Digital Advertising
Simply put, professional media buyers know the industry. We are familiar with going rates, remain abreast on media trends and maintain valuable working relationships with sales reps. Our daily involvement ensures media is secured in a timely manner and that no lucrative placement opportunities are missed.
Utilizing Covalent Logic’s media buyer ensures these results are achieved while freeing up your own personnel resources. Your staff will spend less time fielding phone calls, searching for opportunities and double checking deadlines. We utilize a strategic approach to planning and management and have an excellent payment history with all vendors, including the media.
Most importantly, we ensure that the right consumers hear your message. Our media buyer helps isolate your key customers and targets them through the most appropriate media outlets possible.
Utilizing specific demographic and psychographic criteria, we ensure that your message reaches the most desired audience possible while meeting your budget.
“Digital advertising offers more flexibility than traditional advertising, allowing businesses to adjust their targeting, messaging, and budgets based on performance and changing market conditions.“ - Edwin Cano. Mastering Digital Advertising: Strategies and Tactics for Successful Campaigns.
Our Digital Advertising Strategy
First, we conduct extensive research of your company; the product and service you provide; and the target audience to whom the message needs to be directed in order to accomplish the advertising goals. A target profile is determined from research into consumer behaviors, trends in industry and demographic characteristics. Next, a review of all mediums that comply with the parameters is evaluated to ensure maximum exposure.
Selections will be made based on your budget and relevance to profile. Once the medium selections are confirmed, a media plan and strategy will be developed and discussed with the client in the form of a comprehensive schedule, along with the rationale for the selections.
Our Digital Media Process
The process for creating and implementing a digital media plan includes discovery, strategy, implementation and reporting.
Discovery & Audit
Discovery: Determine the goals of the client.
- Goals can be defined as the need for more traffic, more views of a specific product or product category or more leads or sales. It can even be to generate more calls and less email or fewer calls and more email.
Audit: Analyze or assess current scenario.
- Determine the current traffic, the current sales or lead volume. Create a profile for the current status of the overall website, as well as determine and understand the flow of traffic through the site. Covalent Logic utilizes best-of-breed tools to evaluate the status, health, traffic, referral sources and engagement activity between users and your website.
Discovery + Audit:
- The union between what is found through the discovery process, along with the audit will help to create a very detailed roadmap and insight into the action strategies that should be implemented to achieve the desired goals.
Budget & Strategy
Budget: Determine the amount you would like to spend toward achieving goals.
- In digital marketing, dollars can be allocated toward specifying an audience, website property, search engine and geographic locations. Budget is the single most important metric to leverage against strategy.
Strategy: Determine the strategies that will fit both budget and achieve goals.
- SEM? SEO? Social? Email? Content? Blogging? What strategy will fit into achieving your goals, as well as your budget? The approach of our digital media team is: (your goals) + (budget) = strategy.
Make Sure Your Digital Advertising is Legal
The internet connects marketers to customers across the country and around the world. If you advertise online, remember the rules and guidelines that protect consumers also help businesses by maintaining the credibility of the internet as a marketing medium. In addition, truth-in-advertising standards apply if you sell computers, software, apps or other products or services. The FTC also enforces the INFORM Consumers Act, which requires online marketplaces to verify the identity of high-volume third-party sellers on their platforms and make it easier for consumers to report suspicious conduct. Kids' online privacy is covered under the Children's Online Privacy Protection Act. When you advertise online, remember the rules and guidelines that protect consumers also help businesses by maintaining the credibility of the Internet as a marketing medium.