Digital and mobile marketing go hand-in-hand. Digital advertising allows you to reach your audience on the go. It’s an especially great place to reach Gen Z and Millennial customers. According to a study conducted by the Interactive Advertising Bureau (IAB), mobile phones are the place Gen Z and Millennials are most likely to see relevant content and advertisements.

Market conditions and trends change quickly, and that requires nimble marketing. Lead times for traditional advertising methods are so 1990s. Between the time it takes to create an ad, to the long lead times required to buy time or space, your message and your budget suffer from being locked into a design that was created months before it will see the light of day. Digital campaigns can be executed much more quicker, and they can be modified on the fly if needed.

Every department needs to show how it is adding value, and with a digital campaign the metrics are built right in. You know exactly who clicked on your content, opened it, referred it, shared it, etc. You also can trace the source of your traffic from entry to the shopping cart and eventual purchase. This will help you determine which platforms and strategies yield the best results, and which deserve more investment.

Through re-marketing and re-targeting, you can stay in front of your customer to suggest one more time that they purchase that product. Re-targeting means that the product will be on their Facebook sidebar the next time they login or appear on an ad spot on their frequently visited blog that uses Google ads.

With a strong digital advertising component, you, too, could become the next viral sensation. Take Dove’s “Real Beauty Sketches,” which featured real women contemplating themselves through another’s eyes. Just one video, on an ongoing campaign, garnered more than 114 million views the first month alone, due to its relevance in it, that people chose to share it on social media sites. The power of viral content is obvious and it tends to become hard to extinguish. There’s no magic formula for how or why something goes viral, but in general the content should speak to our psychological emotions. Content that makes people laugh or feel good about themselves is very shareable.

When you consider the myriad of benefits digital advertising provides compared to traditional advertising, it’s easy to see why reputable brands and organisations continue to utilize all forms of digital advertising platforms as an integral part of their strategies.