Digital advertising is growing year after year. Brands are going digital on a large scale to reach a wider audience and establish meaningful connections with them. But, consumers are hit with up to 10,000 messages every day from all marketing channels1, many of which are digital. So how does a brand decide the best forms of digital communication?
The different types of digital advertising
There’s no one-size-fits-all form of digital advertising for brands. But they can choose from some of these effective forms to meet their marketing goals:
The importance of social media in today’s marketing world is tremendous. Social networking sites such as Facebook, Twitter, LinkedIn and YouTube have changed the way brands and consumers communicate with each other. Facebook’s ad revenue last year was almost $27 billion2; that’s a huge number! While Facebook may be best suited for some brands, others may find a larger audience on a professional network like LinkedIn. Advertising on social networks should be a part of a well-designed social media strategy.
Websites and blogs are even more important than social networks because they form the main interface between companies and users. The website is often the first thing that people look for in order to know about a brand. A website creates a more personalized experience for users and ensures greater transparency in interactions. A website with a robust blog is certainly a must-have for online businesses.
SEO and PPC advertising
Search engine optimization (SEO) seeks to get web pages ranked higher on Google’s search results page. Creating a SEO-focused website is something almost all brands are doing. Yet, the industry is trending more toward pay-per-click (PPC) advertising. The latest statistics show that Google’s digital ad sales are expected to amount to about $28 billion3 in 2017!
PPC has become a popular form of digital advertising because of its fair pricing model. Advertisers have to pay only if a user clicks on their site. But these campaigns have to be worked out carefully, with detailed keyword research and budgets backing investments.
Video advertising is not a new concept, but it is certainly growing exponentially. Our social media feeds are flooded with videos (and we “like” a lot of them). Additionally, videos can stay live for a very long time, thus attracting views over and over again. It’s actually very beneficial for brands to factor in videos into their marketing budget due to their pronounced impact.
Whatever the case may be, digital advertising is certainly evolving on a daily basis. It makes the process a lot easier and simpler by providing real-time analytics and measurement data for improving performance. As such, brands will be able to harness a number of opportunities with digital advertising in their marketing strategies.
1 Source: American Marketing Association (AMA)
2 Source: Statista Inc.
3 Source: eMarketer
COO Kevin Janosz answers the questions every marketer should be asking. Have a question? Tweet it to Kevin: @KevinJanosz.