When a marketing professional suggests that you have a digital component to your advertising plan, know that in today’s digital environment there is much to consider. Digital marketing works as it’s own marketing bubble but is very reflective of its traditional counterparts. In other words, don’t be intimidated by today’s digital marketing efforts because you may already be familiar with them. Let’s explore the similarities of digital and traditional media.
TV is television. In traditional terms, you are most likely aware of the differences between broadcast and cable. Broadcast is widespread and cable is more neighborhood focused or zoned. In the digital space, connected TV (CTV) and Over The Top (OTT) media both play through your TV much like traditional. The difference is delivery. Connected TV (CTV) consists of any type of TV that can be connected to the Internet and can stream digital video at a viewer’s convenience. Connected TV is a subset of over-the-top (OTT), which includes apps and services that don’t require subscriptions to traditional cable or pay-TV service. The advertiser can be far more effective in their targeting to the most relevant audiences than traditional means based on data and user behaviors. This makes digital efforts far more effective when seeking target audiences.
There is also radio and it’s digital counterpart, streaming audio. Much like the TV example above, streaming audio delivers to devices with apps specifically developed to deliver audio content such as music, radio stations, live events or podcasts. Much of the ad delivery with traditional radio works from a ‘pay and hope for the best’ strategy. Maybe the end user will tune into the station at the right time of day to hear your spot, but possibly, maybe not. Streaming audio works and delivers best from data. As you see user behaviors on their devices and how many are available in the targeted areas, you plan an approach that fits their online preferences. The streaming audio efforts are more intune with audience interactions while on their devices. Thus, making the delivery of advertising more relevant.
Native display advertising is a digital chameleon looking much like print advertising online. As more and more people consume periodicals and editorial news from their devices, native display ads often trick the user into thinking it is an article within the app they are reading.
Direct Mail Marketing is delivered physically to a prospect’s mailbox through the United States Postal Service or other delivery services. Postcards, flyers, and catalogs are common examples which all entail printing fees. Email marketing is the digital equivalent but without the printing fees. Your database is the tool by which the delivery is based upon. So the bigger the database the better the results. Email marketing is far more relevant because of the user’s willingness to offer his/her information to learn more about your product or service. If you know a lot about your target audiences, you can buy lists of people who are like-minded as well as transfer information from other sources, like social accounts, making your efforts to market to users’ inboxes far more effective. Furthermore, 99% of consumers check their email every day and it is by far the preferred way to receive updates from brands they like and follow. Email marketing currently has one of the highest engagement rates of all digital marketing efforts.
Many advertisers find the world of digital advertising overwhelming. However, when you stop and consider the correlations it has with some of your most familiar traditional marketing models, you’ll find them much less intimidating. The key is to have a professional marketing partner to assist in setting up accounts, delivery services and generating appealing content. Remember, you can have the best strategies developed, but if creatively they fall flat, your efforts will be lost.
Digital marketing is an advertising ecosystem all its own with video, audio, social, search, and periodical platforms to participate in garnering incredible results. Blink offers all of these digital services, tracking and instant reporting in house on our internal DSP (demand side platform), a powerful marketing automation tool. Visit 321blink.com.