The basis is very simple. Unlike the scatter gun approach of traditional media, digital enables you to reach the very heart of the people likely to become your customers. It’s measureable, precise and very effective.
And that means very little waste when compared with traditional media.
Google AdWords is a great place to start. AdWords helps you to connect with potential customers in the right place and at the right time, by placing relevant messages on Google search results pages.
The impact can be phenomenal. For example a campaign by Nationwide Insurance had three objectives. Acquire new customers, direct users to agent locations and reinforce their brand. They achieved a 73% increase in their click through rate and a 60% increase in conversions on their branded campaigns.
As a result they now know precisely which branded keywords work best and now have a better understanding of what users were seeking when they searched for the brand.
So, ask yourself these two questions:
- Why do customers make contact with my business?
- Do I know the cost per enquiry and conversion for each customer?
And should there be any doubt in your mind, whatsoever, about arriving at an answer then let me explain and show you the positive impact that digital marketing will have upon your business.
Jonathan Wainwright – enables organisations to create commercial success through digital marketing, traditional communications and team development.