Back in the day, billboards were all the rage.
Businesses would advertise on billboards placed in large cites or on the side of the interstate, hoping and praying that the right people would see them. Now, technology has advanced and with the average American spending over 100 minutes a day on the web, digital advertising has become an effective way to reach an audience.
Because digital advertising lives on the web, every campaign can be calculated and measured. The success of campaigns is much easier to determine because data allows every aspect to be measured. How many customers opened the e-mail? How many clicked thru to the website? How much time did they spend on the landing page? All of these questions can be answered with measurable data, but what is it worth if you don’t know what it means? Most businesses don’t fully understand what they are measuring or they misread these calculations to be negative, when in fact, they are benefiting the business. That’s what digital marketers are for! They can analyze that data and compute what is working and what isn’t. 100% isn’t always a good result if you’re calculating how many people left your website!
Unlike a print ad, which is confined to the initial creative design; digital advertising allows for A/B testing while the campaign is in progress.
Aside from being able to measure the success of a campaign in real time, digital advertising paves way for immediate results. And best of all, if parts of the campaign aren’t working, changing, or modifying it is easy. Unlike a print ad, which is confined to the initial creative design; digital advertising allows for A/B testing while the campaign is in progress. If the call-to-action is underperforming, changing the font or color of an “add to cart” button can make a difference without having to run an entirely new campaign.
Retargeting is another benefit of digital advertising. It’s a socially acceptable way for a business to “cyberstalk” their customer. Once a customer has visited the business’s website, cookies are placed on their computer that allows the business to track which sites they visit next. This allows the business to then place their ads on specific sites that the user is frequenting. Without knowing, the user is subjected to subliminal messaging and is hopefully drawn back to the business’s website. From a customer standpoint, it’s sufficiently creepy; but from a business standpoint, it’s practically genius.