Is Every Campaign a Back-To-School Campaign?

Does it seem like every campaign lately is a back to school campaign? You’re not imagining it – marketers, especially digital advertisers, have shifted their campaigns to leverage the rise of back-to-school shopping, and the result is that almost any campaign online these days is a back-to-school sale.

As parents across the country rejoice at the start of the new school year and struggle to adjust their kids back to the known routine, digital advertisers across the country are eagerly prepping back to school sales in the hopes of maximizing revenue and increasing brand awareness and loyalty.

While the school year only officially opened now, back-to-school campaigns have been spotted online as early as July 11th – almost a week later from the previous year and a month later than 2014. The shift in launch of back to school campaigns is likely due to the fact that digital advertisers want to create a sense of urgency – something that can’t be done two almost two months before the start of the new school year – while bringing a much needed boost to sales after disappointing holiday seasons and summer shopping.

In the past, back-to-school campaigns were largely focused on in-store purchases, however a recent study by the National Retail Federation reveled that online back-to-school shopping is increasing in popularity, with over 34% of parents reporting that they will make their purchases online this year.  The study further indicated that of those making their purchases online, 2 out of 3 parents would buy more than what was required of them on the school supply list – this is perhaps the largest reason that brands that operate outside of the back-to-school sphere have bumped up their digital advertising campaigns and found a way to connect their product to back-to-school needs of families.

As digital advertising is increasingly focused on mobile devices, it should come as no surprise that this year, more and more parents will make their back to school purchases directly from their mobile phones. The Rubicon Project back to school survey revealed that 60% of parents plan on purchasing as least one item on their mobile devices, and 30% reported that over a fourth of their purchases will be made on mobile devices.

Considering the increased reliance on digital devices for back to school shopping, coupled with the latest news from eMarketer that back-to-school sales are expected to go up by 2.6% this year in comparison to 2015, it’s no wonder that digital advertisers are doing all they can to leverage this latest shopping season to increase sales and maximize revenue generation.

Programmatic Advertising and your Marketing Budget

Programmatic advertising is the fastest growing industry in marketing these days, with over two thirds of all display advertising spending being allocated to programmatic advertising technology.  This increased reliance on programmatic advertising is on an upwards climb (in fact, the 2016 spending estimate of $22.10 billion is a 39.7% increase from 2015!) and it doesn’t look like that is going to change anytime soon – so what does this mean for advertisers and marketers looking to plan ahead for 2017?

For starters, it means that companies that do not use programmatic advertising in order to optimize campaigns, improve ROI and hyper target potential customers will have to start using programmatic tools if they want to stay relevant in 2017.  With the world shifting towards programmatic advertising, companies that do not automate media buying will risk being left behind and having ineffective campaigns.

A rise in the use of programmatic advertising also means that even smaller companies without big advertising teams can now compete with the big brands thanks to automated tools – so the competition is going to get harder!

That means that in addition to spending more money on the programmatic ad buys, companies will have to ensure their campaigns are that much more appealing in order to stand out and gain traction. To do that, companies will have to invest even more in copy writing, graphic design and development of high quality converting campaigns.

The main advantage of programmatic advertising is the clear shift in the direction of ROI-focused advertising. If up until now advertising campaigns were focused on awareness, the ability to optimize campaigns and reach a more relevant audience thanks to programmatic tools means that companies will be shifting their focus back to what matters – results and ROI.  Since programmatic advertising includes the ability to monitor ROI accurately, it has altered the way budgets are managed in order to put the focus back on gaining a return on investments.

As programmatic advertising tools improve and technology advances, programmatic advertising will continue to rise in popularity and as a result, bite a bigger chunk of digital advertising budgets in years to come – the good news is that programmatic tools tend to deliver better ‘bang for their buck’ making it money well spent!

Top 5 Advertising Trends for 2016

Even though 2016 is almost over, that doesn’t mean its too late to change your advertising strategy and implement some of the hottest trends in digital advertising.  Plus, it’s not too early to start thinking about your 2017 strategy, and if you don’t want to fall behind, you have to make sure you 2016 trends are on point!

