Ready To StrategizeOne-off messaging won’t reach your customers or inspire action. You need more than ads.
Digital advertising can be amazing—an amazing waste of budget. The blanket approach to building awareness that may have once applied to traditional advertising just doesn’t work online. With digital marketing, it’s less about the number of tactics and channels in your campaign as your business goals, the audience you’re targeting, and the consumer path to purchase.
Digital Tactics aren’t Strategy
There’s no shortage of digital tactics, and with the speed of internet innovation, there isn’t likely to be. But not all digital ad formats are created equal and, depending on various factors, some tactics are more equal than others. Even the most effective tactics for reaching audiences across demographics should only be employed with a sound strategy in place.
Let’s look at some of the most effective ad formats as well as how and when they might fit into your marketing strategy.
- Mobile: Mobile is great for time- and location-sensitive messaging.
- Digital Video: Video can wear many hats, depending on its placement: from awareness to education.
- High Impact: High impact is about making a splash and useful for product launches, big events, and other newsworthy messages.
- Branded Content: Branded content is great for going deeper into your brand’s story, driving engagement and consideration.
As you can see, each can fit into one or more stages of the consumer journey, but none of these can stand alone. Foundational and supporting tactics such as display, SEO, PPC, and social media are also needed to drive intent and inspire action.
Build a Marketing Strategy
Before you can decide which digital tactics to use and when to use them, first you need to determine what you’re trying to accomplish. The answer many seem obvious: increase sales. But there is more than one way to do that, and the more specific business goals (e.g. increase awareness, build loyalty, upsell customers) call for different methods of achievement. And aligning your goals is just one step, then you must consider audience, sales cycle, messaging, and more.