Digital advertising is a fundamental part of the digital marketing strategy and involves all those promotion and communication techniques that a brand, service or product uses to be visible and generate performance on the internet.
Types of digital advertising
There are many digital advertising formats and new options can always emerge. However, the two big blocks are paid media and unpaid media or organic media.
The paid media are those made through platforms that require a charge for their services. The main channels are:
These are text ads that appear at the top of search engines and email boxes (Google, for example).
They are visual ads (images, animations) that appear in content for websites.
It consists of ads for social networks, in various formats, such as Facebook Ads, Instagram Ads, LinkedIn Ads, Sponsored Twitter Tweets and YouTube Ads.
It is any form of advertising directed to websites and applications for mobile devices (phones, tablets).
They are the product ads that appear in the results of a search with information about the price, brand and place to buy.
Unpaid media or organic media
Unpaid media or organic media are those in which the brand is disclosed without the need to pay to register it or link it to media. In the digital ecosystem they are known as proprietary media and can even rub against earned media.
This does not mean that there are no indirect costs, such as hiring, training or third-party service tools. Any effort in digital advertising involves an investment and must be considered in the digital marketing budget.
It consists of generating content through publication and interaction with the digital audience through social platforms. Obviously, if a budget is incorporated into the publication, it will have greater visibility.
It is the automated sending of emails to promote the brand, product or service through offers or content and thus strengthen the relationship with the target audience.
It consists of the publication of valuable content of the product, brand or service with the aim of attracting users and improving search engine positioning. In turn, it is part of the SEO strategy, which seeks to keep the website or e-commerce in the first places of the search engines.
Benefits of digital advertising
It is no coincidence that so many brands, products and services adopted digital advertising, as the benefits are many, regardless of the size of your company. Here are some:
The Internet has no borders or timetables, so you can post and talk via instant message anytime, anywhere. Of course: Having a well-defined digital marketing strategy, especially regarding the segmentation of the target audiences and the platforms they use.
This means that digital advertising is capable of increasing the reach of a company, not only in terms of branding, remembrance and positioning, but also to boost the sale of your products or services in different spaces, especially e- commerce.
Digital marketing allows the use of multiple formats to make the relationship with digital audiences ever closer and more effective. Texts, videos, images and audios can tell stories to better connect with your target audience.
Have you heard of big data and digital audiences? Both refer to the collection, analysis and management of data that is stored on the internet. They allow us to know and segment the public to promote brands, products and services in an optimal, efficient, efficient and effective way.
On the internet everything can be measured and tracked: You can know exactly how many people viewed an ad, where they came from, how many clicked, how many sales were made in this way, how long they spent on a page, what they are looking for, etc.
In this way, the analysis of big data allows us to quantify and qualify the results of digital advertising to make decisions that improve the ROI (return on investment) of the strategic indicators.
Charging for results
Since everything can be measured, then the budget for digital advertising can be optimized, both for paid and unpaid media. On the Internet, it is only charged when the desired result is obtained according to the agreed objective (clicks, visits to a website, conversion, etc.). Then the following forms of payment arise such as:
- Cost per click (CPC).
- Cost per thousand impressions (CPM.
- Cost per acquisition (CPA).
Competitiveness for small businesses
The great advantage of digital advertising is that it allows the brands, products and services of small companies to have visibility and presence, even with small budgets.
There are organic ways to promote yourself. However, the ideal is to generate a digital marketing strategy in which both paid and unpaid media interact and complement each other in a digital ecosystem.