Paid search is a great activation strategy to reach people who're "leaning in" wanting to make progress towards a goal. Paid search shows ads on search engine results pages through search engines like Google and Bing. Retargeting allows you to get in front of people who've shown some interest in your brand, with your goal being to move them further down the funnel. Retargeting delivers brand and direct response advertising to prior visitors of our web presence. The advanced targeting capabilities of social networks play a huge role here. Paid social is advertising through sponsored messages to social network users based on user profiles' demographic and psychographic characteristics. Although this list could be almost endless, we'll go into more detail with these few critical digital activation tactics: There's elevated competition for customers, and brands need to be taking advantage of the digital space to keep up." - Carson Kelly, Paid Search Specialist at PathlabsĪ few digital activation examples include paid social, display, paid search, native, and CTV. "Since the creation of the internet, we are all now part of the global market.
The hopeful result of a successful digital activation effort is sometimes clicks, sometimes engagements, sometimes leads and oftentimes sales. Digital activation efforts are how we remind our customers that the brand is authentic while meeting them in the places where they do their research and make decisions. As a result, we essentially interact in a virtual world with most brands. Why is Digital Activation Important?ĭigital activation is critical because the way we deal with modern customers has evolved. Once you've built your media strategy, prepared your content, determined campaign goals, set up your media tools, and trained your team, you need someone to push "go" on your campaign. It comes only after you've laid all the groundwork. To us, digital activation is, ultimately, the act of pressing "go" on a digital advertising campaign. In 2021, digital marketing spending increased by 15.8%, while traditional marketing spending only saw a 1.4% gain ( Statista, 2022). Accelerated by the COVID-19 Pandemic, traditional marketing practices continue to see less growth while the world of digital is growing quicker than ever. The term digital activation has been growing in popularity over the last few years.
They need to adapt and switch up their strategy from more traditional to digital media, in order to keep up with their new progressive target audiences." - David Myers, Account Manager at Pathlabs
"With potential customers being younger and more advanced in the digital landscape, brands and agencies must be more agile in their digital platform selection.
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