Digital marketing is gaining immense popularity among businesses because of its ability to target the right audience. It is now easy for a company to target a customer based on his/ her company, job profile, interest, age, demographics, etc. The more the company has an understanding of the end customer, the better would be the reach and cost of acquiring a client.
Impressions and Reach
Impressions and Reach are the most common terms in the digital marketing dictionary. You would have surely encountered these words at the onset of your marketing journey. But how well are you familiar with the difference? Because there are many striking similarities between the two but separated by a critical difference.
What’s the difference?
If you are new to these terms, don’t worry, it’s really easy to understand.
Impressions are defined by the total number of times a post/tweet (basically anything you publish) is shown to a particular person. Reach is defined by the total no. of unique users who have seen your post.
Maybe the definition is a bit confusing. Let me explain it with a simple example. Suppose your Facebook account has 100 followers and you publish a post. If all of them see your post, then the reach is 100. But suppose if your post appears on the news feed for a second time and all your followers see it again, then the impressions become 200, but the reach stands still at 100.
Let’s dig deeper!
For better clarification, let’s dig deep and consider you post two articles on your FB wall. Your reach is still 100, but the impressions rise to 200? Why? Because the unique users are still 100, but every single one of them saw both the published articles. Reach measures the unique users while Impressions measures the no. of times a post got displayed to the audience. I hope you are clear on the difference.
How they contribute to your marketing
Now you are clear on the terms, let’s see how each metric contributes to digital marketing. First of all, these metrics play a significant part when you run a brand awareness campaign where your goal is to engage with as many customers as you can to increase the visibility of your product/service.
From the definitions, you may think that more Reach means more visibility. But let me tell you, measuring both Impressions and Reach is necessary to optimize your brand awareness strategy and to increase engagement. Suppose, even if you reach 1000 people, but there is no business, the effort is squandered, right?
Either the problem lies in the positioning of your product, service, or the audience didn’t remember your brand well enough to reach out to you, or it may be both. Remembering your brand is where Impressions come into play. If you had gotten 1000 impressions on your post earlier, then the scale becomes low on the remembrance bar. You should shove your brand before an audience multiple times for them to engage with it. The more they see it, the more likely they are to engage.
Increase awareness, Increase Engagement
Brand awareness is a critical part of any digital marketing strategy. It’s incumbent to analyze and measure both these metrics continually to create a broader awareness and achieve the engagement you wish for. From the data gathered, experiment with new strategies until you reach the desired result.
Awareness comes before engagement. Without reach and impressions, customers probably won’t engage with your business. Tweaking one without the other is impractical and doesn’t provide you good results. So efficiently tweak both to spread awareness across a wide spectrum and grow your customer engagements.