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RU 630 360 Direct Marketing - Understanding the Value of Online Advertising

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Understanding the Value of Online Advertising (and how it works w traditional marketing)● Digital Marketing vs Traditional Marketing○ Digital Marketing is online based; we think laptops, cellphones, internet, etc.○ Traditional Marketing is in-person, physical; we think about cameras, tv’s, radios, newspapers, etc.● Why They Work Better Together - Traditional and Digital Marketing○ Traditional■ Traditional outlets have been around the longest and still hold true in the marketplace. TV, radio, and print still sell ads today because they drive reach and can easily speak to old demographics.○ Digital ■ Digital outlets continue to grow and have the ability to not only target younger demographics but also old demographics as they continue to join social platforms and leverage online platforms like search and YouTube.● Consumer Habits Are Changing…○ How Do You Maximize Reach Across Both ■ Screens and outlets don’t matter anymore to consumers!● Example of Working Together: Video○ Reach:■ TV provides massive reach for audiences with 85% of households having TVs.■ Online video can extend an advertiser’s reach to get a brands reach as close to 100% as possible for larger budgets○ Creative:■ TV provides opportunities to launch 30 or 15 second ads where brands can tell a story.■ Online Video is increasingly on mobile and so creative typically needs to be shorter and have a “skip” button for those who don’t want to watch, brands need to get creative.● Example of Working Together: Audio○ Reach:■ Radio & Digital Audio provides massive reach for a variety of audiences reaching almost 100%○ Efficiency:■ When buying Radio & Digital Audio together you can get really effective rates and have your budget go further.● The Value of Online Advertising○ Online advertising allows you to show your ads to the people who are likely tobe interested in your products and service, while filtering out folks who aren’t.○ You can track whether those people clicked your ads.○ Online advertising also gives you the opportunity to reach potential customersas they use multiple devices - desktops, laptops, tablets, smartphones and connected TVs.● Targeting Your Advertising○ Keywords○ Ad location○ Age, location, and language○ Days, times, and frequency○ Devices● Controlling Your Costs○ You can choose how much you spend per month, per day and per ad.○ You can evenly only pay when someone clicks your ad.● Measure Your Success○ Key learning from campaigns around sales, leads, etc.○ You can get other valuable data, including how much it costs you, on average, for advertising that leads to customers’ online purchases or phone

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