Happy Monday! This is Katie, Digital Media Analyst here at i76 Solutions. In my everyday here at the agency, I work with organizations to build and optimize custom digital campaigns to fit their message, consumer and budget. The first thing that is crucial to build the most effective campaign is understanding the distinguishing features that a digital campaign brings to the table.
With traditional media, marketers operated under the assumption that you speak AT the consumer with minimal metrics that can be directly linked to the campaign. Think of it like a megaphone. Sure, you can place the megaphone in certain areas you want to send the message, but it’s not concerned with who it’s speaking at. Because it’s only emitting a message, it does not react to the people on the other end. You might not be aware if the volume is too high or too low, or even who is listening.
Digital media, however, is able to act as more of a conversation between the user and organization. Its multiple channels have unique ways to reach an audience who not only will be interested in your product/message, but will give you feedback about your campaign. There is much more freedom to make seamless changes, whether shifting budgets, adding or removing geographic regions, extending the length of a campaign, etc. in real time. More than the responsive nature of a digital campaign, the resulting metrics can be used to better understand customer profiles, engagement and resulting sales.
Now that you’ve got a handle on the range of ways that digital media differs from traditional media, it’s time to create a strategy to reach your goals and customers. Here are some of the tools we at i76 Solutions use to build digital media marketing campaigns:
- Channel: Whether you want to focus on a Google display-driven campaign, social media visibility, search engine rankings, geo-targeted email campaigns or a channel catered to your specific subject matter, we can help you select which options will give you the best fit.
- Audience: We are able to show your message to a relevant audience that fits your target customer, based on gender, age, household income, interests, geography and device – just to name a few. This cuts down on wasted funds, and gets your message to the most receptive potential and existing customers. See our previous post on inbound marketing for more on pitching to your target audience.
- Optimization: The way we respond to customer interactions by shifting the budget to the most effective ads, refining bidding strategies, and managing the audience filters allows us to adapt your campaign based on performance. This includes testing A/B versions of creative, controlling where ads can show up, and even how often consumers see your message.
- Tracking: By using code, we can continue to show your message to consumers as they continue to other websites and even track how many of them convert into customers, whether directly through the ads, or because they return on their own within 30 days.