“If you can’t measure it, you can’t manage it.”
– Peter Drucker
Digital Advertising Services by Picos.
Effective marketing involves reaching the right audience, at the right time, on the right platform. Digital advertising encompasses all aspects of this process, using free and paid channels to connect with customers where they spend the majority of their time: online. Our experts use data, metrics and strategic networking to increase brand awareness, drive traffic and generate leads.
Digital marketing campaigns run on social networking platforms, search engines and email direct marketing (EDM) programs. Without the additional expenses associated with print and distribution, advertising in the digital domain allows marketers to focus their efforts and resources on active buyers, at a fraction of the cost. With proven conversion rates and data accuracy, marketing campaigns are guaranteed engagement and optimised efficiency.
The online marketplace is expected to gain the better half of the global advertising budget in 2020, in comparison to traditional media (CNBC, 2019). There, advertisers market promotional material at refined target audiences that actively engage with digital campaigns. Categorised into subgroups according to their unique characteristics, locations and purchase intentions, these people receive marketed content because they browse, purchase or enlist services through the internet – and aren’t being spammed indiscriminately. They are more likely to click on links, scroll through websites, create accounts, subscribe to newsletters, follow social media profiles and purchase products than passive audiences. Unlike newspaper readers, for example, that skim over ads that have no relevance to them, these online users belong to a class of quality leads.
Once you predict online purchasing behaviour, you can effectively map out the customer journey, making their experience the focus of your marketing campaigns. This customer-centric approach is vital to growing your business with supportive online communities that generate exposure and sustain a positive brand image. Digital advertisers work to build this network of brand ambassadors just as much as they work to convert sales.
Through influencer marketing, your customers act as brand ambassadors that tell your story for you, promoting your company to their followers. Normally based on collaborative or contracted agreements, these ‘high-profile’ accounts can guarantee engagement and exposure by simply using your product, posting a photo at your store or prompting discussion about you. Influencer marketing takes a more ‘organic’ approach than direct advertising, as accessible online figures engage with potential customers, grow your client base and achieve positive word-of-mouth exposure.
By encouraging existing clients and new website visitors to subscribe to company newsletters, you can establish another direct point of contact with an audience of quality leads. Email direct marketing (EDM) campaigns provide a wealth of opportunities for engagement, feedback and brand exposure. With original and creative topics, you can increase customer loyalty and position your brand as an authoritative voice with industry-related insight into trends and current affairs.
At Picos, we curate digital advertising proposals tailored to your brand identity, target audience and business goals in the online marketplace. With a clear online strategy, we manage influencer marketing, nurture online communities, create engaging content, develop EDM campaigns and ground our work on accurate, measurable data.