Digital advertising offers many channels and ways to get your message in front of your target audience. While it might be tempting to jump from platform to platform in order to improve results, great results are built over time. Consistency in digital marketing is key to building momentum and increasing results.
Why Should You Create Consistency in Digital Marketing?
Consumers encounter thousands of ads every single day. If a consumer sees your ad only once, the odds of them remembering it are slim and even smaller for them to take action on it. Research over the years has shown that it takes multiple touches before a person is willing to make a purchase. Consumers like to buy from brands and companies they know. When you create a consistent digital presence, people are able to easily recognize your brand and are more likely to pay attention to your offer.
ECommerce is a massive industry with many great, trustworthy companies. Unfortunately, there are also companies who scam consumers, so people can be hesitant to buy from unknown brands. If you advertise over a short period of time and disappear from a platform, not only will it be hard for people to remember you, but it also makes your brand seem unreliable. As consumers encounter your brand and offer across multiple channels and over time, you are able to establish trust with your audience.
Top of Mind
While you might be targeting the right candidates, the timing may be off. By creating a consistent digital presence, you are keeping your company in front of the right people. When they have a need or are ready to make a purchase, your company will be at the top of their list. If you are inconsistent in your advertising efforts, it will be harder for them to recall your brand.
How to Create Consistency in Digital Marketing?
Use Multiple Channels
Omnichannel marketing uses multiple channels like display, paid search, social ads, email, connected TV, and traditional marketing channels to deliver the same message and offer. Instead of working individually, each channel builds momentum for the same campaign. This type of approach has been proven to be the most effective form of marketing. Not only does it build trust and brand recognition, but it is also a great way to stay in front of your audience throughout their buyer’s journey.
Commit to a Timeframe
A huge benefit of digital advertising is it’s easily changed. You can react to what is happening and make adjustments. Because campaigns can be setup and taken down quickly, marketers sometimes make the mistake of changing channels and strategies too frequently. Like any form of advertising, you need to give it time to work.
If you constantly make big changes, you will lose the momentum your digital advertising efforts have already created on that channel. You will also have skewed data results because you weren’t able to establish a normal reading. We recommend trying your digital strategy execution for 3-6 months. This gives you time to establish your brand on a platform and stay in front of your best prospects.
Watch Numbers & Adjust
Committing to a longer time frame does not mean you can’t make any changes. It just means you can’t expect incredible results right out of the gate, so don’t change without reason. Watch your results throughout the campaign. If more people are responding to your social ads than your display ads, you might want to shift more of your budget to social. If no one is responding to your social ads, review the ad. Does the ad give the viewer all of the information they need? Is the message clear? Is the CTA easily understood? If the ad seems strong, then it might be the wrong channel for your audience.
Marketing and reaching your target audience is an ever-evolving process, and making adjustments to your campaign is normal. You should be paying attention to the numbers and analyzing what they mean. Did your numberS spike because of a TV ad? Did your numbers drop because of a national holiday? Perhaps the interest rates went up and affected buying behavior. Analyze the data collected and use it to inform your decisions. If your KPIs are pointing towards making a change, then adjust your strategy, but avoid making big changes without reasons or looking at the context of the data.
Digital advertising is an incredible way to reach your target audience and can add big lifts to your other advertising efforts. If you’re ready to create consistency in digital marketing, our team is here to help you. We can help you identify the best prospects for your offer and target those same individuals digitally. Reach out to our team and let’s get started!