10 Best Practises for Your Digital Ad Strategy

by Mayur Bhat | Jan 18, 2023 | Digital Marketing

As a marketer, you know that developing a robust digital ad strategy is essential to reaching your target audience. But with so many options and potential pitfalls, it can take time to figure out where to start. Never fear! We’ve compiled a list of the ten best practices for your digital ad strategy, so you can make sure your campaigns are as effective as possible.

Here are the top 10 practices for your digital ad strategy:

Define Your Target Audience
Set Clear Goals
Use Data to Make Informed Decisions
Test and Optimize
Leverage Multiple Channels
Use Engaging Ad Formats
Create Compelling Ad Copy
Use Retargeting
Measure and Report
Keep Up With the Latest Trends and Technologies

1. Define Your Target Audience

Understand your ideal customer and tailor your digital ad strategy to reach them effectively.

Establishing your target audience is essential in launching an effective digital ad strategy. Knowing your ideal customer, understanding their needs, and researching their digital habits will lead to designing the right digital ad strategy to drive conversions. To reach potential customers more effectively, start by analyzing the demographics and psychographics of your target audience. Identify their digital touch points and preferred channels to interact with digital advertising. From there, you can create a digital ad strategy tailored to them that speaks directly to their needs and preferences. Strategizing a digital ad campaign around your well-defined target audience gives you a better chance of reaching the people who align with your brand’s mission.

2. Set Clear Goals

Identify the specific objectives you want to achieve with your digital ad campaign and use them to guide your strategy.

Setting clear marketing objectives is essential to any successful digital ad campaign. Without well-defined goals, it can be challenging to create an effective strategy and measure the results of your efforts. By clearly identifying the objectives you want to achieve, you can ensure that your campaign is focused and targeted, making it more likely to be successful.

3. Use Data to Make Informed Decisions

Collect and analyze your target audience and campaign performance data to make informed decisions and optimize your strategy.

Data-driven decisions are essential in any successful marketing campaign. When collecting data, look at the target audience and performance metrics to create a positive outcome. Understanding your target audience can help you customize messaging, discover new outreach methods, and build connections with potential customers. On the performance side, track analytics such as cost per click and clicks to conversion ratios – this way, you can evaluate successes and make improvements. Businesses can develop marketing strategies that yield optimal results by taking an analytical approach to campaigns and making data-driven decisions.

4. Test and Optimize

Continuously test different elements of your digital ad campaign, such as ad copy and targeting, to see what works and what doesn’t.

Continuous optimization of your digital ad campaigns is essential for successful advertising. This process involves testing different elements such as ad copy, targeting, and other variables to assess what works and what doesn’t. By closely following the results of each test and optimizing appropriately, you can refine the effectiveness of your campaign over time and adjust based on specific market needs or trends. Using this tactic in your advertising approach will help ensure you get the most out of your investments while reaching the right consumers and fostering brand loyalty.

5. Leverage Multiple Channels

Use a mix of digital channels to reach your target audience, including social media, search engine advertising, and display advertising.

An effective digital marketing plan should leverage multiple channels to reach customers. The most popular channels include social media, search engine advertising, and display advertising. Each channel offers advantages in getting your message out there and connecting with potential customers. Social media is free, invaluable for customer engagement and brand awareness, and allows you to interact directly with customers in real-time. Search engine advertising can help drive targeted traffic by placing ads with relevant search terms and keywords the customer might use when looking for a product or service like yours. Display advertising involves showing ads on relevant websites likely to be visited by those who fit your demographic criteria. Successful digital marketing plans should combine all three channels to create an effective strategy for reaching their target audience.

6. Use Engaging Ad Formats

Use ad formats that are attention-grabbing and relevant to your target audience, such as video ads or interactive ads.

Creating engaging and targeted advertisements is a great way to get your content noticed amidst the online noise. You can use various types of ads, such as video and interactive ads, that captivate potential customers and increase brand visibility. Since each ad format has its unique approach and purpose, picking the right one for your advertising campaign largely depends on the content you’re promoting and its intended audience. Researching what type of advertisement works best for your business or cause will ensure your message reaches its target audience effectively.

7.Create Compelling Ad Copy

Use persuasive language and calls to action in your ad copy to drive engagement and conversions.

