With so many possible digital marketing avenues, spending money on digital media is easy. Making the strategic selection is not so easy. When determining the success of your chosen digital placements, keep two key words in mind: engagement and metrics.
A thoughtfully chosen digital media placement will bring in higher engagement rates, and metrics will help measure the return on your investment. Placement options for digital include local dot coms, Google, YouTube, Geo fencing, Facebook, LinkedIn, Instagram and Twitter. But very few organizations have the time and the resources to use all of these placement options at once – it spreads your advertising campaign too thin to be effective.
That’s why every campaign must begin with clearly defined goals and objectives. Your goals determine which platforms you should invest in.
- Awareness: Are you trying to reach more prospective customers in a specific geographical area? Are you trying to inform and educate them about your products and services?
- Consideration: Are you trying to stand out in a cluttered internet space? Are you trying to show prospective customers the benefits of your products and services?
- Action: Do you want to acquire new clients and increase website visits? Are you trying to generate a stronger return on your investment and grow your bottom line?
The success of your campaign isn’t based on the platforms alone. Messaging that connects and motivates your audience and trending searches in the target area will vary depending on your audience. A successful digital media campaign isn’t about just the tactics, it’s about the strategy behind the tactics.