Digital

Digital advertising... not to be confused with Social Media... is as diverse as all other media combined. In my opinion, anyone who calls themselves an "expert" in digital advertising is on drugs. There are so many elements in digital advertising and it is changing so quickly, anyone who MIGHT be considered an expert today would be outdated tomorrow. We consult with one guy who might be able to wear that title and the only reason is because I truly believe he knows at least half what he thinks he knows and can act like he knows the other half so well nobody can call him on it. He and his boss are the two folks we turn to when we hit a digital bump in the road.

We work hard to keep as up-to-date as anyone who actually has a life outside of their computer/phone/tablet world and stay in touch with folks who know about various parts of the digital advertising world. See the previous paragraph. That's about the best I believe anyone can do. Just keeping up with one or two areas of digital is a full-time job. Trying to understand it all and keep up with the rapid changes is truly impossible. Having said that, we manage a significant amount of digital for current clients, and as an addition to more traditional media we seem to be able to keep on track.

Digital covers everything from traditional cube ads on individual websites, such as local TV stations or newspapers, to video ads on those same sites. It covers ads placed on Facebook or Instagram and videos placed on YouTube or streaming services such as Netflix.

The ability to target digital is amazing. Geofencing, which allows us to serve up your ad to people in a certain geographic area... even as narrow as a particular store... is just one of a million ways customers can be targeted. The various options available are staggering and just a little scary.

The bottom line is we believe digital is an important addition to a good advertising plan. If possible and affordable, digital advertising should be part of your marketing mix but not your total marketing effort. We are very good at working with the experts to add digital to a client's traditional plan to make it more synergistic and effective.