The Marketing Corner: Do’s and Don’ts of Digital Advertising

By Adele Lassere
Adele Lassere
Adele Lassere
August 17, 2013 Updated: August 17, 2013

Going online has become second nature for most users. Millennials spend many hours daily online, especially via their mobile devices.

Many millennials have learned, some the hard way, when posting via social media certain postings can compromise a job offer. As a trait, millennials have always expected that they should be accepted for who they are regardless of established protocols. This behavior deviates greatly from prior generations—Generation X or baby boomers—who conformed to corporate protocols.

However, the rules also hold true for businesses that implement digital campaigns to capture potential buyers. And consumers are making some hard and fast decisions about what is acceptable to them online. Here’s a sample of what is surfacing:

• Consumers do not like being served irrelevant ads, promotions, or asked for donations from an undesired entity.
• Consumers still are distrustful of being asked for their personal data online, especially since many businesses are not very transparent about how that personal data will be used.

Bearing this in mind, small-business owners should consider how they can implement effective and meaningful digital campaigns. It is easy to execute advertising campaigns. It is much harder to be thoughtful of the consumer’s behavior and reaction to messages that you place online. Consider using retargeting strategies and/or target specific editorial that your potential customers frequent.

In this manner, you can capture those customers who would be more predisposed to your messages. The key is not to turn off users, nor have them use social media against your business. In the end, you want these customers to become advocates for your brand, to facilitate the relationship, and continue to place your business head and shoulders above your competitors.

Adele Lassere is a marketing/advertising consultant with 20+ years of experience, freelance writer, and author of “Elements of Buying: A How To Reference Guide on Advertising for Business Owners,” available at Adele was listed on Black Enterprise’s 2011 Top Execs in Marketing & Advertising and Black Enterprise’s 2013 Top Women Executives in Advertising & Marketing. Contact:


Adele Lassere
Adele Lassere