26 Mar How A Digital Advertising Agency Actually Works
Undoubtedly, modern technology has changed a lot of things for a lot of industries — and sports was one of them. While it may be true that the Internet has been nothing but helpful for a lot of markets, a large majority of them will admit that its arrival has been disruptive. Some may have done well — even thriving — but some didn’t.
One of the many other industries that grew vigorously well with new tech is the sports industry. As a matter of fact, marketers believe that it’s perfectly made for the newer type of marketing and promotion called digital advertising. Online advertising agencies love the highly visual nature of the sports industry and within a short span of time, the two industries became great friends alongside digital marketing.
But to truly understand the relationship of the sports industry and digital advertising agencies, we must answer the question of how does digital advertising agencies work?
Two Peas in A Pod
It’s almost rare, albeit almost impossible, to discuss online advertising companies without mentioning its sibling the digital marketing agency. Businesses often confuse both types of promotion but marketers use them interchangeably.
In its simplest form, online ad agencies help marketing companies implement the marketing strategy they have developed for small businesses. For example, the ad agency will be the one to execute the display ads like Facebook advertisements of one brand depending on the digital marketing agency’s brief. They may also be tasked to lead the video production efforts of the said campaign while its digital marketing counterpart would be the one in charge of internet marketing strategies like social media marketing.
For most sports teams and sports apparel brands, they come hand in hand —- they even come in one form in certain settings. New companies that are still a bit clueless on how to market their products and increase lead generation seek the advice of digital marketing agencies. The marketers would then be the ones to approach online ad agencies for some help in implementation and execution of the strategy they have developed for the clients.
Both online advertising and digital marketing may have different fields of expertise but they both have one goal; to help businesses expand their reach.
Sports Going Digital
As mentioned earlier, the sports industry is one of the several markets that thrived in the digitalization of marketing strategies — and it’s not just because of its visual nature.
While it may be true that online marketing and online ads rely heavily on engaging visuals and moving content, it also revolves around engagement. Without it, the provoking imagery will go nowhere.
And if there’s anything else that sports fans love besides their favourite players, it’s engaging with them — and frankly, it’s pretty hard to talk to them from behind the sidelines. Fortunately enough for today’s avid sports fans, digital marketing prioritizes this more than anything else.
Sports marketers help both athletes and other businesses reach their target audience almost anywhere on the internet, be it on search results or social media! And this is one of the main reasons why they invest on online advertising and digital marketing.
Both fields of expertise help them reach their market and the general public in an effective way that produces leads. But how do online ad companies do it?
How Online Advertising Work
As previously mentioned, online advertising and digital marketing can come from separate agencies but often times, some companies offer both!
Full time sports marketing companies or digital marketing brands also provide advertising services like graphic design that includes both print and promotional design as well as logo creation. These agencies offer teams and sports brands the advantage of cohesive marketing campaigns. Not only will they be helping you develop strategies that align with your overall goals, they’ll also be the ones to implement these tactics!
If you’re wondering what’s it like behind your favorite sports ad campaigns, here’s your rightful guide to the process of digital advertising!
Before any ad campaign becomes its successful counterpart, it starts with analyzation. Marketers would set up a meeting with their client to analyze the team and their brand. They examine the strengths, weaknesses, opportunities and the possible threats.
This is commonly called the SWOT Analysis. Aside from studying the overall strengths of the brand, this is where sports marketers also discuss the brand’s relationship with their target audience as well as their financial capabilities. This step is important as it sets the foundation of your entire campaign and gives you a good idea on how to set things up correctly.
Furthermore, learning the threats your competition poses also gives you an idea on the steps the brand can take to have a competitive advantage.
On the other hand, a thorough discussion on the weaknesses of the brand can help clients discover the opportunities it has for future development and growth. Once you do this, you can now set your campaign’s goals!
SET YOUR GOALS
After gathering enough data from your analysis, you can now start setting the campaign’s goals! Sports marketers would then ask the client what they hope to achieve with the campaign. Do they want to increase brand awareness? Or expand lead generation?
They would encourage their clients to answer questions of such nature truthfully and afterwards, they’ll start looking into the target market!
CHECKING THE MARKET AND THE COMPETITION
With your goals and plans in mind, marketers would then proceed to look into the brand’s target audience. It must be remembered that a great campaign relies on proper research into its target market. For instance, researchers would focus their studies on the existing market and their behavior. They would explore the changes that have occurred over the recent months while looking into the prediction of professionals or their own colleagues.
Another key point for them is to look into both their client and their respective competitor’s position in the market. They will look into the existing advertisements of the competitor to see what they can do and what they can’t. This is an important step for the digital marketing agency because it allows them to come up with ideas that are essentially out of the box in comparison to the client’s competition.
FIND YOUR PEOPLE
This step is not necessarily just for those brands who are yet to figure out their target market. Marketers also adhere to this step in terms of identifying the people they want to reach with the campaign. Knowing the kind of people their clients want to reach helps them in coming up with online ads that are appealing to them.
For example, if their client is an all-female football team, their advertisements would focus on empowering female athletes in breaking barriers. The overall design and the copy of the advertisements they will produce will be based around what works and what doesn’t for the team’s target audience.
Depending on the client’s industry and their niche, there are about thousands of important questions marketers would ask them.
For instance, they would ask which demographic group is the campaign for? Where do they live? And what are their relationships with the competitors.
The list could go on but what matters most is that the client identify their people — the audience that suits their goals.
CHOOSING YOUR PLATFORM
The beauty of online advertisement is that it can be implemented almost everywhere in the internet! From Facebook ads down to Pay-per-click ads, online ad agencies have the power to put their client’s brand almost everywhere.
But aside from the designing advertisements appropriate on each respective channel, deciding which platform you’ll use will heavily depend on the data that you have on your target audience. For instance, if a sports team’s chosen audience spends the majority of their time scrolling through Twitter and other social media platforms, it would be best to come up with a campaign that’s appropriate for that channel.
Furthermore, some sports brands extend their online ads to websites and blogs! Search engine optimization or SEO plays a big role in today’s digital marketing strategies, sports marketers can easily explain the tactic to their clients should they show interest on the strategy.
What matters is that once the client picks their platform, the campaign should focus the majority of its efforts there.
BRAINSTORMING IDEAS AND DESIGNING
Once the sports marketers have gathered all the information they need, that’s when they’ll start brainstorming ideas for creative online advertisements!
They will take at least three to five sketches and start working on banners, flyers, brochures and even logos. The creative team will make rough samples of their ideas and maybe show it to some of the target audience for some initial reactions They will then give input to the digital marketing and they will start adjusting the initial designs they have made!
Afterwards, implementation will start! The marketers will overview the entire execution step of the campaign and start taking down numbers.
In a like fashion, the campaign would also end in analyzation. The digital marketing agency would gather the data they have during the implementation of the sports marketing campaign and start quantifying results.
Undoubtedly, this matters because it will determine whether your joint efforts was successful. Furthermore, the data your sports marketers will deliver will be of great use to you for future campaigns.
Sports Brands’ New Best Friend
Both online advertising agencies and digital marketing companies have grown to be great friends of businesses and athletes in the sports industry. Not only do they come up with greatly curated advertisements, they also care greatly for their clients.
Experience the magic of a sports digital marketing agency and contact us today!