It’s funny how coincidences occur on occasion. Yesterday I attended a useful course on the planning of digital marketing campaigns. As a company, we tend to focus on search and emails as the primary means of engaging with customers. We will suggest enhancing these more traditional routes through the use of social media when appropriate.
We tend not to suggest using online advertsising so much, as much as anything due to a lack of knowledge. I think we need to look at this again. The course, part of my MSc (nose to the grindstone now!), was largely about the use of various display advertising formats, CPMs, CPAs, CPCs and the like. It has to be said that for certain offerings, this channel should be used – in conjunction we would suggest with the more standard routes such as search and email marketing. That sentence in itself is contentious, as for some people their view of the world would be the opposite with displays being the primary focus. I will leave it up to you to decide on your own priorities.
The key point however is that online advertsing is continuing to grow http://bit.ly/2oqCxP. This is all good news for those suppliers involved in the digital arena. It is also good news for clients, as online promotion has one huge benefit over traditional media – MEASURABILITY! Whilst you will never know how many people see your ad in the paper you will certainly know the reach of your online promotions. If nothing else, we would recommend you review the allocations of your marketing budgets and check those pounds are working their hardest for you.