Crafting ad copy that resonates with your target audience can be a powerful tool to drive conversions. Writing in a persuasive language that includes calls to action is essential to create your most compelling copy. This will help make it easier for the reader to take the next step and convert. Don’t forget to link this message back to what you are selling by highlighting features or offers that could be particularly attractive and beneficial for the reader. With persuasive yet straightforward language, you can gain more active customer response and draw attention to your product or service.

8. Use Retargeting

Use retargeting to reach people who have engaged with your ads or website in the past, to increase the chances of converting them into customers.

Retargeting is an invaluable tool for the success of your marketing campaigns. It allows you to connect with potential customers who have already taken action, such as visiting a website or engaging with an advertisement. By specifically targeting these individuals, you are more likely to convert them into loyal customers. Retargeting enables marketers to reach individuals at different sales funnel stages by displaying customized messages that draw attention and encourage purchase decisions. With retargeting, you can take your campaigns to the next level and ensure that you reach the people most interested in what you have to offer.

9. Measure and Report

Use analytics tools to track the performance of your digital ad campaigns and report on your progress regularly.

Measuring and reporting on the performance of a digital ad campaign is a critical step in ensuring its success. It offers insight into whether the goals are being met or need modification. Various analytics tools can be used to track an ad campaign’s effectiveness, such as monitoring click-through rates, impressions, and return on investments. Reporting regularly on the campaign metrics will help ensure adjustments can be made quickly to keep it fruitful and profitable. Monitoring the performance of a digital ad campaign with metrics will provide a better understanding of what strategies are working and where resources should be allocated.

10. Keep Up With the Latest Trends and Technologies

Stay up-to-date with the latest trends and technologies in digital advertising to stay ahead of the competition.

In the world of digital marketing, it’s vital to stay one step ahead of the competition. Staying current on trends and technology is essential to take advantage of breakthroughs and opportunities in the field. Keeping yourself informed on the most recent discoveries will give you a leg up when adapting your approach to best suit new developments. With ever-evolving practices, techniques, and tools, dedicating some time to staying knowledgeable on what’s out there can pay off in spades. Investing in your professional education will allow you to better understand and apply the advances strategically, giving your business a much-needed boost.

By following these best practices, you can ensure your digital ad strategy is as effective as possible. Remember these considerations as you develop your campaigns, and you’ll be well on your way to meeting your marketing goals.

Design is more than just a Software Tool

by Mayur Bhat | Sep 13, 2017 | Design, Branding, Marketing

There are three responses to a piece of design – Yes, No, and WOW! Wow is the one to aim for. – Milton Glaser

To instil the WOW in your audience, you need a great combination of concept, content and design. Easier said than done, right?
This blog addresses how to get the WOW emotion from your audience through design.

Does a software tool have anything to do with creating an extraordinary design?

Most of us are familiar with the “I heart New York” logo, Milton Glaser came up with that in the back of a taxi on his way to a meeting in the year 1977.

Hardware tools used: Pen and Paper
Software tool used: None.

This logo earns the New York state close to $30 million each year.
Did he use any exquisite software tool? No.

It is a common misconception among many that, to design, you need to have a good software in place. This was not the case a couple of decade’s back when designs were manually done with pen, paper and sketch boards.

To design is to envision, it is to see something that doesn’t yet exist.
To design is to give your ideas and thoughts, physical form.

If you’re new to designing and you feel that not knowing a particular software is holding you back from what you want to achieve, this article is for you. It is also for designers who feel they can’t reach their pinnacle because of lack of knowledge of a particular software.

“I am a great believer in the primacy of drawing as a means of engaging the world & understanding what you’re looking at.” – Milton Glaser

The design you make is a medium through which you communicate your ideas. Designing with a pen and an artboard has its own perks. To design it with a pen is to give it physical form. Work done manually always lasts longer in your memory.

Listed below are the general requirements for designing:

Ideas

Ideas are the mysterious spur in our minds about a particular subject. Each one has his own ideas and that is why we are so unique. Having an idea is the first step towards good design. Ideas are the fundamental blocks of design.

Strategy

Strategize how you want to achieve your design, a design is a combination of ideas. Haphazard execution of ideas would lead to a mess.

Vision

Designing is like walking in a dark tunnel until you find the light at the end of that tunnel. Then you go back and get other people to also see that light.

