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The advent of the internet and the digital age turned advertising soundly on its head. It’s no longer enough to come up with a catchy billboard, you have to go where your audience is: and they’re online.
Today we’re going to take a look at a few of the most popular methods for advertising in the age of digital media. We’ll touch on social media advertising, content marketing, email marketing, and more.
Let’s dive in.
Social media has changed the advertising game. It’s allowed businesses to connect with their target audiences in hyper-effective ways. That said, it’s also saturated the market in many ways – you have to be particularly savvy with your social media strategy to make your voice heard over the digital noise.
All the major social media platforms allow for advertising to users but they’re not all suited to every business. When choosing which social media platform to advertise on you must look to where your target audience chooses to spend their time. There’s little use in spending your advertising budget on YouTube if your audience predominantly uses Facebook.
You should also be mindful of each platform's formats. Video is a versatile medium that sees results on most platforms, but each one will have different standards for displaying them. For example, when creating content for TikTok you’re best to film in portrait while YouTube typically suits a more traditional wide-screen format.
Email marketing has been around for a long time and while open rates aren’t what they once were, it’s still a viable advertising strategy for the media age.
Effective email marketing involves nurturing your audience through targeted campaigns. You can’t just drop a newsletter promoting your product or service and call it a day. Consumers expect to be offered solutions to their problems in a hyper-personalized manner.
When developing an email campaign, you should always ensure you’re targeting the right people. Advertising a product upgrade to an audience that hasn’t bought the initial item won’t go over well. This is where properly segmenting your audience is key. You should prepare separate, personalized campaigns for each of your segments. This ensures your content reaches the right people at the right time.
Google is an advertiser's best friend. It allows you to target your audience at the precise moment they’re looking for your product or service – through search queries. This sort of advertising is known as pay-per-click advertising.
One of the major benefits of pay-per-click advertising is the fact your business only pays for whatever your target audience clicks on. This allows businesses of all sizes and budgets to harness the power of search advertising for a small cost. Search advertising also allows you to test and target specific markets, running niche campaigns that ensure your buyer interest is substantial.
Influencer marketing is a subset of social media marketing. It involves eliciting endorsements and product placements from influencers and organizations that have a specific social influence in their field. Essentially, you’re leveraging another person’s following to boost your own brand.
Engaging in influencer marketing can be incredibly lucrative and rewarding for your business. Consumers tend to trust the word of people they follow so having an influencer partner with your brand can give your product or service a much-needed boost.
Influencer marketing costs will vary wildly depending on who you partner with. Those with more solid engagement and bigger follower counts will obviously cost more to work with than smaller influencers. If you don’t have a massive budget, it can be a good idea to target micro-influencers – those people who have a smaller but just as engaged following.
Content marketing involves developing targeted content to draw an audience to your brand’s website or other platforms. The classic example is blogging, where you write posts that target specific keywords to rank your page higher in search engine results. The content itself can be a range of different mediums. Everything from video to imagery to audio can be considered a form of content marketing.
When it comes to developing a content marketing strategy, you want to ensure your material is engaging. Video is one of the most engaging mediums you can use online so it’s a good idea to prioritize the format, but a holistic strategy will incorporate a little bit of every medium.
Effective marketing needn’t break the bank. The rise of online advertising has given brands an unprecedented opportunity to reach their target market and engage with them effectively. Now you know a few methods for advertising in the digital age.
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