If you're trying to get a handle on the theories behind digital marketing from the audience perspective, it's important to understand how technology is being adopted by the masses. The following video is an introduction to the complete document developed by ComScore. In today’s competitive landscape, many small businesses have recognized the internet can be a valuable part of their new customer acquisition strategy. However the many tactics. acronyms, and jargon in the digital marketing industry can make this an intimidating undertaking. In many cases, businesses feel they are being forced into this new marketing landscape out of necessity, and are unsure where to start.
The first piece to remember is that although reaching new customers will be happening digitally, the high level strategy behind finding these new customers is relatively old-school: find your audience and give them a compelling reason to be interested in your product/service. Traditional marketing strategies, such as television, print, and radio, all used this same idea. A company doesn’t show a television ad at all times on all stations – that would be extremely costly and the cost per acquisition (CPA) for new customers would not yield a profitable return on investment (ROI). Instead, certain demographics that are more likely to purchase are chosen, and the television ad’s message is tailored to that demographics interests. Advertising on the internet is much like this – except we are targeting behaviors and communities. This primary difference is the cornerstone of developing a solid digital presence strategy. The intent of a person reading a magazine is pretty clear, they are browsing for information of interest. But online, users exhibit several different intents and purposes while traveling in the online space. Understanding what behaviors your target audience exhibits is the golden passage to successful internet marketing campaigns. Before beginning to think about a website, interviewing candidates or agencies to manage your campaigns, or determining the initial investment budget of your first internet marketing attempt… the first step is understanding your target audience. |
Subscribe to our Flipboard Magazines
Categories
All
Archives
November 2014
|