Roughly picturize how you want your final design to look. When you start you have no idea what your final design will look like, but you must have rough a picture in your head. To envision is to create a path to that light source at the end of the tunnel.

Memorability

To create a good design is to make it rememberable and distinct. Simpler is better. The first impression should be a lasting impression.

Intricacy

The details of your design are very important. The smallest details have the largest impact on the big picture. Scrutinise to the minutest detail.

Patience

Patience is a requirement for all designers. Some days are tough, where your ideas seem abysmal. Take a walk, free your mind by engaging with people.Talking helps in exchange of ideas, also giving rise to fresh ones.

Designing software’s are means by which you create your design. It is the workplace for your design and is a means to an end.

High on Happiness – Interview with Alicia Souza

by Mayur Bhat | Apr 10, 2017 | Design, Influencer Marketing

It was our pleasure to meet Alicia Souza at the art exhibition of Balraj KN. We had the pleasure of having a long chat with her, made more comfortable by the easy and relaxed setting of the event.

The best kind of job in the world is when you get paid to do something you absolutely love.

She considers herself lucky, though a sizable part of her job is not illustrating, but also managing the business. It involves talking to clients, accounts, working on briefs that are not always exciting. She says sometimes she needs to draw even when she truly just doesn’t feel like it. Being a commercial illustrator, she needs to work with both her heart and also her head. When it comes to working with clients and making a brief work, it is a lot of the latter. She realised that it’s a business where she needs to make money and also build her career.

When I asked her for an interview, she very graciously accepted. Below are the excerpts from both the interaction and her responses:

How did you start a career as an illustrator? Was this by default or by design?

I was trained as a graphic designer but the minute I finished university, I knew I wanted to get into illustration. There were a lot of twisty turns before I actually landed up as a freelancing illustrator, something that I didn’t think was ever going to happen.

You have been an entrepreneur for the last couple of years, describe your journey thus far

It’s been exciting, challenging, scary and extremely satisfying. It’s truly been a roller coaster ride.

Starting out is always a bit hard. I created a niche by just doing and doing a lot of it. I can almost compare it to digging a hole. When you start digging, it’s too small to notice but if you keep at it, you have a hole that only you’re standing it and more people can see it. I had to keep doing a lot of things that I wasn’t too keen on doing, like talking about money or drawing things that aren’t exactly my cup of tea. Same with the business/online store. I think I got lucky with the online store because I have a partner who keeps me on my toes. It took a lot of self-convincing because I really wasn’t sure I could handle another responsibility. But I could! So sometimes taking risks also pay off.

Your illustrations are based on a narrative/story, what inspires you?

I think I draw things like I would write in a diary. Just thoughts, events, happenings and feelings that I have throughout my day. I guess that’s why it is what it is. So anything happening in my life or things that I see and do are my inspiration.

Do designers also have a block (like the writer’s block)? (if so) How does a designer get over it?

I think if you do it enough, it’s almost habitual so you don’t get blocks. But you definitely get moods. Sometimes you feel like drawing way more than other times. Everyone has their method of madness to get over the ‘nahhh’ feelings. I just do other productive things and mostly deadlines help force you into the mood even if you don’t feel like it. Sometimes just a walk in the park helps.

I’ve read in one of your posts that you are self-taught, what is your method of learning?

I learn by doing and doing a lot. If you’re not learning about illustrating, you’re learning about how to schedule projects, the most efficient way to do a job or about people in general.

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Your body of work comes across as ‘Happy’ and you as a happy person. Are there times when you are sad, or unhappy and just want to shut the world out? How do you deal with sadness?

Like any human, I have a wealth of emotions. I don’t feel sadness as much as I get angry. When something bad happens in the world, someone passes away, horror-stricken event, whatever the calamity, I tend to feel rage rather than melancholy.

