Setting up a proper advertising strategy needs more than just the right channel. A proper strategy in place in go a long way in meeting and surpassing the set marketing goals

1. THE ROLE OF DIGITAL
IN ADVERTISING
Written by Faith Wanyi

2. To understand this, we need to first understand what each one of these'
functions are to an organisation

3. Advertising is a function of
Marketing and can be looked
at as putting the creative
aspect of a
company/products/services
in front of the target audience
in a way that it will stand out
from the rest of the
competition.

4. Now Digital marketing is the
media channel to
communicate this adverting
idea. This is actually very
important to understand.
In the last few years, a
perception has been
communicated to the general
public that for a company to
exist in this age, all they need
is digital marketing.

5. The truth is, digital advertising has
opened up new avenues to reach
a certain target audience that is
cheaper, more efficient and in the
now.
What this means is, in the past,
using other media channels like
print, TV, PR and experiential, turn
around time of advertising took a
long time to get to fruition.
A lot of budget was also spent in
this channels which in this age,
using the various options offered

6. The above said, a proper
digital advertising strategy
needs to have it's strategy
first in place.
The strategy in this case will
focus on market research
(Industry history, target
audience, trends, risks,
threats and opportunities),
competition and trends.

7. With a strategy in place, and
with the digital channel as the
choice of media, the results
from advertising will be more
impactful and meaningful to
the tasks set by an
organisation.

8. “ Digital is the future of advertising
-Faith Wanyi