The digital world can be scary a place when trying to determine an online advertising strategy for your business or brand. Among all the different ad types and media platforms, how do you develop a digital strategy that will make the most of your paid ads?
Cross-Channel Marketing Strategy
Cross-channel marketing continues to change the way advertisers manage campaigns because it is a powerful way to to reach prospective customers. To maximize its potential, advertisers should develop marketing strategies that integrate various media channels like social, email, and SEM across multiple devices, mobile, TV, desktop and radio. Businesses can customize an optimal cross-channel marketing strategy by identifying which media channels and ad platforms are currently driving performance among your target audience.
Optimize Ads for A Mobile World
You know what’s scarier than a carved pumpkin sitting on a porch in late November? Not thinking about how your website looks on a mobile device. Smartphones and other mobile devices are as ubiquitous as jack’o lanterns around Halloween, which is why advertisers need to adapt their online strategy to the mobile environment. We spend hours a day surfing the web, using apps and checking social media channels, and we expect a user experience that is seamless, attention-grabbing, and compatible.
If your website does not connect individuals to exactly what they want in a quick and simple manner, you risk site abandonment. For example, using display ads with limited text can communicate your message quickly before a viewer redirects their attention.
Test New Ad Formats
Advertisers should experiment with new ad formats in their digital campaigns to deliver messages in unique and exciting channels. Social platforms like Facebook and Snapchat have recently launched new ad formats that are very engaging and attention-grabbing. Leveraging unique ad types among your target audience can distinguish your brand from the competition.
You want to start small in terms of testing these formats. Allocate a small amount of your media budget to test a new ad type each month then analyze the campaign results against your current marketing efforts. A creative message, unique ad type, and a simple testing strategy can lead to spooktacular results.
Use Clear and Concise Messaging
It’s important to create ads with clear and concise messaging because the internet is constantly bombarding us with messages from every direction. A simple message with a strong call to action tends to have a higher click through rate than the opposite. No one has the the time or desire to read long sentences to understand what you’re trying to promote. Ads that can grab the user’s attention, communicate the message, and drive an action in a few words are more spellbinding than a witch’s brew.
Balancing Data-Driven Marketing & Creative Content Marketing
To drive a strong digital strategy, advertisers must understand the importance of balancing data and creative in one campaign. We have more data than ever to inform our digital marketing efforts, therefore, creative and data should no longer be used separately. Advertisers should analyze customer data to learn about individuals online journey and behaviors. The data collected from the online journey helps advertisers know what their customers want and where they are searching for it online. Once you understand their online behavior, you can leverage those data points to create personalized messages that delivers a better user experience which leads to conversions
