Page 72 - PR Communication Age January-June2020

Create Your Digital Advertising

Strategies

What is a digital advertis- Advertising research Besides, you can check the volume of
mentions on social media platforms,
ing strategy Advertising research aims at improving
your marketing strategies and your news coverage, sentiment, reach, en-
A digital advertising strategy is a plan gagement, purchase intent and etcet-
digital marketing campaigns. But,
that somehow helps you to achieve era.
when should you carry out advertising
your goals, whatever they are. For
research? Well, at least before and
example, attract more qualified leads.
after each marketing campaign. Advertising design re-
This can only be done by means of thor-
oughly choosing the right online chan- search
nels for your brand. On top of that, it would be wise to do Advertising design requires some mar-
some research once you've launched a
ket research so that you can better
campaign. Just to check if it is going in
Normally, you will need to use more understand the behavior of potential
than one channel, including paid, the right direction and having the de- customers. Once you've defined your
sired effect.
earned and owned media. Though, in buyer personas, you will be ready to
the majority of cases, all of them are generate a creative design.
Before you start an advertising cam-
used to support the same advertising
campaign. It is with several campaigns paign, you will need to try to under- Even though, you probably won't have
stand your audience. Think about your
that you can reach your goals and ful- a lot of concise information during the
customers and prospects and their
fill your strategy. creative phase of your ad, it's manda-
needs. This way, you'll be able to tar- tory you do some research. I mean,
But, what do you need to include in a get several audience segments within you should A/B test with different ideas
digital advertising strategy? To begin the same campaign. before deciding on the final work.
with, you will need to define your
You can collect data through surveys,
buyer personas. Then, you'll have to However, you must be very careful
customer reviews, Google Analytics,
establish your goals and think of the with deadlines and the budget. That's
keyword research, blog comments,
tools and resources you need to why research during the designing
achieve them. social media and more. phase is so critical. That's to say, if for
whatever reason, you don't finish some
Besides, you should also analyze your Once the campaign is over, it's key to of the ad phases on time, this would
marketing campaigns (owned, earned analyze its effectiveness. You should affect the others.
and paid media). And then, come up pay attention to your website
with a plan. Do not forget to review analytics and check where traffic came Likewise, if you spend too much in the
and optimize your plan as needed. from for instance. design of an idea, this would be in det-

"When you give someone a piece of your mind you forget to give them a piece of your heart."

72 PR COMMUNICATION AGE January - June 2020