{"id":31210,"date":"2019-08-05T14:36:56","date_gmt":"2019-08-05T14:36:56","guid":{"rendered":"https:\/\/brandignitybeta.com\/demo\/brandlatest\/2019\/08\/05\/marketing-third-dimension\/"},"modified":"2019-08-05T14:36:56","modified_gmt":"2019-08-05T14:36:56","slug":"marketing-third-dimension","status":"publish","type":"post","link":"http:\/\/brandignitybeta.com\/demo\/brandlatest\/marketing-third-dimension\/","title":{"rendered":"Online Marketing in the Third Dimension: Delivering Your Message Over Time"},"content":{"rendered":"

\"Marketing<\/p>\n

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Advertising has been a major part of business endeavors for centuries. It started hand-drawn flyers in general stores and saloons, and today, its online presence is astounding. Nowadays, three dimensional marketing<\/a> is taking the world by storm, and here\u2019s how you can leverage it.<\/p>\n

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The Days Before Online Marketing<\/strong><\/h2>\n
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For most people today, the very first advertising they can remember is TV or radio ads. This was long before the internet was in everyone\u2019s household, and marketers knew that the best way to reach people \u2013 other than newspapers, magazines, and billboards \u2013 was to show them products and services during their favorite programs. It worked well, but the limitations of the media meant that advertisers couldn\u2019t really pick and choose the best ways to deliver ads to viewers.<\/p>\n

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They had access to 15- or 30-second time slots, or \u201ccommercials,\u201d that would be shown at regular intervals throughout programs. These slots were (and still are) incredibly expensive, so in order to really maximize their marketing dollars, marketers made certain that ads generated some sort of emotional response<\/a> in viewers or listeners. Sometimes the ad was shocking, sometimes it was hilarious, and sometimes it made no sense \u2013 whatever the marketers believed would leave a lasting impression.<\/p>\n

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What are the First Two Dimensions?<\/strong><\/h2>\n
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When looking at marketing as if it were a two-dimensional object, the two dimensions represent reach and frequency. These were the two most important factors in a successful marketing campaign. Their entire goal was to reach as many people as possible as often as possible in order to \u201cburn\u201d the brand\u2019s image into viewers\u2019 or listeners\u2019 minds. One can\u2019t work without the other, either.<\/p>\n

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If the ad showed 10 times a day but was only played during late-night television when everyone was already in bed, then it certainly had the frequency, but it didn\u2019t have the reach. On the other hand, if viewers saw the ad right in the middle of the most popular primetime sitcom, but they only saw it once and never again after that, the ad has the reach, but it doesn\u2019t have frequency. As a result, marketers chose to stick to a strategy they still use today \u2013 they repeat the exact same message across all channels, in every location, and at any time.<\/p>\n

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How Digital Marketing Changed Everything<\/strong><\/h2>\n
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With the introduction of the internet, the entire marketing landscape started to change. Thanks to cookies and non-identifiable information collected from the billions and billions of people who surf the web, it is now possible to deliver very specific ads to very specific groups of people with a strategy known as targeted marketing<\/a>. Better yet, marketers can now retarget people who have already purchased from them with another specific advertisement that is tailored specifically to their history with the brand.<\/p>\n

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This gave marketers more power than they had ever had before, and thanks to that power, frequency is no longer as important as it once was. Instead, today\u2019s marketing campaigns tend to focus on marketing in the third dimension. Marketers no longer have to \u201cburn\u201d the images of their brands into customers\u2019 minds. Instead, they can make their messages more meaningful to several individual segments and deliver them in the third dimension.<\/p>\n

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What is the Third Dimension?<\/strong><\/h2>\n
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The third dimension of marketing is time, and for most companies who leverage it appropriately, it is far more effective than sheer frequency. You can deliver your marketing messages to your customers and leads over time in several different ways, too. Drip marketing is an older but still effective way to do it; just create a lead magnet, get people to sign up for your email list, and send them messages. You can also tag individual people with cookies in their web browsers to learn more about their behavior before, during, and after they interact with your ads or website. Once you have cookies in place, you can deliver incredibly personalized messages to individual <\/em>users.<\/p>\n

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Third dimension marketing often uses the AIDA process, as well. AIDA stands for Attention, Interest, Desire, and Action, and it\u2019s a good outline to follow.<\/p>\n

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