Digital Marketing

Digital Marketing

Find the latest information about Digital Marketing, Web Site design and development, Search Engine Marketing, and Social Media from Bob Peterson, a WSI Consultant in Edmond, Oklahoma.

5 Things You Need To Know About the Future of Digital Advertising

Bob Peterson - Wednesday, November 30, 2016

Digital advertising has exploded over the last decade, and for good reason. There is no doubt that this is the internet age, and if your company hasn’t embraced digital marketing, it may soon get left behind. Advertising in the digital world is not just a trend, and some experts believe that it may soon all but replace traditional forms of reaching out to consumers. Digital advertising is fast, effective and inexpensive. This makes it an ideal choice for both consumers and marketers. Here are 5 things you need to know about the future of digital advertising:

WSI Blog - 5 Things you need to know about digital Advertising

1. Mobile Advertising Is Here To Stay

Marketers have been discussing the shift to mobile advertising for years. Mobile advertising revenue grew by over 66 percent between 2014 and 2015, in comparison to desktop advertising, which was up by just 5 percent.

Mobile advertising is growing faster than all of the other digital formats in the United States. Still, there has been a large gap between the amount of time consumers spend on their smartphones and tablets and the amount of advertising dollars and time devoted to the medium, which is as low as 12% of most advertising budgets.

Consumers are using their phones to search for products, watch videos and read reviews. Just like any other advertising format, diversity will allow you to reach larger groups.

As technology advances, and marketers are able to better target consumers via their mobile devices, mobile advertising has become even more attractive. Because mobile ads perform so well, it’s easier than ever to optimize advertising to look great on smartphones and tablets, and certainly worth every penny.

2. Consumers Have Short Attention Spans

In general, consumers are easily distracted. Time is at a premium and multitasking is so common that keeping the attention of potential customers can feel almost impossible. In fact, the average attention span is 8.25 seconds. Most people will leave a site within 10-20 seconds, so it’s important that your digital advertising techniques work fast.

This means that content that is short and easy to consume will perform better. Videos and infographicsare another good bet. The more eye-catching advertising is, the more likely that it will grab the attention of your target audience. Advertisement needs to pack a punch, and it’s not unusual for a video, for example, to perform better when it is just a few seconds long.

3. Online Ads Easily Annoy Consumers

How and where you advertise online should be considered with care. As effective as digital advertising may be, it can’t work if consumers aren’t reached. Most internet users are blocking ads and muting, or skipping past videos. Ad blocking also happens more frequently on phones than it does the Web.

Because consumers now know how to reject and report ads, it’s vital to target them, so that your company is not bombarding people with information that is not relevant. Following the rules and deciding on digital campaign strategies with care can help to ease these frustrations and get the word out to those that you really want to reach.

4. Marketing With, Rather Than To, Is Becoming The New Digital Marketing Norm

Ads placed on social media platforms like Facebook can work, and work well. Facebook and Google, on their own, are responsible for 76% of internet advertising growth. That being said, your digital advertising plan should include more than just placing ads.

Millennials, in particular, are still using Facebook on a daily basis, even if it not considered the trendiest of social media sites. Facebook is an easy-to-use advertising platform that allows users to easily share information, which is why it is so popular with digital marketers. Other sites, such as LinkedIn, Pinterestand Twitter can still be great places to advertise, but it may take more sophisticated targeting.

Internet users are bombarded with over 5,000 marketing messages each day, so what doesn’t resonate with them is quickly tuned out.

When digital advertising is relevant, sharable and invites feedback, it’s easier to consume, especially by younger audiences. Engaging in content marketing, or sharing relevant content that may be associated with, but is not necessarily advertising, a product is one successful tactic. This must also be done with care, in order to avoid seeming to “advertorial.”

Internet users today are less likely to buy a product or service because they see an ad over and over again. If people are talking about, and sharing content from, a brand online, however, consumers feel like they are participating in a conversation, rather than being sold to. That’s how marketing with, and not to, works.

5. Chat-Based Marketing Is Growing

More brands are turning to chat-based marketing. This strategy engages Internet users to interest them in products or services and is highly targeted. This personal interaction seems to be working well, especially with consumers who might already be interested in what you have to offer.

These chats take place in chat rooms, on Internet forums, instant messenger services or on social network platforms. As personalized and effective as this form of advertising may be, it can be time-consuming, especially if you are attempting to attract a large number of new customers.

