Marketing in the Digital Age

Marketing in the Digital Age

March, 17 2020

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.

Digital Channels

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.

Looking for an agency that can deliver an impactful and successful campaign? Contact us today.
We’re just one call, like, follow, retweet and DM away!

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