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Gone Digital: The 1-2-3 of Digital Marketing

David Peddigrew

Gone Digital: The 1-2-3 of Digital Marketing by David Peddigrew on February 7th, 2018

The landscape of online marketing has evolved rapidly over the last decade. As the platforms we engage with continue to diversify, it is paramount that businesses are able to adapt with these changes. One of the core principles of marketing is interacting with your audience, and the expansion of digital technology has made world-wide communication an instant possibility. A company’s scope is no longer limited to their surrounding environment, instead they are given infinite possibilities to grow through engaging the online audience. This allows a business of any size to compete with large corporations. However, the effectiveness of a digital campaign can be entirely dependent on a few key principles.

  1. Targeting
  2. Placement
  3. Message

are three fundamental factors that have the ability to make or break a campaign.

Targeting can be summarized as the concentration of marketing efforts on a few key segments of customers that are likely to engage your product/service. When working with a marketing agency, this is a vital step that must be properly communicated by the client. If you set your targeting parameters too wide, you risk the chance of running ineffective ads with wasted impressions. Conversely, setting your parameters too specific may isolate potential consumers. It is up to your digital marketing specialist to understand this balance and set the target audience appropriately.

Placement is a way of aligning your advertisement with your described target audience. Put simply, it can be defined as the keywords, interests, categories and websites that you would like to align your digital ad with. Running an advertisement for a children’s doll? You might want to pick keywords such as “cute”, interests such as “hobbies & toys”, and a website like “Toysuniverse.com”. Keeping your target audience in mind, it is crucial to select placement parameters that you anticipate your audience engaging with. Misjudging the interests/habits of your audience could result in your ad not appearing in effective locations.

Lastly, the delivery of an advertisement is meaningless without proper execution of the Message. With the expansion of digital platforms, individual platforms might require a uniquely tailored message. Looking to reach your audience on YouTube? It is likely that the same content will not perform as well on Instagram, and it is up to your digital marketing specialist to understand the operational difference. From an agency standpoint, it is important to interpret the client’s direction of their message while maintaining a succinct digital strategy. Although the client may like to see something executed in the way they imagine, they may not understand the potential risks and recourses that will come along with that execution.

In order to deliver a successful digital marketing campaign, it will likely require the campaign to be properly tailored to these “1-2-3’s” of digital marketing.  The fundamental difference between a “good” campaign and a “great” campaign can lie within the details of your ad’s set parameters. The key to optimizing your campaigns moving forward is by understanding the shortcomings of your Targeting, Placement & Message, and taking the right steps to improve.


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