So what trends can you not afford to forego?

#1 – Start incorporating Video’s

The first (and what some may call most important) trend of 2016 is the use of video for digital advertising. A Cisco report concluded that by 2018, 69% of all Internet traffic will be video based. Companies that want to stay ahead and reach out to a captive and ready audience must incorporate video in their digital advertising campaigns.  With digital ad spending on video only increasing, video advertising is one trend advertisers cannot afford to go without.

#2– Mobile Everything

Since the introduction of smartphones, the rise in the use of mobile devices has stunned even the most optimistic analysts. Already in 2014, mobile use surpassed desktop, and by 2015, 51% of the time adults spent with digital devices was spent on a mobile phone.  As digital advertisers begin planning upcoming campaigns, it is important to plan them for mobile devices and only then for desktop, as opposed to the other way around. If your target audience is on the mobile device, it isn’t the mobile campaigns that need to be optimized from desktop ones, but the other way around.

#3– The rise of Gamified Apps

If Pokemon Go taught us anything, it’s that consumers are willing to go above and beyond for something they find engaging and entertaining (just think about the guy who lost 28 pounds in 20 days). Since games have yet to be exploited in terms of advertisement, it is an excellent place for digital advertisers to focus if they want to tap into a captive audience that has shown willingness to go above and beyond for points (or pokemon).

#4 – Programmatic Advertising

Improvements in technology and increased competition has led to nearly two thirds of all display advertising being purchased through programmatic software and tools.  As a digital advertiser, it is important to stay ahead of the competition – and that means finding a programmatic advertising solution that works for you!

#5 – Humanize Your Brand

As machines begin buying ads and consumers grow weary of traditional advertisements, brands have begun turning to storytelling and human connections in order to build a brand identity that consumers want to connect with. Today, consumers don’t just buy a product – they buy a story, a vision and a piece of something they want to be connected to. For a digital advertising strategy to succeed, brands must humanize their story and make it easier for consumers to connect to them.

Top 7 Events For Online Advertising Professionals in 2016


The advertising industry is rapidly changing with the evolution of programmatic advertising, augmented reality, hyper-targeting and other technological advancements. In order to stay relevant, it’s important to keep up to date on trends and future predictions – and there is no better way to do that than by attending a conference.

A quick Internet search reveals dozens, if not hundreds, of conferences in the advertising industry. Unfortunately, not all of them are all they are cracked up to be, and many of them invested more in their marketing campaigns than the quality of their speakers and panels. When examining trade conferences, it is important to study the conference agenda, consider the conference attendees and their qualifications and ensure you have the relevant background knowledge in order to get the most out of your conference experience

Even among the interesting ones, not all are relevant for digital advertising professionals. That is why we compiled a list of the top 7 digital advertising conferences for Q3 and Q4 of 2016.

LeadsCon – August 22-24, 2016, New York

LeadsCon has established itself as one of the leading performance marketing conferences, and for good reason.  LeadsCon focuses on lead generation tactics and direct response marketing and draws in international leaders in digital advertising.  The 2016 LeadsCon New York will take place alongside B2B LeadsCon, the only summit geared exclusively towards B2B lead generation, lead acquisition, nurturing and conversion. The two conferences together make it the place to be for digital advertisers this upcoming August.


Why should you attend? Not only are these two stellar conferences taking place in one convenient location, this year will also feature a pre-event summit by Path2Conversion that will offer critical tools to optimizing advertising campaigns and improving strategies.  If you’re in the business of digital advertising, and care about converting leads (and don’t we all!), you won’t want to miss LeadsCon.

DMEXCO – September 14th and 15th, Cologne, Germany

Another ‘must attend events’ for digital advertising professionals is the 2016 Digital Marketing Exposition and Conference (or DMEXCO).  For years DMEXCO has established itself as one of the leading conferences for digital marketers interested in global connectivity and innovation. The conference, which drew in over 43,000 attendees, 881 exhibitors and 500 speakers in 2015, is a keynote place to explore the latest disruptive trends in digital advertising.

