Consumer behavior has changed dramatically as new technology is introduced every year. As a result, advertisers have adjusted how and where they spend their dollars. We review these changing trends and how companies have adapted.

Before we get to far we need to find different Digital Marketing and Advertising products and their pros and cons. You are likely familiar with all of these, but we quickly and simply define them to properly set the stage for the rest of the course. Part 1 includes Social Media (Facebook, Twitter, etc), and Display or Banner Ads.

In Part II of this two part section we continue with Video Ads, Search Advertising, and OTT (Over The Top) Advertising.

Every ad campaign will fall into one of two categories; Awareness or Direct Response. However, these might mean different things to different people. Let's define what they mean in the context of digital advertising.

One of the main advantages of digital advertising is the ability to target your exact users. We explore the different types of targeting that is commonly available so you can figure out how to hone-in on your target audience.

You've heard of "Big Data" before, but what does that mean? Where do you get the data needed to target users? What companies are collecting and selling that information? We review that process in this section.

The below links have different examples of benchmark data from multiple sources. I recommend viewing each to get an idea of how much “benchmarks” can vary. I always recommend finding the proper benchmark for your exact product instead of trying to find an industry sample.

Performance Data:

• https://conversionxl.com/guides/click-through-rate/benchmarks/

• https://www.wordstream.com/blog/ws/2016/02/29/google-adwords-industry-benchmarks

• https://www.smartinsights.com/internet-advertising/internet-advertising-analytics/display-advertising-clickthrough-rates/

• https://performance-na1.emarketer.com/channel/58fe53add2670009840a9ef1/58f51e0a5ba4610f80aa08f6

• https://www.sizmek.com/media/filer_public/4d/7f/4d7f3174-acaf-4cd8-8d9e-2ccbc2d72ee1/casestudy_040714_mobile_benchmark_infographic.pdf

Digital marketing products are sold on a different buying model from traditional media, and there are multiple ways to buy. We discuss these options so you can better understand how to price your inventory.

In digital advertising you don't just run media, you track how it performs and report that to your clients. We walk through some benchmark data so you get an idea of what to expect with different media types.

Now that you know pricing, benchmark data, and some client information it's time to build a proposal. I show you how to get started using some basic info and build out a media proposal template. You can download this template using the attached link.

Download the Media Plan in .xls format

So, you think you're ready to sell? Great! Let's talk about how to get started.