Navigating The Digital Advertising Maze

With all of the digital advertising options out there it can seem like a maze without an entrance. How should I allocate my budget? What products are right for me? Where are my customers at online? Where do I even start? These are some of the things today’s business owners are asking themselves.

However, don’t worry, you can do it, and chances are you have already done it before.

Do you remember in the dark ages before everyone was shopping with their smart phones, or comparing a dozen travel sites at once to find the best deal? How did we market our businesses to them then? Well, for starters we knew that if new customers needed to contact us we needed to list our number in a… Phonebook? We also knew that if we wanted to target a specific type of customer on a daily basis we had to place ads in specific sections of an actual made-of-paper Newspaper. When we wanted to connect on a more social level we would tack flyers and business cards on bulletin boards at local meeting spots. And it worked; the best part is it still does. The landscape has just changed a little, the local meeting spots are social sites like Facebook and Twitter, the Newspaper is now webpages, and the Phonebooks are now search engines like Google, and Yahoo.

So what products should you be utilizing for your business? To answer this, simply ask yourself what you are trying to accomplish with your advertising.

Is getting customers who need your product or service right now important?

Then use Search Engine Marketing, and continue practicing sound Search Engine Optimization. This will ensure you show up on the first page of search engines such as Google, and Yahoo (the new Phonebooks).

Do you want to Brand your business?

In that case hop on down to the digital town square, Social Media (Facebook, Twitter, LinkedIn, etc.) or use Banner and Video Ads on a local website that is trusted, and viewed by members in the community. This will allow you to communicate with your customers, and establish your business as a trusted leader.

Do want to focus only on certain key customers?

Then you my friend need Targeted Display. Targeted Display will allow you to display your message on a variety of websites on National Ad Networks. These websites are the sites your target customers frequent the most, and are chosen based off a number of factors (Age, location, hobbies, income, etc.). This will ensure your Advertising message is in the same place as your key customers, or you may say the same section… (Newspapers).