Internet gradually became the norm for most of the consumers over the world and with the adoption of digital platforms various digital advertising platforms gained immense importance in the field of digital marketing. Digital advertising refers to promoting a company’s products or services on the web through paid mediums available for digital marketing.
Why has Digital Advertising Gained popularity in the Contemporary Times?
Digital Media is evolving at a very fast pace and the influence it has on social networking and community building has started creating an impact on the way products or brands are advertised in the market. Digital transformation in today’s world is the result of continuous technological innovations happening in almost each and every sphere of life. One of the best examples of digital transformation is a ‘Smartphone’. Who would have though smartphones would come with extraordinary features like 5G capabilities that would help you in staying connected with the internet at all times. This kind of technology coupled with the availability of fast communication networks have given a new important status to Digital marketing. The consumers of today are well versed with the social media platforms like Facebook, LinkedIn, Twitter, Instagram and Pinterest and also aware of the power of search engines like Google, Bing or Yahoo. What other better place can a company find for advertising its brand apart from these mentioned digital marketing networks? These channels along with email advertising make up the whole package of Digital advertising Networks.
What is the Difference between Digital Advertising and Traditional Advertising?
Advertising as a concept is still the same and its purpose also remains the same. Advertising is used in various phases of consumer’s interaction with the brand in order to increase its sales and visibility. The target to be achieved through advertising could be either creating brand awareness, or launching a new product, or increasing sales and revenue or creating a strong foothold in the competitive market.
What separates Digital Advertising Business from Traditional Advertising?
Digital Advertising is more Personalized
The difference between the two lies in their approach. Traditional Advertising was always distant and unapproachable as the ads were meant for a larger target segment of consumers. Just recall some old advertisements by large brands like Coke or Pepsi. These ads were always good, but they targeted the whole big section of consumers that were characterized as ‘young, lively, or adventurous’. So, even if you are not a cola drinker you are bound to watch those advertisements. Digital Advertising comes with a more personal touch and the ads that are shown to a consumer are personalized on the basis of his tastes and preferences. Tools like Artificial Intelligence (AI) and Machine Learning (ML) help the companies to track and analyze the search preferences of a user and these preferences are shown to the user in form of digital ads on his or her smartphone for further action on behalf of the user. Now you know how Zomato knows the day and time when you have hunger pangs for a Pizza, and it shows you an ad with some discount offers or deal. Digital Advertising has the power to personalize the ads as well as the capability to reach a large number of targeted consumers at the same time.
Digital Advertising Provides Better ROI
Digital Advertising provides a company with the liberty to choose the time, place or days when they want their target audience segment to see the ads and this improves the ROI (Return on Investment) of a campaign. There are various tools in digital marketing that help you analyze the behaviour of your audience segment and based on those analytics you can design your campaigns accordingly. One of the most important tools that is used by companies for this purpose is Google Analytics. Google Analytics helps you to track the performance of all your campaigns under one single umbrella which involves measuring the CPC, CTR, and Number of impressions for a particular digital campaign. These metrics can be used to calculate the ROI of the campaign and the companies can decide on which campaigns to spend on or which campaigns to stop.
Digital Advertising Business Channels
Search Engine Marketing (SEM)
Search Engine Marketing (SEM) has gained a huge popularity in the last few years. Search engines like Google or Bing charge the advertiser for showing their ads in the search results for relevant keywords. The placement of the ad is decided by the search engine algorithm. Google takes into consideration the quality of the ad created by the advertiser and based on that the placement of the ad is done by the search engine on its web pages. To use SEM efficiently the advertiser should know his or her keywords. To find your keywords strategy use this approach:
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- What do you sell?
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- Where do you sell it?
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- How do you sell it?
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- What makes your product better than the competitors’?
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- After deciding on the keywords use the Google Keyword Planner Free tool to find the search volume and competition for those keywords
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- Based on the information create your Search Ad on Google ads.
Google has around 75,000 searches per second and this shows the power of a search ad that is displayed on Google. Search Ads can be created according to the budget of the company, and they deliver excellent results.
Display Advertising
Traditional Advertising had banners that were displayed in important places with a company’s ad for its product or service. Display advertising comes with e same concept where banners with images are used to attract the attention of the target audience. Google has a display advertising feature where you can place the ad for your product or brand in the form of a banner which can be a dynamic image. This kind of advertisement usually does not deliver great results if you are looking at targeting a specific group of customers.
Social Media Advertising
According to a report by Switch, 59% of people were on social media by April,2022 and this means that social media is the new trend. Facebook Posts, Tweets, Instagram Reels and Pinterest Boards are gaining huge popularity. Companies like Coke, Pepsi, Adidas and Nestle are using social media to make a strong market presence. Social media advertising comes with the advantage of a large audience base and a captivating pool of social media influencers. Companies are using tools like Facebook Ads, Linked Ads, Twitter Ads and other platforms to reach out to their target audience. Consumer profiling is easier on social media networks and this helps the companies in reaching out to a large but accurate target audience segment section in a planned way.
Email Advertising
According to Content marketing Institute, 69% of the companies use email marketing to promote their content. Emails are being used to target customers in a personalized way. Most companies use email marketing as a tool to send emails to their prospective customers informing them about a new product or a new service or informing them about occasional offers and promotions. Statista reveals that the use of email marketing as a channel is bound to grow between 2 % to 3% per year until 2023. The only important point to be considered in this kind of advertising is managing the subscribers base for the newsletters. Newsletter should be sent only to subscribers and not to customers who have either opted out of the service or are new to it. Opening rate of email is greater with subscribed customers and delivers excellent ROI. Email marketing gives the company the power to create high- quality user generated content which can be used to increase the customer base of a company. Get Response is one such platform which the advertisers can try for free during the trial period.
Digital Advertising is a very promising field and for the companies of today it is important to improve their digital presence if they want to succeed in the competitive market. Digital Marketing has the power to provide a personalized experience to the customer and this lifts up the ROI of the campaign which the ultimate task of any advertiser across the world
