Digital advertising campaigns require a long list of moving parts to work in tandem to achieve your overall business objectives. In an environment where consumers are constantly interacting with and digesting media, as advertisers, it can be tricky to pinpoint precisely where to invest your advertising dollars.
So, when researching and deciding where to invest these digital media dollars, you may be wondering how to garner the most success from your campaigns. The way you approach your digital advertising plan needs to correlate directly with your business objectives; no one-size-fits-all approach works across the board. However, there are certain similarities that all successful digital marketing campaigns share. Keep reading to learn more about steps you should take to ensure your setting your digital marketing up for success.
1.Realistic (and clear) Goals
As mentioned above, your digital advertising strategy needs to align with your business objectives. Before you embark on any marketing campaigns, define realistic (aspirational but not unachievable) goals. What do you hope to achieve with your digital advertising? Brand Awareness? Lead Generation? Higher rankings on Google? Form Fills? Conversions?
You don’t have to pigeonhole yourself to one goal. Most likely, you will always be working toward gaining more brand awareness while also trying to improve your search ranking, let’s say. Try setting weight towards different goals, so you know where best to focus your attention. This will help you stay on track with your digital advertising campaigns and also direct you towards where best to spend your time and resources.
Although these goals will vary, possibly even change year over year or quarter over quarter, all successful digital marketing campaigns start and circle back to clear, realistic objectives.
2. Appropriate KPIs
After identifying overall goals, marketers with successful digital campaigns will look at reaching these goals. Enter: KPIs. KPIs should be used as short-term benchmarks to ensure you’re staying on track to achieve those long term goals you’ve set for your brand.
If your goal is to increase brand awareness, KPIs could be site traffic growth, increased impressions, and higher social engagement. If your goal is a specific conversion, KPIs could be higher click-through-rates, lowered bounce rates or increased site traffics. Consider your KPIs your puzzle pieces, and when they are all working together (or achieved), they’ll create a successful digital marketing campaign puzzle.
Learn more about choosing the best KPI for your business objectives in our blog 5 Digital Marketing KPIs You Can’t Ignore.
3. A Defined Target Audience
One thing that has most likely drawn you to digital advertising is audience targeting capabilities. Gone of the days of sending your message out into the world, hoping it reaches the right people. With digital marketing solutions, such as programmatic digital advertising, you can reach your desired audience, on their preferred platform, at an opportune time.
However, the key to successful campaigns is a defined target audience. That’s not to say you have to know every last detail of your audience (digital advertising partners can help you more clearly define the psychographics, demographic, etc.). Still, it’s good practice to come in with a general idea. Are you targeting business professionals? Moms? Baby boomers? Reality TV lovers? People in the market to buy a home? Married 55-65-year-olds?
With these parameters in mind, you’ll have a foundation to build upon and set yourself up to understand better your target market and, in turn, have a more successful campaign.
For example, a CPG client approached our team knowing they wanted to target millennial moms. With this target audience in mind, we created an omnichannel marketing campaign to reach these shoppers both in-store and online. Check out the case study here.
4. Channel Variety
The most successful digital marketing campaigns run on channels that work towards the overall goals. Maybe you have a channel you have been using for the last few years you are comfortable running on. It might not be the best option to achieve your overall goals, reach your KPIs, and target that defined audience.
A successful strategy might require adapting to a new channel, splitting your budget between various channels, or investing in a new channel such as digital audio or email marketing. Successful digital advertising campaigns incorporate media that will continue to work towards your overall goals.
5. Strategic Content Creation
Consumers expect specific types of content from brands depending on where they are browsing. Social media is a very exploratory forum; websites are used for more detailed research, finding answers to questions, or chatting with an online representative. Email marketing encourages upselling and cross-selling.
Successful digital marketing campaigns curate content to match these notions. With digital advertising’s targeting capabilities, you can reach your audience at an optimal time to make a purchase. Still, if the message doesn’t align with where they are in the customer journey, it’s a lost opportunity.
We understand that this isn’t an easy task; it requires various creative assets, different iterations and different formats and sizes. If you don’t’ have the internal resources to build the necessary creative assets for each campaign, consider investing in a digital advertising partner with creative strategists and developers.
If you’ve come so far to get your ad in front of the right consumer, don’t let untimely creative deter them from taking action. Read more about the importance of timely creative ads in our blog post Time to Get Personal with Dynamic Creative.
Constructing Successful Digital Marketing Campaigns
There is a long list of moving parts required to implement a successful digital marketing campaign. And, no aspect should be overlooked. It’s easy to feel overwhelmed with the requirements needed to launch your digital advertising strategy.
If you know you don’t have the internal resources – either personnel or time-wise – to invest in the intricacies required, consider partnering with a full-service digital marketing agency. From media planning and strategy, research and analytics, paid social experts, digital media buyers, and everything in between, digital marketing agencies are built to ensure that your goals stay on track to support your overall business objectives.
Digilant: Your Digital Advertising Partner for Success
At Digilant, we understand that no two businesses are built the same, which is why we offer flexible online marketing solutions customized to meet your needs. As a full-service digital marketing partner, we handle digital media strategies that span across the channels such as CTV, display, social, search, affiliate, influencer, and more. Our managed service solutions allow brands to scale media buying quickly across search, social and programmatic. And, our self-service solution offers brands access to a self-service programmatic ad platform that puts the power in the hands of in-house advertising teams.
We know the challenges that brands and agencies face. At Digilant, our various service levels make it possible for agencies to bolster expertise for media clients and for brands to scale media buying quickly. Interested in learning more about how Digilant can help set your brand up with successful digital marketing campaigns? Let’s talk.