Branding Can Get a Boost With These Best Practices in Digital Marketing


Digital advertising has given a boost to the online branding efforts, but you should know how to maximize performance and boost the return on investment (ROI). It is now possible to track online the performance of digital advertisements, which are integral to digital marketing and based on the observations you can make suitable changes to make it perform better. Making changes to the ongoing campaign on real-time basis gives faster results. The cost for making the changes are also low because you neither have to reshoot the commercial to incorporate the changes nor is it necessary to recreate and republish an entirely new print advertisement. You can make instant changes to the ad and make required adjustments to match with a different media channel.

Although digital advertising campaigns for branding might sound easy, during implementation, you have to adhere to the best practices for the right results. Below you will find some guidelines and the steps to follow for its proper application.

Designated landing pages

Since you want users to spend more time on the website, you have to drive them to the relevant page that contains the content related to the advertisement. Although it might appear to an innocuous step, it is highly effective in offering better user experience as users would spend more time on the site and improves the prospects of conversion.  Create the link between the advertisement and the related landing page so that users can view the content that enhances their knowledge and understanding of the brand and the product or services. It would be like rewarding customers with more information once they have shown their interest in the advertisement. Avoid committing the mistake of directing users to the homepage instead of the designated landing page that can prove too costly.

Messaging must be compelling

Messaging in digital advertising can be quite challenging for two reasons. Firstly, you have a short timeline for capturing the attention of the audience that has very little patience. You get just a few seconds to communicate the message and drive home the point. Secondly, the space allotted for messaging or copy area is often quite restricted, and it would be wrong to expect anything too large. Knowing that messaging is critical in digital marketing because it creates the primary line of communication with the customer, you have to be on the target with the message that should be not only compelling but also short and snappy.

To make the customers respond positively to the advertisement in the short time span, the experts at Digital Agency in Miami suggest that you create a sharp and crisp message that evokes emotion or encourages clicking the advertisement. Capture the value proposition in the message, highlight the core values and explain the user's incentive.

Unmistakable call to action (CTA)

The Call to Action or CTA is vital in provoking users to take action on the website. Make sure that the CTA prominently displays that looks inviting. If you analyze the successful digital advertising campaigns, you will discover that behind every successful campaign there is an emphatic clear and compelling CTA. The CTA button tells the user about the next step they should take and takes them to the website from the advertisement thereby driving them closer to conversion. The language of the CTA must be relevant to the brand, avoid using generic terms so that users understand it clearly without any confusion, and know what they are doing. Also, the link from the CTA must lead users to the page that is relevant to the advertisement, as anything else would affect the possibilities of conversion.

Poignant images

How the advertisement appears on the screen and the way it displays in the digital space is very important. Digital advertisements usually appear alongside other content that users would often consume in course of viewing the content. Using high-quality images is the norm for digital advertising so that it conveys the underlying message very quickly. For capturing the user's attention, you have to use visually appealing and captivating imagery that impresses users and sends across the message conveniently. Images tell the story behind the brand and help in building user expectation about what is on offer.

Continuous monitoring

For any digital advertising and marketing campaign, it is a persistent need to identify the areas to focus on and the areas that need improvement. For doing it, you have to monitor the campaign performance continuously to determine factors that influence the campaigns. From image selection to language choice and from the audience segment to the time of the day, the obvious and arbitrary factors can play a critical role in the success of the campaign.

Digital advertising brings the brand in front of the public glare in the most efficient manner that gives a big boost to the marketing efforts.

Author bio: Eugene Macpherson is a market analyst and journalist who has close links to a Digital Agency in Miami. He has seen the advent and evolution of digital marketing. He takes a particular interest in writing on varied topics. Eugene loves driving and goes for long drives on holidays and weekends.

Guest PostsLogan Lenz