Beginner’s guide to digital advertising

Category: Digital Advertising

Estimated time:  45 minutes

OVERVIEW & PURPOSE

Digital advertising, also called Internet advertising (or “Internet marketing”) is when businesses leverage Internet technology to deliver promotional advertisements to consumers. Digital advertising includes promotional advertisements and messages delivered through email, social media websites, online advertising on search engines, banner ads on mobile or websites as well as affiliates programs.

Digital Advertising includes email marketing, search engine marketing (SEM), social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. Like other advertising media, online advertising usually involves both a publisher, who integrates advertisements into their online content and an advertiser, who provides the advertisements to be displayed on the publisher’s platform. Other potential stakeholders include advertising agencies that help generate and place the ad copy on an ad server which technologically delivers the ad and tracks statistics and advertising affiliates who do independent promotional work for the advertiser.

OBJECTIVES & RATIONALE

As a business establishes itself and expands, the key stakeholders have to consider the different advertising media that offer them a way to interact with customers and the rest of the world. Today, the advertising world has expanded beyond physical limits of location-specific publications to reach global audiences. As a result, businesses need to learn to use technology rationally to achieve the most results by planning a digital advertisement campaign, especially for targeted audiences according to the kind of digital channel they use the most. By the end of this module, you will be able to:

  • Understand the importance of digital advertising in present times

  • Understand the various ways in which successful digital advertising campaigns can be created

  • Analyze platforms for online advertising

TOPICS/IDEAS COVERED

  • Basics of digital advertising

  • Creating successful digital campaigns

LEARNING OBJECTIVE 1

Understand the importance of digital advertising in present times

KEY TEACHING POINTS:

Digital marketing provides the businesses access to the mass market at a reasonable price, unlike TV or print marketing. Some specific benefits of digital marketing include:

Cost-efficiency

You can easily plan a successful online marketing strategy within your budget by using digital marketing that offers an inexpensive channel for content distribution in comparison to other advertising channels such as radio, TV and even print media.

A well-planned and well-managed digital marketing campaign can reach a large audience at a lower cost than the traditional marketing methods.

Better exposure

You can reach numerous prospects by switching to a digital marketing campaign within a small investment. This allows businesses to be found where the audiences are already looking for services similar to theirs. Businesses will notice long-term results by using digital marketing consistently over time.

Time Savings

Digital marketing provides real-time results. Time is precious for all of us, especially for up and coming businesses looking to scale. Digital marketing gives businesses and professionals an opportunity to see the number of visitors to the company website as well as answer questions like:

  • What is the conversion rate of your target segment?

  • What is the peak engagement time of your target audience?

  • How many subscribers have added you in a day?

Build social currency

Digital marketing gives you a chance to create engaging campaigns using different types of media. These campaigns can go viral on social platforms, passing on from one person to another, hence gaining social currency which in turn helps to boost your brand reputation.

Brand building

Brand building is what every business tries to accomplish with their marketing activities. If you build a brand right, the result will be a larger, more loyal following and a positive brand image and ultimately – more paying customers. Digital marketing helps develop your brand by promoting it on several platforms. The more popular your brand gets, the better reputation your brand will earn in the eyes of search engines as well as users.

ACTIVITY

In light of your new knowledge about the importance of digital advertisements, create a cheat-sheet for marketers to keep in mind when considering digital platforms to market their brand.

LEARNING OBJECTIVE 2

Understand the various ways in which successful digital advertising campaigns can be created.

KEY TEACHING POINTS:

Display Advertising

Display ads are the original form of advertising and these ads appear on third party websites that are related to your content or service.  Online display ads are considered any ad that can appear on a web page and does not utilize any online-only capabilities. Unlike before, now we have a variety of display ads to attract potential buyers and to create visibly creative ads. Display ads can be created as Static Images, Floating Banners, Texts, Flash, Pop-Up Ads, and Wallpaper. Costs for display ads are often based on Cost Per Thousand Impressions (CPM).

Social Media Advertising

Social Media advertising is a form of online advertising that can be done by utilizing social networking sites as a tool for advertising. The major benefit of using social networking sites is that advertisers can take advantage of the user’s demographic information and target their ads appropriately. There are many social media platforms emerging now and each of them has their own format, do the ads has to be created in a way that is appropriate to the particular social networking site. Facebook, Instagram, Linkedin, Snaopchat, Pinterest, and Twitter are the most popular social media platforms that can be beneficial for your business growth. Most ads on social media websites appear as sponsored posts and can contain text, images, or video. Every platform is optimized for different sized pictures and videos, so social advertisements should be created with a particular platform in mind.

