When organizations seeking competitive advantage in marketing strategy look to both traditional and online marketing approaches. The fact is that the best marketing campaigns now prioritize digital advertising. Offering more return on investment (ROI) on each marketing dollar spent, online advertising is not only more affordable, it is easier to reposition if part of the campaign does not perform to projections.
Still, there persists a knowledge gap in relation to the benefits of digital marketing say industry sources like AdWeek. Small to medium-sized businesses expend more on traditional advertising vehicles, yet to a lesser effect than social marketing methods which reaches consumers targets directly. Channel marketing campaigns also have the potential to derive sustained value through social media network user share formats. Continuous tracking of ad and website traffic with ad platform analytics means that companies can refer to metrics on digital advertising response.
Social marketing also affords consumer feedback engagement. Optimization of marketing campaigns with social media platforms encourages customer equity in performance models. Incorporation of customer commentary as qualitative data helps to explain those values which are not quantifiable such as SEO (search engine optimization) ‘clicks’. If an ad does not perform to expectations, it is easy to change content or placement so that collateral maximizes marketing ROI without the hassle and cost of launching an entirely new strategy.
Online Marketing Strategies (2012) looks at the benefits of digital advertising. Interviews with digital marketing experts show viewers trends in online advertising such as PPC (pay-per-click) ads designed for on-demand conversion of customers to POS (point-of-sale) at a fraction of the cost of normal SEO.