The 2016 conference is right around the corner and the anticipation of digital marketers is steadily increasing. Jack Dorsey, CEO of Twitter, Sridhar Ramaswamy, SVP Ads and Commerce at Google and Chris Cox, CPO of Facebook are just a few of the speakers that will attend the conference and share their insight on upcoming digital marketing trends, new disruptive technologies to consider and other advancements in the digital marketing world.

So why should you attend? If you are looking to retain market share or grow in your industry, you need to know what trends to follow and what disruptive technology you will need to adapt. Attending the 2016 DMEXCO is a great way to get all of that information sooner rather than later. Plus, Adclarity, one of the leading Media Intelligence Solutions available for digital marketers, will be attending the conference (and we hear they give great perks for conference attendees).

Interested to Know more about your Online Advertising Competitors – Book a Meeting with Adclarity Team during the DMEXCO conference 

RACE Expo, October 7th, Moscow

The 2016 Fifth International Affiliate meet up is shaping up to be one of the most interesting places for digital advertisers to be in 2016. The conference will serve as a hub for digital marketing experts, particularly those in the affiliate marketing world. Whether in the financial trading industry, online gaming, marketing automation or lead generation, this conference is on route towards becoming one of the most appealing ones, particularly for digital advertisers who are results oriented and focus on conversions, CPA’s and CPL’s.

Why attend Race? Race will bring together affiliate program owners and partners alongside digital advertisers, media planners and account managers from large agencies and production studios that are actively seeking tools that will help optimize and atomize digital advertising campaigns in order to increase effectiveness and share their knowledge in a welcoming environment.

PubCon, October 11-13, Las Vegas

PubCon, named as one of the top conferences for growing businesses and must-attend conferences by Forbes, earned it’s place at the list of conferences digital advertisers must attend in 2016.

PubCon is a digital marketing conference focusing on digital advertising with outlook to future trends. PubCon has long established itself as a leader in cutting-edge discussion with provocative topics and world famous keynote speakers which this year include Debra Jasper, Scott Stratten, Gary Illyes and more.

So why should you attend PubCon? In addition to featuring dynamic speakers and showcasing the latest technological trends, PubCo has serves as the launching ground for many products by international enterprises such as Google, Microsoft, Twitter and more, making it all the more exciting to attend (you never know what product or new tool you’ll get to hear about first!)

New Video Frontiers – October 19-20, London

The New Video Frontier conference earns a respectable place in our list of top digital advertising conferences to attend because this is the place to be for all things video (and we all know that video advertising is the hottest thing right now in digital advertising).

The New Video Frontiers conference brought over 500 industry leaders from around the world in 2015, and it is expected to shatter those numbers in 2016 thanks to the rise of dependency on video advertising across social media and search engines. The 2016 conference will focus on programmatic TV and monetization of mobile advertising as well as outsteam opportunities and virtual reality – all hot topics for anyone in digital advertising.

So why should you attend? Because video advertising is on the rise, and if you want to continue to hold your market share or grow your business, you will have to get on the video advertising bandwagon.

Casual Connect – November 1-3, Tel Aviv

Casual Connect, the annual Casual Games Association conference, is going to take place this year in the bustling heart of Tel Aviv. The conference, which takes place 4 times a year (in San Francisco, Amsterdam and Singapore) is geared towards leaders in the gaming industry and draws in over 1600 participants from over 35 countries to each event.  The Tel Aviv conference will focus on the interconnectivity of new media and business, making the center of the Start-Up Nation the perfect place to host the meeting.

Why should you attend? Aside from taking place in a hot location (Tel Aviv tops travel lists almost every year), the 2016 Casual Connect meet up will include over 700 companies and over 100 international speakers including Robert Antokol (Founder and CEO of Playtika, Diamond sponsor of the conference), Sean Ryan (VP Platform Partnerships at Facebook), Iky Sandor (Partner Development Manager at Google Play) and many others.

