Key takeaways
- Small businesses can compete with larger rivals by building an attractive digital presence and using mindful digital advertising techniques.
- Use social media as a core channel: nearly 20% of online time is spent on social platforms, so deliver ads there as well as on publishers’ sites.
- Retargeting must span desktops, phones and tablets to intercept consumers’ complex, cross‑device paths to purchase.
- Personalize ads: 71% of consumers prefer personalized ads, so invest in data analytics and targeted messaging.
- Optimize the website for mobile with a responsive design, mobile accounted for 35% of eCommerce transactions in the US.
- Collect and combine first‑ and third‑party data, browse/purchase history and basic demographics with marketing automation to improve ad relevance.
Introduction
Small companies often find themselves wading under the prospective shadows of big competitors. The gap between small and large companies has historically been shown to be quite considerable. However, thanks to the advent of technology, small businesses have the opportunities to effectively even their odds. In establishing an attractive digital presence, small businesses can make it seem as though they are just as worthy as big businesses, at least in the eyes of online consumers. Of course, optimal digital advertising does not simply end in the internet; long-term successful companies commonly figure out ways for their products and services to remain in their consumers’ minds even after they’ve navigated away from the website. Small businesses who remain current with present digital trends find themselves in the position to excel and even innovate in their field. Through the use of mindful digital advertising techniques, small businesses can fully compete against larger competitors, despite the relative budgets involved.
Influence Through Social Media
“Along with the number of devices, the proliferation of digital channels has also increased, and consumers now expect to interact with brands via the channel of their preference,” writes Entrepreneur contributor Jessica Breslav. “Social media has become the default channel for many, with nearly 20 percent of all time spent online in the U.S. occurring on social media platforms.” Through the use of these channels as bonus advertising methods, marketers have a greater chance of becoming truly competitive entities in their field. Additionally, advertisers should take measures (such as retargeting) in order to make sure that advertisements are being delivered to social media platforms as well as publishers’ websites.
Don’t Forget About Tablets
It should be noted that the term ‘mobile’ does not exclusively refer to smart phones anymore; tablets are also considered here. “With the array of devices at the fingertips of today’s consumers, digital shoppers can — and often do — use a combination of desktops, phones and tablets. Businesses that can embrace the cross-device trend will be poised for success,” writes Breslav. “In order to be omnipresent, advertisers must employ a retargeting strategy that spans across multiple devices to successfully intercept consumers’ complex paths to purchase and encourage conversions.”
Enhance Your Customer’s Adventure
Despite the vast amounts of customer data currently available for marketers, a multitude of ads can distract the customer from their intent by bombarding them with purposeless images and messages. “Given that 71 percent of consumers prefer personalized ads, advertisers should invest in data analytics technology to offer relevant, targeted ads,” offers Breslav. “These customized messages will improve the consumer online experience and help brands rise to the top among other contenders.”
Optimize Shoppers’ Mobile Experience
As consumer lifestyles grow increasingly mobile, so too do their shopping habits. “… according to Criteo’s latest State of Mobile Commerce report, mobile accounted for 35 percent of eCommerce transactions in the US,” writes Breslav. “Given these growing mobile consumption rates, it’s clear that brands that do not cater to mobile shoppers will be surpassed by their faster-innovating competitors. To stay ahead, they must ensure that their website is completely optimized for the mobile experience and incorporates a responsive design.”
Accumulate Relevant Consumer Data
By gathering and carefully assessing data on their consumers, brands increase their chances of delivering the most effective messages. According to Breslav: “This can be done by combining first- and third-party data with marketing automation tools to offer an optimal ad campaign to individual users. Critical data to consider include browse history and purchase history, on top of more basic demographic information.”
FAQ
By creating an attractive digital presence and using mindful digital advertising techniques, such as social media advertising, cross‑device retargeting and personalized messaging, small businesses can appear as competitive as larger firms and keep products or services in consumers’ minds after they leave the site.
Social media should be a core channel: nearly 20% of all online time is spent on social platforms. Use social channels as bonus advertising methods and ensure ads are delivered there as well as on publishers’ websites to increase competitive reach.
Yes. ‘Mobile’ now includes tablets as well as smartphones. You should embrace the cross‑device trend and employ retargeting that spans desktops, phones and tablets to intercept consumers’ complex paths to purchase.
Retargeting that spans multiple devices helps intercept consumers’ complex paths to purchase, keeps your brand present after visitors leave your site and encourages conversions by delivering ads across the channels the consumer uses.
Combine first‑ and third‑party data with marketing automation tools. Critical data to consider include browse history and purchase history, along with basic demographic information, to deliver more relevant, targeted ads.
Ensure the website is fully optimized for the mobile experience and incorporates a responsive design. Mobile accounted for 35% of eCommerce transactions in the US, so brands that do not cater to mobile shoppers risk being surpassed by faster innovators.
