Marketing is very important. Not just because you think it’s important, but your competitors think so too. Every business in this day and age is thinking of new ways to get more customers. With the coming of the internet, a lot of business owners have trouble in navigating the whole new world of digital advertising.
Purpose of Digital Advertising
The intention of digital advertising is to boost the business or get sales. It’s the newest way for marketers to promote their products and services. It is a form of marketing that utilizes the internet and its digital media to distribute online ads. Marketers have been able to use digital advertising as a way to target consumers with precision since it accesses people’s browsing history, social media sites, and other forms of data that are available online. This has helped enhance their customer bases while also improving customer experience.
Digital advertising has grown exponentially in recent years due to the introduction of new technology such as targeted ads on mobile devices, video ads on social media sites like Facebook or YouTube, live streaming videos on platforms such as Twitch, 3D animations used in gaming apps like Pokemon GO and augmented reality apps like Snapchat filters.
Benefits of Digital Advertising
There are a plenty of benefits of using digital advertising. The main and most prominent benefit of digital advertising is the potential reach. Digital advertising uses the internet which breaks the limitations of traditional advertising. You are no longer limited to a certain area to advertise and you can potentially advertise to anyone who is using the internet. The second benefit would be the cost. Traditional advertising methods are very costly, printing out flyers or advertising in TV or radio needs has a significant upfront cost. With digital advertising you can spend as much or as little as you want. Not only is digital advertising relatively cheaper, you can also know how effective your efforts are in real time.
Types of Digital Ads
Since digital advertising is fast taking over traditional advertising, it is good to know the different types of digital ads available to business owners. The main ones are: display, search, video, native, social media and email advertising. They can be used separately or used together in one coherent advertising campaign.
The most common ad that you can see in the internet. They are usually composed of an image and text. Display ads can be in the form of banners, flash ads or popups on a website. Display ads is one of the most affordable ads available because of the sheer number of websites that are on the internet. The downside of display ads is that they are usually ignored. But since it is cheap, a lot more people can see your ads.
These are the ads that you see when you use a search engine like Google or Bing. It’s based on keywords that customers are looking for. It’s very dependable but very competitive. Search marketing has 2 parts: search engine optimization (SEO) and pay-per-click marketing (PPC).
PPC allows business owners to promote their business by being on top of the search engine results. There will be a small box that says ad on the side. Advertisers are only charged if customers click on the ad.
SEO on the other hand takes a lot of time and effort. SEO requires you to optimize your website so that they can be on the first page of the search engine results. It is important for business to be on the first page of the results as people do not check the next pages of the search engine results. As the joke goes “Where can you hide a dead body? In the 10th page of the Google search results.”
Social media advertising is one of the biggest focal points of digital advertising because of the time people spend on social media websites. Usually social media ads have different formats, they can be in the form of images or video. The difference is between social media ads and display and video ads is that these ads are only on 1 platform like Facebook.
As with search advertising there are 2 components: organic and paid media. Organic social media ads are usually social media posts that are shared and spread by word of mouth. Paid social media ads are marked with ads or sponsored text so that users can see that these are ads.
Video ads are is the closest to traditional TV ads. They are usually shown before another video starts. These ads can be on websites or on platforms like YouTube or Facebook.
The advantage of video ads is that you can tell your brand story in a short amount of time. It can also be shared by people if the video is interesting to them. The biggest drawback for video ads however is that video production can be expensive and it can time to make.
Native advertising is a form of ads that matches the website or platform it is on. For example a sponsored blog post promoting fishing rods on a blog about fishing is a native ad. It matches the platform and the style of the platform/website it is on. It is not intrusive because it is very likely that the ads are relevant to them.
Email advertising is an easy way for businesses to advertise to customers already interested. Customers need to opt-in to the email list to get email advertising from the business. Usually emails are collected on your website via a pop-up asking customers to sign up to email newsletters. Once you have their email its easy to tell your customers upcoming promotions, new products/services and the like. Email marketing costs little and it is very effective as 72%of people prefer to know about promotions via email.
Choosing the Right Ad Format for Your Business
There is no right or wrong ad format for your business actually. It would really depend on your business objective.
If you know your business objective then you can know which ad format to use. You can mix different ad formats to make an effective campaign to maximize your investment.
To give you an example of an ad campaign: a pizzeria would like to have new customers. They use search engine marketing to target people looking for pizzas in their neighborhood. At the same time they also use displays ads and social media ads to target people that are interested in pizzas in the area. Since they are looking to have new customers, email marketing is not used in this campaign.
As you see there is no right or wrong ad format. It would all depend on your business objective.
Digital advertising is the new frontier for businesses. It is slowly being favored over traditional advertising because of its cost effectiveness in terms of getting ROI. You wouldn’t want to get left behind in the race to get customers. If you are a business owner you should consider doing digital advertising.