA: digital marketing, SEM, etc.) is the practice of using various online platforms to spread awareness and information about your brand community.
Digital marketing can take many forms, the main ones we’ll talk about today will include both free and paid variants.
Search Engine Optimization (SEO) is the free variant of digital marketing. It’s main actions include building a website, and optimizing it for the users to have a great experience as per best practices that are recommended by Google. Using your website to market your business through SEO involves populating it with content that is useful for your users and potential audiences.
SEO sounds great, does not cost much, and usually yields high ROI. But, SEO has some limitations. One of the main limitations is that you can only optimize your site for a limited number of keywords, which translates into losing potential users that are searching for keywords that are related to your content, but aren’t what you’ve optimized for.
Another issue is competition; building a website for your business is crucial at this point, but how will you compete with the bigger businesses in your industry? What do you do if you are a startup in an industry that is dominated by huge companies and corporations?
You get started on paid digital campaigns!
As the name suggests, you have to pay for digital campaigns. All digital campaign platforms offer tools to optimize your campaigns such as targeting and reporting. All platforms also provide analytics in order for you to understand how your campaigns are performing, and what you can do in order to optimize them in the future.
Why is Digital Advertising Crucial When it Comes to Branding?
A brand is what a business defines itself as, it represents the core values that consumers tend to build communities around. Having a great brand image typically helps when it comes to retainment of consumers and audiences, but how do you reach these consumers in the first place?
Marketing has always been the best method to reach out to consumers and let them know that you exist. Digital Media provides brands with more access to potential audiences than ever before, as well as refined targeting options. We can utilize it to reach audiences on a global scale if we want to, and we can use targeting options that are provided to us to be able to refine our targeting and only spend money to reach the exact target audience we are looking for, as opposed to purchasing ads on more traditional media formats that are not targeted and cost a ton of money.
So, why should you use paid digital campaigns when it comes to branding your business?
There is a long list of reasons of why you should, but let’s go over the biggest ones here:
Branding: Paid search engine marketing has many advantages, and one of the better uses of it from a marketing standpoint is branding. Effective branding is crucial for each and every business as people tend to remember brands, not companies. When you build a brand community that is memorable and has a dedicated community around it, then marketing your brand community becomes increasingly effective. Paid search marketing is essentially a path to reach massive groups of potential audiences, and generally has high ROI.
Traffic: Optimizing your website for search engines and users takes time. It is also a continuous process since guidelines for optimizations are changing with every update that Google puts out. So, generating traffic from SEO only will not be immediate, and will not be consistent due to competition when it comes to ranking close to the top of the first page of search engines. Paid advertising deals with both of these problems by allowing you to bid to get to the top of the first page of search engines, leading to higher exposure as well as immediate and consistent traffic (as long as your budget keeps up with your costs!).
Target Specific Audiences: Building a page on your website for each target group you intend to reach seems unreasonable. However, paid advertising allows you to easily do that by tailoring your ads and your keywords to what you think each specific person is looking for, and all without really incurring extra costs. Personalizing your ads for the needs of your target audiences has never been easier.
Retargeting: There are people that will visit your website, get to a specific point of checking out what you do and what you offer, then leave without converting. This means that there was an initial interest from them, and even though it did not lead to a conversion, it still resulted in them searching for a query and visiting your site from it. You can use paid digital media to retarget this group of people, and history shows that this specific group is also one of the highest converting groups when it comes to being targeted.
Geo Targeting and Ad Scheduling: Do you offer services or goods within a specific geographical area and at a specific time? If yes, then you don’t need to spend more money advertising in an area that you can’t supply, or at a time that you’re not open. Paid advertising allows you to target specific areas and to run your ads at specific times so you only spend money on advertising where it’s relevant to your business.
Tracking: Not sold on paid digital marketing yet? How about being provided with numbers and analytics for every single part of the process? Platforms that offer paid digital media services also offer a breakdown of all the statistics you could ever want to optimize your ad.
Why is this important?
One of the biggest differences between digital marketing and traditional marketing is that digital is measurable. Being provided with a report of how much you’ve spent to acquire a specific customer will show you how effective your marketing efforts are and what your ROI is. Being provided with this data also allows advertising professionals to understand how each small aspect of your brand’s marketing budget is being spent, leading to further optimizations of your campaigns; which translates into a higher ROI!
Digital marketing rapidly disrupted the traditional marketing landscape and proved that it can be increasingly effective when it comes to reaching new and specific audiences. With all the advantages that digital marketing provides, it’s a mistake for any brand community to try and launch without dedicating budget towards digital marketing.