Search Engine Marketing

Another form of digital advertising is Search Engine Marketing. This is a practice of marketing a business using paid advertisements that appear on search engine results page (SERP). In search engine marketing, advertisers bid on keywords that are maximum used by the users when they search for any product or services. These keywords serve advertisers an opportunity to appear alongside results for the search queries. These ads are known as pay-per-click ads and appear in a variety of formats. Search advertising is paid for on a per-click basis and has a lot in common with organic search engine marketing. The only major difference is that a paid ad can guarantee a first-page result, whereas organic searches need to work for it.

Email Advertising

The process of sending a commercial message to a group of people via e-mail is known as e-mail advertising. Email advertising can be done with different types of emails such as Transaction mail, Direct Mails, and Mobile Email Marketing. If opt-in email advertising is used, the material that is emailed to consumers will be “anticipated” as the users have themselves signed up to receive messages from you. Ideally, opt-in email advertisements will be more personal and relevant to the consumer than non-targeted advertisements.

Video

Video advertising has now become one of the most popular and cost-effective forms of digital advertising – especially with the use of mobile devices and smartphones. The major reason video advertising is so popular among various brands is that video is are easily measurable and can provide a lucrative return on interest. Most video hosting websites offer multiple types of online display ads in addition to the following types of video-specific advertising. Video Ads, Bumper Ads, and Overlay Ads. Video ads generally run alongside creative video content. They can be inserted before, during, or after the main video. It is important to consider that long video ads may frustrate the audience and damage the reputation of your brand.

Mobile Advertising

95% of mobile internet users look up local information on their phones with the specific purpose of calling or visiting a business. The wireless technology is beneficial for advertisers as they can be available on the smartphones. By identifying user’s current location they can engage and retain the users through push notifications and customized messages. The hyperlocal targeting can be done through mobile devices that allows finding the services available at the nearest of the current location of the customers. There are types of mobile ds such as Click to Download Ads, Click to Call Ads, Push Notifications and Image, Text and Banner Ads.

ACTIVITY

In light of your knowledge of different types of digital media advertisements, list down two companies that are using a combination of the above digital advertising channels well.

LEARNING OBJECTIVE 3

Analyze platforms for online advertising

KEY TEACHING POINTS:

Facebook

Facebook and its more than two billion users remain the undeniable advertising behemoth of the digital age despite its recent privacy issues. In addition to its more than five million advertisers, Facebook has a legion of businesses that create online communities so they can stay in touch with their customers. Still, from the ad-only point-of-view, Facebook’s demographic targeting and pay-per-click methodology enable companies to advertise only to the people most likely to use their services and then pay only if potential customers actually click on the ad.

Google Ads

Google offers advertisers access to more than two million publisher sites online. What that means for you and your business is that you could place your ad in front of the customer most likely to care about what you sell on the very site she visits every day.

YouTube Ads

It doesn’t matter if you watch cat videos, listen to cover songs of your favorite bands or tutorials on how to braid your kid’s hair for the senior prom, YouTube is where it’s at. It’s also where advertisers pitch ads for products that relate to whatever you’re searching for on the site. Also, it is not just a creepy coincidence that YouTube seems to advertise exactly what you just searched for on Google – customers are leaving a digital footprint wherever they go!

Digital Entertainment

Do you listen to Pandora? Or, maybe you’re a Spotify fan. What about Netflix? Your customers need to wind down, too! That’s why these sites offer digital ads that are designed to get your attention. What is it you want the listener to do?

A Whole New World

LinkedIn, Twitter, Snapchat, Bing, and whatever is next around the digital curve are all platforms on which you can advertise your goods and services. An important part of any advertising campaign, however, is to know who your target is and how to serve them the exact message at the moment they are most likely to click on your ad and receptive to your brand message.

ACTIVITY

List down a combination of digital media which can be used by a gourmet chocolate maker for marketing in order to display their products.

EVALUATION

List down any two limitations that you think of when using digital media Also state the method and the ways to overcome those limitations.

List down any  5 digital advertisements which have made a lasting impact on you. Why did they work?

FURTHER READING

http://lexicon.ft.com/Term?term=digital-marketing

https://www.digitaldoughnut.com/articles/2014/november/4-important-digital-marketing-channels-you-should

https://www.techopedia.com/definition/26362/online-advertising