Creating a unique website that allows visitors to chat within it is one way to make chat marketing work for your company. This way, you have an opportunity to engage those that are already seeking out products or services like yours and appropriate attention can be paid to the right audience. Allowing consumers to come to you can also be less invasive, reducing the risk that you’ll offend or upset potential customers.

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It’s no secret that digital advertising is effective, and it does not appear to be going away any time soon. In order to get results, however, it needs to be done well. By taking the time to develop a diversified digital marketing strategy, you can avoid placing too much emphasis on tactics that don’t work and connect with the customer base that you need to achieve success.

 

About Cheryl Baldwin

Cheryl Baldwin, Director of Marketing Communications at WSI, oversees WSI’s Marketing Department. She’s an integral part of the WSI’s global brand presence and corporate identity.

This post was originally published at: https://www.wsiworld.com/blog/5-things-you-need-to-know-about-the-future-of-digital-advertising/ 

 

Digital Advertising - Expand Your Reach

Bob Peterson - Wednesday, November 30, 2016

 

The digital advertising landscape was once limited mostly to pay-per-click (PPC) ads on Google. Today, savvy marketers have a growing toolbox of digital advertising options to expand their reach. Here are some of the digital advertising platforms that you should know about when planning your marketing and advertising.

Digital Advertising: Expand Your Reach

Paid Search Advertising (Pay-Per-Click)

Paid Search Advertising, or pay-per-click, is one of the oldest digital advertising methods, but it remains a reliable method of reaching a large number of prospects at a consistent cost.

Google remains the largest resource for PPC advertising. Google AdWords, the search engine’s PPC platform, commands nearly 70 percent of the paid search advertising market.

With PPC, you advertise based on keywords users enter into the search engine. Marketers bid on keywords, which are terms relevant to their products or services. When users enter those keywords as search terms, advertisements featuring those keywords appear on the search engine results page (SERP) alongside the organic search results.

An effective PPC platform delivers significant advantages:

Display Advertising

More commonly known as banner advertising, display advertising allows you to place visually appealing, attention-getting ads on sites that your customers frequently visit. These banners are usually rectangular areas that contain your advertising information and that can be clicked to take users directly to your site.

It is best to use a direct publisher when applying display ads. This allows you to avoid third-party fees and can give you access to a larger number of display networks.

Using a demand side platform can let you easily bid for ad space on several different ad exchanges. Programmatic display techniques allow real-time bid management and monitoring of results.

Shopping Campaigns

Shopping campaigns (previously known as product listing ads) work well for marketers who are selling a specific product. They work much like PPC advertising, but display relevant information such as photos of your product and its price.

A manufacturer of kitchen goods, for example, could have a shopping ad that shows several different types of spatulas, along with the price for each.

When users click on shopping ads, they are taken directly to a purchase page for your product.

Remarketing

Remarketing is a method for putting your advertising in front of those who have already visited your site. It gives you the opportunity to bring viewers back to your site and re-engage with them, presenting another chance to market your offerings.

In essence, remarketing “follows” people who have visited your site and presents relevant advertising designed to draw them back.

Remarketing can target users while they are anywhere online. There are also remarketing methods for engaging with users who have abandoned a shopping cart or who are browsing on Facebook.

Social Media Advertising

Social media continues to dominate much of the attention of online and mobile users. The three powerhouses of social media–Facebook, LinkedIn, and Twitter–give you access to a majority of social media users. Facebook alone has more than a billion users, half of whom use the site daily. With social media advertising, you can easily get your advertising message in front of audiences with the specific demographics you seek.

  1. Facebook uses demographic data and user interests to target your advertising. This means that Facebook is a good platform for highly targeted advertising.
  2. LinkedIn is more suited to business-to-business advertising. A large user base of professionals and business people make LinkedIn a good resource for advertising business-related products and services.
  3. Twitter also allows you to target certain niches or groups of people to drive traffic to your website or build brand awareness.

An additional social media platform is the popular video site YouTube. Using YouTube for your digital advertising engages your potential customers in a way that is appealing, interest-grabbing, and effective.

An effective digital marketing campaign can engage millions of potential customers that can’t be reached any other way. Keep these platforms in mind and try one or a combination to see how they can increase interest, traffic, and conversions.

 

About Benjamin Smith

Benjamin Smith is a digital marketing professional specialized in strategic optimization of online paid media channels since 2002, leading multi-million dollar digital campaigns for all size clients.

 

This post was originally published at: https://www.wsiworld.com/blog/digital-advertising-expand-your-reach/

 


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