4 Ways Using Digital Can Save You Money
No matter the cause, candidate, brand, or business, we recommend digital advertising to all of our clients, and one big reason we always recommend digital (and why our clients like it as well) — is because it can help save you money, and you can use digital on any budget.
Digital is effective and affordable. If that seems too good to be true, we understand. Here are four ways digital can save you money and help you budget wisely for your brand, organization, or campaign:
1) Target the people who matter
Targeting is one of the biggest advantages of digital advertising.
Digital ads are individually targeted, which means digital ads are more like direct mail than billboards or newspaper ads. At CMG, we like to say that when you market on digital, you pay for the eyes that see your ads — not the space it takes up.
Targeted ads means that you only communicate with the people you want to see your message — the people who are most likely to engage with your brand, product, or candidate. With digital, you can cut down the number of people who see your ads while still getting the results you want by targeting the people who are most likely to buy from you, engage with your brand, or vote for your candidate or cause.
Even if you want to expand your message’s reach, you can do it more easily and affordably online with lookalike audiences, which find people who are similar to your existing contacts who are more likely than the average person to engage with you.
2) Optimize as you go
Not only can you immediately cut down on spending with individual-level targeting, you can also make ads more effective as you go.
The information available about ad performance on digital makes it easy to pinpoint specific problems and tweak your ads for better results, even while your campaigns are still running. The hands-on ordering and reporting available on digital is one of the major differences between advertising online and almost anywhere else.
At any point during a campaign, you can see how your ads perform and solve specific issues immediately. For example, if your ads aren’t reaching enough people, you can change the scope of your target audience at any time. Or, if you’re not attracting many click-throughs, you can change the Call to Action, messaging, creative, and more without interrupting your ads’ reach.
3) Take the guesswork out of advertising with data
The data available on digital takes the guesswork out of advertising, which allows you to budget more easily and more accurately.
Essentially, you can see stats on your audience, ads, website, and anything else you want to track instantly, in real time. You don’t have to wait to see how an ad campaign performs and try to match sales or voter patterns with your marketing efforts — you can track customer and voter engagement online from start to finish, and be absolutely sure of the effects of your ads on viewers. Then, you can crunch the numbers from any campaign and use them to create an even better and more effective campaign using past data.
4) Scale any digital campaign to fit your budget.
More so than arguably any other form of marketing, digital ads are easily adjustable to fit any budget. The upfront cost of creating an online ad is negligible compared to the cost (and time frame) of renting a billboard, printing direct mail pieces, or buying space in a newspaper or magazine. And, like any other part of a digital campaign, you can scale up or cut back on the budget at any time.
For political campaigns, the easily scaleable budget and short timeframe makes digital a great way to put late donor money to good use, especially right before your election. The flexibility and effectiveness of digital advertising makes it an easy, and smart, choice on any budget.
Invite Change Media Group to your inbox! You’ll get our start-up series of emails, then one email a month of must-know info. No spam ever, unsubscribe any time.
As CMG’s Crafter of Strategic Communication, Amy Libka combines strategy and creativity to help clients communicate as effectively as possible. She is passionate about clear, effective communication, and enjoys crafting messages that help individuals and groups achieve their goals. She specializes in creating content and managing digital advertising campaigns for a diverse group of clients.