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INTRODUCTION<br />
WHY SHOULD I READ THE DEFINITIVE<br />
GUIDE TO DIGITAL ADVERTISING?<br />
It doesn’t matter who you are marketing to—businesses or consumers—today’s buyers are interacting<br />
with your brand across multiple channels and devices. Plus, they have more expectations than any<br />
other buyer generation in history. Modern buyers want personalized, one-on-one conversations with<br />
brands at the right place and at the right time.<br />
Your buyer expects a conversation to<br />
take place seamlessly from your<br />
website, to her cellphone, on social<br />
media, and on all of the other<br />
websites that she visits in any given<br />
day, week, or month. Your buyer<br />
expects a continuous experience.<br />
While this is certainly a challenge for<br />
marketers and advertisers, new ad<br />
technology and innovations<br />
continue to advance at break-neck<br />
speeds. New ad technology<br />
platforms, types of ads, methods of<br />
tracking, dynamic ad content, and<br />
advances such as the Internet of<br />
Things, now provide endless<br />
opportunities for marketers and<br />
advertisers to engage in a crosschannel<br />
way. But, all of these new<br />
engagement opportunities can be<br />
confusing! And executed poorly,<br />
they can lead to low engagement<br />
and irritated buyers.<br />
The goal of our Definitive Guide to<br />
Digital Advertising is to provide a<br />
thorough overview of the digital<br />
advertising landscape and help you<br />
create a framework for engaging<br />
your audience within these<br />
channels as part of a seamless<br />
conversation. There is a lot of noise<br />
generated about digital channels<br />
and we want to help you navigate!<br />
This guide was created for all<br />
marketers who use, or are considering<br />
using, advertising in their campaigns<br />
(which should be all of you!). The<br />
guide provides answers to these<br />
critical questions:<br />
• What is digital advertising?<br />
• How should you create your digital ad strategy?<br />
• Which different types of ads do you have at your disposal?<br />
• Which pricing structure can you expect?<br />
• How do you target your digital ads?<br />
• How do you design your digital ads?<br />
• Which type of ad technology is available?<br />
• How do you test and measure your ads?<br />
LET’S GET STARTED!<br />
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