In Part 9 of this series, we take a look at engagement and the number of options we have to engage with potential customers.
Online advertising lets you know a customer's exact level of engagement. You can see how many impressions and clicks an ad has and where the ad has been clicked. This again gives you the marketer, a lot more information than ever before.
Although the click to a landing page is a form of interaction and engagement, the measure of engagement is often based on other criteria and seen as a compliment or an alternative to measuring the traditional click which has been historically the first form of engagement taken into account. So this means this could be via content, ads or audience interaction.
You therefore can see what has been effective for your product or brand in achieving engagement; comments, impressions, shares, recommendations, social media, contact forms, competition entries etc
You might have circulation and readership data for a print publication, but you can’t know how much time customers spend interacting with your ad, how much time they spent on your website, if they researched more of your products, and whether that ad led to conversions. In fact, with print it is impossible to even see if someone has seen the ad in the magazine. Print advertising is often just following the old adage of “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” (John Wanamaker (1838-1922) At least with online ads, you get to see how much engagement there has been.
An online presence gives you all of a whole range of valuable data and places you in a position to learn where your most engaged prospects live, work or interact. With a bit of research you can find out where your potential customers congregate, whether that is a forum, social media or a marketplace like Amazon or Ebay.
This access to data means you can start to reach people where they are most engaged and where they are genuinely interested in receiving your message.
When using social media, online ad engagement can then be used for engagement retargeting, which is now used by all major retailers and marketplace sites.
To summarise this part of the series, online advertising has all the right skills not only to attract your potential customers but to get them properly engaged and totally involved in what product or service you are looking to offer. Online advertising opens a world or opportunity and options to get your client engaged within your story.