Digital – Simplified
by Scott Taylor
Breaking: 2060 Digital specializes in simplifying complex digital tools and strategies for busy decision makers.
Read time: 2 minutes
Simplifying complex digital tools and tactics for overwhelmed business owners and decision makers is the primary goal of 2060 Digital. Many of the potential partners we meet know a digital strategy is critical to their short- and long-term success, but with all the products and services available, it is difficult to make an educated decision on what direction to take.
Thankfully, nearly all of our digital tools stem from three marketing foundations advertisers have always used. Below is a chart that describes how our digital tools mirror traditional marketing techniques:
Search: A standard practice taken by companies and organizations is marketing to people based on their search for products and services. In the past, companies invested in the Yellow Pages for search marketing, where now SEO, PPC and display ads served based on searches (search retargeting). We have replaced a color, back cover page ad in the Yellow Pages with SEO tactics like on-site optimizations, off-site blogs and back linking.
Media Consumption: Marketing to people based on their media consumption is an activity we have engaged in for hundreds of years. With traditional methods using TV, radio, and newspaper, now there are a wide array of digital techniques honing into highly selected audiences, based on their affinity to purchase a particular product or service. For example, if you are looking to sell yoga pants to 35-45-year-old women, there are a multitude of media outlets, like display ads on yogamagazine.com, pre-roll video ads before viewing an exercise video on YouTube or Facebook ads to a 35-45-year-old woman who loves all things yoga.
Location: Marketers have looked to where people gather, shop or live to find certain likelihoods that they also fit a purchasing profile, such as:
- Events: Custom car show attendees have a greater likelihood to purchase after-market car parts.
- Point of Sale: Shoppers in the detergent aisle of the grocery store are more receptive to an offer for a new laundry soap.
- Direct Mail: Living near a brand new Chinese restaurant makes someone more likely to respond to the restaurant’s grand opening offer.
All these traditional location-marketing tactics are replicated and improved upon with the following 2060 strategies:
- Targeting consumers on mobile devices with micro-proximity targeting
- Through IP addresses with IP Targeting
- Creating lookalikes to an organization’s current best customers with grid targeting.
By taking a step back and taking an approach that starts with simplifying potentially complicated tools, we ensure our client partners are on the same page with our strategies and tactics. We look forward to providing these highly effective solutions to you and your team.