Previously, advertisers used television and radio as the mediums for advertising so that individuals could be informed about various products and services within the four walls of their homes. The changes in the lifestyles of consumers along with technological development have made it possible for other mediums of advertisement to be developed. Digital advertising campaign is one of the best methods of advertising, since consumers are able to avoid all other types of advertisements.
Emails are ignored and TV advertisements are skipped by consumers as they do not like to view advertisements and get irritated when the same ad pops up repeatedly. Through digital advertising the campaigns are being made easier as it is now possible to make an impact upon the consumer.
Benefits of digital advertising
Listed below are a few benefits of digital advertising:
- Research has proved that digital advertisement is more popular and well accepted by customers when compared to other forms of advertisement.
- Digital advertising is known for its flexibility and ability to be customized. Advertisers can make the content interesting and relevant to the consumer even with heterogeneous target audiences.
- These advertisements can be seen anywhere, whether the consumer is at home or is up and about.
- Digital advertising is tremendously cost effective hence; more impact is achieved at a lower price.
- Images, text and real time information is used in place of static, plain and boring messages which do not intrigue and appeal to consumers.
Strategies of advertising
Digital advertising campaigns are being modified each day as they are based entirely on technology which is developing rapidly. Strategies are being made based on which the digital advertising campaign is being developed. Some of these strategies are discussed below:
- Segmentation: The target groups are divided and plans vary for both business to consumer and business to business sectors.
- Influencer marketing: Digital targeting is being used as a method to reach important points within the consumer community. Influencers can be reached by means of paid advertising, which include Google AdWords and Facebook advertising. Some of the other complicated methods are sCRM which are also known as Social Customer Relationship Management. Now the main focus is being diverted to these influencers as they have become the primary goal of all advertisers.
- Online behavioral advertising: Information about various users is accumulated so that it can be analyzed and consumer pattern can be understood. After all the accumulated information is analyzed customized plans are created according to the behavioral pattern distinguished. The advertisements can also be placed on websites where the potential consumer can access them.
- Collaborative environment: The service providers and digital agencies combine their efforts to create the perfect strategy wherein the use of resources is optimized. Reusability can also be enhanced by this sharing of responsibilities and duties.
There are certain rules which need to be followed since the advertising techniques should not go against certain laws. Moreover, certain codes are set up which should be followed so that the advertisement is not banned by any regulatory bodies.