Champ,

I’m struggling with where to put my money when it comes to advertising. Seems like everybody is in the digital space these days. So should I go all in on digital?

Elly from Atlanta

Elly,

To be frank, your money may be better spent tucked into your mattress as opposed to going to a full-on digital advertising assault.

Here’s the rub, at least one-third of Internet traffic is fake. Recent studies by the Interactive Advertising Bureau (IAB) put the number at some 36 percent, while other studies suggest that when you include search engine traffic crawling sites, the number is more akin to 62 percent.

So, while spending money to run coupons and ads in community mailers, newspapers, radio and television may sometimes seem like a waste of money given the reports of declining audience reach via those channels, the reality is that it’s all part of a comprehensive approach.

Advertising, like most things, requires a comprehensive, integrated approach. It’s not about the one thing that you are doing to move the needle, it’s about all of the little things you do that add up to create a strong brand experience.

So, should you go all digital? No. Should you be where your potential customers are? Absolutely.

The truth is you have to spend some cash in the digital space if you want to get in front of your customers. But, rather than focusing on a slew of display advertising, pre-roll video ads, or those animated gifs (make it stop!) consider an experience that can really extend your company’s brand with relevant online content.

Whatever it is your company is known for (assuming it’s positive, of course), cultivate and nurture that brand by working to bring content to your digital properties that aligns with that reputation. You don’t have to write it all … links are a digital content marketer’s best friend!

Known for giving back to the community? Curate content on your sites that highlight community activities, post opportunities for people to give back in the community, link to studies about the power of giving back, and definitely don’t forget to play up your own involvement.

Best of luck!