Marketo-DG2DA

PART I: WHAT IS DIGITAL ADVERTISING AND WHY IS IT IMPORTANT?
WHY IS DIGITAL ADVERTISING IMPORTANT?
Today’s Noisy
Buyer Landscape
Of course, where the people go, so
go the marketers. Marketers have
found ways to advertise and insert
their messages into as many digital
channels as possible. All of this leads
to an onslaught of ads targeting
consumers on digital media.
In fact, according to the Media
Dynamics Study, the average adult is
exposed to 5,000+ brands and their
advertisements throughout the day.
How many of these are ads? 362.
And how many of these ads
actually make an impression? 12.
Clearly it is challenging to grab a
buyer’s attention.
In today’s noisy, hyperactive world,
your audience can’t give a ton of
attention to any one brand in
particular. In fact, the abundance of
information that’s out there equals
attention scarcity and a greater
demand for relevance—so how can
your brand break through all of that
noise and be one of the 12 ads that
actually makes an impression on
your audience?
The more relevant, interesting,
creative, and non-intrusive your ads
are, the more likely they will be seen
and engaged with by your coveted
audience. Through effective digital
advertising you can listen to your
audience’s behavior and respond
with relevant content.
As you consider the journey that
your customer takes, digital
advertising is an integral part of that
journey—so it’s important to include
a variety of digital advertising tactics
in your overall marketing strategy.
Relevant digital ads help nurture
your buyers until they become
customers—enabling you to
continue a one-on-one
conversation on all channels.
But, digital advertising evolves
quickly, and as a marketer, you have
to keep up. The ubiquity of online
interactions in today’s modern
culture demonstrates why digital
advertising has become, and will
continue to be, indispensable to
marketers. Marketing through these
ad channels is key to unlocking the
potential of a huge, expanding, and
captive audience.