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“Ad campaign performance requires specific goals, knowing target audiences, and continually making adjustments based on data. For campaign success, businesses must base campaign goals on a thorough understanding of target audiences,” – Sojern.com
The marketing and advertising of goods and services has expanded beyond the traditional paradigms that defined these disciplines. The age of hyper-connectivity and connected customers has wrought deep and far-reaching change on said disciplines, forcing marketers to deploy online ad campaigns to reach customers and boost commercial influence. However, a host of factors attend these modern day marketing campaigns. These include online audiences, aspects of customer behaviour, traffic generation, keywords, content, promotion, audience response, etc. These factors must be tuned to operate in concert so that online ad campaigns generate the maximum ROI for marketers and commercial operators. We will examine some of these strategies in the following paragraphs.
Brands and businesses must acknowledge the importance of flagship websites in ensuring the success of online ad campaigns. We note that websites represent a prime instance of valuable virtual property. Therefore, businesses must work to upgrade website content and website mechanics regularly in order to attract and retain bigger online audiences. Thereafter, the website can serve as a launch platform for online ad campaigns that are designed to promote products and services. Further, brands and businesses can attract large numbers of digital footfalls when they dispense with complicated, time-consuming experiences on their websites. This is significant because a smooth website experience can help online ad campaigns to gain higher traction. We note that this approach to online audience targeting can generate rich dividends and ensure wider business margins.
Marketers can add a QR code to their online ad campaigns in a bid to boost campaign success. These digital imprints represent innovative technology that can be ‘read’ by consumer smartphones. Therefore, QR codes can help advertisers to reach growing legions of smartphone-toting customers, educate customers about new product offerings, and help expand the concept of consumer choice. The judicious usage of such technology enables brands and businesses to boost customer traction and target desired audience segments.
Mobile apps have truly come of age in the modern world. Large numbers of online audiences use these apps in their daily lives for shopping, browsing, reading the news, playing on-screen games, ordering food, planning travel, etc. Therefore, marketers should leverage these aspects of consumer behaviour to pitch online ad campaigns. For instance, an avid virtual gamer can be targeted with in-app advertisements that promote upcoming games and online gaming communities. Similarly, a consumer that seeks gardening tools in online platforms can view custom ads for gardening products, prices, and availability, etc. We note that these pitching activities can be replicated ad infinitum and thereby generate significant market uptake for the advertised merchandise. The response to such marketing schemes will likely be positive and enable advertisers to generate significant ROI and boost conversions.
Paid online ad campaigns enable advertisers to display text-based words inside contextual online ads positioned in search engine result pages. This technique represents vintage online advertising methods, but holds relevant in modern times. We note that digital marketers should select the correct key words in an effort to refine ad-targeting mechanisms. Recent research indicates that images can be inserted into these campaigns in a bid to attract customer attention and to boost campaign outcomes. Also known as pay-per-click advertising, this technique allows online marketers to target online audiences.
Special interest groups can be targeted by digital ads positioned in specific online properties. This is significant because these online ad campaigns are created for the benefit of niche audiences. For instance, car and automotive enthusiasts can be served specific online ads (incorporating both text and images) when these persons visit an automotive review website. We note that this strategy targets specific sections of online audiences and therefore, the exposure and ROI for the campaign should be significant. Similarly, top-notch brands that sell consumer electronics may elect to position visual advertisements in the apps of popular e-commerce businesses. In both cases, we note that websites and mobile apps serve as the primary vehicle for online ad campaigns.
Location-based data can help marketers to fashion modern online ad campaigns. Digital marketers are working to refine the mechanics of such advertising because it enables them to reach customers in real time. It also promises “hyper-targeting promotional power” to modern marketers. The technique hinges on the extensive use of Bluetooth technology that presents shoppers and visitors with exclusive deals and customised suggestions based on buyer habits. We note that this advertising technique can be deployed in every market around the world keeping in mind the fact that retail destinations (such as shopping malls) are now a universal reality.
Social media represents huge potential for online ad campaigns. Brands and businesses are increasingly working to promote paid social advertising in a bid to reach target online audiences. We note that this trend emanates from the fact that a majority of modern customers have access to mobile technologies. Similarly, social media platforms are populated with humongous numbers of active customers. Therefore, marketers can position paid advertising on prime online locations such as newsfeeds on social media websites, news feeds on app-borne social media, and various other locations. These campaigns can be engineered to reach the desired audience segments based on browsing preferences, educational attainments, social behaviour, marital status, demographic data, etc. The upshot of these efforts can generate successful marketing outcomes.
Online landing pages can help marketers to focus online ad campaigns. This is important from a marketing perspective because landing pages are directly connected with customer actions such as clicking an online advertisement. For instance, students that click on online promotional devices can be directed to landing pages that display financial products such as educational loans. This is essentially a marketing pitch that enables said online customer segment to sample offerings in the market prior to arriving at a purchase decision. In light of the above, we note that brands and businesses should fully leverage the commercial possibilities of landing pages in a bid to boost returns from online ad campaigns.
Personalized messaging can help businesses to drive greater yields by targeting audiences. This is important in modern marketing practices because each consumer is a unique entity; similarly, different customer segments have different desires, tastes, and requirements. For instance, a manufacturer of crockery products may realise that his most prolific customers are women that prefer dogs as pets. This is crucial information that should inform the next marketing campaign of said manufacturer in a bid to drive greater audience numbers. In a similar vein, brands that manufacture and market perfumes and fragrances should delineate their customers based on available data in the interests of mounting successful online ad campaigns.
In the preceding paragraphs, we have examined certain techniques to target Internet audiences through online ad campaigns. We note that the digital domain offers a multitude of marketing possibilities for modern businesses. These opportunities should be leveraged fully and the techniques can be refined and diversified. These actions will enable marketers and businesses to reach their commercial messages to wide swathes of Internet audiences. That said, we note that the stalwart evolution of online marketing technologies should present diverse options to future marketers.
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