Digital advertising is a new weapon in the struggle of small businesses for survival.
This is a popular and promising means of promoting goods and services that can slightly improve the prospects of small businesses.
Ways of promotion are diverse and give different results, depending on the type of activity of the enterprise and the ultimate goal of the entrepreneur.
The growth or decline in sales directly depends on what types of advertising on the Internet the resource owner uses.
The popularity of the Internet becomes the main reason for advertising on websites, social networks, and search engines.
With the help of this, consumers can easily get the most complete information about the company and its products or services.
Knowing and using all the secrets of new types of advertising on the Internet, you can achieve the desired result much easier, more efficiently and cheaper.
However, here are the following major digital advertising benefits for small businesses:
Here are the major digital advertising benefits covered in this article:
- Communicate with the current audience
- Familiar formats on new sites
- Easy and quick set-up
- Transparency and flexibility of advertising settings
- Real-time analytics
- Accessibility with different budgets
1. Communicate with the current audience
One of the key trends in the behavior of the Internet audience is the transition of product search to social networks, marketplaces, and classifications.
Users are increasingly interested in products not in standard search engines but on those sites where you can immediately place an order and complete the purchase.
This is the hottest and choice-prone audience to work with.
Communication with it can be built in a variety of ways, from targeted promotion on the sites most relevant to the business to launching a single targeted advertising campaign.
On the other hand, personalized ads help show users that you understand their needs, and on the other, increase the conversion rate of ads.
In targeted advertising, you can use relevant queries and exclude those phrases for which advertising should not be shown.
2. Familiar formats on new sites
The peculiarity of digital advertising is that it is not necessary to create new ads and videos. You can use formats that have already been worked on in other channels.
Small businesses often buy ads at regional radio stations to promote their products and services.
Audio advertising can also be launched on the Internet, including social networks like Facebook, Instagram, Twitter, etc.
It will allow you to reach a new audience for your company, without wasting time and money on creating additional content.
Television videos are less likely to be promoted online.
It is important to take into account the difference in the consumption of Internet content like users quickly scroll through feeds on social networks and browse the pages of sites.
Therefore, you need to attract the attention of the audience and convey the key idea from the first seconds.
Add a brand or logo to the beginning of the video and make it interesting in the first three to five seconds.
This way, you are more likely to push the target audience to perform the target action.
3. Easy and quick set-up
Whether it is outdoor advertising, TV, radio or print media, traditional channels require the participation of several parties to launch campaigns.
In addition, the process of coordinating materials and documents often takes more than one week, and it is almost impossible to make corrections after the launch of advertising.
To produce high-quality advertising content, additional money and time are also required.
To start digital advertising, it is enough to make simple pictures with the image of the goods on a white background.
You must specify the price of the product or the size of the discount in order to convey the key advertising message to users.
In the office of the advertising platform, you can add a call to action button on the ad to let users know what kind of reaction to the advertisement you expect from them.
4. Transparency and flexibility of advertising settings
Digital advertising is one of the most flexible approaches to business development and customer search.
Starting a campaign on the network, you can stop it at any time, edit or increase the audience and budget of the campaign, if you see the potential for growth indicators.
You can also test different approaches and technologies, from weather targeting to connecting remarketing, which will allow visitors to return to the site.
The tool makes it possible to show advertisements to those users who visited the site or performed the specified target actions on it.
They will add the product to the basket and further choose a specific section accordingly.
Segment your audience into different groups according to similar characteristics and develop your own ads for each segment.
Set unique settings that are more likely to motivate your target audience to buy.
Test different hypotheses of behavior and interests of the target audience. If any of the campaigns do not meet the planned results, try to analyze why the audience does not respond to advertising.
Disable irrelevant campaigns and formats, redistribute the budget towards those channels and ads that show the highest results.
5. Real-time analytics
Online campaigns are characterized by end-to-end analytics.
By using analytical services, you cannot monitor only budget expenditures and clicks on ads but also monitor how users behave after viewing ads.
It includes which sections of the site they are viewing, are products added to the basket and at what stage they leave the resource.
Analytics will help you understand whether you have created effective creatives, whether you are targeting an audience, or whether it is convenient for users to study products on your website and make purchases.
In addition, you can track which of the channels led the user to the conversion, if you have several ads running on different systems.
So, you will understand how effectively each of the campaigns in the general marketing mix works, which channels you can safely opt-out of, and which ones should reallocate the budget too.
6. Accessibility with different budgets
Digital advertising provides clear and transparent pricing.
You replenish the balance in the personal account of the platform, set the goals and settings of the campaign, after which the system calculates which audience is available for coverage under your budget.
After launching the campaign in real-time, you can track the process of distributing funds, adjust the bid for the target indicator, click, view or conversion.
If you are afraid of losing control over the budget, set the maximum daily rate under which the campaign will work.
So, you can achieve your goals with a stable flow of funds. It is important that advertising on the network can be launched with a small budget.
This threshold of entry makes the tools available to any business that wants to attract new customers or continue communication with current ones.
Small companies often do not have the opportunity to invest in multiple channels at the same time to test different approaches and tools.
Each ruble invested in advertising should bring results.
To find new customers and maintain communication with current customers, it can be possible through digital advertising.
On the one hand, it is distinguished by a large number of available channels and tools. Its high flexibility and transparency will save the total cost.
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Sawittri Puttanapun is working as a Marketing Manager at “Digital Muscle” a well-known SEO Company in Bangkok. She is passionate about writing for various prospects related to Website design and Digital Marketing.