It’s called Programmatic Media Buying. And, although it sounds like something you can’t wrap your head around, it’s the hottest thing in marketing and advertising! What is it? It’s online display advertising on the most targeted level you could imagine.
That you can understand. This is also easy to understand – it’s very targeted, easily measured and highly successful especially when it’s based on specific demographic, behavioral and geographic criteria. It means, finally advertising directly to who your prospects are, where they are and what they’re looking for!
That’s right. You can really target your advertising. You can actually measure the results. And, your advertising message or branding, if well-concepted and executed, will make your campaign most effective.
The first time we presented this to a client, they said, “That’s what we’ve always wanted!” Who wouldn’t? Imagine being able to spend a few hundred dollars instead of a few thousand buying advertising.
Better yet, imagine having your display ad or video appear where your prospects are instead of where you think they might be. And, the best part, you can see the results, make necessary changes and measure your success during your campaign instead of waiting for it to end and do the post-mortem.
It’s not voodoo – it’s science! But, before I go any further, if you’d like to know more about digital marketing and Programmatic Media Buying, we can explain it to you. But first, you really need to know where and how to begin.
What you may think you know about marketing your company may no longer apply. And, if you know that you don’t know anything about it, you shouldn’t feel alone. More than three quarters of today’s businesses don’t know what they need to know or have no viable digital strategy.
If you're in business, your web presence is very important. Just having a website and Facebook page just isn’t enough. You have to determine whether or not you want to be among the one in four businesses in your DMA (Designated Market Area) whose success is driven by a well thought out digital marketing strategy that’s supported by a targeted Programmatic Media Buy.
Here’s what you need to do. Determine where your sales, growth potential or brand recognition stands right now. Ask yourself if you want to improve your situation and how much time and investment you’re willing to earmark in order to reach a goal you feel you can reach.
Do you have a strategy? What is it? How about a goal? If your goal is to increase sales, you’re already off to a bad start. Why? Because more than likely, you haven’t determined what the reason, or purpose that is really behind that goal.
There are so many ways of increasing sales and not all of them include getting new customers – we should talk! Once you determine what you want, you first need to evaluate whether or not you have a web presence.
No, having a website isn’t enough. Neither is having a Facebook page. How many likes does it take to convert into a single sale anyway? Do you know? What is important is knowing whether or not your website is mobile-friendly!
Since more than half of the world accesses the internet on their mobile devices, it’s a good idea to see if your current website is responsive – you know, mobile-friendly. A responsive website is a site that is easily navigable on a small screen like a smartphone. Check it out yourself at www.mobiletest.me.
Once upon a time, some really smart guy named Marshall McLuhan said that “The medium is the message.” Think about it. Your digital media marketing message will be delivered and displayed on the Internet.
What’s that mean?
It means you have to create a compelling and engaging message or value proposition that not only speaks to your targeted audience – it also has to be share-worthy. The message then is the content.
If you have been optimizing your web presence with a well thought out SEO plan, then you know how important content is. Content is bait!
There is so much more you need to know. So, contact Spectrum Marketing Group to let us know you’re interested. We’ll get back to you and set up an appointment to discuss how we can help you build the business you’ve always wanted.
Ron Fortier is a Marketing Consultant with Spectrum Marketing Group, a multimedia marketing and consulting agency located in New Bedford, MA. Spectrum's team of professionals help business owners, corporations, civic and non-profit organizations to better leverage their marketing efforts.