The 7 issues that keep you from the success of digital media

You don’t think you can afford that.

There is still a misunderstanding that digital media campaigns are actually massive undertakings that require large marketing budgets and creative development for many hours. The fact is that with very small advertising budgets, most places can run campaigns, and the original content can be generated quickly and efficiently. The technology growth allows small companies, non-profits, and community organizations to dip their toes into the waters of digital media through limited test promotions and lobbying for special events.

You do not think you can measure it.

“What do I know about my campaign taking customers to my store?”For example, when discussing digital media strategies with clients running a brick and mortar retail business, this is a common question we hear. It’s hard to shake the feeling that our industry is dumping ads online and hoping for real-world results. The fact is that we can monitor any activity a person performs throughout the purchasing lifecycle with today’s technology. Current operations must monitor (and optimize) any interaction to show that digital media promotions drive real-world success, from first seeing / hearing an ad, to a subsequent visit to the website, to a final in-store purchase delivery.

Targeted poor media.

Too many digital media campaigns waste views and dollars simply by pumping out commercials with little or no consideration about how important the people they get are to the company. Clearly it is never going to work to show ads to someone who is not the target of your product or service, but what is sometimes ignored is the need to reach a relevant person at the right time. It is just as important to know what your audience is thinking and what they need to hear at that time to move them down the path of conversion as to know who they are. Digital media campaigns are doomed to fail without smart thinking about who you want to meet and when you want to reach them.

Creative, not relevant to the target audience.

Showing ads to people that don’t relate to who they are or what they think is a good way to fail a campaign at that moment. You’re not going to try to sell beach hiking boots, are you? The goal is to take in all available data on consumer demographics, lifestyle, and attitude, explicitly to adapt the creative you’re showing someone to who they are and what they’re thinking / feeling at that moment.

Showing the same creatives throughout all devices.

Two issues here: if you show people the same ad on each phone, they will almost certainly get burned out and maybe establish a negative association with your product.

Showing the same ad across all devices of a person means the plan doesn’t take into account when someone is on a phone.

The software of today is capable of targeting people, not just phones. An successful digital media campaign should target creative people at that particular moment to communicate a specific message personalized to them.

Asking people to do the wrong action.

A common mistake made in digital media campaigns is to ask people to take an action they are not willing to take. It is probably not a good idea to ask any person to sign up immediately when offering a life insurance policy. A more effective strategy would include segmenting people into different groups and asking them to take various actions based on their current thought. Every party may need to be asked to read an article about the value of parents ‘ life insurance. It might be possible to ask another team to arrange a phone call with an official. You are setting up your strategies for success by tailoring your application to your target audience and their attitude.

The landing page that does not convert.

You can run the best creative ad for the most relevant people, but if you send people to a landing page man, your campaign will fail. Looking at the results of your campaign will tell you whether the issue is the landing page. Diving further into the analysis will tell you if your message does not suit the attitude of the customer, the call for action is off, you provide a poor user experience, or any number of other issues. It’s just a matter of fixing the problem from there!

BONUS: The expectations are incorrect.

Every effective marketing campaign starts with setting goals and KPIs correctly, including digital media. A mattress store advertising a holiday sale will have aims that are unique from a non-profit group circulating a petition. If your goals are set right, you intend to succeed.