Affiliate World Conferences – December 5-6, 2016, Bangkok

The Affiliate World Conferences Asia is one of the premium digital advertising conferences, bringing visionaries and global leaders in affiliate marketing together under one roof. This year keynote speakers Christian Rudder (Founder and President of OkCupid) and Alexander Willemsen (Affiliate Expert and Founder of Scito Media) will focus on new trends in digital marketing and the direction affiliate marketing and advertising is going in.

Why should you attend? Aside from visiting Bangkok in December, the Affiliate World Conference will be a great opportunity to explore trends and advertising in affiliate marketing from global affiliate leaders, discover new tools and gain insight into future trends.


How Advertising Technology Changed the Real Estate World

Real estate, at it’s core, is an offline business; homes cannot be shipped in convenient sized boxes and photos can never do an apartment justice or truly showcase the tiny flaws that a cameraman can expertly hide.

As a result, the real estate industry has been one of the slowest ones to adopt digital advertising, making it one of the most interesting industries to watch in the upcoming years. The most recent housing crisis has challenged the real-estate industry and caused many realtors and brokerages to drastically alter their marketing and advertising strategies in order to stay current with the times.

Until 2006, the real estate world depended heavily on print advertisements in newspapers, with 26.8% of the $17.3 billion generated by newspaper advertisements being attributed to real estate advertisements.

The rise of smartphones and high speed internet alongside digital advertisement channels has cause real-estate professionals to shift their advertising strategies in order to have a strong presence where their consumers spend most of their day – on search engines, on their smartphones and on social media channels.

As a result, the real-estate world, a no-tech one in it’s offering, now relies on technology and digital advertising in order to succeed.

Are There Any Realtors Left?

One of the most notable changes caused by technology is the change in the position of the realtor.  In New York City alone, there were 27,000 real estate agents in 2015 and roughly 13,000 contracts were closed through agents. What that means is that more than half of the real estate agents didn’t close a single deal in the entire year (it might even be more since some agents may have closed multiple deals).

Despite the decline in contracts closed by agents, the number of listings is on the rise, as are marketplaces for real estate listings. Consumer real estate is now dominated by marketplace giants with strong online presence and powerful communicates.  As the internet rose in popularity, internet portals such as AOL Real Estate, MSN House & Home etc paved the way for marketplaces.

Today. sites such as Zillow, Trulia and have risen in popularity in recent years with Zillow leading the bunch with over 4 billion digital impressions in the past six months alone.

Does this mean that realtors are disappearing? Not exactly – it means that they are shifting from being the guarders of information to being the leaders in data sharing – meaning that they are turning to online marketplaces to communicate directly with their consumer rather than rely on independent and local advertisements.

A recent study reveled that 87% of homeowners gather information from online sources prior to making a purchase, and 33% report that they first saw the home they purchased online.  Therefore, in order for realtors to stay relevant, they need to operate in the digital world where their clients are.

Where Can Real Estate Go?

As technology advances and consumers increasingly depend on the Internet, so will their need for real estate solutions online. New companies are bridging the gab between real estate needs and consumer demands, and as time moves on, advertisers in the real estate industry will need to adjust their strategies in order to stay relevant.

As smartphones and IoT devices increase in popularity, consumers will demand their real estate related activities be as connected as the rest of their lives. As mobile ad spending is expected to exceed $100 billion worldwide in 2016 (surpassing all other digital ad expenditures), real estate professionals will have to increasingly depend on mobile advertisements in order to retain market share and continue securing new listings and clients.

The rise of video and 3D imaging will also likely alter the face of the real estate market. Instead of mistrusting photos, scheduling a viewing, taking time off work and going to see a listing, prospective renters and buyers will be able to tour properties from afar, making the entire process seamlessly digital.

