Digital Advertising Doesn’t Lie
Digital advertising is a plan not a panicked reaction. Unfortunately, companies sometimes advertise out of desperation rather than decisiveness. Sales are down. Let’s throw up some ads to increase sales. We need a rescue, is the thought.
In the former world of traditional advertising brand awareness blasting was king. Volume ruled. Send out massive amounts of mailers and spend tons of money on TV ads and radio. Who cares about measuring ROI or CPA (cost per acquisition). Just “get the word out” and hope for the best. Spend, wait, and hope. Spray and pray for results.
I’ve got news for you. The world of spray and pray advertising is over. Reduce your spend on traditional advertising. Shift your focus to digital advertising. Why? Because the data says so. Yes, data. I’m seeing it every day with my clients. In fact, the data forces you to embrace digital advertising. Data tells you what works and what doesn’t work. Within 24 to 48 hours data starts to flow in giving your business a window into the world of what your potential customer is thinking and doing and buying. They say that numbers don’t lie. Digital data does not lie. Data works and speaks. Data is fast. Data is accurate. Data is reality.
You’ve heard the term, “big data” thrown around. IBM is the father of big data. That’s why IBM has moved from hardware to data share and analysis. Data is what drives results in the now. If your business does not have data sales will suffer. Successful businesses are data driven. It used to be that good marketing had to be customer driven. Now good marketing must be both customer and data driven. No data equals fewer customers. Gain marketing share with good advertising driven by digital data.
All the preceding thoughts are why most of my marketing services are now digital marketing services. Pay Per Click advertising using Google AdWords is one of my agency’s leading services. Digital search marketing and advertising taps into the conversation going on inside the brain of the customer. It starts with a warm lead because it immediately connects with customer intent. It starts with a warm lead not a guess or a cold call. Cold calling is a thing of the past. With good PPC advertising, customers find you so you don’t have to find them. It’s the most effective advertising tool ever created.
I manage or have managed digital advertising clients in the following markets. The list grows almost every month:
- Residential and commercial painting
- Health Spas
- Ice Cream
- X-ray recycling
- Medical patient lift equipment
- Wine & Cheese e-commerce
- Digital marketing books
- Carpet, rug, and hard surface cleaning
- And more…
Even though data talks back quickly and produces sales and brand awareness, one has to be patient. Data takes time to work. Give the search phrases time to tell the story and behavior of the customer. Data over time produces trends. Trends reveal patterns. Understood patterns create sales. Customer like it when they find what they need.
Run the marathon of digital advertising. It takes at least six months for the data to have its full impact. Beware the sprint and commit to the long haul.
If you’re interested in running the digital advertising marathon with me, feel free to write or call. I can help and I can run the distance with you.
By Stuart Atkins