Balancing Long Term vs. Short Term in Digital Advertising

As a local business, what are your biggest challenges? Are you chasing rapid short-term growth? Has a new entrant disrupted your market and challenged the status quo? Do you have appropriate strategies in place to secure the awareness of your brand?

Marketers are under pressure. In some instances, they are as stressed as people in the health service. Consumers are more demanding, channels of communication have amplified, enhanced technology has reimagined the possibilities, and growth targets are ambitious.

The pressure is on.

The short-term versus the long-term

Your bank account no doubt dictates the need to push for short-term growth, but this still needs to be balanced with long-term brand building. Many consumers lack trust in digital advertising, they are concerned about the use of their data, they understand how to install ad-blockers, and in some instances they are deleting at least one social media account.

Brands are pushing, but many consumers are pulling away.

To engage with these users it’s key to build trust and illustrate that you’re the right brand for their needs. If you can balance the short-term with the long-term, you can build a recipe for success with the modern consumer.

Choosing the right approach for performance marketing

Digital display should be the core of your performance marketing strategy. When done correctly it’s an extremely powerful tool to connect with users and guide them along the path to purchase with you through to conversion. It will also help you to turn loyal customers into brand advocates.

If consumers are becoming harder to reach, it’s important to be strategic about the way you approach Targeted Display.

Essential tips to cut through the noise include:

Build ads that showcase your business in the best possible way.

Segment your audience based on where they interact onsite and retarget them with ads that are tailored and relevant to their needs

Provide helpful solutions for your audience based on the keywords they’ve originally searched for

Drive consumers into one of your physical locations on the go using geo fencing

Finding the right Digital Advertising Partner

When it comes to the short-term performance of your business, the number of Digital Advertising providers on the market will no doubt be adding to your stress.

The right Digital Advertising partner can revolutionize your digital advertising strategies, but only if it’s the correct fit for your business. Here we guide you through the key considerations when evaluating providers.

If you get this right, not only will your short-term performance improve, it will also benefit you in the long-term.

Keeping one eye on the long-term positioning of your business

It’s key to understand what your overarching brand message is and the role you play in your customers’ lives.

You can do this by continuing to evaluate who your customer is and by defining your audience personas. Your short-term performance marketing campaigns help with this essential function.

By digging deep into the demographics that engage with your ads, you begin to build a picture of the audiences that convert and the creatives that work, giving you a 360° view of your campaigns. Reporting on and analysing the following metrics, enables you to build key personas and demographics for your business.


By knowing the gender, age and income of your audiences for example, you can tailor your brand messaging and creative, as well as understanding where you should be advertising.

If you understand the predominant device your audiences use, the keywords they search for and where they spend their time online you have the capability to build a picture of their habits, mindset and interests.

In the short-term this means more tailored advertising on the right channels and devices, with the best possible messages for the best chance of converting.

For your long-term brand building, it means a detailed understanding of your audience and the potential role that you can play in their lives.

If you want to boost the effectiveness of your targeted display advertising and enhance your long-term marketing strategy, then connect with us today by requesting your Online Visibility Report or starting a Chat.