Digital Advertising Guide: How Top Brands Can Increase Brand Awareness and ROI

Digital advertising provides leading brands with unprecedented opportunities for customer engagement, brand growth, and increased sales. While just about every brand has a website and usually a few social media accounts, many brands have only scratched the surface…

Digital advertising provides leading brands with unprecedented opportunities for customer engagement, brand growth, and increased sales. While just about every brand has a website and usually a few social media accounts, many brands have only scratched the surface when it comes to leveraging the power of digital. With so many customers engaging with brands on digital platforms, it is crucial that brands continue to invest. Let’s look at some of the best ways that top brands can maximize ROI and consumer engagement through the use of digital advertising strategies.

The Power and Influence of Social Media

If you want to increase brand awareness and social exposure while also capturing and nurturing leads, then advertising on social media is a great way to start. Pew Research Center reports that 70% of Americans use social media, and this figure is only going to get larger in the future. By putting your ads in front of the right audience, your brand is bound to succeed. Still not convinced your brand needs to advertise on social media? Read more about it below:

  • Target your audience: Choose the audience you want to reach based on demographics, location, interest, behaviors and more. The result is an audience likely to invest in your product and content offerings.
  • A/B Test Your Ads: Compare which ads are leading to the most conversions and optimize accordingly to get the most ROI for your advertising.
  • You set the budget: Plan your budget to your brands needs. Whether you want to reach a wide range of potential customers or a niche audience, you pick how much you want to spend
  • Combine paid ads with organic strategies: Advertising and organic content go hand-in-hand on social media. Ads are good for building up your following and sending traffic to your Facebook page or website. On the other hand, you also want strong organic content as well. Test different advertising platforms and find out which ones produce the best results.
  • Use social listening: Research your audience as well as your competition. This means tracking posts and trends in your industry. It’s important to stay current on what people are saying about your company, the competition, and any current trends relevant to your business and products. This helps you understand what your customers want and even anticipate their needs. It also helps you track your competitors and find out what is and isn’t working for them.

Pay-Per-Click Campaigns Show Results

Advertising with Google lets you reach a huge audience quickly. While pay-per-click advertising can be costly and competitive, it remains the most efficient way to build website traffic and increase conversions. Google AdWords now has plenty of competition, mainly from Facebook. As we already noted, Facebook ads are a nice way to complement your organic social media content. Google, however, is still the largest PPC platform and always worth considering for driving targeted traffic to your website. Here are some tips to keep in mind when using Google or any PPC advertising.

  • Create a strong and relevant landing page: You need a landing page that’s a close match to your ads. This is important for getting a better response from visitors and for maintaining a good Quality Score with Google. Test landing pages to find which ones work best.
  • Use ad extensions: This add-on lets you feature certain aspects of your website or offer. You might use review extensions to call attention to positive reviews. Sitelinks extensions let people click on particular pages of your website. You might feature a certain product, promotion, store hours, company slogan, or anything you want. Click-to-call extensions let mobile users calling you directly from the ad.
  • Optimize campaigns for mobile: Mobile devices are getting more and more popular. It’s now essential to create at least some mobile-optimized AdWords campaigns. Test your campaigns to find out what percentage of your traffic comes from mobile. That gives you an idea of where to focus your efforts. However, remember to retest this frequently as mobile usage is rapidly increasing.

Content is King

While advertising is often effective for driving traffic, you need strong content to build your authority and get your name out there. Content shouldn’t be overtly promotional. Rather, it should be informative, engaging, interesting, or entertaining. Here are some guidelines to keep in mind when creating content for your brand.

  • Blogging: Your business blog is one of the best places to share content. It helps build traffic by providing the search engines with content to index. Once you’ve created a blog post, you can share it on social media.
  • Video: Videos are arguably the most powerful way to engage with people today. It reaches on multiple levels. There are now more types of videos than ever, including animation videos, 360 videos, whiteboard videos, and live streaming videos. A single video can be posted on your website, on YouTube, and on multiple social media sites. You can make videos explaining your business or product, educational videos about your products, humorous videos to entertain people, and casual ones that show people around your business.
  • Podcasts: This is another type of content that helps you reach a wider audience. People can listen to podcasts while commuting, exercising, or doing daily chores. You might interview experts in your industry, which is another way to build your brand.
  • Social media: Creating engaging and relevant content on your social media pages is important for reaching today’s audiences. Social media and content marketing are overlapping strategies that are both important for building your brand.

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The Importance of Your Website

There are countless digital advertising techniques, some of which we’ve covered here. Yet no matter what techniques you’re using, the ultimate tool is your website. This is where you convince visitors to sign up for your mailing list or try your product or service. Whether people arrive there from an ad, video, social media post or another source, you need a beautiful and professional website to really sell people on your business. A website is your online storefront and has a strong influence on how people perceive your brand. That’s why it’s crucial to create a website that tells the world exactly who you are and how you can help people.

Measure for Success

Analyzing, adjusting, and optimizing a digital advertising campaign is essential. By measuring campaign statistics, brands will be able to monitor which efforts are converting the most customers and which are performing poorly. The success of a digital advertising campaign comes from its ability to evolve and grow over time to mold to the target audience’s needs and wants; and statistics provide valuable insight into this.

