Impact of Digital Advertising Strategies on Consumer Buying Behavior

Abstract

Digital advertising can increase global presence for businesses. It's good for brands and helps them to expand instead of being in one location. Advertising tools available within platforms are beneficial because businesses can target users based on their interests, and what they do. It allows the target market to be exposed to advertisers with specific products and services because it only appeals to certain groups. This type of targeted marketing leads to more successful campaigns because the advertisement reaches people. The advantages to having many options for ad placement can be used by the business. They can focus on reaching the specific people that want the services being offered without waste. One advantage to digital advertising is cost. Generally it's less expensive than media outlets like TV or newspaper. While less costly, digital advertisements still yield a higher return on investment. Targeting users also prevents over spending due to showing ad to users that may not be interested in what's being advertised. Digital ad platforms display real-time analytics about performance of ad. This allows marketers to see what is working or not so that they can make amendments to the campaign. It is possible to get very detailed information on campaign performance and interactions. It helps marketers understand each number they see on an advertisement's profile like clicks, transactions, or social media engagement. Knowing such numbers makes future ad planning more accurate. Consistent advertisement with a brand can increase brand visibility. The higher level of exposure can translate to higher retention rates. Keeping a brand recognizable to the customer helps customers select that brand over a competitor once a need arises. Interactions that brands can have with the user on platforms like social media can be very helpful. When users can like and share or comment, it encourages them to feel as if they are part of a larger brand. Loyalty comes from an increased engagement of the brand. Open-ended conversations or responses within advertisements can build greater bonds. Brands that build stronger relationships with customers have a higher rate of repeat purchasers. Digital advertisements have the ability to scale. However, digital campaign scalability allows adjusting on the fly not just down, but also up as needed. This is good because it allows immediate response to opportunities or problems.