As long as there have been things to sell, there’s been marketing. The marketing channels are always changing; 150 years ago you’d find a traveling wagon with a sign peddling the newest way to lose weight, or a delicious drink to help you when you’re tired (we never said the products being marketed ever change). Traditional marketing channels like newspapers, flyers, magazines, radio, television & billboards have been around forever. All of them are good tools for getting your brand or product in front of people, but in today’s 21st Century digital age, these channels are becoming a bit obsolete. Here are 5 reasons why your company should have a digital advertising strategy.
Anyone who sells advertising will tell you, it’s about the targeted message. You can have a great product, and you have a great message, but if you aren’t putting your message & product in front of the right people, you’re going to have about as much luck as selling ice to Eskimos (give it a few years and there might be a very strong market for this). You can buy targeted lists to send your direct mail pieces to and you can put your billboard in the right part of town, but even then you’re paying more money than you have to. With Google and social media channels like Facebook, Instagram & Twitter, people are letting companies know exactly what their interests are. You don’t have to do much work to figure out how to get your product or service in front of the people who want it.
If you’ve ever run a marketing campaign for anything, you know it can take a while from the time you come up with your marketing campaign until the time it hits your target audience. This is ok for large brands, but as a small business owner, you don’t have that kind of time on your hands. In today’s digital age, you can see your sales & marketing trends and have an entire campaign thought up and implemented in a matter of hours. That ability can be the difference between meeting your sales targets and not.
Arguably the most important factor of why digital advertising strategies are so important, we’re listing it as reason 3 here because reasons 4 & 5 rely on this one fact. Digital advertising cuts costs on so many different fronts, but we’re just going to list two of them: materials & labor. A typical direct mail campaign can run you around $.10/piece for printing and $.17 – $.28/piece
for postage. If you’re sending out 5,000 pieces, you’re spending between $1,350 to $1,900 for that one mail drop. A recent digital campaign we ran for a client of ours reach over 5,000 people for a total spend of $28.39, and directed over 500 people to their website for a total spend of $129. Don’t even get us started on the costs for billboards & newspaper ads. How many people even still read newspapers?
4. Multiple Concurrent Campaigns & Analytics
Yeah, we know this is technically 2 things, but we didn’t want to change the title of this piece to “6 Reasons Why Your Company Needs a Digital Advertising Strategy.” It just doesn’t sound as good. With your ability to target your message, and all the time & money you end up having because you’re not wasting your time on old-school marketing techniques, you’re able to run multiple campaigns. You might have a message that will work wonders for one demographic, but doesn’t speak to another. Because you’re running a digital advertising campaign, you can put all of your different messages in front of the right audiences. This allows you to increase the effectiveness of your marketing campaigns. With your digital advertising platforms, you’re able to track the effectiveness of your campaigns in real time. If something doesn’t perform as well as you’d like, you can simply stop that campaign and switch to another.
5. What Are You Looking at Right Now?
Pretty simple, right? If you’re like most people, there are only two places you go that you don’t have some sort of digital device: the shower, and a body of water (although it’s just a matter of time before this is solved). Almost every waking moment is spent interacting with some sort of digital device. The simple truth is: you market using the channel that the most people will see. People throw away direct mailers, they don’t read newspapers anymore, they record most of their shows and skip the ads and they listen to their music devices in the car. Digital is quickly becoming the only place where people are even going to see your message.
CODEMAY is a digital marketing & web development agency dedicated to helping small businesses handcraft strategies to fit their budget. Fill out our Contact Form if you’d like more information on how we can help you.