Real estate professionals that do not invest heavily in mobile advertisements will have to shift their advertising strategies in the upcoming years in order to meet their clients where they are, or risk dying out. Part of the shift will have to include an increased reliance on search engine optimization (SEO) and search efficiency in order to ensure visibility online.  The best way to understand your target audience needs and expectations is by examining competitors, and thanks to programmatic ad tools and advertisement intelligence tools (such as our very own Ad Clarity) it is possible to understand the publishers, mediators and types of creative that are trending in the real estate world.

An increasing number of realtors, brokers and other real-estate professionals are using an array of digital devices not just for promoting listings, but to communicate with potential clients and follow up on important documents. As fart as technological advancement is concerned, real-estate professionals can expect an influx of technological developments, particularly for mobile devices, that they will have to adapt to or be left behind.

Ultimately, as information becomes more available and data is shared digitally, the real estate market will have to step away from paper and accept digital communication. From electric signatures on digital documents to mobile rent payments and interaction with 3rd party vendors, the real-estate market has a long way to go where technology is concerned.

Customer Retention Advertising V.S Acquisition Advertising in the Online Retail World

The retail industry has been drastically altered with the introduction of digital advertising. Today, the retail digital advertising industry is the largest spender by far, with an estimated ad spend exceeding $15 billion in the U.S alone for 2016.

Since advertisers today compete in a much more highly saturated space, they are constantly re-imagining campaigns and coming up with creative ideas to convert customers.  The difference today is that advertisers need to think about conversion as the start of a long journey a customer takes with a brand.

Each time a consumer makes an online purchase the brand needs to care not only about the acquisition process, but how they can increase brand loyalty and awareness in order to increase the lifetime customer value.  While it is easy for advertisers to get lured in by the appeal of high conversion rates for acquisition, the true test of time for a brand is in their ability to use advertising to increase retention and overall consumer purchases in the long term.

What this means for advertisers is that they need to spend more time building a brand and educating the market of the brand value than they have in the past. Today, a single purchase on a website has less value from a brands perspective than a loyal customer who constantly comes back to their brand.  For advertisers, this directly translates into more emphasis on retention adverting rather than first time acquisition, and an increased reliance on customer loyalty programs.

What can be done to increase lifetime customer loyalty? For starters, focus your marketing strategy on long term advertising that is brand focused and not product centric. It is important to ensure that all long term advertising campaigns are monitored and tracked. In doing so, it will be possible to integrate customer loyalty programs that reward repeat consumers and upsell products.  Companies that want to take things further, should also consider integrating a native application in order to increase purchases.

Ultimately, the sky is the limit – the important thing to remember is that acquisition is no longer the king – set your sights on retention for long-term success as an advertiser and as a company.

What Pokemon Go Has to do with Advertising

The immersion of augmented reality into the daily lives of consumers can be split into two – before and after Pokemon Go.

Before Pokemon Go, augmented reality becoming widely accepted was just a dream of advertisers. Today the idea of incorporating digital elements (like cute and fuzzy Pokemons) through our hand held devices and seeing them in our real world is exciting and new and most importantly, accepted by mainstream consumers.

Already in 2008 the first augmented reality was launched, however it wasn’t until 2011 when advertising powerhouses such as Disney and Toyota tried to integrate augmented reality into their advertisements. No matter who the brand, what the product, or how cool the ad, augmented reality just didn’t pick up with mainstream consumers.

All that changed this past month when Niantic unveiled Pokemon Go with unexpectedly little buzz. Despite the lack of pomp and glory, Pokemon Go has quickly become one of the most viral sensations of the summer, taking people out of their homes and into the streets to capture as many Pokemons as they can. In becoming a viral sensation and altering the augmented reality learning curve, Pokemon Go has single-handedly changed the safe of augmented reality, and in doing so, changed the future of advertising for years to come.

With Pokemon Go, Niantic has created an instant desire by consumers to intertwine what they see through their screen with what they see in real life – an act that augmented and virtual reality giants like Oculus and Samsung have tried to do for several years with the launch of their augmented reality lenses.

