Digital marketing represents a paradigm shift from traditional communication methods, offering a "push" approach that ensures the direct engagement and persistent presence of brands and messages. This means to expose your audience to your content on platforms they are part of. This approach's strength is its focus on visibility and awareness when targeting key stakeholders, such as policymakers, media and industry leaders. By leveraging digital marketing, associations can continuously place their messages in front of their target audiences, ensuring that their voices are heard amidst the noise of the digital landscape.
The persistent nature of digital ads means that associations can maintain a constant presence in the digital lives of their stakeholders. This uninterrupted visibility helps to build brand recognition and keeps the association's messages top of mind. In a world where attention spans are short and competition for attention is fierce, the ability to maintain a persistent presence is invaluable.
According to the psychology of marketing, for a person to become familiar with a brand/message, it takes approximately 12 times for them to see the message within a certain time period. Advertising enables us to reach and increase that brand display frequency with groups of people in which we are interested.
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