Digital Marketing is a subset of marketing. And the things we know to be true about marketing apply to digital marketing. They are not separate. Digital marketing is just a new avenue/vehicle to promote your product/service and right now where the biggest audience is for most businesses.
Digital Marketing can be used for brand building and engagement as well as for direct (or emotional) response.
Brand is more important for major enterprises such as Coca Cola, Pepsi, ANZ, Westpac, Commonwealth Bank, and the like. Enterprises with deep pockets who aren’t looking for an immediate return on their investment and who play a long game to send any potential competitors broke before they can get a foothold in the marketplace.
Direct/Emotional Response is suitable for most micro, small and medium business, especially those in service based industries like; podiatry, pest control, air conditioning, family law, building and swimming pool construction who want to target consumers who are in market and looking to make a purchase in the immediate future.
It’s all about return on investment. How much are you willing to spend to gain a new customer? And if you don’t yet know the answer to that question, give your Accountant a call and book a time to have a chat and learn about the business numbers you need to pay attention to.
The two obvious players (brands) available to every business owner with any marketing budget are Facebook and Google. For some reason unfathomable to me, there is a percentage of the population who think that Facebook is cheaper and easier. Facebook has way less users, require complex funnels to be setup and is about the long game.
Most Australian business owners are looking for an immediate result; weeks not years. With Google Ads, provided people want what you are selling and are prepared to pay your asking price, your campaign can be set up one day and relevant, targeted traffic will be visiting your website the next. And provided you have Google Analytics installed and integrated correctly you can build a database of those visitors and Remarket to them.
Google and Facebook
More people use Google than Facebook and most people aren’t using Facebook when they want to make a purchase, hence the need for complex funnels.
Now what if you are targeting people who don’t know they want what you are selling yet? Google wins again with targeted placements.
With Google Ads you can target by demographic and geographic information as well as by interests. You can place ads inexpensively in newspapers like The Courier Mail, The Sydney Morning Herald, The Age etc. You can place them in publications and on sites related to fitness, cooking, beauty, home improvement, dirt bikes, travel in fact almost any category you can think of. You can even have them inserted into relevant videos on YouTube by carefully defining your audience.
With Google Ads you can attract new customers searching for your services and potential customers who have a need but didn’t know you could help them.
Now Google are very willing to take your money and I’ve heard lots of people say ‘Google Ads’ don’t work. Google Ads work, you just need people who know how to optimise the platform to work for your business not for Google. It comes back to good Marketing.
For a confidential chat about increasing the return on your marketing spend contact Mediaglue today: 1300 884 757
Two things to remember:
- With Facebook you can only advertise on Facebook and it’s a closed audience.
- You need an engaging and speedy website, one that loads in 3 seconds or less.