Nowadays the world of online advertising is so wide that it’s hard for marketers to understand in what they should actually be focusing on, so we’ve put together a few key ingredients to help you out.

KNOW YOUR AUDIENCE
Surely this is not the first time you hear it, but your audience should be your main focus at all times. After all, they are the consumers of your product, so decide who you’re marketing to.

SEGMENT YOUR AUDIENCE
When working in online advertising, keep this in mind: your target audience can always be divided into more groups, and it should! Especially when talking of major brands, don’t forget to use all geographic, demographic, behavioural data you own to your advantage.

USE SOCIAL MEDIA PLATFORMS
Not only is it a great way for you to connect with your customers, but more and more people expect issues to be resolved via social media instead of other channels. So it’s important to have a balance between the information and content you place on your website and social media – consistency is key.

RELEVANT CONTENT
Content plays a key role in the online advertising world because it’ll help you drive engagement, which in this digital era, is much more important than just driving traffic to your website. Also here, segmenting your audience will prove to be very effective, as you can focus on creating content relevant and interesting based on your customers’ behaviour.

KEY PERFORMANCE INDICATORS
And last but not the least, you need to pay close attention to the Key Performance Indicators available to you. These are not only useful to know if your customers are responding to your content, but it should also be tracked against a particular channel or piece of content, so you can always optimise your advertising campaigns correctly.