Marketo-DG2DA
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PART II: DIGITAL AD STRATEGY<br />
DEFINING YOUR ADVERTISING GOALS<br />
Goal 3:<br />
Customer Loyalty,<br />
Cross-Sell, and Upsell<br />
Your nurturing shouldn’t stop once<br />
someone becomes a customer.<br />
You can use nurturing in digital<br />
advertising to maintain<br />
relationships and create loyalty<br />
with someone who has already<br />
become a customer.<br />
Using the same technologies<br />
mentioned previously, you can<br />
nurture current customers based<br />
on their behaviors to increase their<br />
likelihood of making a repeat<br />
purchase. You can also work to<br />
increase customer loyalty<br />
over time.<br />
Don’t forget that even with digital<br />
advertising, you must think about<br />
the entire lifecycle of a customer—<br />
from acquisition, to purchase,<br />
to advocacy.<br />
Goal 4:<br />
Branding<br />
Your brand is what makes you<br />
unique. Your brand is often<br />
comprised of product<br />
differentiators, messaging, and a<br />
distinct look and feel. Because<br />
digital ads are ubiquitous across<br />
the web, they can make or break<br />
your brand identity.<br />
According to Marketing Land,<br />
more and more companies are<br />
investing in digital advertising for<br />
the sake of building brand<br />
awareness with a vast audience–<br />
with large conglomerates like<br />
Unilever and Procter & Gamble<br />
allocating a whopping one-third<br />
of their advertising budgets to<br />
digital efforts.<br />
Digital advertising is a worthy<br />
component of your branding<br />
strategy. It garners a new desire and<br />
demand for your product or service<br />
and catapults customer engagement<br />
and loyalty to a whole new level—<br />
surpassing traditional media.
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