Organic reach on social media and through search are important but they can only take you so far. This is why paid media is an important piece of marketing communication.
While it would be fantastic not to have to pay anything to get traffic, customers, or leads the reality is paid needs to be part of your plan.
Paid media is digital ads. Like traditional advertising, they are good at creating awareness and interest but they have an additional benefit. Unlike traditional ads, digital ads can be measured.
The opportunities range from social media platforms such as Facebook, Instagram, Twitter, LinkedIn, and YouTube to search engines such as Google and Bing.
There is also native advertising. This form of advertising can be found on websites and in social feeds. Unlike banner or display ads, they don’t look like ads and are designed to look like other content on the page making them unobtrusive.
Some forms of digital ads also allow for re-targeting customers who have shown interest in your product or service which can help keep you top of mind and pull people through your marketing funnel.
© Shane Carpenter Strategic Communication
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