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Going Digital in a Traditional World

Nathan Kornet

Going Digital in a Traditional World by Nathan Kornet on November 8th, 2019

Over the years, marketers have heavily relied on traditional marketing for the majority of their media spend. While traditional marketing is still a major factor in the marketing mix, the shift towards digital has become more and more necessary as consumer behavior shifts towards online and on-demand media. As this shift takes place, the question arises: How do I effectively use digital? Here are a few key factors to keep in mind while starting your digital journey.

Clearly Identify Your Objective

Different digital tactics can be used to help drive awareness or sales, however, trying to do both at the same time can lead to budgets being stretched too thin. While this seems simple, pressures to perform can often influence the ways budgets are spent leading companies to stray from their objective. Clearly defining the objective of each campaign allows you to select the appropriate tactics and targeting that will allow you to be successful.

Understand the Numbers

Counting the total impressions and clicks generated by a digital campaign is not enough to give you the full picture of how successfully the campaign is performing. Understanding rates such as Click-Through-Rate, View Rate and Cost Per Click and how your rates compare to industry benchmarks are key to determining how well your campaign is performing.

Don’t Overoptimize

Since digital allows for real time optimizations to be made on campaigns, there is a tendency to want to make changes every day in order to best optimize the campaign. While the intention of this is good, it is important to allow time for optimization to take affect. If you start making too many changes to a campaign in a short period of time, they can have a negative impact on your result. Some of these impacts include:

  • Reducing the potential reach of the campaign
  • Inconsistent messaging
  • Inability to determine which optimizations truly made an impact

Have Patience

Similar to traditional marketing, there is a certain level of patience required when running a digital marketing campaign. While some campaigns can see an immediate impact upon launching, most need time in order to drive awareness and influence consideration. Typically, digital campaigns need about four weeks to reach optimal performance. Have faith in the digital plan that you have put together and allow your campaign the necessary time to give you the results you are looking for.