By bringing augmented reality to the mainstream consumer, Pokemon Go bypassed the need to purchase pricey augmented reality gear and gave the average consumer the chance to try and love this new technology. By simplifying the access and reducing the price barrier, Niantic has given digital advertisers rekindled hope that their dream of augmented reality integrated campaigns can become a reality sooner rather than later.

The result of the widespread acceptance of the augmented reality offered by Pokemon go will likely increase the availability of games that utilize mobile cameras as well as open up the digital advertising world to unlimited possibilities. Instead of struggling to take online ads to an offline location, advertisers will now be able to be a part of the journey consumers take from the moment they see an ad in the comforts of their own home, and all the way until they complete a purchase or visit a storefront.


Throw Away Your Advertising Strategy

If you’re deciding between a long 10-year advertising plan or no plan at all, you are better off ‘winging-it.’

The internet has transformed the way information is shared and consumed, and as a result, has changed the way advertisers promote products. Today, digital advertisers have to appeal to their audience on a wide variety of channels in order to establish a brand voice and identity in the pursuit of consumers and loyalty.

So what does this mean for digital advertisers?

For starters, it means that the world is rapidly changing and with it, the meaning of long term has shifted. A long-term strategy 20 years ago spanned decades and was supposed to take into account market changes, social shifts and advancements in technology, however 20 years ago, advertisers couldn’t predict smart phones, social media or instant mobile communication.

Today, with the world changing drastically every quarter, companies cannot adhere to antiquated plans, and many advertising strategies are irrelevant within months rather than decades.

Does this mean companies should throw it all away and wing-it? Probably not. But it does mean that companies need to be flexible and understand that new technologies can be introduced every day that will render their well thought out plans obsolete.

Instead of planning for long term, companies need to focus on their brand identity and message and keep that as the focal point for a long-term advertising strategy.  Instead of trying to predict the future and where technology will take advertisers, advertisers should build a brand (and an advertising and marketing strategy for that brand) that is flexible enough to change and stand the test of time.

Where Digital Advertising and Television Meet

Instead of a material world, it’s time modern advertisers recognized that we are living in a digital world.

Digital advertising has increased exponentially since the introduction of the internet and the accessibility of information thanks to smartphones and other personal devices. The increased reliance on digital sources has forced companies to increase digital ad spending and in 2016, digital spending is on track to surpass TV spending for the first time. That means more companies are spending more money targeting their consumers where they spend most of their days – on their mobile phones and computers.

Despite the fact that digital advertising is on the rise, the rise of video advertising and the effectiveness of video campaigns shows advertisers that while digital killed the TV star, video is still the champion.

There has been a steep spike in reliance on video advertising in recent years (market land reported an increase of 88.6% increase in 2015 with all forecasts predicting that 2016 will exceed that growth rate).  While that has been the trend for several years, the introduction of video to mobile devices has drastically altered the digital advertisement world once again. If several years ago online advertisements were text based, then moved to image based, today we see the rise of video and GIFS replacing ‘traditional’ digital advertising.

Why to digital advertisers like video ads? Because they are more effective. YouTube, the largest video-sharing platform, reported over 20% video completion rate and since the introduction of video ads on Facebook, brands have been able to target more fans than ever (Average video reach is almost 9% for organic whereas status updates get around 5.8% and photo updates below 4% – it may not seem like a lot but it’s a 135% increase!).

So what does this mean for the modern digital advertiser? For starters, don’t throw out everything our advertising forefathers taught us – just make sure you adapt it to the modern consumer; Focus on video, but know your consumer is watching it on a smaller and more mobile screen, and don’t forget – we are living in a rapidly changing digital world.

Long Term Advertising Strategy in a Short Term World

The question of whether to embark on a long term advertising strategy or develop short term campaigns for immediate results is one that has plagues marketing managers and executives for years and will continue to do so as long as technology advances at a rapid pace and consumer needs shift along with it.

