Category: Digital Advertising
Estimated time: 60 minutes
OVERVIEW & PURPOSE
Advertising is no longer restricted to Radio, Television, Static Billboards and Print Publications. Modern technology has given a rise to a whole new era of digital advertising. From the time the first clickable ad appeared online in 1994 owned by the AT&T phone company; digital advertising has grown exponentially in the past 20 years. The advertising platforms available on the internet include social media, search engines, website sponsorship ads to name just a few. This module is designed to give you the tools to create a successful digital advertising campaign.
OBJECTIVES & RATIONALE
These days businesses need to have a robust online presence in order to promote and spread awareness about their products and services. The internet has made it possible for just about any company to run an ad campaign, target its customers, and determine where advertising efforts are most successful. In the cacophony of online sales campaigns, it becomes even more important to plan effective digital advertising campaigns that target specific audiences. By the end of this module, you will be able to:
- Understand why and how digital advertisements work
- Understand the advantages of creating digital advertising campaigns
- Learn a step-by-step method for creating and evaluating a successful digital advertising campaign.
- Advantages of digital advertising
- Creating effective digital campaigns
LEARNING OBJECTIVE 1
Understand why and how digital advertisements work
KEY TEACHING POINTS:
Digital technology is giving marketers a breadth of new tools, allowing them to be more focused and strategic. Digital advertising simply makes sense if you want to get your message, campaign, or promotion in front of your audience.
Digital advertising has a lot to offer today’s marketers. Here are seven things one should learn about digital advertising.
Digital Advertising is Targeted
Traditional advertising is hit-or-miss, but digital platforms are changing the game. SEO and PPC can put your brand name and your content marketing in front of customers at every stage of the buying cycle. Social media channels like Facebook, Twitter, or LinkedIn offer flexible ad options that allow you to reach specific target segments by geographic location, demographics, interests, and more.
Digital Advertising Provides Flexibility Across Channels
The keyword for success in digital advertising is “multi-channel.” With digital advertising, a piece of content can be shared across a variety of platforms, which means that you are no longer confined to one page, 30 seconds, or whatever format your traditional ad was designed for.
Digital Advertising Invites Mobile Engagement
Digital and mobile marketing go hand-in-hand. Digital advertising allows you to reach your audience on the go, wherever they are, whenever they are online. It’s an especially great place to reach Gen Z and Millennial customers.
Can you think of any other factors that contribute to the success of digital marketing campaigns? Here are a few examples you can expand and elaborate on:
- Digital Advertising is Faster to Market
- Digital Advertising is Easily Measurable
- Digital Advertising Maintains Audience Awareness
- Digital Advertising Can Go Viral
Pick any three of the above that resonate with you and elaborate on your thoughts.
LEARNING OBJECTIVE 2
Understand the advantages of creating digital advertising campaigns
KEY TEACHING POINTS
Although traditional advertising has its benefits (it’s great for targeting local audiences and driving customers to brick-and-mortar stores), it doesn’t have the capabilities digital advertising has, including the ability to target a specific audience and to assess real-time results, among many others.
Here are the top four benefits unique to digital advertising.
Digital advertising, on the other hand, is so cost-effective that even small businesses, start-ups, and mom-and-pop shops can afford it. Facebook’s cost per click (CPC), on average, is around $0.61. If you decide to advertise on Google instead, that’ll cost you approximately between $9.90 and $22.84 per click. Although it’s a little more expensive than Facebook advertising, it’s still significantly cheaper than traditional advertising.
You Can Target Ads to Almost Anyone
Social media platforms have the ability to target ads to almost anyone with the information it collects from users and third-party data brokers.one can target people according to their demographics, behaviors, lifestyles, interests, and connections.
You Have Access to Data and Insights
When you place an ad on the internet, whether that’s on Facebook, Google, or Snapchat, you get real-time data and insights. You gain detailed information on who interacted with your ad (their demographics, lifestyles, habits, etc.), how much money you’re spending, and how much profits you’re getting. Unlike traditional advertising, you don’t have to wait for weeks for the results that you can then use to improve your campaigns.
Ad Formats Are Constantly Improving
Almost every month Facebook updates its ad products to improve the buying process for users. As web and social platforms evolve in their marketing functionality, we are bound to see more and more sophisticated advertising tools to help brands grow.
You run an online soft skills training firm. You have been using various platforms to market your brand. Prepare a 10 minute keynote presentation highlighting your experience marketing your brand online for a local entrepreneurship summit.
LEARNING OBJECTIVE 3
Learn a step-by-step method for creating and evaluating a successful digital advertising campaign.
KEY TEACHING POINTS
While digital advertising campaigns may seem like a complicated business, the model we provide melow will help you navigate the entire digital campaign planning process with simple tools:
Step 1:Identify Your Goals
The progress towards anything starts with a goal. Before you plan any campaign you need to understand and outline the overall goal for creating a digital advertising campaign. Whether your goal is to increase the revenue or it is to draw more customers to your website, having clear goals in mind will help you channel your resources to a productive end.
Step 2: Build Buyer Personas
The second step is to define your ideal customers. The best digital marketing campaigns are built upon detailed buyer personas. They can be created by researching, interviewing and surveying your business’s target audience. Ensure that this information is purely based on facts and not random assumptions about your audience to avoid any misconceptions during your advertising campaign.
Step 3: Decide a Platform
Once you are clear about your goal and have built the buyer personas, the next step is to decide a platform to execute your digital advertising campaign. There are plethora of online platforms to choose from, so you can pick the ones that give you a massive audience, effective tracking and measurable results.
Step 4: Create Content
Content marketing is at the core of creating a strong and attractive advertising campaign. Successful campaigns are the outcome of effective content creation and sharing on the right platforms. Make sure your team creates high quality content to draw interested customers. Do not stick to cookie-cutter content that will be published on all platforms. Create different content customized to the digital platform according to its features in order to optimize the way in which a platform conveys your message.
Step 5: Promote & Execute
Once you have created the content and received approval from any necessary internal stakeholders, the next thing you have to do is complete the promotion and execution of the content. Promotion of your advertisement can be done through a variety of tactics, you can use social media, public relations websites, Pay-Per Click, email marketing and other digital advertising methods to execute your advertising campaigns.
Step 6: Track & Monitor Ads
Digital advertising gives you the added perk of tracking and monitoring your campaign which was not historically possible while using the traditional advertising campaigns. It is important for business owners to monitor and define the success they have achieved from the digital advertising campaign. Every platform has insights and metrics and paying attention to those can help you figure out which of your campaign efforts were fruitful and which ones you need to avoid.
Step 7: Analyze Ad Campaigns
After undertaking the entire campaign has run its course, you will need to analyze your campaign in order to make sure that the money spent is on the right tactics and it is sending an effective brand messages. Here are some metrics used by pros to analyze your campaign results:
- Email Open Rates & Click-through Rates
- Time On Page
- Number Of Prospects Earned At An Event
- Click-throughs And Referrals From Paid Ads
- Email Open Rates & Click-throughs
- Engagement On Social Media
Imagine you are running an online subscription box and want to run limited time discount offers through your social platforms. Which social platforms would you use and why?
Go back to the example of the online subscription box. Design the entire digital marketing campaign using the step by step model provided in this module.