Having said that, I do have sad streaks. And unlike some artists and writers who can create beautiful works from those emotions, I don’t even remotely feel like drawing then. Please note that sadness is very different from depression. I’m talking about the general sadness that sneaks in every now and then. Here are a few things I do when I get in this state:

Do whatever I feel like doing- I would rarely feel like drawing but I truly enjoy just inking pencil sketches and would scout out drawings that are yet to be inked. This is my sort of ‘peace’ and ‘meditation’ that gets my brain almost still without thought.
Play my favourite music- I ADORE country music, I listen to it both when I’m happy and also when I’m sad.
Confront the sadness- I don’t like leaving things in the air. If I had a tiff with someone, I clear it up. With people, it’s easy to just take a deep breath and confront the source of the sadness.
Time- And then there are things you don’t have control over that just need time to get better. Understand that things DO get better with time.
A box of you- Another thing is knowing what you like and makes you happy. I sometimes like cleaning or baking. Sometimes just getting away for a while. Or getting a pedicure.
Let yourself be- I think it’s ok to be sad sometimes. It’s even normal. Whether you need to shed a tear or two. Be nice to yourself and I think the worst thing would be to beat yourself up about being a little down. When you know it’s ok to be sad, you can let yourself be happy.

Oh! I forgot to mention, sometimes happiness is a sleep away. Literally, some days can just be a drag and understand that when you go to bed at night; so when you wake up the next day, the sun is shining brighter just for you!

What is your advice to a budding designer, who wants to pursue a career in design?

For design, it’s to learn the basics before you explore. For illustrators, it’s just to draw and draw some more.

You are a celebrity & an Influencer, what is your opinion about influencer marketing? (Please detail this)

I’m really particular about what I post on my social media platforms. I’m really picky about promoting and if I do, I make sure it’s a product I like or a service I believe in, or I politely decline. When I do allow for promotion on my posts, I make sure my audience is aware that I’m working with the company and I have a limit of how many posts I allow to be promoted in a given time frame. I also always write the text content that goes along with posts. This, I believe, makes for real-ness and respect.

I respect my audience, their time and their attention.

You mentioned that you endorse/write about the products/services you use or what you truly believe in, can you please detail it for our readers?

Like I mentioned, I only post when I’ve had a chance to interact with a product or know about the service enough to talk about it. Everything I post about is something I experienced and so it’s very important that it’s the same with the promotions I make as well.

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You are a pet parent, what is your message to other pet parents? (People keep abandoning their pets once they get old or when they are unwell…)

The only message I have to a pet parent is that your pet is the non-human child you brought into your family. Treat them like your own.

Is there anything else you’d like to add? Please do so ?

Get enough sleep ?

Who is a Thought Leader? What is Thought Leadership Marketing?

by Mayur Bhat | Mar 25, 2017 | Branding, Content Marketing, Influencer Marketing, Public relations

You might have come across the term Thought Leader in big events, the media, newspapers or websites. But Who is a Thought Leader? What does he do? You’ve probably heard people saying Bill Gates is a Thought Leader or Steve Jobs is a Thought Leader. Does that mean you have to build a multi-billion dollar organisation to become one?
Well, not exactly. Although, that is one way to go about it.

Who is a Thought Leader? What does a Thought Leader Do?

A Thought Leader is a reliable, informed Opinion Leader and a go-to person in his/her field of expertise or domain. He/She is a trusted source of information and guidance, who moves and inspires people with innovative ideas, turns ideas into reality. He/She works, not just for the benefit of his organisation, but for the betterment of the domain and the entire eco-system. They address and solve some of the biggest problems faced by the eco-system.

Thought Leaders can be an individual, a group or an organisation.

Are You a Thought Leader?

Well, it’s a simple checklist.

Are you making a difference to the community/ecosystem?
Do you have revolutionary/break-through ideas?
Do startups, business owners, media or people at large, seek your guidance/consultation in a particular field?
Are you called upon to solve large problems?
Do you inspire people/organisations to make a difference to the community/ecosystem?

If you have a few of these checked, chances are, you’re a Thought Leader.

What is Thought Leadership Marketing?

Thought Leadership Marketing is the craft of positioning yourself or your organization as a constant source of guidance, innovation, and compelling, reliable content, thereby attaining the status of a Thought Leader.

How to Become a Thought Leader?

A word of caution, this does not happen overnight. It is a long, persistent effort. But the journey is always rewarding for you and the organisation. One sure way is through Thought Leadership Marketing. Your company can be viewed in the same way by creating content that resonates with your customers and members of your industry.

One sure way is through Thought Leadership Marketing. There are 5 aspects to it.

