Digital Advertising Connects You With Your Customers

In today’s digital world, consumers are constantly connected. Whether they are checking Facebook on their smartphone, searching for a new family physician on their desktop computer, or streaming their favorite shows, they are increasingly connected via a digital device. This gives advertisers more opportunities than ever to reach consumers at the right time and place. In this article, we’re breaking down the different types of digital marketing opportunities and how they can benefit advertisers.
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Social Media

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Programmatic Display and Video

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SEM

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SEO

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PPC

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Streaming Television

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Streaming Audio

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Email Marketing

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Content Marketing

Social Media

Social media marketing is great for interacting directly with your audience through platforms they are already using every day such as Facebook, Instagram, LinkedIn, Twitter, and YouTube. It involves creating and sharing valuable content that may include expert advice, insight into industry trends, showcasing the benefits of your products or services, or voicing your mission. Sharing content to your audience through social media allows you to increase engagement with existing and potential customers. It also offers the opportunity to answer questions and respond directly to reviews. Additionally, you can utilize paid social media marketing to grow your following, increase website traffic and catalog sales, raise brand awareness, and improve interactions with your audience. Paid social media marketing is a cost-effective strategy that offers granular targeting to ensure you’re reaching key audiences.

Programmatic Display and Video

Programmatic display and video ads allow you to reach your audience throughout the web with a multitude of tactics including site retargeting, search and contextual retargeting, demographic targeting behavioral targeting, geo-fencing and addressable geo-fencing – even based on what they are posting on social media. These digital tactics help deliver ads to consumers who have visited your website, are actively searching for services or products you offer, or are within a certain geographic area. You can even target consumers visiting competitor locations. These highly targeted digital tactics will help you increase website traffic, online conversions, and brand recognition.

SEM

Search Engine Marketing (SEM) encompasses Pay-Per-Click (PPC) and Search Engine Optimization (SEO). SEM improves your Search Engine Results Pages (SERP) through paid and organic search efforts. In order to have a successful SEM campaign, it’s important to find out which keywords your consumers are using when making a search query. Consumers use search engines to research brands, comparison shop, and find credible services and businesses nearby. Because it is targeting users who are actively looking for a product or service your business can offer, SEM is an essential part of any successful marketing strategy.

SEO

Search Engine Optimization, otherwise known as SEO, is a longstanding practice that describes optimizing the structure, content and performance of a website to improve its rankability on Search Engines for certain terms and phrases. We use tools like Google Analytics and Search Console to track the performance of websites, and typical updates to a website might include backlinking recommendations, updating content for new industry standards, or editing outdated links to avoid 404 errors.

PPC

PPC stands for pay-per-click advertising, which gives you the opportunity to rank on the first page of search engine results based on keywords relevant to your business. Advertisers only pay when a user clicks their ad, making this type of advertising very cost-effective. You can target keywords that are related to your services, products, brand, or even your competitors. PPC ads aid to increase website traffic and conversions, as well as improving visibility on SERP through paid means. More recent developments in PPC strategies include targeting long-tail keywords that show users intent to convert.

Streaming Television

Advertising via streaming television, also known as Over-The-Top advertising (OTT) or Connected TV (CTV) advertising, reaches consumers while they’re catching up on the news, watching sports, or enjoying their favorite TV show through their connected streaming program and/or devices. OTT advertising offers granular targeting that allows you to reach a more defined audience based on demographics, location, and interest. This form of digital marketing is a great way to help build brand recognition. Because it is newer, ad placement for OTT and CTV ads may also be less competitively priced than other more typical web-based platforms. As consumers continue to shift to connected streaming solutions, we will likely see similar shifts to connected advertising offerings as well.

Streaming Audio

Much like streaming television, streaming audio is great for improving brand recognition and allows you to reach a well-defined audience based on demographics, location, and interest. Streaming audio includes platforms such as iHeart, Sirius, Spotify, and Pandora. This type of digital marketing creates demand and drives consumers to a specific store or website.

Email Marketing

Email marketing is the digital form of direct mail, allowing you to reach customers through their inbox. Direct marketing is great for sharing blog posts, informing previous site visitors about a sale on a product they were viewing, or keeping consumers updated on company news and insights. This form of marketing can help boost sales, increase site traffic, and customer referrals.

Email Marketing Resources: https://mailchimp.com/email-marketing/

Content Marketing

Content marketing is creating and distributing valuable content to your audience. You want to use this type of digital marketing to educate and inform consumers on the services or products that you offer. Consistently sending out enriching content will help establish your brand and increase your likability. Content marketing can be distributed through social and email in the form of blogs or case studies. This type of marketing is also great for your SEO efforts and increasing site traffic.

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