Executing an advertising campaign using any medium can be significantly challenging. The question of whom to target, how to target them, and what message to convey can sometimes leave an advertiser with too many questions to handle. As the inherent nature of the online community is to be wary of promotions or messages on the Internet, it makes the task of delivering the communication even more challenging for the online marketer.
This isn’t to say that an effective online advertising campaign can’t be pulled off. A company’s web presence is a highly important facet of their image and businesses should be utilizing various online advertising vehicles as a part of their overall integrated marketing communications. Fancy marketing talk aside, this means that if a company is pursuing an advertising strategy with billboards and on the radio, they should also be executing this campaign on the web.
Since market research coupled with a certain desired effect or outcome is the factor that binds together all of your advertising mediums, your company may already have a targeted group that you’re going after from a previous or existing campaign. It may also be that different mediums are targeting different demographics, e.g., radio and television are targeting your older crowd while social media is going after the younger generations. Whichever strategy your business is pursuing, be sure to know who you’re targeting and what you would like them to do as a result of the exposure to your message. Once you have a plan in mind, the next step is to execute it properly.
Different advertising vehicles you can use online include:
As is true with any good advertising campaign, you’ll want to set up a way to track conversions and where those conversions came from. A good way of doing this would be to set up an online-only promotion code or a promotion code specific to the different vehicles you are utilizing. The different vehicles you use also have great tools in tracking conversions, e.g., Google’s AdWords platform.
Whichever message you’re attempting to convey to potential customers, make sure that it speaks to the audience that you’re targeting. Wanting to find out more about how advertising online can help your business? Contact us today!