Understanding Digital

Digital marketing is one of the fastest growing areas of advertising today.

However, to keep pace with digital’s huge influence on Canadian media habits, advertisers must do more than simply extend their offline campaigns into the digital marketing space. Digital is driving exciting new levels of engagement between brands and consumers and reshaping media consumption across both old and new channels.

Research shows that Canadians are becoming 'multi-screen multi-taskers', for example, watching TV and going online at the same time. To be truly effective, a brand must incorporate digital marketing strategically into their marketing mix.

Sound complicated? It doesn’t have to be. Our new Marketer's Guide to Digital has been developed to make it easier than ever to plan the role of digital marketing in your campaign, and help you explore the unique range of touchpoints that digital provides.

Download our free Marketer’s Guide to Digital

What are the benefits of advertising online? Try speed, responsiveness, insight, versatility, innovative targeting and whole new levels of brand engagement. And, of course, online advertising gives you an immediate impact on purchase behaviour.

Ongoing change in media consumption means that digital advertising campaigns are now an essential element of campaigns targeting the most influential and valuable consumers.

How to incorporate the latest digital insights and audience understanding when planning a marketing campaign using digital media.

All the insights, data and research you need to deliver targeted advertising to key consumer groups: the young, the affluent and the influential.


Digital campaign performance
Measuring advertising effectiveness online isn’t limited to click-through rates or viewing times. The range of measurement tools available through Microsoft Advertising can help you to assess advertising’s contribution at every stage of the purchase funnel.