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Digital Advertising: How To Reach Your Target Audience
Published on 10/1/2015 by K Scott
With the increasing number of people spending their days (and nights) in front of a screen other than a television, marketers are forced to adapt their approach through diverse and creative methods more than ever to catch the attention of their target audience.
So what to do? Jonathan Gardner of Vibrant has a few helpful hints to hook the big one on a digital test line.
1. Own your voice, don’t share it.
Gardner states that the “name of the game” is word recognition. Having common words associated with your product (football and Valentine’s Day, for example) enhances your product’s reach by attaching desirable keywords to it.
2. Resolve to be relevant.
Now is not the time to dig in your heals and eschew the new marketing world and insist on keeping your message in print and on TV exclusively. To stay relevant— especially with the coveted 18- to 35-year-old demographic— you need to have a presence on the internet and in digital media. Not only must you engage your audience more than ever, you must continually evolve to keep that attention. Digital media makes the delivery easier, yes, but the challenge to stay on top of the latest trends has never been greater.
3. Context is king, and content is queen.
According to Gardner, Steve Jobs believed that creating value in the 21st century meant aligning creativity with technology. In other words, having a sports car doesn’t mean you’re a race driver as soon as you drive off the car lot. The same is true with digital marketing. Simply having the latest technology doesn’t make your message relevant or interesting. One still needs that human element known as “creativity” to make the marriage of the message and the delivery system work in harmony.
4. The data is smarter. Are you?
Tracking consumer behavior and trends has never been more thorough and more concise with the ease at which it is currently possible. However, owning a dictionary doesn’t make you a spelling bee champ; it’s all about what you do with the information contained within the book. The same applies to consumer information. Having the information doesn’t make you a marketing genius; using the information correctly and effectively to produce the desired results puts you on the road to being the valedictorian of your marketing team.
5. They’ve changed the channel.
Thinking of pouring your entire marketing budget into a nice TV campaign? Don’t. Studies show that the majority of your target audience will spend their time not in front of the tube, but in front of a computer/laptop screen, reading emails and browsing social media. So unless your only target is people that refuse to merge onto the information superhighway, it behooves you to have diverse marketing approaches to catch the attention of those whom you wish to have their attention. Use social media as Axe and Best Buy have, the former using what Gardner calls “an innovative social toolbar to push its clever content to consumers” and the latter using Twitter to host a help desk they call “Twelpforce.” A little creativity goes a long way.
As traditional marketing methods join hands with modern marketing methods, your business must ensure that both sides stay on friendly terms to reach the widest audience possible. Keeping up-to-date with your marketing endeavors while respecting traditional outlets is a recipe for revenue success.
Here’s a quick, to-the-point video detailing the basics of digital advertising and appealing to the cyber generation with your efforts.