The impact of digital media on consumer behavior and decision making is undeniable. We’re spending more time on our computers, tablets and phones, and in doing so we’re providing companies with countless opportunities to engage with us through digital media. Digital media is all around us: search engine results, mobile navigation applications, entertainment streaming, social media, website browsing, online shopping, blogs and the list goes on.
With so many options it can be a daunting task to determine which digital media channels are best for your company. As difficult as it may be to narrow down your choices to the right channels that will deliver results, digital media shouldn’t be avoided.
Below we’ve compiled five undeniable benefits of digital media that make it an essential part of every business’s marketing strategy.
Performance measurement
Digital media provides the ability to directly attribute online actions (sales, scheduled appointments, form fills, calls, etc.) to unique efforts or channels. This allows you to go beyond impressions, clicks and website visits to determine what efforts deliver the greatest return on investment.
Continuous optimization
The ability to track campaign performance provides insights that can be leveraged to continuously improve your efforts. These insights can illuminate opportunities for improvement by shifting budget distribution among channels, revising creative, reevaluating targeted geographic or demographic parameters, refining the time of day your ads are running and more.
Real-time customer feedback
Digital media can be used to improve the success of integrated campaigns by gauging audience interest in specific products, services or promotions before investing in other forms of media (TV, Radio, Outdoor, Print, etc.). A short, cost-effective digital campaign can be used to test different promotions, varying creative approaches, positioning and more to guide significant upcoming marketing efforts.
Audience segmentation
With digital media, brands can segment their audience to provide customers and prospects with tailored marketing experiences. Varied targeting parameters, different digital media channels and website engagement all provide opportunities to segment your audience and increase the relevancy of your ads. The opportunities to segment your audience with digital media are endless, enabling you to put the right message in front of the right people at just the right moment.
Campaign scalability
Digital media campaigns are extremely scalable and can be tailored to fit the needs of nearly any business. While larger campaigns allow you to reach a broader audience more frequently, a smaller remarketing campaign can help convert more website visitors by keeping your brand top of mind after they’ve left your website.
As with anything, the right digital media partner makes all the difference. We’ve managed successful digital media campaigns in the medical device, construction, banking and insurance industries – along with many others. We’re able to get up to speed quickly on any business, and we’re always looking for the next challenge.
If you’re interested in discussing how digital media can help your business, then Let’s Chat.
