Google Adwords? Programmatic banners? Facebook adverts? Which one should I choose?
Clients often ask us how they should spend their digital marketing budget. Google Adwords or banner advertising or social media adverts? Our answer is almost always – on all three! And our reasoning is this…
The Media Mix – The same theory still applies
To get traction and greater coverage, you need to split your spend. Traditionally this was done via print media, radio, direct mail and if the budget allowed, perhaps even a TV commercial.
We’ve now moved into a digital space but the same theory still applies. People use the internet for various things throughout the day and it’s important to be constantly seen – whether they’re reading the morning news on the train, researching products at work or scrolling through social media at night.
Just like the traditional idea of repeatedly appearing in front of a potential customers – while they’re at work, commuting home and relaxing at night – digital works the same. And with more internet users logging into Google and Apple ID accounts, individuals can now be followed from device to device, 24/7.
Each digital media is different – Reach and Frequency is the key
You can’t put a Google Adword on a Facebook page, a display banner on a Google search result page or a promoted Facebook post on a news website… but your potential customer may visit all three pages throughout the day and it’s important to be on all of them.
Different digital media options also perform different functions:
Goodge Adwords are terrific for new customers who are actively searching for your product or service.
Programmatic Banners are great at targeting users who fit the profile of your ‘target customer’ and are fantastic at reminding users who have already been to your website, visited your store or even visited a competitor’s store.
Social Media Marketing such as promoted Facebook and Instagram posts can create awareness, be shared with friends, easily generate leads and they now also have the ability to remarket to your website visitors. What’s mor,e different social media platforms attract different demographics.
Think about your customer’s buying cycle
Digital media is relatively cheap, compared to traditional media, which means you can have your campaign run for longer than you could in the old days.
Depending on your product or service, buying cycles can be a week, 3 months, 6 months or even longer. With a combination of long-term digital media options, you can stay in the memory of potential customers until they are finally ready to buy. The creative and messages can change over the duration, but a constant presence is vital to any digital strategy.
Digital marketing takes time to grow, develop and mature. Campaigns are in real time and can be constantly tweaked and optimised. That’s why it’s not something you can simply ‘try for a month and see’. To get results, we suggest running a digital campaign for an absolute minimum of 3 – 6 months.
Finally, don’t overstay your welcome
With so many tracking and remarketing tools now available it’s easy to get carried away. Whilst we want to stay in the mind of interested internet users, there is a thin line between saying ‘hey, don’t forget me’ and ‘I’m stalking you’. Luckily, most digital marketing solutions let you set the frequency and duration of your campaign to each individual and we can help you decide what that limit should be based on your specific campaign and audience.
At Kick&Co, we partner with an industry-leading programmatic specialist and a wizard in the SEO, SEM and social media world. If you need help with your digital strategy, just give us a hola!