While reviewing several digital media plans that included Programmatic Display, video advertising, and paid search campaigns, I received performance estimates from the media agency. Most B2B campaigns projected approximately 23 million impressions from the investment, yet only about 0.1% of those impressions would generate website clicks, and only 0.1% of those visitors might eventually become potential customers.
When someone with limited knowledge of digital media realizes that only a small percentage of campaign viewers will actually become customers, 0.0001% The fact that only a small percentage of people who see a campaign will actually purchase a product in a Business-to-Business context can often come as a shock or disappointment regarding the perceived reach and effectiveness of digital media.
In reality, this is not the case. The cost of acquiring a customer through digital media investment will likely generate a higher return on investment than most traditional advertising channels, although there may be personal sales efforts that achieve higher conversion rates but with significantly lower reach.
A Display campaign should generate conversions through two channels: clicks on the advertisement itself and search activity.
Reflecting on this realization, I applied the following reasoning: In campaigns that use more than one digital channel, such as Display advertising combined with PPC (paid search), the 23 million display impressions will almost certainly generate additional searches and therefore more clicks, resulting in more conversions and customers, as well as a potential increase in social media engagement.
Specifically, a Display campaign should generate conversions through two channels: clicks on the advertisement itself and subsequent searches. However, there is a prerequisite condition that must be understood for this to happen. The key lies in understanding the Customer Journey—that is, the logical steps the digital audience takes before making a purchase.
A company or brand capable of understanding its customer’s digital journey can design a more effective and cohesive digital media strategy based on a clear understanding of the logical steps its prospects and customers are likely to follow.
In an outbound strategy, where a brand introduces itself to an audience that is unaware of its existence, it is logical that the exposure will spark curiosity. That curiosity can be satisfied in two ways: through a direct click on the banner or through a search, perhaps later or indirectly, but ultimately triggered by the advertising effort.
So, returning to the topic, 0.0001% From a digital effectiveness perspective, it becomes interesting to measure the chain reaction that a banner or display advertisement can generate in order to increase these numbers. While this is not easy to measure today, it should become part of an analytical challenge aimed at identifying the customer’s complete journey versus what can be determined through traditional market research.
In summary, my hypothesis is that a chain reaction based on prior knowledge of digital customer behavior will undoubtedly improve any of the performance indicators associated with isolated media channels.
Article Excerpt: https://www.merca20.com/los-decimales-valen-miles-de-pesos/