The advertising world, particularly digital advertising, has undergone rapid transformation in recent years. Today, instead of focusing on product-driven ads, brands are turning to emotional engagement, personal connection and multichannel content strategies in order to retain their market share.

The need for instant gratification coupled with a severe lack of attention has made advertising today a complex task that brands must delicately traverse as they attempt to convey thousands of messages in as few words or moments as possible.

While the champions of modern advertising shunned the tried and tested formulas of advertising in previous years, the rapid shift from one strategy to another has made it increasingly difficult to create a long-term strategy that will work in a short-term world.

Despite the fact that today’s world is changing at a rapid pace, businesses must still make long term plans and strategies if they want to retain their market share and consumer base over time.

Long-Term Versus Short-Term Goals

To create a long-term advertising strategy in a short-term world, it is important to understand what the purpose and goals of each strategy can yield.

Most of the modern digital channels for advertising focus on short-term goals and are based on quick and instant results. Paid search advertising and social media marketing are excellent channels for integrating short term goals that are in line with a companies long-term advertising strategy, however advertisers should not depend on them as a long term strategy.

In the short-run, increased site visits, conversions and sales can be gained relatively quickly with a powerful short-term advertising strategy; it is a simple function of budget and creative collateral. Leveraging search engine advertisements, social media ad managers and programmatic advertising tools can help a company increase exposure to a hyper-segmented audience.

The problem with short-term advertising strategies is that they are often too costly for small and medium sized businesses that cannot splurge on high click rates, and their short term effects often do not justify the expense. Despite that, many businesses push short-term advertising strategies as they seek the instant gratification their consumers crave and as a result, focus their limited time, energy and resources on the wrong channels for their long term goals.

While it’s easy to lose sight of the long-term plan in favor of quick results, the truth is that long-term advertising strategies are more effective than the quick-fix short-term campaigns that bring immediate results. While short-term sales are great for the quarterly balance sheet, long-term advertisement strategies have the potential to cultivate brand awareness and loyalty and increase existing customer conversions.

At its core, long-term advertising is based on branding and brand loyalty whereas short-term advertising is focused on immediate results. A successful long-term strategy will be built around establishing brand awareness and loyalty so that consumers will identify themselves with a particular brand.

Ultimately, the more a consumer connects to the core of a brand, the more they will spend, however advertisers should be aware that building a long-term advertising strategy requires time, dedication and resources.

The Importance of a Flexible Long-Term Strategy

The best way to increase visibility in the digital age we live in is by establishing a powerful online presence. While short-term ad campaigns and strategies will yield immediate results, the moment funds stop, the traffic will stop with it.

To ensure a long lasting advertising strategy, companies need to focus on increasing their visibility online with the help of SEO. Contrary to popular belief, SEO is not just a keyword strategy, but rather a long term advertising strategy that incorporates content marketing to strengthen long-term advertising goals. Since SEO is based on content, a long-term advertising strategy should take into account the importance of original content that is engaging to their audience and aids in establishing their brand as a thought leader in their industry.

Long-term advertising strategies need to focus on consumer engagement and invoke emotion rather than push products for the sake of making a sale or gaining a conversion.  Therefore a sustainable long-term advertising strategy should take into account the company marketing goals and build a budget that pushes the company vision and message to consumers in a consistent way for the long run.

Since the world is constantly changing, it is important to monitor and maintain long-term strategies in an ongoing fashion. While it is important to set long-term goals that promote the brand mission and vision, it is equally important to remember to be flexible and adapt with the times. A corporation that established a long-term advertising strategy in 2006 would have had to drastically alter it with the introduction of the modern smartphone and social media marketing channels. Therefore it is necessary to have a long-term advertising strategy that is both vague enough to enable flexibility, but firm enough to uphold the brand identity.

Ultimately, In order to truly stand out and build a brand that will have a long lasting market share, digital advertisers have to plan a long-term strategy full of short-term goals and a short-term campaign that ties into long-term goals.