Digital Advertisement Campaigns are a great boost for small scale industries. It has enabled business owners to reach a great customer base. The customer base was already there but it required a big marketing budget to reach that. In addition to it there were big players bidding and fighting for the same offline space. Things have changed over time. The world has got more connected. The market has got bigger. But again, more opportunity brings more business and hence bigger competition. We must understand the dynamics well to beat our competitors.
Whenever we think of running an online advertisement campaign either on a search engine like Google or Bing or any social media channel like Facebook, Instagram, Twitter, LinkedIn etc, that must fall into one of these categories. There must be an objective of the campaign with a clear Call to Action for customers.
Different types of digital advertisement campaigns:
Broadly speaking, the digital advertisement campaigns fall under these 3 major categories:
Lead Generation Campaigns
The campaigns which are run with a goal to generate leads fall under this category. There can be different lead generation campaigns like:
PPC – Advertisers pay for each click and then take the visitors to a landing page.
Lead generation forms – A form pops up when potential customer clicks on the ad. The customer enters his or her details and then qualify as a qualified lead.
Call only ad – This is offered by Google. Clicking on such ads directly connects a call to the advertiser.
The goal of this campaign is to cross sell or up sell. Monetisation campaigns aim to sell more and more to those who already trust or have benefited from the business. The reward point system fall under this category.
Because it is all related to digital campaigns and the digital media cannot be one way. The main purpose is to listen to what customers are talking about the brand. Through this campaign the advertisers can aim to push the customers to speak how they like a brand. This also works like a “digital – word of mouth” where people trust what is said by someone they know.
Can you Depend on Organic reach for Marketing on Social Media?
There was a time when the number of likes or followers on Facebook and Instagram was equal to the reach that a post would get. But Facebook changed the algorithm as the number of users on these platforms grew. Nowadays the organic post won’t reach more than 5% of total total page audience unless the post gets viral.
Past, Present and Future
If we look back at scenarios in 2015 then running a Facebook campaign to get likes on the business page was enough to create the audience for our product or service. Once we had the number, we could go out and post our product or service and reach out to our audience. But things have changed so much that now we must get the likes first and then promote the product as well.
The days of organic reach are over. We must understand that promotion is the only way to get the attention of our customers. The total number of monthly active users across all social media is now more than 3 Billion worldwide. It means that these platforms offer a great market size but they cannot be accessed without promotion. After all, it’s marketing and marketing cannot be done for free.
Number is Power
In my opinion, Facebook and other social media must answer what is the use of getting likes on the page if we still have to promote our post. As it is said “Might is Right”, so we cannot question until they have control over creating the rules of the game. We must also understand that they are also into business and not into social service. So they will also do everything to get maximum return on their investment. Mark Zuckerberg has invested 16 years of his life with billions of dollars and so now it’s his turn to reap the profit.
Strategy and Optimization
We must use the platforms cautiously with a full proof strategy to get maximum ROI from these platforms. So just pushing the post as Social Media pushes us to do every time isn’t enough. An expert with marketing strategies on social media would be able to guide better on how a business can get the best ROI.
Many times we have heard the client say that running campaigns online is not rocket science. Maybe they are true if they look at just pushing the post. But when it comes to strategy and optimization then obviously it requires expert knowledge. And as it is popularly said, “You can do anything, but not everything”.