Pros and Cons of Digital Advertising Channels Explained

PROS AND CONS OF DIGITAL ADVERTISING CHANNELS Southern New Hampshire University MKT 335

1 Pros and Cons of Digital Advertising Channels This paper is a summary that will highlight the pros and cons of digital advertising channels which will help us better understand the top digital advertising channels, recommendations on how to use them, and KPIs. This paper will also help us to understand both the advantages and disadvantages of using display advertising rather than social media platforms. Digital Advertising Channels, Uses, and KPIs  Display Ads help to deliver a brand’s message for its company. Display Ads are made up of images, graphics, and illustrations that catch the eye of the consumer and draw attention to the product or service that is being offered. Display Ads not only gain the attention of the consumer, but they go a bit further by enticing them to click on banners and purchase items. There are a few KPIs of display ads such as ad research, ad impressions, and click through rates.  Email helps to build brand awareness and conversations as they are sent straight to your audience’s inbox. This allows you to deliver authentic content without the consumer having to search for it. Email is an ideal digital advertising channel that drives conversations which will help you to grow a successful business. KPIs of email marketing are number of emails delivered, emails opened, and spam complaints.  Websites must have tools in this day in age for any business. Websites serve as a dedicated platform so that businesses may educate their audience about their company, product, or service. "Building a website that is successful requires you to have a solid

2 understanding of your target audience and have an effective marketing strategy" (Alos and Aguila, 2024). A few KPIs of successful websites are organic traffic, click-through rates, number of visitors, sales, and click-through-rates.  Social media (Facebook, Twitter, Snapchat, Instagram) marketing helps people and businesses to establish personal connections. It helps companies to build rapport with your brand's followers. Social media allows us to put names to faces and adds a human touch that will help your audience to better relate with your brand. Establishing connections with your audience and building rapport with them gives you the potential to grow your audience and or customer base. Some KPI's of social media channels are follower counts, impressions, clicks, likes, and shares. Effective Channel for Given Brands  Your brand has a strong e-commerce presence and wants to drive more traffic to your website to develop purchase intent. After looking over the advertising channels listed above I have determined that social media would be the best advertising channel for this brand as it utilizes the KPI's mentioned which helps to reflect the buzz that the audience is creating around the brand and helps us to see the number of consumers consistently visiting the website in order to purchase the products or services.  Your well-known legacy brand is trying to foster affinity between their product and online consumers. The best channel for this campaign would be building a website, utilizing email content, and social media platforms. Having these three channels dancing together would help the brand to build a bond with its audience. Measuring the KPIs that were previously given would help the brand to determine what their consumers are

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3 saying about the brand. Building a discussion group would help the brand to see if word of mouth is an effective and trustworthy channel that they can rely on.  Your client is looking for a high-impact seasonal campaign that extensively leverages video. Effective channels that would help the client to make a high impact during the season would be display ads, and social media platforms. Display Ads will direct your client to videos and social media can be proven useful when it is connected to YouTube and or other video channels as the brand would be explored further with video. Pros and Cons of Display Advertising Versus social media  Some of the pros and cons of display advertising versus social media is that social media has "conveniently placed share buttons that can be positioned throughout your site as to allow your audience to share your content quickly and easily across their networks" (Dodson, 2016). If a social media platform is to malfunction or go down this could potentially affect the brand’s image and success.  Display ads can have a big influence on your consumers’ buying habits that can serve as a useful tool for future investments with marketing strategies. Display ads do not have the same strength as social media platforms where marketing is concerned. Social media is a platform that encourages word of mouth and can influence your audience at faster speeds.  Connecting social media channels and your website gives your consumer direct access and makes it easier for them to get firsthand information about your brand. It also helps you to determine if word of mouth marketing is having a positive impact on your brand. Bringing display ads into the mix will allow you to tell if Ad Reach and click-through rates are working. If they are not working to their potential, you may need to consider a new marketing strategy.

4 If you don't understand KPIs you may not be able to use them correctly, this may lead to budgets not being correct and reevaluation of your marketing strategy may be needed to increase awareness of your brand to gain positive ROI.

5 References: Alos, J and Aguila, M. Updated on January 8th, 2024. 12 Digital Marketing Channels (That Actually, Work in 2024). https://www.spiralytics.com/blog/digital-marketing-channels/ Dodson, I. (2016). The Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns. https://mbsdirect.vitalsource.com/books/9781119265719

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