Marketo-DG2DA

PART I: WHAT IS DIGITAL ADVERTISING AND WHY IS IT IMPORTANT?
WHY IS DIGITAL ADVERTISING IMPORTANT?
Digital advertising creates powerful opportunities to tell brand stories at scale and in context.
Through ads on various devices and channels, marketers can reach larger audiences in a way that is
real-time and increasingly personal.
Three Reasons for a
Digital Focus
There are three reasons why digital
advertising is critical in today’s
multi-channel, multi-device
buyer landscape:
1. Your Buyers Are Constantly
on Digital Channels
Your buyers spend a lot of time
online. Gone are the days when
newspapers and magazines
dominated your buyer’s attention.
We are firmly entrenched in the
digital era. In fact, a recent study
by Media Dynamics states that
since 1985 a typical adult’s digital
media consumption has grown
40% to 9.8 hours per day in 2014.
A similar 2014 study by Nielsen
found that the average American
spends an astonishing 11 hours
per day with electronic media
– which was defined as TV, radio,
internet, smartphone, gaming
and other multi-media devices.
With your buyers constantly
switching channels and devices,
how can you reach them?
Digital advertising is a fantastic
way for your brand to live
across channels.
2. Marketers Have Greater
Targeting Capabilities
When you put an advertisement
in a magazine you have very little
control, if any, over who sees
and interacts with it. With today’s
advancements in digital
advertising, marketers can now
target the exact audience that’s
mostly likely to purchase your
product. By combining the
power of marketing automation
and an advertising network or
platform, you can avoid sending
messages to people who aren’t
a great fit for your product or
service. Targeting your ads on
digital media isn’t only limited to
the demographic or
firmographic characteristics of
your audience. You can also
deliver messages that are
uniquely created to resonate
with your audience as
individuals, based on who they
are and what they do.
3. The Availability of
Customer Intent Data Enables
Personalization and Seamless
Conversation
With today’s powerful marketing
and advertising tools, there is so
much data available about your
customers. By leveraging the
latest and greatest tools, like
Marketo’s Ad Bridge, you can
leverage customer profile and
intent data from many different
channels to have one seamless
view of the customer. You can
personalize your ads based on
who the individual is from her
behavior, her demographics,
where she is in the buying cycle,
her level of engagement with
your brand, and the content or
offers she has viewed. With this
advanced personalization, you
can have more relevant
conversations with buyers across
all channels—which is truly the
holy grail for marketers!