The digital advertising It is defined as the digital marketing strategy that helps to spread brands, products, services, content or even people through different digital media.
Advertising has transformed the way brands and users connect. While a few years ago companies focused on traditional media such as television, radio, newspapers and magazines; Currently, advertising has changed its approach to mix it with this new way of promoting and selling through channels such as social networks, search engines, web pages, podcasts, etc.
Read on to find out how you can take advantage of this new digital age!
What is digital advertising
Before continuing, you must first answer the question, what is digital advertising? In simple words, they are the techniques with which a company disseminates, promotes and promotes its products, as well as communicates with its consumers and the general public. In other words, they are all the ways in which a brand advertises its products through messages to create a presence on digital channels.
One of the main advantages of digital advertising is its segmentation capacity to reach specific sectors of society that are interested in your product or service. In addition to allowing you to connect more precisely with your target audience.
What is digital advertising for?
Now that you know what digital advertising is, it is important to explain what digital advertising is for. Its main function is to make a brand noticeable or known among people ―branding and brand positioning― and to persuade the target audience to take actions that generate sales ―acquisition and retention―.
Digital advertising seeks to arouse the public’s curiosity and interest in products or services that can satisfy their desires or needs. It has been so effective that it is even very popular in politics and has changed telemarketing.
📌 Remember: whenever you want to make digital advertising efforts, it is important that you take consistent actions. Digital advertising by itself is not effective, a good advertising campaign should always be accompanied by strategies that complement each other.
Keys to the success of an advertising campaign
- It needs to be well targeted to impact the right person.
- It must communicate the right message.
- Understanding the needs of the public is essential.
- Draw the attention of the consumer with credible and truthful information.
- Strategically choose the medium/channel, that is, where your target is located.
- Measure the results and analyze next steps.
- Make decisions based on data and not assumptions.
Types of digital advertising and formats
When talking about types of advertising, it is important to know how to differentiate between two aspects; paid advertising and organic advertising.
Below, we list some of the efforts pertaining to each of these two types of advertising:
paid advertising
This type of advertising refers to all those efforts that, as its name says, are paid. This technique is characterized by its generation of short-term results, since you are basically paying to show your ads to the public that uses a certain platform.
Examples of digital advertising that you can carry out within your digital marketing campaigns include:
Social ads
This is advertising, paid, which is done on social networks.
The advantage of this type of advertising is that social networks can provide you with much more segmented information about the audiences you want to address, be it their tastes and interests or their demographic data, among other data.
Remember that you should not limit yourself to just one channel nor should you be everywhere. Analyze where your potential buyers are, generate communications focused on them according to the channel they are using, be it Facebook, Instagram, LinkedIn, YouTube, etc.
Do not forget that love is born from sight; strive to create eye-catching ads and at the same time have valuable information. Lean on the various formats you have to impact your prospects or customers in various ways. For example, you can .
What are the advantages of doing Social Ads?
- Reach more users, thus promoting your product or service.
- It is possible to choose which audience to target and which not, through segmented ads.
- You can re-impact those users who have already generated some action with your brand before, that is, you can carry out retargeting.
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Google ads
It is the largest advertising network in the world and belongs to the giant Google. Any business has the opportunity to take advantage of Google Ads regardless of budget or size.
It is an advertising platform that, in turn, is made up of and divided into several networks, which means that it shows ads on the following channels:
Configuration for search network
They are the ads that appear in Google search results and have the great advantage that they appear just when the consumer has a need and is looking for solutions on the Internet.
One of the main recommendations is to start with this type of digital advertising when you want to invest in paid advertising on Google, since it is where you have a greater probability of having short-term results since consumers are in the deepest stage. of the funnel and very likely they are already determined to make a purchase.
Configuration for Red Display
These are banner ads that appear on sites associated with or owned by Google, such as Gmail or YouTube, and are a good way to expand the reach of your ads. The two types of display network ads are:
- Display: display advertising consists of online ads that are shown as , which drive traffic to your store or digital page.
- Programmatic: This advertising follows an advertising purchase model in which advertising spaces are purchased automatically. These spaces represent different opportunities because they are shown in blogs, news sites and other web pages that your target frequents.
Remember that you can know at any time how many users you managed to capture through your ads, the income you generate and its cost. Unlike more traditional advertising where you can invest a lot without necessarily knowing the impact your advertising has had.
Review your results from time to time to understand the results achieved. You are investing money! Therefore, you should stay on top of your paid campaigns and analyze the metrics to determine how to optimize your paid advertising and reach your goals.
organic advertising
The counterpart of paid advertising is organic advertising. This seeks to achieve the positioning of your brand without the need to constantly invest in spaces or advertisements.
Basically it is that, thanks to valuable content, your business is located in the first options of users, without a payment involved. In other words, it gives you the opportunity to show up when people are looking for something you can offer them.
Some examples of organic advertising are:
SEO
Known as organic positioning or “SEO positioning” (acronym in English for Search Engine Optimization). It is the set of techniques that focus mainly on one objective: to get a web page to be one of the first results in search engines.
In other words, SEO seeks to reach the highest positions in search results through keywords, without the need for advertising or payment systems.
And although it seems simple, the truth is that the competition is huge and is increasing, since thousands of new web pages and online stores are created every day. The objective of your SEO strategy will be to ensure that your brand does not get lost in the sea of information and options that people have when they are searching for something.
Remember to apply the best practices, no black hat SEO! This will only help you momentarily, but in the long run search engines penalize your content.
📌 Don’t forget to offer a good browsing experience to the user, for example in load times, as this is also a ranking factor.
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Social networks
How many brands do you follow on social media? Surely the answer was more than one. Businesses that do not live in RRSS simply do not exist! These platforms have become essential to create organic digital advertising.
The reason? Simple, the immediacy of sharing your news and the closeness that is generated with your audience. A good strategy in the use of social networks allows brands to create a community.
Remember, that the best way to attract and retain customers are good experiences that generate recommendations from your users. Social networks allow customers to give their opinions and interact with a simple click.
📌 Add value through these platforms, generate trusted connections that allow you to retain your customers and attract prospects.
newsletter
It is an organic advertising tool that has great conversion potential and even more important: loyalty.
Its low costs allow brands to impact their users more times and thus maintain a continuous link with them. Share news or promotions that attract your recipients.
Without a doubt, newsletters are the perfect tool to create and generate web traffic. Since they stimulate the sales of your products, generating new clients or retaining the old ones.
Blog
Blogs are a fundamental piece for organic advertising, since they contribute greatly to the positioning of brands.
They serve as a communication channel between the company and the user to share information and resolve doubts. Think about each of the stages that your prospects go through before becoming your customers and create material of interest for the precise moment in which they encounter your brand.
📌 PLEASE! Do not forget to use to optimize your content in the best way.
How to measure the success of a digital campaign?
For digital marketing campaigns to be successful, it is necessary to monitor them and measure results to know if they are really achieving the expected objectives or if adjustments are necessary.
But what exactly do you have to measure? It depends on the objective you have set for your digital marketing campaign: Are you looking to increase traffic to your website? Or maybe you want to increase the number of sales?
These are some of the main metrics that you should follow, take the ones you need to check if your goals are being achieved.
Main metrics for digital campaigns:
- Scope: it is about measuring the…
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