Digital Marketing Articles
March 29, 2023
Brick And Mortar Advertising
By Camron Shoushtarian, Digital Campaign Manager
In the world of retail, the importance of digital advertising cannot be overstated. The rise of online shopping and e-commerce over the past decade has dramatically swung the pendulum of consumerism. Many companies with brick-and-mortar stores are realizing that they need to be creative to drive users into their stores. One way many companies have sought to close the gap is by incorporating paid digital advertising into their marketing strategy.
Digital advertising allows for scalability and customization. This means that companies can make real-time adjustments to their campaign to hit their goals. For example, a company can shift its advertising budget to correspond to the current shopping seasons. Digital advertising platforms like Google Ads and Facebook Ads also allow businesses to target specific demographics, interests, geographic locations, and behaviors. This level of targeting ensures that the right people are seeing your ads, leading to higher conversion rates. This allows for a more personalized and organic feeling ad experience, Epsilon states “80% of consumers are more likely to make a purchase when brands offer personalized experiences”
Additionally, by implementing dayparts your store does not have to spend budget while the store is closed. Digital advertising also comes at a relatively low price, when compared to other advertising channels and allows for extremely granular reporting. Allowing you to see your data in real-time and make business decisions based on the data.
Another huge benefit of digital advertising for brick-and-mortar locations is the ability to track store visits. Through the use of geofencing and mobile data, companies can track when customers walk inside their physical store after seeing an online ad. This information is crucial as it provides insight into which campaigns, messaging, demographics, and strategies are driving foot traffic to the store. By tracking and optimizing store visits, companies can optimize their advertising campaigns for maximum impact.
In addition to tracking store visits, digital advertising also allows businesses to track sales, both online and in-store. By tracking online and in-store sales, companies can determine the return on ad spend of their advertising campaigns and adjust their strategy accordingly. Digital advertising provides the ability to target users who are most likely to convert. This is achieved through the use of audience assimilation also known as lookalike, which shows ads to people who are similar to those who have previously interacted with a company’s website or ads. Another useful tactic is retargeting, this allows us to target users who have been to the store in the past or visited our website. One of our favorite tactics is layering users who have walked into other stores with similar products and who have an interest in a high-value product. For example, if we are selling TVs our strategy would be to target users who have walked into other electronic stores and have shopped online for TVs in the past 30 days.
Incorporating paid digital advertising into a company’s marketing mix has never been more vital than in today’s business environment. With the ability to scale and customize campaigns, track store visits in real time, and measure online and in-store sales, companies are now empowered to make data fueled decisions to increase their bottom line. Digital Mouth Advertising specializes in high performing digital advertising campaigns. Our hand selected team of certified media experts can develop a custom strategy tailored to your business goals. Get in contact with us today to see how we can increase foot traffic to your store through digital advertising.