Marketo-DG2DA
Create successful ePaper yourself
Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.
PART I: WHAT IS DIGITAL ADVERTISING AND WHY IS IT IMPORTANT?<br />
WHY IS DIGITAL ADVERTISING IMPORTANT?<br />
Digital advertising creates powerful opportunities to tell brand stories at scale and in context.<br />
Through ads on various devices and channels, marketers can reach larger audiences in a way that is<br />
real-time and increasingly personal.<br />
Three Reasons for a<br />
Digital Focus<br />
There are three reasons why digital<br />
advertising is critical in today’s<br />
multi-channel, multi-device<br />
buyer landscape:<br />
1. Your Buyers Are Constantly<br />
on Digital Channels<br />
Your buyers spend a lot of time<br />
online. Gone are the days when<br />
newspapers and magazines<br />
dominated your buyer’s attention.<br />
We are firmly entrenched in the<br />
digital era. In fact, a recent study<br />
by Media Dynamics states that<br />
since 1985 a typical adult’s digital<br />
media consumption has grown<br />
40% to 9.8 hours per day in 2014.<br />
A similar 2014 study by Nielsen<br />
found that the average American<br />
spends an astonishing 11 hours<br />
per day with electronic media<br />
– which was defined as TV, radio,<br />
internet, smartphone, gaming<br />
and other multi-media devices.<br />
With your buyers constantly<br />
switching channels and devices,<br />
how can you reach them?<br />
Digital advertising is a fantastic<br />
way for your brand to live<br />
across channels.<br />
2. Marketers Have Greater<br />
Targeting Capabilities<br />
When you put an advertisement<br />
in a magazine you have very little<br />
control, if any, over who sees<br />
and interacts with it. With today’s<br />
advancements in digital<br />
advertising, marketers can now<br />
target the exact audience that’s<br />
mostly likely to purchase your<br />
product. By combining the<br />
power of marketing automation<br />
and an advertising network or<br />
platform, you can avoid sending<br />
messages to people who aren’t<br />
a great fit for your product or<br />
service. Targeting your ads on<br />
digital media isn’t only limited to<br />
the demographic or<br />
firmographic characteristics of<br />
your audience. You can also<br />
deliver messages that are<br />
uniquely created to resonate<br />
with your audience as<br />
individuals, based on who they<br />
are and what they do.<br />
3. The Availability of<br />
Customer Intent Data Enables<br />
Personalization and Seamless<br />
Conversation<br />
With today’s powerful marketing<br />
and advertising tools, there is so<br />
much data available about your<br />
customers. By leveraging the<br />
latest and greatest tools, like<br />
<strong>Marketo</strong>’s Ad Bridge, you can<br />
leverage customer profile and<br />
intent data from many different<br />
channels to have one seamless<br />
view of the customer. You can<br />
personalize your ads based on<br />
who the individual is from her<br />
behavior, her demographics,<br />
where she is in the buying cycle,<br />
her level of engagement with<br />
your brand, and the content or<br />
offers she has viewed. With this<br />
advanced personalization, you<br />
can have more relevant<br />
conversations with buyers across<br />
all channels—which is truly the<br />
holy grail for marketers!