With the advent of e-commerce, national brands were forced to rethink and redesign their advertising in order to compete with online competition or face extinction. For small businesses, adaptation has been slow moving, even resisted, despite the fiber optic speeds of technological change. Most have been keen to continue with the old way of doing things, including the traditional advertising avenues they have been used to for decades.
10 years ago, the Palm Pilot and Blackberry PDAs were the pinnacles of the smartphone world. Online shopping was, for the most part, exclusively eBay, accessed at home on the desktop computer. Entertainment was consumed via cable television, FM radio and CD/DVD players. Today, nearly every single aspect of our lives is tied to a single device we carry in our pocket or purse.
Many business owners are left bewildered as to how to even go about strategizing for digital advertising. Fortunately, there are a few things to keep in mind when beginning to plan for an advertising overhaul.
Websites – 101: Entry to Responsive
It is no secret that websites are the new brick & mortar stores. Google has become the instinctive go-to for consumers seeking information. Whether it’s about a particular business or a product, nearly every web user has been conditioned to consult Google for all their answers – and the destination they are seeking is an easy-to-navigate, informational website.
In 2015, mobile traffic overtook desktop traffic for the first time and Google started pushing responsive websites to the top of their results — pushing down websites that only work on desktop. The point: a website is the obvious first step for business owners looking to reach today’s consumers but, ultimately, a mobile responsive website is critical for a business and their products or services.
In the blink of a digital eye, a vast majority of American consumers of all age groups have transitioned over to the social media universe. Businesses could not ask for a better scenario than to be able to instantly communicate directly with a considerable percentage of their target population! According to a report by IStrategyLabs.com, adults aged 35-54 make up the largest majority of Facebook users at 31.1%. Below that are adults aged 25-34 at 24.4%.
¡Targeting! ¡Targeting! ¡Targeting!
Data is now easily accessible to advertisers who want to be able to deliver their brand DIRECTLY to their ideal customer. Whether it is a call to action or a simple branding campaign, a display ad or a video spot, this digital world allows brands and advertisers to deliver content directly to their targeted audience.
Many businesses have been hesitant to adapt due to what can be the overwhelming nature of the digital beast. However, the opportunities for businesses and consumers to interact with one another are now possible on a scale unlike ever before. The times are changing and so must the business model. Now is the time to adapt.