Digital Marketing Guide

Market researchers need to understand how the Omni channel affects consumer's behaviour, although when advertisements are on a consumer's device this does not get measured. Significant aspects to cross platform measurement involves de duplication and understanding that you have reached an incremental level with another platform, rather than delivering more impressions against people that have previously been reached Whiteside, 2016. An example is ‘ESPN and comScore partnered on Project Blueprint discovering the sports broadcaster achieved a 21% increase in unduplicated daily reach thanks to digital advertising’ Whiteside, 2016. Television and radio industries are the electronic media, which competes with digital and other technological advertising. Yet television advertising is not directly competing with online digital advertising due to being able to cross platform with digital technology. Radio also gains power through cross platforms, in online streaming content. Marketing Is Amazing Businesses can now use social media to select the age range, location, gender and interests of whom they would like their targeted post to be seen by. Furthermore, based on a customer's recent search history they can be ‘followed’ on the internet so they see advertisements from similar brands, products and services, This allows businesses to target the specific customers that they know and feel will most benefit from their product or service, something that had limited capabilities up until the digital era. Digital marketing activity is still growing across the world according to the headline global marketing index. Digital media continues to rapidly grow; while the marketing budgets are expanding, traditional media is declining World Economics, 2015. Digital media helps brands reach consumers to engage with their product or service in a personalised way. Five areas, which are outlined as current industry practices that are often ineffective are prioritizing clicks, balancing search and display, understanding mobiles, targeting, viewability, brand safety and invalid traffic, and cross platform measurement Whiteside, 2016. Why these practices are ineffective and some ways around making these aspects effective are discussed surrounding the following points. Balancing search and display for digital display ads are important; marketers tend to look at the last search and attribute all of the effectiveness to this. This then disregards other marketing efforts, which establish brand value within the consumers mind. ComScore determined through drawing on data online, produced by over one hundred multichannel retailers that digital display marketing poses strengths when compared with or positioned alongside, paid search Whiteside, 2016. This is why it is advised that when someone clicks on a display ad the company opens a landing page, not its home page.

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If you want your website to stand out from the rest, search engines need to give it a high organic ranking.