BY SUSAN WILLIAMS
Director, Digital Marketing

Setting it apart from any other marketing medium, online advertising, also known as digital marketing, has revolutionized how campaign content can be managed to optimize the message and its reach. One major advantage with online media, as opposed to what are considered to be more traditional channels, is that the technology supporting Web sites and banner ad placement allows “on-the-fly” creative change.

With “quick and cost-effective” a common mantra among clients, the ability to adjust advertising content within minutes ensures that the images and copy communicate the intended message with timely relevance and impact. Additionally, the reporting metrics are almost immediate and provide data that guide ad placement and geo-targeting refinements.  We now have the capability in viewing user statistics, such as ad click-thru rates (CTRs), to gauge in a short timeframe a campaign’s direct effect on consumer behavior. Using that knowledge, we can narrow the gap dramatically between the marketing message and the desired consumer action, be it purchase or persuasion.  The ultimate goal is to connect with consumers, and having the ability to more accurately target advertising drives higher rates of awareness, brand association and message recall. The most savvy companies and managers recognize this power as a tremendous marketing advantage and have shifted their budgets significantly, mobilizing to fulfill their interactive online media strategies.