Digital Advertising and It’s Future

In the past years, many businesses have started getting acquainted with being able to speak to their audiences directly through digital advertising.  This is a relatively new trend. while businesses have been getting messages out to their audiences for years, it has only been recently that they have been able to do this for free.  In the past, businesses would have to pay for advertising in order to send any messages out to their customers. Whether this was in the form of post cards, email, or print, it was all paid forms of advertising.

Nowadays, paid digital advertising has taken over a large portion of the advertising space.  While there is a large segment of paid digital advertising, there is a larger segment of natural brand promotion.  This is where brands are able to directly interact with their customers, without having to pay money. Many large companies like Facebook and Google are looking to capitalize on this by limiting the amount of natural traffic by replacing it with paid traffic.

Going Forwards or Backwards?

clock going backwards

Currently when a business posts on Facebook, it is not being shown to everyone that is following the page.  A great example would be a business that has 1,000 followers. Odds are less than 500 of those followers is actually seeing the post even if they are all on Facebook when this is posted.  This is because Facebook wants businesses to invest in promoted posts. For Facebook this is an addition ad revenue stream, and it is a way to incentive businesses to spend money.

Looking ahead to 2020, the trends look like they are only going to increase.  2020 will be the first year that the GDPR compliance laws are going to be in effect within the US.  This will largely limit data collection and use without the knowledge of the individual. The reaction to this is due to the large data corporations like Facebook and Google passing on the fees to their users.  

Odds are this will fall onto the businesses more than the users because they will the the group hit largest by the data companies.  It is possible that soon businesses will only be able to interact with people is going to be through paid advertising. In some ways it is like we are going back in time before free internet exposure was even possible.

What Does This Mean For You and Your Business

The largest impact that this is going to have for small businesses is going to be forcing them to expand their marketing budgets.  The likelihood of businesses or posts going viral without spending money is going to be lowered significantly. We would recommend focusing your energy on completely building out your pages and utilizing all the features offered to you.  This may seem like common sense, but in many cases both Google and Facebook rank pages higher that have more information filled out within them.

digital marketing on tablet

Start investing within your own website.  While it is important to have active pages on social media websites, it is more important to have something that is your own.  Facebook policies can change, but your website will stay the same. Invest time and money into building out a website that displays the message you want your customers to hear.  Kallen Media offers WordPress website services at an affordable price specifically for small business owners. By getting a site with Kallen Media, we will fill you in on all the latest news and information pertinent to both your brand and website within the digital world. Ranging from local Phoenix WordPress websites to small business web design, we have your back.

Try For Yourself

Don’t just take our word for it.  You can test out what we are saying!  Next time you post on a business page on Facebook.  Look at the amount of views and engagement, compared to the amount of people actively following your page.  More likely than not, there is going to be a large gap if you are not spending money to boost posts!

Links May Be Hurting Your Views

Backlinks have been a critical resource for many years.  What if they were suddenly not such a good thing? That is what Google and Facebook are portraying with the limiting of views on posts that have links outside of their websites.

Why might this be?

The answer is simpler than you might expect.  These large technology companies do not want you to leave their websites.  By keeping you within the same environments, these companies are able to show you more advertisements and make more money.  Once a user leaves the website, companies can no longer profit from them. This leads to Google creating features like “Google My Business”.  The feature incentives users to not go to a company’s website, and simply stay on Google where they can find all the relevant information they need about the business.