In the marketing world, there has been an ongoing debate regarding just how effective online advertising is. It is worth noting that the digital platform has proven resourceful as a marketing tool. The rise of social media platforms have further reinforced online advertising’s position as an effective marketing tool. If you have never considered online advertising, maybe now is the time that you need to start ramping up your efforts. It is estimated that online ads are likely to overtake print advertising in the next few years. There are people who are still skeptical about the effectiveness of online ads. If you are one of those people here are reasons why you should consider advertising online.
Get Insight Through Online Ads
One of the main benefits of advertising online is that you are able to access quality insight about your overall marketing strategy. The best approach to advertising on the digital space is by being able to identify the number of impressions served, when they were served and where. Online advertising also allows for the identification of your optimal channels, the ad locations and ad copy. The ability to access these metrics allows you to establish the overall cost of converting the traffic into actual leads. There is no doubt that becoming an effective marketer requires you to know how much you will be spending and the most effective marketing strategy. It is using the metrics from online advertising that you are able to focus on areas that produce positive results as opposed to having an ineffective marketing strategy. Using online advertising, marketers have moved from working with no data to having more data than they actually know what to do with it. This happens to be one of the problems that the digital marketing world is facing today.
Targeting of Customers
If you are in business, one of the things you should know is the profile of your customers. This however is easier said than done especially for people using print marketing. Online advertising enables businesses to target and retarget potential customers. For example in retargeting potential customers, online advertising allows you to target people you have had previous engagement with. The level of targeting is so precise such that you can narrow down your search to a specific gender that bought certain items between 12 noon and 12 midnight. By being specific about your target market, you are able to avoid targeting the general masses even when the people under this demographic might not even be potential customers. More importantly, targeting saves you money in that your online advertising strategy is not a load to your business in that it might end up gobbling a substantial amount of your working capital.
Online Advertising is Creative
Online advertising goes beyond the typical aspect of targeting a certain demographic group. You can take your marketing strategy a step further by taking advantage of the creative that is most ideal for your target market. A common misconception that people have is that online advertising does not provide the right level of engagement. This notion could not be further from the truth. On the contrary, online advertising allows you to create more engaging content such as video content, animations and polls that enhance your brand awareness. If you have one of your ads that are underperforming, it is possible to spruce up the content by adding an image, getting creative with the copy and taking a dynamic approach in relation to where the ad is posted. An ad design that has been relatively optimized can easily to the ad from just being a good ad to a great ad.
Enhancing Brand Awareness
You can use online advertising to build awareness about your brand by increasing traffic to your website. This is an indication that you at least have some control on the traffic to your website as opposed to the case with print advertising. What happens in brand awareness is that you can contact influencers who can subsequently reach out to complementary audience. It is this audience that makes the difference when you are trying to make a break in a relatively new industry. As long as you incorporate the right rich media in your SEO strategy, then reaching the right audience should not be a problem. There are numerous success stories of firms that were able to utilize the digital platform in order to establish an online presence. However, online advertisements might not be very effective if there is zero level of interaction with potential customers. Always try to establish some for of interaction with your target market and get the customers excited about your business.
One of the greatest downside of print advertisements is that there is very little chance of flexibility. Considering that the business world is fast evolving, there are a lot of changes in the data or the content that you provide in your ad. Online ads allow for flexibility in the sense that you can tailor your message with just a few clicks of the mouse. This allows a business to respond to information changes and use incoming data accordingly. By enjoying some form of flexibility, a business is able to stay ahead of competition and also take advantage of the business campaign by anticipating customer needs. The same cannot be said about print ads that do not allow for instant changes. To tailor your message through print ads, you will need to create a totally new ad that will cost you more.
Regardless of the debate about the effectiveness of online advertisement, there is no doubt that you stand to gain by advertising your products or services online. The world is moving towards the digital space and so has the modern day customer. The level of interaction via online ads also makes customers excited about the business which allows your business to have a competitive edge. When used effectively, your business is likely to take off and reach a wider market target. If you are still not sure whether online ads can offer a viable opportunity for your business, why not try advertising online and see the results?