Two years ago we released an article called Digital Download: A Guide To Online Marketing to go over what digital marketing is and how SEO, Paid Search & how various forms of online advertising are beneficial to your business. In the last two years, not only has online advertising become more complex, but it has become more vital to the success of your business and the avenues in which it can be utilized are nearly endless.
A great piece of advice we like to give is that anyone can spend a lot of money on the wrong thing. This is never truer than in digital advertising. This is why we believe it is best for you to use a professional agency that knows what to track, what channel works best for your company, and has the experience needed to take your advertising campaign to success. We know that your industry isn’t just about leads and conversions and that is why it is important to work with a full-service agency that can match your goals in a fashion that is most cost-effective online for you.
Why Digital Advertising Works
Have you ever ran an advertising campaign that was a ‘set it and forget it’ model and got a general report but you weren’t able to make adjustments or respond to feedback? We know that is frustrating and that is why we believe that digital advertising is so effective.
Possibly the greatest differentiators in online advertising versus traditional mediums are the ability to segment endlessly, respond immediately to any shifts you see in audience interaction, and to see reactive qualitative data to your advertising campaign. These features provide incredible benefits when compared to traditional advertising mediums and allow you to reach the people you want in the way that is the most effective for your advertising dollars.
Our agency prides itself on the ability to have cohesive campaigns that are consistent across multiple advertising channels and convey the same message to the audience you want to reach. Digital advertising delivers your message in the most cost efficient manner and allows you to contextualize your messaging specifically to the audience you want to reach. Demographic advantages in digital advertising benefit you in your ability to be successful and measure what is the most successful for your time and money.
What has Changed in the Past Two Years
We all know technology changes rapidly and that is true with online advertising as well. Attention spans have decreased and decision moments have become more immediate to the initial interaction with an advertisement. The root of this is the ability for consumers to contextualize their media experience and the ability for end users to consume media on a device at their convenience. The days of media consumption on your television or on the home desktop computer are long gone. Companies that continue to focus on advertising channels that are out-of-context will be left behind. According to Nielsen, we’ve learned a lot about how people interact with their devices and how they consume media.
For example, while watching TV & using a tablet:
- 66% of users surfed the web
- 44% of users shopped
- 29% of users checked sports scores
- 41% of users looked up info for a celebrity
- 23% of users emailed or sent a text about what they were watching
- 18% of users read comments about what they were watching online
- 14% bought a product or service being advertised
- 12% participated in a live vote or wrote a comment online
- 17% watched a clip because of something they read on social media
While watching TV & using a mobile phone:
- 49% of users surfed the web
- 24% of users shopped
- 27% of users checked sports scores
- 29% of users looked up info for a celebrity
- 29% of users emailed or sent a text about what they were watching
- 12% of users read comments about what they were watching online
- 7% bought a product or service being advertised
- 9% participated in a live vote or wrote a comment online
- 10% watched a clip because of something read on social media
As you can see, messaging across multiple consumption channels requires an expert agency assisting you to deliver consistent messaging in the right places at the right time.
How We’ve Grown
Over the past two years, we have grown as a company in various different manners. We’ve increased the amount of full-time staff and we’ve expanded our digital department to better service our clients who are shifting towards a greater online focus. Something we are really proud of is that we became a Google Partner in 2017. We have Google Adwords certified employees on staff and we have been recognized by Google in our ability to professionally manage online advertising campaigns using their platform.
Being a full-service agency is important to us because we want to be able to facilitate any request a client may have, but it is important to you because we want you to have the trust in working with us for all of your advertising needs.