In recent years, digital advertising has become increasingly common. In fact, more and more companies prefer to put their budget into digital advertising rather than traditional methods. But is that preference justified? Is it good for small companies, too, or should they invest their advertising budgets in more familiar media, such as magazines and brochures?
Like everything in marketing, the answer depends on many variables. That answer will differ for each company, product, service or campaign. Yet most small business should definitely consider using the digital platform for their advertising.
In this article, I will review the pros and cons of digital advertising and give a brief overview of who it is good for.
Internet advertising benefits:
1 Very large circulation – As opposed to print, which is limited to distribution areas, the network has no distance limitation. One ad can be posted anywhere in the world.
2 Very targeted and focused circulation – This may sound contrary to the preceding section, but one of the biggest advantages of digital advertising is the ability to target your ad directly and only to your target audience. This is a great advantage, especially for a small company that is facing a local market and does not want to spend money on irrelevant audiences. With digital advertising, you can target your advertising for not only a limited geographical area but also a very precise set of target audience criteria, such as age and areas of interest.
3 Costs – Digital advertising costs are much lower than those for traditional methods. Although the costs are rising every year, they are still dramatically lower than those for print ads.
4 Real-time measurement capability – When you use print advertising, you have no way to measure how many people were exposed to your ad or how many of them are part of your audience. In fact, you can never tell how many leads came through your ad and thus whether that ad was worth the investment. One of the biggest advantages of Internet advertising is that you can measure your campaign success at any time – how many visitors were exposed to your ad, how many of them clicked on the link and more.
5 A/B Testing – One of the biggest advantages of digital advertising is the ability to post two almost identical ads with one or two differences (a different title, a different picture, etc.) and compare their success. This way, you can test what works better easily.
6 Traceability – Marketing requires long-run thinking, and you must know that the even the best ad is not the only tool to attract clients. A strong ad is one step among many. In most cases, a good ad will draw attention to your product or service, but potential customers will need more time and information before they decide to make a purchase. You must remember that many times, customers don’t need your product or service right away, but they might need it in the future. You can’t lose these visitors, as they are potential customers! With digital advertising, you can create a relationship with ad visitors, occasionally sending them further information about your product or service. These emails should be sent to visitors who already showed interest in your product and state that they would like more information. That way, you will not lose any part of the audience that was exposed to your ad and love your work, but at that time were not ready for purchase.
What about the cons?
1 Constant monitoring updates – The main disadvantage of Internet advertising is that you must continually monitor changes in Google and Facebook’s rules. Breaking these rules can have a significant impact on your search engine ranking and ad exposure.
2 It requires a minimal technological capability.
3 Short messages – Twitter, Google, Facebook and some of the banners have tab limitations. That means that you need to deliver your message very quickly but at the same time in an accurate and interesting way.
Who is it good for?
Digital advertising is good for almost any product or service. However, not every product or service should get the same advertising. Just as there are differences between products and services, so will there be differences between advertising methods and platforms. This is why some products derive many leads from Facebook, while others don’t.
Additionally, you need to identify the purpose of your advertising. For example, if you wish to capture customers who are actively looking for a product or service like yours, and all you need is to lead them to your website (or landing page) and help them make the decision – then you should use Google Edward. Although a relatively expensive advertising method, it might be the best option for you, as it is targeted only to those who are already relatively mature enough to or example, if you wish to capture customers who are actively looking for a product/service like yours, and all you need is to lead them to your website (or landing page) and help them make the decision – then you should use Google Edward. Although relatively it is an expensive advertising, it might be the best option for you as is targeted only to those who are already relatively mature enough to make a deal. But if the goal is to increase awareness and product benefits and establish a relationship with potential customers then probably a platform like Facebook works better.
Like every thing in marketing, Digital Advertising also requires a thorough review of the market, the product and the audience. According to that you should build a Digital Marketing strategy and derive your advertising options accordingly.
If you have any further questions or if you are still undecided and not sure what works for you, I would be happy to meet with you and give you a free personal consultation.