It is now easier than ever before to set up your own business. All you need is a passion and a little knowledge of the internet. There’s a caveat though. It’s not as easy to grow and sustain your business. Just like a traditional brick-and-mortar business, you need to inform, attract and retain consumers. This has resulted in an outcrop of digital advertising companies in India and around the globe.
Digital advertising is a pervasive term that encompasses all manner of advertisements across the internet. It is not limited by platform, layout, visibility, or other criteria nor by formats such as text, video, or images. In a nutshell, digital advertising covers the entire gamut of advertisement in cyberspace.
Many confuse the terms digital branding, digital marketing, and digital advertising. These are distinct terms. Branding refers to the creation of a brand, marketing includes both advertising and other channels, while advertising is limited to paid internet advertising.
Digital advertising is thus an independent practice although there may be significant overlap between the three terms mentioned above. In this article, we discuss 4 digital advertising steps that will help you and your business.
Before we discuss the steps for digital advertising, let’s take a look at the different types of online advertising. Here’s a list:
Given the vastness and evolving nature of the internet, this list is not comprehensive but does cover most types of advertisements. And here are the four most important steps for digital advertising:
Digital strategy begins with a clearly defined goal to support it. So, define what you want to achieve from your digital advertising campaign and then create a strategy for it. You’ll need to decide where you want to place your ads, how long you want them to run and so on, based on your understanding of the buyer journey, your target audience, and the platform. Advertising on Facebook for instance is radically different from Google Ads. Your goal will also impact your strategy. For example, if you want to drive traffic to your landing page or website, you go for search engine advertising but if you are looking for engagement, you may turn to social media.
Because the internet is so vast, you’ll want to run multiple campaigns for different goals. You should also document everything. Here are some of the things you should include in your documentation:
This is the second most important part of your Digital advertising campaign. Having created your strategy you should set budgetary limits for each aspect of your campaign. That said, there is no formula for this. It all depends upon your goals, audience, duration, platform, and other aspects of your campaign. Nevertheless, three aspects of your strategy deserve close attention and will definitely demand sizable budgets –
You’ll do well to keep your budget flexible and save a bit for unexpected changes.
Strategy? Check. Documentation? Check. Budget? Check. Time to execute the campaign. The first step is to disintegrate your overall campaign into smaller tasks and create briefs for each. Then make sure each brief is shared with the concerned person or team along with clear deadlines. Your copywriter for instance will need a brief detailing the length of the content he or she needs to write, the mood, tonality, details about the audience he needs to address and so on. Your designer on the other hand will need details like the colour scheme, mood, and genres of creation – such as whether you want a human figure, cartoon, or other images – and so on.
You will need to decide how much you want to do yourself (in-house) and how much you can outsource. As a business owner for instance you might want to outsource the entire campaign to one of the many digital advertising companies in India so that you can focus on your core competency – running your business. And if your campaign is really large, you might want to create a single brief for the agency letting them sort out the details in exchange for a fixed campaign fee.
So you have everything in place and it’s time to unleash the power of digital advertising. But wait! Have you done your beta testing? It’s advisable to first test the waters before you jump in. Running a few A/B tests with different creatives will help you decide what will give you the best returns. For instance, if you are debating whether to go with Google Adwords or Facebook, you could run your creative on both platforms for a brief period to test the response and then decide which one you want to use – perhaps both? Or you might want to test two different creatives on a single platform. Either way, remember testing does not guarantee results – but you can get a fair idea of what doesn’t work – and avoid it.
Digital advertising is fast emerging as an independent profession separate from digital marketing. It’s time you used digital advertising for your business. Litmus Branding, a digital branding company in Ahmedabad India is here to help. We will help you through all the four stages – strategy, budget, creation and deployment – of digital advertising.
Get in touch now to create your digital strategy and advertising campaign.