Why Every Marketer Should Incorporate Display across the Marketing Mix
Thursday, January 19, 2012By
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| The one thing online marketers can’t change is time. No matter how hard we may try, we can’t increase the number of minutes that our prospective buyers spend online, crossing our fingers that somewhere, somehow, our prospects will download our latest white paper, read our tweets, or search for our product. Nor can we alter which online channels our prospects spend the most time on. There’s a lot of data out there on where Internet users are spending their days online—social media, search engines, email inboxes, news sites, etc. However, this data is changing every day, and placing your bets on any single channel simply doesn’t make sense. |
So what’s the easiest way for marketers to stay in front of the audience they care about online?
By combining targeted display advertising across the entire marketing mix. Using display ads, you can cost-effectively access the precise business audiences you’re after and waste no impressions on users that are irrelevant to your business. If you currently invest in paid search, email marketing, or social media marketing, you can give these core programs a boost, simply by adding display to the mix. Here are some examples of how:
Display + Search: With keyword targeting, you can serve relevant display ads to prospects based on their keyword searches.
Display + Email: By implementing cookies in emails, you can use retargeting to stay top of mind with those in your email database even after they’ve left their inboxes.
Display + Social: Using a link shortener, you can gain insight into the business profiles of people who click on your shared links, and then retarget them later based on the type of content they’ve shown an interest in.
While your Twitter feed and Facebook page are great for building brand awareness, and your email campaigns do much to build and nurture relationships with leads, your prospects have other places to go online during the day. Display advertising—and the powerful technique of retargeting—guarantee that you’ll stay with them wherever they travel across the Web, and in the most relevant way possible.
Brent
www.quad10.com
Perception Marketing
Your comment is spot on. As marketers, display really takes the guesswork out of finding where our prospects are online, simply by being everywhere they might be. And remarketing and ad retargeting are strong techniques for hitting that right "window of opportunity" when prospects are actually ready to engage.
Thanks for reading,
Jen