Paid advertising is an important element to the media mix and represents an increasingly effective – and measureable – method to engaging audiences in concert with owned content, social media and other marketing approaches.
Dix & Eaton conducts research and develops strategy to set the proper direction for advertising, develops creative solutions, plans and buys media and tracks results on behalf of clients. The key goals: raise awareness, change perceptions and drive desired behavior.
Naturally, the firm handles all forms of traditional advertising, such as print, radio, television and outdoor. But increasingly, budgets are shifting to digital advertising where audiences can be even more effectively targeted and actions can be measured. Some of the digital advertising tactics most often employed include:
- Digital display advertising
- Paid social media advertising
- SEM (search engine marketing)
- PPC (pay-per-click)
- Email marketing
And, when targets are motivated to click through, they should be met by custom landing pages designed to optimize the journey to conversion – towards the completion of the intended action.