Advertising today is not the advertising that’s featured on the hit TV show Mad Men. Advertising has evolved. No longer is it restricted to print publications, static billboards, radio, and television. Modern technologies have opened the door to a whole new era of advertising—digital advertising. Digital advertising allows marketers and advertisers to reach and appeal to their core audiences in new ways and with more precision.
What Is Digital Advertising?
Digital advertising is a marketing tactic that leverages the internet and its properties to deliver promotional ads to consumers on various channels.
Like its predecessor—traditional advertising—a digital ad can help to tell the story of your brand. Unlike traditional advertising, digital advertising is more universal and flexible, enabling you to tell your brand story on the channels that your buyers frequent—through text, images, video, and more.
Digital advertising has evolved considerably since the first clickable ad hit the internet in 1994. Today, instead of advertising creating noise that distracts from the content your buyers want to read, digital advertising can be part of an ongoing conversation that your brand has with its customers.
Why Is Digital Advertising Important?
Digital ads are everywhere. If you’re using the internet, you’re bound to see digital advertising in action. Digital ads can be seen on the websites your buyer visits, on her mobile phone, on social media channels, and on her smart watch. Because advertising proliferates across so many channels, including very personal channels, you need to be more cognizant than ever before about providing useful, engaging content. Luckily, due to behavioral targeting technologies and platforms like marketing automation, these continuous conversations are possible. And by leveraging these technologies at scale, you can nurture your buyers in a very personalized way until they are ready to become customers.
As marketers, we may feel like we have come a long way with digital advertising, but we are still in the early stages. With digital advertising continuing to gain momentum, it is more vital than ever before to make it an integral part of your holistic marketing mix.
So why should you focus on digital advertising? There are three reasons why digital advertising is critical in today’s multi-channel, multi-device buyer landscape:
- Your Buyers Are Constantly on Digital Channels
- Marketers Have Greater Targeting Capabilities
- The Availability of Customer Intent Data Enables Personalization and Seamless Conversation
Strategic Digital Advertising
The challenge of meeting the modern buyers’ expectations of a continuous, cross-channel, and personal experience is met with new ad technologies and innovations that continue to advance at break-neck speeds. New ad technology platforms, types of ads, methods of tracking, dynamic ad content, and advances such as the Internet of Things now provide endless opportunities for marketers and advertisers to engage their customers personally and across channels.
Whether you’re working in a B2B or B2C company, before you move forward with developing and placing digital ads, you must first come up with a viable ad strategy. One of the first steps is determing your advertising goals. Your goal may revolve around: Customer Acquistion, Customer Nurturing, Customer Loyalty, Crossell and Upsell, or Branding.
Learn more about how to create a comprehensive digital advertising strategy by paging through The Definitive Guide to Digital Advertising. This comprehensive, 110+ page guide, covers everything from the evolution of digital advertising, to how to structure your digital advertising team, to testing and optimization. The Definitive Guide to Digital Advertising is your guide to creating a strategic and dynamic digital advertising strategy!