How can digital marketing help you achieve your sales targets?

How can digital marketing help you achieve your sales targets?

Digital advertising offers almost infinite possibilities compared to more traditional methods. This channel makes it possible to set up truly effective campaigns, thanks in particular to the availability of a wide range of solutions for better targeting, with adapted messages, through dedicated environments whatever the objectives.

What are a brand's commercial objectives?

Through thousands of digital media campaigns on behalf of a wide variety of advertisers, we have been able to determine a very precise list of commercial objectives. The following list is non-exhaustive, but represents 9 of the most common objectives for brands.

Business objectives

• acquisition: refers to gaining new prospects or customers (i.e. "acquiring" them).
• Product or service launch: a product or service launch is the phase in the product life cycle corresponding to its launch on the market.
• Promotion: a promotion is a marketing operation, usually one-off, designed to encourage short-term sales of a product or service.
• Event: more or less exceptional events designed to promote a brand or product to specific target groups.
• re-engagement: encouraging consumers to interact with the brand or with a marketing element. It can be a global engagement with a brand, on social networks, in the face of an advertising creation or any other marketing element put in place.
• partnership: this consists of establishing relationships with various players with a link to your theme. This may involve distributing content on a specific publisher's inventory, or buying space in all its forms (Native Ads, banners).
• Test campaign: this type of campaign is generally broadcast over a limited number of targets and locations, with a lower budget, but it nevertheless enables us to judge the relevance of media bias and refine a media buying strategy.
• Corporate campaign: corporate communication refers to all communication actions aimed at promoting the image of an institution, company or organization to its constituents, customers and various partners.

How do you translate your objectives into an operational strategy?

All these objectives correspond to a very specific media strategy, at least as far as digital marketing is concerned. For example, the most appropriate media strategy for a re-engagement campaign will be singularly different from that for a product or service launch.

More precisely, the specific nature of a digital campaign in relation to its objective is reflected not only in a particular media mix, but also in the types of targeting to be implemented, the platforms to be favored, a certain seasonality or even the types of bids through which the media buy will be prioritized.

“I want to organize a campaign to launch my latest product. What strategy should I adopt? ”

If you want to promote a product, your first instinct is to target people who have an affinity with your product by speaking directly to them. However, it's not necessarily essential to focus first and foremost on the release of your product.

A product launch must be prepared and organized well in advance, according to a precise timetable, with the initial aim of announcing or even "teasing" the arrival of the product. Conversion is not the first strategy to be put in place, but rather a "secondary" phase preceded by an awareness phase linked to the announcement of a product launch. This phase makes it possible to "take the temperature" and thus validate certain media choices, but also to broaden the scope of the future campaign.

The first step is to encourage future consumers to interact with your brand via social networks. Facebook and Instagram are the best answers here. This distribution phase is based on very precise targeting, so as to speak to as many people as possible, but also to audiences likely to be concerned and affinities.

The launch phase then takes place, this time targeting the newly-activated community, as well as direct targeting via the main media auction market (open auction).

Go further by exploiting all the possibilities

This can be followed by retargeting of people who have visited your website. From this set, new related audiences can emerge, called look-a-like (statistical twins), people directly linked to the target's consumption patterns, who will enrich your reach and thus significantly increase your conversion potential.

Technically speaking, Google's ecosystem, accessible via the relative Adexchange Display & Video 360, is the most suitable for the purpose, complementing the Meta ecosystem (Facebook/Instagram) for pre-launch phrases. Finally, a section at the bottom of the conversion funnel can be considered with the implementation of Search via platforms such as Google Ads or Bing Ads.

An upcoming digital media project?

If you have a specific sales objective and would like media recommendations for targeting and placement, we invite you to complete our interactive media brief in just 10 minutes.