In today’s digital world there are endless digital advertising opportunities and this article only touches on some of the key components. To learn more about how digital advertising can benefit your brand, contact Mediaboom to speak with one of our digital experts.

Luxury Consumer Behavior: Enhance Your Millennial Marketing Strategy

Millennials are growing up. As they enter the workforce and advance their career, they’re accumulating disposable income that makes them an almost ideal fit for luxury brands looking to expand their audience and spread their message. This demographic, of course…

Millennials are growing up and the luxury consumer behavior is changing rapidly.

As they enter the workforce and advance their career, they’re accumulating disposable income that makes them an almost ideal fit for luxury brands looking to expand their audience and spread their message.

This demographic, of course, comes with very different behaviors, preferences, and expectations than the generations before it.

Here’s how you can optimize your millennial marketing to increase your effectiveness and prepare your luxury brand for the future.

When thinking about digital marketing and real estate, consider this:

Who Are Millennials?

The word has been used so much, it has become a cliche. Still, when discussing millennial marketing, it’s vital to have a detailed understanding of what demographic we’re actually discussing.

Exact definitions differ slightly.

Generally speaking, Millennials are individuals who were born between 1980 and 2000. Today, they are reaching or have already reached adulthood, and are typically between 20 and 35 years old.

As a product of their times, millennials tend to be more individualistic and idealistic than future generations.

They grew up in a period of continued economic growth, with few hardships. The result is an optimistic outlook, but also high expectations for any interactions with individuals and corporations.

5 Best Practices to Enhance Your Millennial Marketing

Marketing your luxury brand to this audience group is fundamentally different than baby boomers, GenX, or any other previous generation that falls within your target demographic.

As a result, you might have to rethink your millennial marketing efforts. Here are 5 best practices that can help you get to that point.

1. Meet them Where They Are

Put simply, TV ads will not be enough.

Millennials have grown up surrounded by digital technology, which is where you need to reach them.

They spend an average of average of 25 hours per week online, necessitating a complex digital strategy.

While online, they research products like yours, browse for more information, and make purchasing decisions.

They also perform many of these activities on mobile devices, which means your digital strategy absolutely needs to become the centerpiece of your marketing efforts for this audience group.

2. Focus on Authenticity

For most millennials, traditional media is out.

They don’t read newspapers in print.

They don’t even watch cable TV anymore, opting instead to cut the cord.

Instead of being satisfied with promotional content during commercial breaks or next to a magazine article, they prefer authentic content that actually provides value to them.

Forget traditional promotions for your vehicle or clothing brand.

Instead, produce authentic content that actually seems believable.

Influencer marketing, for instance, has become particularly successful in reaching millennial audiences.

3. Personalization is Key

In addition to being authentic, your millennial marketing messages also have to be personal.

Most young adults will catch on to the fact that the message you sent isn’t actually designed for them.

But if you can customize it specifically for them, they begin to pay attention.

That personalization, of course, can take on a number of forms.

It starts with targeting: rather than setting up a marketing campaign for all adults between 20 and 35, separate them according to demographics, interests, and behaviors.

You can also personalize individual email messages and even your website using dynamic content for enhanced success.

This is where the inherent individualism that many millennials show can be to your advantage.

As Women’s Wear Daily points out, this individualism makes millennials the perfect emerging audience for luxury brand. Connect your exclusivity to individual interests and behaviors, and you will get this group’s attention.

4. Connect a Larger Message

Of course, as mentioned above, millennials also tend to be idealistic.

That, in turn, has driven brands to engage in more socially responsible marketing than we have ever seen.

In fact, no less than 81 percent of millennials expect brands they shop from to publicly showcase their corporate citizenship.

That means a message beyond your products.

Highlight your sustainability strategy, and share volunteer efforts by your audience.

Depending on your intended brand image, you might even benefit from making subtle political statements.

The better millennials feel about their decision to become your customers, the more likely they will be to take that step – and become loyal.

5. Engage in Collaboration Opportunities

Finally, luxury brands can take advantage of this audience’s innate drive to build a sense of ownership.

Customer-brand relationships, for millennials, are far more than transactional.

Instead, they are an opportunity to collaborate. Your task is to build those collaboration opportunities.

User-generated content, for instance, can be a powerful marketing tool. You can even engage them in developing new products or fashion lines; 42 percent of millennials are interested in taking this type of drastic step.

Of course, this sense of collaboration also bleeds into your enhanced responsibilities for customer service.

When a millennial complains about your brand on social media (and they will), they expect a swift, comprehensive, and open-minded response.

Standard corporate statements simply will not do.

How Millennial Marketing is Entering the Luxury Sphere

Given the age overlap and emerging characteristics of many millennials, an increasing number of luxury brands are beginning to target this group as the next big driver of business growth.

One of the most interesting outcomes of that trend might be luxury street wear which combines the exclusivity of brands like Gucci and Net-A-Porter with the casual nature of many millennials.

In the future, only more case studies of similar efforts will emerge. In the meantime, it might be time for your luxury brand to start ramping up its millennial marketing efforts, as well.

Using the above five best practices, you can begin to better understand this audience group, and develop a strategy specifically designed to building a new cornerstone of your audience.