Where should I invest on digital media advertising?
This can be one of the biggest question that every marketer who does digital media advertising faces. (Or else this can be the least worried question :P) Also you would probably have heard this quote “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half” by John Wanamaker. In comparison with traditional media, currently digital media advertising is quite cheap and sometimes you do not worry about where you spend on it. But now it is high time for you to worry since over 20% of the population is now on internet which is quite a segment that you cannot simply ignore plus it is becoming an expensive medium.
Let’s see where we can invest money on digital media advertising if you are about to launch a campaign targeting Sri Lanka. Following are the most popular choices that you have right now.
- PPC/ Search Ads
- Display Ads
- Video Ads
- Social Advertising
- Email Marketing
- Mobile Ads
- Content Marketing/ Native Advertising
Ok. Let’s talk about the things that you already know. Boom! Here are those:
- Direct placements – Display Ads/ direct buying
- Facebook Advertising – Display Ads/ Remarketing/ Video Ads/ Social Advertising
- Google AdWords – Search Ads/Display Ads/ Remarketing/ Video Ads
- Email marketing
- LinkedIn advertising – Display Ads/ Social Advertising
- Twitter advertising – Social Advertising
But where exactly should I advertise? Where do you think my audience is?
It’s not that complicated on digital unlike traditional media. To start, let’s take an example like an event that you want to promote. This is the brief that you have got for this event:
Event: Robin Sharma in Sri Lanka
Target Audience: Executives, Managers, Directors and CXOs between the age of 25 – 55 years
Target Location: Colombo
Objective: Increasing the sale of tickets
Let’s have a look at the main 3 steps that you have to consider in running a successful digital media advertising campaign.
Step 01: Find where your audience is?
You can easily find your target audience on Facebook and local sites like Daily FT, Daily Mirror, Hiru News, Ada Derana and also on the social network for professionals; LinkedIn. Same time, you can reach the particular audience through Google Display Network and also on YouTube.
On Facebook, you can exactly target them by the options like age, location and interest based targeting. Below is an example of targeting the above mentioned audience.
LinkedIn advertising also has the same targeting options like age, location and furthermore you can target the exact audience by their job role, education and company type as well.
Google Display Network and YouTube targeting is not that rich in Sri Lanka compared to Facebook and LinkedIn. You can basically target your audience by demographics, keywords, Topics and interests on Google Display Network and YouTube.
Step 02: What are the best mediums?
- Image: An eye catching image which has a lesser amount of text
- Video: A short and interesting video clip (Not a typical TV commercial production)
- Landing page: With content related to the event and this can be the place where people can buy tickets online
Step 03: How to get the best results?
You need to develop a proper digital media advertising plan with a timeline by considering the digital advertising options available. Depending on the budget, you have to decide where you will invest your money. Basically you have to put more money where there is more of your audience. Facebook advertising is considerably cheap when compared with the cost per click on LinkedIn advertising, Google AdWords and direct placement buying. But you have to closely optimize the Google, Facebook and LinkedIn advertising campaigns to get the best results out of those.
Soon I will write another blog post on a different example for you to get a better idea.