Power Of Digital Advertising: The rhythms, needs and means of communication in our possession have changed, so companies need to advertise online. Online advertising differs from offline advertising because it is profiled through the web and the internet.
It also differs from traditional advertising because it is capable of being selective and can only be shown to those who may be genuinely interested in the product or service offered by the advertiser, i.e. the company that is issuing the advertisement. It can appear anywhere: browser, social networks, in your inbox, or on any site, you are visiting.
The goal is to be noticed, to attract traffic to the company’s website and to lead the user to action: purchase, add to the cart or subscribe to the newsletter.
How to advertise online
Advertising online today is really within everyone’s reach, and if you don’t feel technically ready, contacts a professional, even if it will be an extra cost to consider. Online advertising has a cost that varies from platform to platform and the type of advertisement you intend to undertake. Based on your business, you can decide to publish ads in search engines, on social networks or via email marketing or all 3! It’s up to you to choose where to invest and how much in advertising.
The digital advertising market
2021 closed with investments in Digital Advertising equal to 4.26 billion, an increase of 23% compared to 2020. Surely an encouraging figure, especially given the crisis and the pandemic period.
As highlighted by the data on digital advertising 2021, collected by the Internet Observatory and presented during the IAB Forum 2021, among the insights certainly of greatest interest are those concerning Display Advertising and Search Advertising, which respectively represents, 27% and 31% of investments in Digital Advertising.
In light of this, it is important to underline how the trend of online advertising is the result of dynamics linked to the quality and quantity of traffic on a site and the type of formats used.
Types of online advertising
Because online advertising is everywhere, there are so many types of ads. The world of digital advertising is very promising but also very complex, so let’s try to shed some light.
Online advertising on Google Ads
Google ads are all those advertisements published on Google and partner sites, such as YouTube.
There are several types of Google ads:
- Campaigns on the search network: after searching in the search engine, the first results of the SERP are preceded by the word “announcement”, and it is a textual advertisement that invites you to click on that site.
- Display campaigns are ads with an image, perfect for an ecommerce site as it highlights its products.
Google ads can help you achieve your business goals and also video, shopping, app and local business campaigns.
Online advertising on social networks
To date, social networks have increasingly become an excellent presentation and advertising opportunity for a business. For some time now, Instagram, Facebook and the other most famous social networks have allowed promoting one’s business through advertising marketing campaigns.
Also, having a well-finished company social profile oriented to the target audience is very important, as much as promoting it to increase awareness of the brand even more. Your ads will appear directly on the wall of the social network in question or the stories, as in the case of Facebook or Instagram. These are always targeted ads with the ability to analyze the progress of these ads to decide, if necessary, to block them or increase their strength.
No well-studied marketing plan should exclude emails to its customers because this type of communication allows you to always stay in touch with the customer, informing them, for example, about the latest news, events or special discounts. But it will also be useful when they want to make a targeted marketing activity, such as a cart recovery or a dedicated and personalized value.
One of the big advantages of this type of advertising is that it can reach many target people directly, potentially interested in the advertised product or service. This means that the advertiser, the one who does the advertising, has a greater optimization of the advertising spending budget because the flow is controlled and can also understand if the campaign is performing well.
On the other hand, they are faced with a type of advertising that is more detached from the customer since it does not allow us to establish direct contact with people, arriving only when users are connected online.
It must be said that by now, the moments in which you are completely offline are very few, think that the online advertisements now also reach us through notifications directly on the mobile phone, but the decision to click on it and be made is still up to the user. Precisely for this reason, these ads will have to be particularly persuasive in a short time. This is possible by combining marketing strategies that consider good graphics and adequate copywriting.