Ferris Bueller and digital media: ‘Life moves
Digital media is an extremely fast moving place. To quote Ferris Bueller, the coolest high schooler to ever ‘live’, “Life moves pretty fast. If you don’t stop to look around once in a while, you might miss it.” I could not think of a better analogy for the digital media realm.
There are constantly new programs, new methods of advertising, and new avenues to consider when it comes to marketing to your potential consumer. All that being said, there are three things that are the staple basics of why digital media can be so extremely effective.
- The ability to specifically target your exact customer base.
- The relevance of ads that those consumers are seeing.
- The overall “cool” factor associated with your company being digitally interactive.
This makes it no surprise that digital media is quickly becoming one of the most potent marketing tools of today.
Targeting has never been more specific. Through a variety of attributes and data that marketers use, we can segment your markets to the exact customer base you are seeking out with extreme precision. These attributes include, but are not limited to, age, gender, economic status, geographic location, behaviors, past searches etc. All of things are compiled by marketers to ensure your ad is not being wasted, and shown to a consumer that is more likely to be interested.
Where beforehand you may get teenagers that are watching Disney and seeing Disney World ads hoping their parents might be in the room with them, now you can only show your ad to 24-36 year old mothers with mid to high economic status that live in Florida and have previously searched for amusement parks. We can all agree that that audience is much more likely to click your ads and therefore more likely to create a conversion by turning that ad into a ticket sale.
Jumping right back on the Disney analogy, the relevance of the ads being seen by your consumers is much higher than say a billboard that they pass every day. No one wants to see ads that are irrelevant to them. That teenager is most likely never going to purchase a rather expensive Disney ticket. For example, a billboard that sits on I-4 (one of the busiest highways in Tampa Bay) gets 750,828 viewers every 4 weeks. Not everyone that drives by that billboard needs your product or service. If it doesn’t apply to them, they completely tune it out. However, that mother who was previously searching for amusement parks earlier this month is going to get links to find more information about a client’s specific park. If they have visited your site and are in the decision-making part of the buying process, this brings that client’s park directly back to front of their minds, despite maybe having done some research on other amusement parks.
This not only shows them ads that they want to see, but if they’ve done some research, it’s now it’s simply a matter of making sure that, in this case, Disney’s site is the most accessible and on the front of their minds as they view other parts of the web.
The last, almost intangible, value that digital media has is its inexplicable “cool factor”.
Consumers do so much of their research online today. If you don’t have a website, or have a poorly constructed one, it does take a toll on the consumer. I know I personally feel more comfortable ordering with a company when I know that they are technologically adept. If I can’t easily access all parts of their website, in the case of retail sales, am I really going to feel comfortable ordering offline? Am I going to find another website that seems to have more fluidity in the digital market?
The answer is probably yes. The ability to be seen in multiple other locations across the web, and across devices like tablets and smartphones, only adds to one’s credibility as a company. People are amazed that they searched for your company’s product and now you appear on an ad as they are browsing their phone.
Digital is often seen as a very complicated and difficult place to be a part of. Since it is emerging as we speak, your company is seen as forward-thinking and adaptable to the technological revolution that was sparked by the invention of the internet. Somewhere between the innovative nature of digital media, and the masses’ thirst for what is new and hip, your company gains that “cool factor” that so many companies are trying ineffectively to achieve.
So despite the ever-changing society of digital media that we are all enveloped in, there are constants that help to solidify the effectiveness of marketing to your consumers by these various means.
First, the ability to get your ads only in front of people you want to market to. It can be as general or specific as you need it to be to suit whatever your client needs (ticket sales or much broader branding in new locations etc.). Second, the relevance of the ads allows more interest from consumers that are known to be interested in your specific product or company due to past search habits or behavior — again, giving the potential consumer more reason to click on your ad. Lastly, the “cool factor”. With forward thinking ad and media posts across multiple devices, consumers will both recognize and respect your brand for being technologically functional in a world where that is how they are consuming information. At that point, your brand can elevate to a different level of “cool” which comes with innovation as technology grows.