Stop wondering why your sales have been stagnant – spare me the next three minutes and let’s figure it out together. There has been a shift in advertising strategies; where paper (newspapers/magazines) once ruled, digital is the new sheriff in town. Here is a list of the top four reasons why your company needs a digital advertising campaign:
INCREASE SALES
People are searching the Internet for your company, and it’s your responsibility to make sure they find you. Regardless of whether you’re focused on business-to-consumer (B2C) or business-to-business (B2B), you need sales to keep the lights on. Certainly, a digital advertising campaign for an e-commerce site will differ in strategy when compared to one created for a manufacturer, however both will benefit from an online approach. With so many options at your disposal (Google AdWords, Geo-Fencing, Re-targeting, Paid Social Advertising, and Mobile In-App, to name a few), the fun part is deciding which digital advertising strategy will maximize your return on investment (ROI). The bottom line is that if someone can’t find you online, they will find your competitors. It’s time to figure out which strategies best suits your needs, you have some decisions to make!
BRAND AWARENESS
Many companies are focusing on brand awareness. Why? It’s simple. They know brand awareness not only educates the consumer but it will also lead to increased sales. Think of brand awareness as your company’s personality, your company’s reputation and how you make people feel when they interact with your company. All of these factors help create your brand. Below is Nike’s first ever “Just Do It” campaign; the video empowers the viewers and establishes an emotional connection with the audience. Through video content and an iconic slogan, Nike leaves us feeling like anything is possible, as long as we are willing to put in the work. This powerful message establishes the buyer-seller relationship as it communicates the company’s values and helps inspire the uninspired.
TARGETING
Advertisements need to be properly targeted in order to be effective. Needless to say, ads for Coors Light running on Nickelodeon would drastically miss the mark. With the growth of behavioral targeting, our ability to reach a specific audience has improved exponentially. For example, you can create geo-fences (virtual boundaries to make sure your ads are served to people in precise locations – i.e. when they walk by your store) or audience profiles (ads that are only served once a user meets the behavioral checklist criteria). The only way to truly maximize your digital advertising dollars is to understand how they are being spent. At Fencecore Digital, we are more focused on who your target audience is, as opposed to where they are browsing – that is how we create value.
DATA
Every strategy we recommend is 100% measurable. Let’s say your goal is to drive e-commerce sales; you invest X amount of dollars with the hopes of generating Y number of sales. For us, the conversation does not end there! Too many companies fail to realize that they are also gaining valuable data throughout the process, most of which can then be used to optimize current and future campaigns. Analytics is a form of customer feedback; the numbers may have demonstrated that customers did not hesitate to add items to their shopping cart, but a large number of them stopped there and did not checkout. Was shipping too costly? Would a promo code help? Did you have a payment processing issue that you weren’t aware of? These are concerns that analytics can shed light on.
Final Thoughts: While advertising methods have changed throughout the years, their intention remains the same; inform your target audience, build the buyer-seller relationship and generate sales. The new era of advertising provides the ultimate level of flexibility when it comes to campaign creation, it allows companies to customize their approach to meet their specific needs. No one will argue that the masses aren’t glued to their screens, so why aren’t your ads? Ready to make a change for the better? Contact us today!
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