When you consider marketing automation, it's easy to think about how far the world of marketing has evolved over the last century. We could even go back 1,000 years if we wanted but we're going to focus on the last 100 years since it encompasses the advent of radios, television, computers and Artificial Intelligence/Machine Learning.
Is Digital Advertising Necessary?
Marketing a business in the 24th century requires you to know two important concepts: digital advertising and SEO. Both of these topics are a necessary part of any digital marketing strategy. What is digital advertising, you ask? Digital advertising is using the internet to deliver your advertising message. Do you really need digital advertising to market your business? The short answer is...Absolutely. The real beauty of digital advertising lies in the precision targeting of your key demographics. Think of it like this, when you pay to have an ad aired during a commercial break of a popular television show, there is a high likelihood that your product won’t be relevant to everyone watching that show. Digital advertising eliminates this inefficiency since it allows for advertising to target specific types of people. It’s able to do this because when you’re surfing the web, you’re leaving breadcrumbs everywhere you go that everyone can see. Those breadcrumbs, called cookies, tell your story via what sites you’ve visited, keywords you’ve searched for, and even your location. Then, with a high degree of accuracy, marketing automation is able to display ads to you that are tailored to your interests.
Most companies don’t have to venture very far into the e-commerce world before they come face-to-face with data overload. It’s a slow progression deeper and deeper into rabbit holes of data. For every question you manage to answer, you create ten more in the process. With so many pieces of data to gather, where do you even begin? This is where marketing metrics come in. If you are new to the game, a good place to start is looking at your overall business goals, and breaking them down into manageable metrics.
- ABOVE THE FOLD – This is the most important part of every webpage because it is the part of the page you see immediately when it is loaded without having to scroll down or over. The content visible will vary depending on the device and screen size being used to view the page (i.e. mobile, tablet, desktop monitor) so always make sure to test new landing pages for all potential scenarios.