What is digital advertising?
Digital advertising refers to marketing completed through online channels (websites, streaming platforms, email, etc.). It is available in a variety of formats, including search engine marketing (SEM), display advertising, and paid social advertising. Over the past decade, digital advertising has skyrocketed in popularity as people have become increasingly reliant on the internet throughout their daily lives. According to his 2023 survey by Statista, the average person around the world spends almost her 7 hours online every day. With the growing popularity of smartphones, the internet has never been more accessible and mobile. This means there are even more opportunities for brands to reach consumers who are already spending their time through digital advertising.
Compared to traditional advertising, which includes marketing strategies that don't rely on the Internet (such as billboard ads or radio ads), digital advertising is more flexible in terms of budget, launch timing, and the ability to make changes mid-campaign. Digital advertising also offers precision through the different targeting methods it offers. This is another reason why digital advertising is an ideal choice for marketers compared to traditional advertising, which can only reach individuals you meet. For example, if you sell fire pits, you want to reach users who are interested in outdoor activities like hiking and camping because they are likely to be interested in your product. Digital advertising makes it easy to find and reach your target audience by reaching individuals who have expressed an interest in outdoor activities or re-engaging shoppers who viewed your products but did not purchase. It will be.
Who is the target audience?
But what exactly is an audience? A target audience is a specific group of people that you want to reach with your marketing efforts. Because they are the ones most likely to be interested in what you are selling and, in turn, to bring in sales. These people usually have some common characteristics that make them perfect for your product or service. These characteristics can be demographic (age, gender, location), psychological (interests, values, goals), or behavioral (product usage, purchases). history, etc.). Defining your target audience is one of the first things you should do when creating your marketing plan, because it will guide your marketing decisions, from the content of your ads to their placement on the platform. Fortunately, digital advertising makes it easy to find and reach your target audience, so we'll show you how you can leverage digital advertising tools to narrow your focus and target only those who are most receptive to your message.
Reach your target audience with digital advertising
pay attention to competitors
There are reasons why competitors are considered competitors. Offering similar products and services, sharing similar goals, and having overlapping target audiences means there's a lot to learn from them and their marketing efforts. With basic market research, social listening tools, and geoframing technology, you can understand what's working well for your company and what tactics to implement in your marketing strategy without accessing your internal data or marketing strategy. You can get a good idea of what is worth introducing.
For example, looking at your competitors' social media profiles can give you insight into the type of content they're posting, who's interacting with their posts, which content is getting the most engagement, and more. An easy (and free!) way to get it. Paying attention to these metrics can give you valuable insight into your competitors' target audiences and how to reach them. Similarly, social listening tools allow you to monitor keywords and hashtags from your target audience and track general online discussions about your company. This is a great tool for further targeting your target audience, as it reveals their niche interests and values and allows you to see who is interested in your brand online.
Another easy way to track your competitors is to work with an advertising company that has access to geoframing technology, which is similar to geotargeting but much more accurate. For example, Esquire Advertising's proprietary geoframing technology allows it to frame the four walls of a competitor's location and capture the device information of consumers entering the building. Continue to target them with digital ads across all devices even after they leave your competitor's location. This allows you to determine who visits your competitors' stores, allowing you to measure foot traffic and customer demographic information at your competitors' stores. Please visit our website for more information.
Build stronger connections with your customers
Customer engagement with digital advertising is easier than ever, as brands can communicate with shoppers, meet them online, and build stronger connections in real-time. Interacting through comments, likes, and reposts on social ads and posts is a great way to engage with your target audience, allowing these individuals to see their personal connections and share your content. It can help increase brand awareness. Additionally, because digital advertising is not limited by geography, it can reach and connect with target audiences on a much larger scale at a lower cost than traditional advertising, increasing brand awareness across geographic locations. degree can be expanded. As these customers become more involved with your brand, they become more active participants in your brand's story, helping to establish a strong sense of brand loyalty among these customers. .
Digital ads also make the shopping experience smoother for consumers, as they allow customers to take immediate action after viewing an ad, such as clicking a link or making a purchase. Shoppers always prefer brands that make shopping easy, so this is another way digital advertising can help increase brand loyalty. Even if these people don't buy right away, they stay connected to your brand and give you an opportunity to interact with them in the future.
Track results using analytics
To determine if your marketing strategy is working, you need to see how many customers it attracts and how much revenue it ultimately brings in. With digital advertising, it is very easy to monitor the results. There are countless apps and platforms that automatically track lead-to-conversion rates, including text response rates, direct purchases, and website visits. Similarly, if you're already doing digital advertising, your data is already being tracked. Use tools like Google Analytics and in-app social media analytics to view your data and understand how your campaigns are performing.
Analyzing your campaign data can give you deeper insights into your target audience and their interests, helping you achieve a higher level of personalization in your digital advertising. Research shows that the better a brand can demonstrate that it understands the needs and wants of its customers, the more likely they are to respond to advertising and engage with the brand. In fact, 71% of customers prefer personalized ads over broadly targeted ads. It is important to note that the target audience can be quite broad. That's why it's important to segment your audience to ensure each subgroup receives personalized and effective messages.
Of course, the best way to be successful with your digital advertising campaign is to remain flexible, adapt to new information, and adapt your advertising to various variables, such as changing copy and visual assets to change audience segments and budgets. It's about continuous testing. . Each new ad brings a new opportunity to improve what you've done before and learn how to do it better in the future.
Need help reaching your target audience? Esquire Advertising is a full-service, in-house advertising and marketing agency specializing in targeted, audience-based advertising. We work with a variety of clients to increase brand awareness, provide detailed market insights, and generate trackable campaign results through a unique combination of marketing strategies and our proprietary technology. For more information, please visit www.esquireadvertising.com.
