Just three decades ago, the Internet was a novelty, with only a few thousand sites and a few million people browsing for up to an hour on any given day. Now, the Internet has more than 1.5 billion sites. Half the world spends more than two hours online per day, with 85% of Americans going online every day. This exponential increase in Internet usage has created tremendous opportunities for marketers looking to build brand awareness among consumers as they browse online.
Building Brand Awareness with Display Ads
The rise of online media consumption has come with various digital marketing opportunities, from search engine marketing (SEM) to social media marketing. To help build brand awareness, marketers can take advantage of digital display ads served broadly or more narrowly to target audiences. However, given the proliferation of digital marketing, it's best to pair display ads with other offline media, such as radio, to reinforce your message and keep your brand top-of-mind.
Pairing your display ads with radio ads can help you cut through the online clutter, given the lasting impression audio leaves. When you work with a radio influencer, their promotion of your brand adds credibility to your online brand-building efforts that is hard to beat. Placing an ad on a radio program your target consumers listen to and then promoting that message online to a subset of that audience most likely to be receptive can help you build awareness and increase your sales.
Reaching the Right People with Your Marketing Mix
One of the most powerful benefits of online marketing is that it allows you to reach the right people. You can serve ads to people in critical demographics and those with specific online behavior that make them most likely to purchase. Your online marketing campaign will have a high ROI when you reach people most likely to purchase.
The most effective digital marketing campaigns don't rely on display ads alone. Instead, they utilize display ads as part of a robust marketing mix that includes online strategies like SEM, email marketing, social media, and SEO. To truly capture your audience's attention and leave a lasting impression, you must pair online marketing approaches with time-tested offline channels like radio.
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