Why Digital Display Advertising Requires a New Marketing Strategy

Posted by on Oct 22, 2015 in Insight

Digital display advertising and media has changed the way we interact with our favorite brands, especially for consumers. Consumers and audiences today want an engaging user experience, particularly with their online shopping experience.

However, for brands that want to enhance the user’s shopping experience, whether that is on their website or right in their own store – or both – brands also need to adjust their marketing approach accordingly. Using the same marketing approach for both strategies simply won’t do.

Read on to learn more about how marketing changes when online shopping or eCommerce is automated.

First, a few facts: According to Forbes, a CMO survey was conducted to gauge marketing capabilities versus importance of those capabilities. The purpose of this survey was to identify the gaps in marketing capabilities across organizations of different sizes.

One of the biggest takeaways from this survey is that small organizations tend to focus more on customer-focused marketing capabilities, such as actions that prioritize the customer whereas larger organizations and corporations rank digital marketing capabilities as the most important part of a marketing strategy.

In the world of digital marketing, which areas should be more important for each organization to focus on, regardless of size?

  1. Digital marketing should be customer-centric. The majority of businesses fail because their “automated” digital marketing strategies fail. This isn’t to say that marketing automation doesn’t work, however, many of the larger corporations that have the means to purchase or invest in expensive analytics software assume that the technology will do all the work for them. This simply isn’t true. Yes, software and technology can help businesses save money on their marketing efforts, provide data and insight into their marketing strategy responses from their audiences, and even streamline internal processes.

Furthermore, digital media and digital advertising is still an effective medium in any digital marketing campaign, however, businesses still need to monitor their performance to make more informed decisions about what is working and what isn’t in their marketing strategies. This means having a customer-focused attitude and paying attention to buyer behavior.

  1. Digital capabilities not digital strategies are different. Digital capabilities refer to marketing skills, knowledge, and experience. Much of marketing is learned through research, organizational processes, and trial and error.


However, a digital strategy is a plan on how an organization plans to execute a marketing plan to reach a particular goal. Again, digital strategies should be customer-focused, centered on their needs, wants, desires and buying patterns and behaviors.

Technology is a tool or resource in a digital strategy, and digital capabilities are the “brains” behind each operation. Digital display technology and software is one of those tools that can be integrated into any digital marketing strategy.

  1. Change your digital marketing strategy to fit the customer. As we saw at the beginning of the article, larger corporations are more focused on technology and marketing tools rather than the buyer experience. For larger corporations that want to maximize sales, either online or in store, the shopping experience, or user experience should be at the forefront of marketers’ minds.Furthermore, if a business chooses to automate the shopping process and experience with technology, this is a great benefit, then the marketing strategy must adjust to this new strategy accordingly. As we saw above, businesses that use technology still risk failing because they implement technology without adjusting the strategy.

Digital display advertising is one of the most effective forms of marketing today, and also one with a potentially high return on a digital signage investment, however, without properly adjusting the marketing strategy that goes along with digital display signage or technology, then it will just become a digital capability.

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