Finding the Most Effective Digital Advertising Channel to Reach Your Target Customers in the US

December 18, 2023 Kris Irizawa

Finding the Most Effective Digital Advertising Channel to Reach Your Target Customers in the US

Here are some effective digital marketing channels to reach your target customers.

Are you struggling to find the most effective way to reach your target customers in the US? 

With the ever-evolving landscape of digital marketing, it can be overwhelming to navigate and determine which channels will provide the most return on investment. Here are some effective digital marketing channels to reach your target customers.

Before we dive into details, we should understand some of the key details businesses need to clarify before spending on marketing in the US.

Define Your Goals

The first step in determining which digital marketing channel to use is to define your goals. Are you looking to increase brand awareness, drive traffic to your website, or increase sales? Each of these goals requires a different strategy, so it is important to have a clear understanding of what you are trying to achieve before choosing a digital marketing channel.

Revenue is the most common goal that businesses aim for when investing in digital marketing. However, it is important to break down your revenue goal into more specific and measurable objectives such as increasing website traffic by a certain percentage, generating a specific number of leads, or improving conversion rates.

For digital advertising, the typical KPI we optimize performance for clients and judge whether the campaign was successful or not are:

  • CPL or Cost per lead
  • CPA or Cost per acquisition
  • ROAS or Return on Ad Spend

There are more KPIs but these are the most important ones for guiding us to a successful campaign.

Understand Your Target Audience

Another important factor in choosing the right digital advertising channel is understanding your target audience. Who are they? What platforms do they use? What type of content do they engage with? Knowing the answers to these questions can help you determine which digital marketing channel will be most effective in reaching and engaging with your target audience.

For example, if your target audience consists of younger individuals, social media platforms like Instagram or TikTok may be more effective than traditional forms of advertising. On the other hand, if your target audience is professionals in a specific industry, investing in targeted ads on LinkedIn may yield better results.

Pew Research shows popular social media sites used by US adults are Facebook (70%), YouTube (82%), Instagram (42%), and LinkedIn (31%).  However, when it comes to teens, it clearly shows for teenagers popular social media platforms are YouTube, TikTok, and Instagram, which are quite different from the broader usage by Americans.

Source: https://www.pewresearch.org/journalism/fact-sheet/social-media-and-news-fact-sheet/

Source: https://www.pewresearch.org/internet/2022/08/10/teens-social-media-and-technology-2022/

Consider Your Budget

Different digital marketing channels have varying costs, so it is important to consider your budget when choosing a channel. It is important to allocate your budget wisely within each digital marketing channel.

For example, LinkedIn advertising is effective for B2B marketing, but it can also be more expensive compared to other social media platforms. On the other hand, Facebook and Instagram ads tend to have a lower cost per click, making them a more budget-friendly platform.

Optimizing the ads to generate awareness of your brand should be planned with different measures and outcomes from ads that are aimed at generating conversions. The budget for ad spend simulated to obtain a certain amount of revenue may significantly differ from a plan that is designed to obtain a high number of impressions or reach.

Depending on the client’s needs, we have simulated different budget plans, where the approach could be different. A Media plan and budget that was designed based on the total addressable market will aim for a budget that has maximum reach in mind. On the other hand, a campaign aimed at a niche audience will have a different budget plan, where the focus is on targeted reach and conversion.

Research Each Channel

Once you have defined your goals, identified your target audience, and considered your budget, it is time to research each digital advertising channel.  Consider the pros and cons of each channel and determine which one will be the most effective for your specific goals and target audience.

Despite differences in the benefits of various digital advertising channels, there is a reason why Meta and Google are the standard for digital advertising. The share of Google and Meta in digital advertising spending in the United States is at 49% as of 2022.


Source: https://www.statista.com/statistics/1200579/google-meta-share-digital-ad-spend-usa/

Working with an agency that can manage Paid Social and Paid Search with Meta and Google Ads should be important. As for other advertising platforms, Pew Research’s data shows how various platforms can reach a different type of audience due to the type of audience those platforms have.

The data is slightly old (from 2021), but it shows a pretty compelling insight that can help in identifying the best platform for your campaign.

Source: https://www.pewresearch.org/internet/2021/04/07/social-media-use-in-2021/

Some of our clients investing in Pinterest Ads are aware that it has a great reach to affluent women who are likely college grads.

Conclusion

Finding the most effective digital marketing channel to reach your target customers in the US requires careful consideration of your goals, target audience, budget, and research. By following the steps outlined in this guide, you can confidently choose the best channel for your business and maximize your digital marketing efforts.

Remember to continuously test and measure the effectiveness of your chosen channel and adjust your strategy accordingly. With the right approach, digital marketing can provide a significant return on investment and help grow your business.

If you’re looking for a digital advertising agency with a comprehensive need for Paid Social and Paid Search with strong data analytics expertise, reach out to our team for a proposal today.