With the rise of sponsored content and media availability, reaching an audience with the right content, at the right time is challenging.
One way to reach your audience is with paid media. According to Forrester, the total US digital marketing spend will be near $120 billion by 2021. And while investments of paid media are on the rise and continue to grow, there are additional considerations that should be top of mind as you plan your 2018 marketing strategy.
Start with a good story
Stories were one of the first forms of human communication and were used to pass on information from one generation to another.
Storytelling is still at the center of what we do, say, and share. In business, stories are essential to capture the hearts and minds of our customers and prospects. They help humanize your brand, build relationships, and provide memorable experiences. The ability to cause an emotional or rational reaction from a customer is the epitome of storytelling and should always be a priority.
Targeting is key to delivering results
When storytelling is done right it can drive significant value for your brand. But a story is only great if your target audience thinks it’s great. Paid media enables you to define your target audiences with laser-focused precision.
Understanding where your audience lives, what language they use, who they follow on social media or what they find interesting will allow you to reach your audience with relevancy.
It’s not enough to simply reach large audiences. Yes, large numbers are great to display on a PowerPoint slide but you have to reach the audiences who are in the discovery mindset to consume your content — curious, leaned in, receptive, and open to new ideas.
Real-time monitoring is critical
With paid media, you can monitor and optimize campaign performance in real-time. Real-time monitoring allows you to know if your content isn’t resonating and empowers you to make adjustments on the fly. If your click-through rate is stagnant, you can adjust some of your targeting parameters to get it back on track. If engagement with your content is suffering, you can optimize your digital assets.
Telling good stories, putting them in front of the right audience and monitoring the performance of your campaign is pivotal to ensure that you are making smart investments in advertising and delivering ROI that your CMO will be proud of.