4 Things to Consider When Planning Digital Marketing Campaigns
From digital streaming to blogs and social media, you have a variety of online advertising mediums at your fingertips. Still, when planning a marketing campaign for big sponsored contests and promotions, there are a few things to keep in mind that can hone your strategy and improve your results.
#1 Reach and Frequency
When it comes to audio, video, and display ads, consider your reach and frequency. It’s important to determine in advance how often your ad should run per listener or viewer session (for example, once every 30 minutes or once every 60 minutes). Limiting plays within the same session isn’t necessarily a bad thing, as it decreases the potential for audience fatigue and keeps content within that time-frame feeling fresh while still exposing them to your sponsor or advertiser’s brand. Boost reach by scheduling these ads across various sessions and mediums such as your online streaming, website, and social networks.
#2 Be Creative
One of the many benefits of digital advertising is the ability to easily swap out creative assets. Consider creating multiple versions of your ads that you can test and then refine your campaign based on initial results. Remember to provide a call to action that is relevant to your digital audio audience, and is optimized for your various mediums (“Click this banner to learn more!” on a display ad or “Visit our website for more details!” in an audio spot, etc.)
#3 Take a Targeted Approach
Say goodbye to wasted impressions! Take advantage of targeting capabilities in your digital programming by tailoring your message to a specific geographic location, age group, gender, device, format, genre, or playlist to ensure that it’s getting delivered exclusively to your desired audience segment.
#4 The Importance of Tracking
Measure your success and learn how to improve future campaigns by tracking ad performance. Use social media insights to review ad performance on sites like Facebook, Twitter, and Instagram. With digital audio, leverage trackers for increased accountability. If your audio has a display component, consider using third party banners with trackers to tap into detailed reporting.
For more tips on refining your digital and streaming marketing efforts, check out this post on ways to improve your content strategy.