Great Branding (Personal or Company)

How you position your organisation is everything. It addresses your brand’s mission, it’s goals, it’s domain, it’s target audience and it’s USP. This is the first thing that needs to be done as it sets hygiene in place and it becomes the foundation for all the other activities. People need to know who they are dealing with and what they believe in.

Content Marketing

They say ‘Content is King’. I know, I know. It’s cliched. But it never gets old because it’s true. Your content drivers all your other activities. What people seek from you is information, consistently. There’s not getting around that. It is one of the most effective ways to convey your value proposition, your contributions, and your mission.

Public Relations

People underestimate the value of public relations. It is Earned Media and it demands reverence. A journalist’s credibility is on the line when they write something, and they have a huge expectation from the publication and their readers to give them credible, compelling information. Getting covered in the right publication could be one of the most valuable additions in your Thought Leadership Marketing Campaign.

Social Media

Social Media is an affordable platform to reach a vast majority of your target audience (depending on your domain). It is probably the easiest way to get your message across the masses. It goes without saying that the social media posts need to be interesting. Quora, Reddit, and some other forums go a long way in establishing your value. (We advise a word of caution when using social media because you are accountable for what you say.)

Events

Nothing beats meeting your peers, followers face to face. It establishes a connect unlike any other. Finding a speaking slot at relevant events and delivering a meaningful, relevant speech can be extremely effective in certifying your domain expertise. When you deliver one good speech, people tend to invite you for more speaking slots.

But remember, with great power comes great responsibility. It is a thought leaders duty to work towards the betterment of the domain and the eco-system.

If you found this blog useful, we would love to have a conversation with you and hear about it. If I have missed out something, please feel free to write it in the comments section.

Does your Brand need Brand Guidelines (Brand Book)

by Mayur Bhat | Mar 21, 2017 | Branding, Design

You’ve thought of an amazing brand name, come up with a spectacular logo, you’ve paid top dollar and built a gorgeous website. Every piece of material that goes out of your company is meticulously detailed. But people still don’t seem to remember your company name, or what your company sells, or even what your logo looks like. Have you ever wondered why that is?

The answer is simple. Your branding lacks consistency and direction.

Your Brand is more than just a name or a logo or a website. It is an experience.

And you can (to a certain degree) craft this experience for your target audience. How?

By Means of a Brand Guidelines (Brand Book)

What are Brand Guidelines?

A Brand Guideline (also referred to as a ‘brand book‘ or ‘brand style guide‘) is a set of rules that details how your brand works and how your brand should be represented. These guidelines include the Identity elements and Visual elements of your brand.

The Brand Identity Elements are:

Your Brand Story
Your Brand Philosophy (Mission, Vision, and Values)
Your Brand Personality / Brand Voice
Boilerplate etc.

The Brand Visual Elements include:

Logo and tagline
Proper and Improper usage of Logo and Tagline (With visual examples)
Your colour palette
Your typography
Stationary / Merchandise design
Brand Do’s and Don’t’s etc.

Does your Brand need Brand Guidelines?

The Short Answer is YES. Here’s why:

Ensures Continuity

Your brand is bound to be represented by more than one person/agency. Your Brand guidelines ensure that whoever is representing your brand, follows a set of rules and regulations so that the target audience is familiar with the voice and image of the brand.

Ensures Correct Usage

Stretched Logos, mixed up colours, terrible backgrounds, blurry images, these are a brand custodians worst nightmare. And this is precisely what will be avoided with a clear, specific and concise listing of how to use a brands marks.

Avoids Confusion

Multiple people represent a brand, using brand guidelines ensures that anyone who represents your brand is familiar with the messaging, look and feel of the brand. This way, the target audience will always receive an undeviating constant communique.

Sets Standards

A brand guideline clearly specifies the colour palette, font types/font combinations, background colour, logo usage etc. So all your collaterals will be consistent, the brand recall will be optimum.

Increases Brand Recall

Consistency will aid people in remembering your company name, the logo, what your company sells etc. It firmly plants the brand in the audience’s mind, and how it is perceived will be in your hands.

Making your brand identity clear will go a long way in how people perceive your brand and how it’s short term and long term brand image shapes up.

Brand Guidelines is the difference between your brand being a bus headed nowhere and a bus headed to a destination.

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