With society going wireless for the most part and becoming more dependent on technology, it only makes sense that the world of advertising and marketing moves in that direction. Digital advertising is a newer form of advertising. While it does not- and should not- replace the more traditional forms of marketing, it’s certainly something companies and agencies should invest in and take the time to learn. We’re here to help with that:
So, what is Digital Advertising?
By definition, digital advertising is the communication made by an agency or company to advertise, promote and/or boost its brand, products or service(s) through various platforms and channels. This consists of actions in web browsers, social media pages, blogs, apps or any other form of contact via the world wide web.
What are the benefits of Digital Advertising?
The most important benefit of digital advertising is accuracy. Digital advertising helps businesses know more about consumers. Digital marketing allows companies to know more about the way consumers shop, the types of products and services they are looking for, their online shopping habits, etc. Also, digital advertising allows brands to focus on a specific audience or demographic, creating content that is relevant to them only.
Another benefit of digital advertising is the possibility of real-time monitoring of action taken. With more traditional forms of media, buyers and businesses wait until the campaign is over to see results, know what worked, what didn’t work, what could be improved, etc. With digital marketing, results can be curated and monitored in-flight so that companies know whether their strategy is working and if not, can change the course of action.
What are the 4 best forms of Digital Advertising?
Now that you know what digital advertising is and how it can benefit you or your clients’ business, it’s time to go over the types of digital advertising. There are several forms of digital marketing, but here are four main (and best) forms of advertising on digital:
Search Engine Marketing (SEM):
Search engine marketing, or SEM, can be broken down into two subcategories: search engine optimization (SEO) and paid advertising. SEO helps generate organic traffic to a company or brand’s website. This can be done via keyword search and/or by producing high-quality content relevant to the consumer. SEO is a long-term process, very affordable and the return is excellent. As a result, the company can generate genuine traffic to its website. However, paid advertising is when a company pays for users who clicked on their ads. This type of content usually appears on search engines such as Google or Bing, featuring the “Ad” favicon next to it. This advertising strategy is also known as “pay per click” or “PCC”.
Display advertising is one of the simpler forms of digital marketing. Images and text are created to attract the user’s attention, similar to billboard ads. The most common way to utilize display ads is to use them within websites that are specific to your audience.
Social Media Ads:
Social media ads are just that: ads displayed on social media platforms. Like SEM, social media ads are broken into two subcategories: organic and paid. Organic social media ads are posts that grow a genuine audience over time. These ads are relevant to the user and can attract users that may not follow that page but are interested in similar services/products. With paid social ads, a business would usually pay an agency to have their business promoted or “sponsored” on any social media platform. The post will show up on the feed of the intended target audience.
Email marketing is one of the more direct forms of marketing. Products and services are promoted by sending emails to potential customers. If a user has purchased a product or booked a service, they may begin to receive emails promoting similar services/products. In these emails, customers are made aware of any discounts, promotional deals, etc. This is a great way to build a relationship with potential customers and keep that relationship with existing customers going.