In honor of National Internship Awareness Month, we caught up with our marketing intern Max. See what kind of an impact working at Emmis has had on him and how he's handling...
When advertising your business, it's essential to make sure your brand appears in front of as many people as possible. However, it's equally important to avoid committing to more than you can handle for several reasons. Sometimes simplicity is the best practice for digital ad campaigns, especially if you want to avoid overwhelming your audience and overwhelming yourself. If you can maximize both visibility and manageability with your movements, you'll be able to drive and measure success more effectively.
Here are some digital advertising tips for managing digital advertising traffic to help you get the best results from your campaigns without going overboard with your ads.
If you try to direct your focus on more platforms than you can keep up with, this can negatively reflect your brand. Trying to manage ads and engagement on every social media platform, a whole fleet of paid search and display ads on Google, OTT, TV ads, and other platforms can quickly become daunting. Instead, you want to be able to post consistently across the media you're using while optimizing existing campaigns.
If you are active on multiple platforms, you need to engage with your audience. If you're unable to keep track of and manage social engagement, leads, and customers that your platforms are drawing, you'll ultimately leave people dissatisfied and disappointed. In short, you'll be hurting your brand rather than helping it.
In many cases, the best policy is to keep your ad campaigns both far-reaching and straightforward. Having a manageable amount of ads and touchpoints on several platforms can be easier to handle while still yielding the results you want.
When you take on way more than what you're capable of handling, this will be detrimental to your business as everything suffers. Not only will prospects, leads, and customers feel like they aren't heard when engaging with your brand, but you'll also likely experience stress. You and your marketing teams will feel stretched thin like you can't catch your breath, which will also detract from other more critical tasks, like growing your business and optimizing your campaigns.
You may be familiar with putting quantity over quality and how it can be a hindrance. People will note that emphasis on quantity, which can further put your business negatively among audiences. People who might otherwise be interested in your brand based on your ads may come across your brand too frequently, to the point of annoyance. Eventually, they may ignore you or let specific platforms know that they no longer want to see your ads. If it seems like you're over-compensating with ads due to a lack of quality when it comes to your offerings, many prospects are likely to perceive that as a red flag.
Consider how many people tend to use ad blockers while browsing. The principal reason people use ad blockers is due to ads being too numerous: 64% of people use an ad blocker because "ads are annoying/intrusive." 54% also blocked ads because "ads disrupt what I'm doing." People don't want to be bothered with ads that aren’t relevant to their life or user experience. If you don't want to deter people from your business and go with a less obnoxious competitor, you need to make sure your campaigns are visible without being overbearing.
Ultimately, if you aren't able to give your digital advertising campaigns the attention they need once they're running, you'll wind up wasting time and money. Instead of success and positive ROI, you're more likely to see your campaigns flounder as you wonder where you went wrong. By taking on too much at once without any proven process to handle your campaigns, you won't set your brand up for success. Give every aspect of your campaigns the attention it deserves for it to thrive. Otherwise, you'll quickly go over your available budget and discover that your marketing efforts are holding you back instead of propelling you forward.
With a well-optimized and sensible combination of ad campaigns on several platforms, you can make sure your ads reach your audiences without the setbacks of doing too much at once. Try to figure out how to balance that blend of ubiquity across all platforms among audiences and manageability behind the scenes. In the process, you'll be able to keep up with the business you attract while making sure that audiences remain engaged and not irritated. Your prospects will then come to recognize your brand in a pleasant context that's more likely to build trust and loyalty, leading to more leads and happy customers.
When planning and implementing a digital marketing campaign, it's essential to avoid doing too much, even if you think it's possible to manage it. The last thing you want to deal with is the unpleasant surprise of drawing too much traffic and generally feeling overwhelmed. It's best only to do what you want to and can do once the campaign goes live. As your business grows and your teams can handle the sudden surge in business, you can then consider expanding your campaigns over time.