There are many names for digital advertising out there but all of them point exactly to the same concept. Using the internet to sell products or services is essential in this era. In this article, we’ll discuss digital advertising concepts, pros & cons, and the correct ways of implementing them.
Table of contents
- What is digital advertising?
- What are the advantages and distinctions between traditional and digital advertising?
- How does a digital advertising strategy work?
- What are the four most profitable digital advertising examples?
- How Does Growces Help You?
What is digital advertising?
Digital advertising can be considered communication. A company creates this communication to advertise and promote its brand, product, or service utilizing diverse platforms and digital channels. It includes actions in web browsers, social media pages, blogs, apps, or any other contact form through the Internet. With digital development, more options emerge for companies to communicate with the market and its audience.
All the actions accomplished utilizing digital platforms and resources can be regarded as digital advertising. Digital advertising is a procedure of migration and transformation of companies about society’s movement. Ultimately, if 4.18 billion people utilize their smartphones to connect to the Internet, businesses are also required to be present in this channel, reinforcing their relevancy and brand awareness.
Generally, it’s essential to understand its benefits and how this concept varies from the traditional model. The most important thing is precision. It is more straightforward to comprehend, know, and assist those on the other side with numerous resources and tools.
To put it another way, companies know much more about customers’ conduct, what they desire, and what you can deliver to them. Furthermore, you can select which audience you will influence precisely. For instance, in traditional advertising, companies usually purchase a specific space at a particular time on television, for advertising to those watching. But companies do not select who to view that broadcasted information.
With the emergence of social media advertising platforms, Digital Marketing activities can be separated, concentrating on a particular audience, according to the company’s consumer persona. Ultimately, why would an e-commerce company of publishing books spend its resources advertising to people who do not read books?
When separating your campaigns according to interests, businesses can precisely target their steps, concentrating on those users who can turn into potential brand customers. The other advantage that differentiates digital advertising from the traditional model is the opportunity for real-time monitoring of their actions.
While you have to wait a specific period in the physical media to understand if the action worked and the evaluation hands are not objective, digital advertising promotes this control. In this way, companies can follow precisely how their plans work.
How many visitors were led to the website through an SEO (Search Engine Optimization) system in a particular period? Wasn’t it as intended? Then you can adjust it instantly to improve the accuracy and efficiency of your marketing actions. The most important advantage of digital advertising is that it is more helpful in controlling the performance of all your campaigns and communication techniques.
A digital advertising strategy requires considering the company’s objectives, the resources available to attain those objectives, and, of course, defining a buyer persona for your business and company. Companies will select the best cost-benefit for their plans from a fantastic combination of options with all these points considered.
Preferably, they would bet on more than one strategy, not allocating all resources to just one action and, for instance, concentrating on social media ads, paid search, and even influencers. Estimate the advantages and disadvantages of each idea cross-check with the primary objectives of your company and the profile of your buyer persona. With this information defined, decision-making becomes much more faithful for the business.
A digital advertising strategy is a collection of actions on different digital platforms according to the goals and resources open to the company. Furthermore, it is essential to constantly monitor and estimate each of your options, ensuring that they result as anticipated.
One effect of digital modification is using Google (and others like Bing and Yahoo) as a source for inquiries on the Internet. In Google, there are approximately 75,000 searches per second. It is considered that this is the most used page for surveys — the preference of 92.07% of users.
The Search Engine Marketing strategy sticks out in two distinct techniques: SEO (Search Engine Optimization) and paid advertising within advertising options on search engines. SEO defines as a collection of techniques and strategies to develop organic traffic. Through link building, keyword definition, and high-quality content appropriate to readers, the page can stick out and rank among the main results in the search engine.
SEO is desired in the long term. However, the prices are low, and the return is fantastic. On the other hand, paid advertising includes advertising pay in which the business solely pays for the users who clicked on their ads, optimizing its resources. Combining these 2 digital marketing services can almost guarantee every business’s success.
Utilizing the display indicates creating images and text to attract users’ attention. The most typical method is banner presentations and ad spaces within websites specific to your audience. For one e-commerce of sports articles, for instance, the pages of sports news can be a smart place for display ads.
It is practically identical to an ad on a newspaper or magazine cover. It might not be as efficient when we affect a separate audience. Nevertheless, visual ads are perfect ways to catch the user’s attention and assure that they click on your message.
Social media is one of the most helpful channels to talk to your audience. Facebook users are 2.5 million, while YouTube, WhatsApp, and Instagram add another 4.5 million together. Studies reveal that users spend nearly one hour a day on these channels.
For those who want to reinforce brand awareness and their digital presence, it is important to be active on these platforms and promote their products and services. It is possible to reach many people in an organic or paid way and, better, segmented way. Social media is an excellent channel for digital advertising with relatively lower spending.
As much as email is a more senior channel of the internet age, it is still trendy and useful. The usage of this channel has the potential to grow between 2% and 3% per year until 2023, according to Statista. With so many people joined in this channel, you’ll be able to get closer to your customer. Besides, the email marketing ROI is high. The average ROI in email advertising is approximately $40 for every $1 you spend.
To beat this return, you need to think about four aspects:
- Get authorized subscribers.
- Engage your people.
- Maintain your audience on the email base.
- Find automation tools to assist with the process.
The first point, getting qualified subscribers, is that your business will organically offer high-quality content to the audience. The primary rule here is: never to buy an email list from someone else. Those people never allowed you to talk to them, and, besides, they probably aren’t even interested in what you do. So you need to make your list from scratch, based on people interested in what you offer.
Once you find those eligible subscribers, you need to nurture them with appropriate content. But be careful:
- Please don’t send them a lot of emails
- Separate your list of characteristics and personal interests.
- Record a calendar with all the messages you send.
- Send ads from time to time and never spam your list.
To make all this practical, more convenient, and more precise, count on an automation tool. Considering this, you can program the nurturing flows and newsletters, and they will be sent automatically on the date and time you trace. It is also possible to separate your list to ensure the audience passes through the funnel, obtaining content for every stage of the buyer’s journey.
Knowing what digital advertising is essential for your brand to be relevant to your target market. Ultimately, it’s not reasonable to offer the most acceptable prices or products if no one is familiar with your brand. But don’t worry, the good news is that there are several options to boost your business accurately, according to your audience and goals.
Growces digital marketing agency has a team of skillful digital marketers who help you to find the best digital advertising methods for your business. You can contact Growces to get our specialists’ consult and start your digital advertising with our support.