Small business guide: How to invest your digital advertising dollars
No matter what you're selling, be it software, sneakers or sandwiches, marketing your products to your target audience is critical.
|Scooped by Kimberley Mar|
This article has opened up my mind to how powerful digital advertising really is and how it is advancing. No matter what the company is selling, marketing its products to the target audience is critical, and doing it the right way is vital. Advertising is shifting towards digital media channels. By doing so, businesses are keeping up with trends as they consider the right strategies and platforms to target their customers. Facebook and Twitter have been considered successful channels in this article as businesses can affordably target not just groups/wide audiences but also have the ability to target specific individuals (some that aren't already current customers). In-line advertising is used via these channels as it uses personal information (e.g. supplied by the FB user) to pinpoint specific customers they want to reach in order to present marketing materials tailored to them. Email is another digital channel increasingly used by businesses, however the success rate of the customers opening the email is seen to be as low as 10-15% of emails. The right content needs to be displayed in email in order for the participant to actually be interested in opening it. By including special offers that can't be gained elsewhere are essential for drawing attention. This article explains that the use of text messaging has proven to be a more successful way. The open rate of texts is seen to be around 90% as text are seen to more urgent/unexpected compared to everyday emails. Nowadays, businesses are adapting the use of GPS technology to push their offerings via a text by locating the closest stores to the individual's mobile device. Finally, a new concept to me is the idea of creating loyalty cards on phones. Loyalty cards are a key customer retention tool used by businesses. Since customer collect numerous amounts, businesses can now do this via mobile devices. This use of technology will bring back existing customers whilst creating a situation for customers to talk about this innovation through social media. It is important for businesses to consider all digital media advertising options before sealing the deal and blowing their budget.