You're struggling to convince stakeholders about digital advertising platforms. How do you get them on board?

1 Build Trust

Building trust is the first step in getting stakeholders on board with digital advertising platforms. Start by acknowledging their concerns and providing reassurance through education. Explain how digital platforms offer detailed analytics, allowing for transparent and trackable campaigns. Highlight the control they give over budgeting and targeting, and how this can lead to more efficient spending with higher returns. It's important to communicate that while the digital landscape is ever-evolving, it's grounded in data and performance metrics that can guide decision-making.

2 Showcase Flexibility

Digital advertising platforms are incredibly flexible, which is a key selling point. They allow for real-time adjustments, so you can assure stakeholders that strategies can pivot quickly in response to market trends or campaign performance. Emphasize the variety of formats available—from video ads to social media engagement—that can be tailored to meet specific marketing goals. This flexibility also extends to budgeting, as digital campaigns can be scaled up or down with relative ease, ensuring financial resources are used effectively.

3 Highlight Targeting

One of the most compelling aspects of digital advertising platforms is their targeting capabilities. Explain how these platforms use consumer data to deliver ads to the right audience at the right time. Discuss the power of segmentation, which allows for messages to be customized to different demographics, interests, and behaviors. Make sure stakeholders understand that this level of targeting can significantly increase the relevance of ads, leading to higher engagement rates and a better return on investment.

4 Stress Measurability

The ability to measure the success of advertising campaigns in real-time is a significant advantage of digital platforms. Clarify how metrics like click-through rates, engagement levels, and conversion rates provide immediate feedback on performance. This measurability ensures that stakeholders can see exactly how their investment is performing and make informed decisions about future advertising strategies. It also allows for ongoing optimization, ensuring that campaigns are continually refined for maximum impact.

5 Discuss ROI Potential

When discussing digital advertising platforms, focus on their potential for a strong return on investment (ROI). Explain how the combination of precise targeting, real-time analytics, and flexibility leads to cost-effective campaigns that can yield significant results. Stress that unlike traditional media, digital platforms allow for detailed tracking of customer journeys, from initial exposure to final conversion, which can be directly correlated to sales and revenue.