21st Century Marketing Challenges

December 6, 2021, Read Time 2 mins · Ryan Hildahl

Rick SR blog klundt hosmer spokane

The Spokesman-Review recently featured our chief marketing officer, Rick Hosmer, and other marketing professionals who shared insights on how advertising and marketing have changed over the years. If you missed it, read the article here. We’re expanding on his comments and digging deeper in this post.

Since the ’90s, there has been the introduction of Google Search Ads, display ads on websites, video ads on YouTube, and social ads on almost every social platform. Traditional media is still around and used by marketers everywhere. However, digital advertising has given marketers access to new methods of achieving the same goals. While the purpose behind digital ads remains the same, there are significant differences.

Some benefits of technology to advertisers include digital ads allowing for more accurate measurement of the success of an ad campaign. Marketers can use detailed metrics such as impressions, clicks, and conversion tracking to determine if the cost of advertising was worth the results. With a billboard, who is to say precisely how many people saw the billboard—let alone their ages, genders, or whether they completed a purchase?

On top of that, more people see digital ads. While billboards are restricted to a street corner and mailers to specific residencies, digital advertising can be as broad or narrow as necessary. For example, do you want to target everyone with internet, or do you want to target only people in one zip code? These options offer a lot of freedom and capability for identifying and reaching your target audience.

Another notable advertising change over the years is the ability for marketers to target more qualified customers. Digital ads can be “microtargeted” to users that match the advertiser’s desired demographic. Ad targeting uses demographics such as interests, age, and gender, though some of this may change soon as web privacy becomes of increasing interest. In the article, Rick mentions the benefit of microtargeting. While it may be nearly impossible to avoid ads, the ads you see are more likely relevant to you. For example, the ads for colleges show up in front of high school students, and the diaper ads only show up for parents with young children. That's a tangible benefit for advertisers and consumers alike.

Marketing mediums evolved, and so did consumers. More than ever, consumers need to trust the company before making a purchase decision. Consumers care about the soft skills that a business holds as much as the actual products and services. Customer service, privacy, and trust are just some of the soft skills required for a customer-first company.

No matter how compelling your advertising efforts, reviews will always be at the consumer’s fingertips. Too many negative reviews can lose a potential sale, while positive reviews can be the deciding factor when choosing between your business and your competitor.

Want to learn more about digital advertising? Check out our digital division Klü Digital! Here is Klü’s blog about what digital advertising has to offer.