Digital advertising is defined as the digital marketing strategy that helps to spread brands, products, services, content or even people through different digital media.
It transformed the way brands and users connect.
A few years ago, companies focused on traditional media such as television, radio, newspapers and magazines. Currently, advertising has changed its approach to integrate with the new way of promoting and selling through digital channels such as social networks, search engines, web pages, podcasts, etc.
Read on to find out how you can take advantage of this digital age!
What is digital advertising
Digital advertising involves the techniques with which a company disseminates, promotes and promotes its products or services, as well as communicates with its consumers and the general public. In other words, they are all the ways in which a brand promotes its products through messages to create a presence on digital channels.
One of the most important advantages of digital advertising is its segmentation capacity to reach specific sectors of society that are interested in your service. In addition, it allows you to connect more precisely with your target audience.
Advertising and digital marketing are two close concepts but they do not mean the same thing. If we think of the 4 “p” of marketing (price, product, place and promotion), advertising would be located within the last.
So, it is important to differentiate between digital marketing and advertising. The first determines each feature of how a brand is presented in the market; digital advertising, on the other hand, focuses on online promotion and dissemination actions.
Lastly, it is also important to understand that the first is oriented to the sale and promotion of products or services, while the second is associated with the dissemination of ideas and thoughts.
We already told you what advertising is, now we are going to know exactly what it is for to implement it. Let’s keep going!
What is digital advertising for?
The main function of digital advertising is to make a brand noticeable or known among people ―branding and brand positioning― to persuade the target audience to take actions that allow ―acquisition and retention.
Digital advertising seeks to arouse the public’s curiosity and interest in products or products that can satisfy their desires or needs.
📌 Professional tip: whenever you want to make online promotion efforts, it is important that you implement consistent actions. Digital advertising by itself is not effective, a good campaign must 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 or channel, that is, where your target is located.
- Measure the results and analyze the next steps.
- Take and not on 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 digital advertising
This type of advertising refers to promotional actions that involve a budget to execute. This technique is characterized by its generation of short-term results, since you are paying to show your work to the public that uses a certain platform.
Among the examples of digital advertising that you can carry out within your campaigns are:
Social ads
This is paid advertising that is done on social networks.
The advantage of this type of advertising is that social networks can provide you with segmented information on the audiences you want to address, be it their tastes and interests or their demographic data, among others.
Remember that you don’t have to limit yourself to just one channel or be everywhere. Analyze where your potential buyers are, generate communications focused on them according to the platform they are using, be it , LinkedIn, Twitter, YouTube, etc.
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We recommend that you focus your efforts on creating attractive ads that have valuable information. Lean on the various formats you have to impact your potential customers in various ways. For example, you can .
What are the advantages of doing Social Ads?
- Reach more users to promote your product or service.
- Choose which audience to target and which not, through segmented ads.
- Re-impact those users who have already generated some action with your brand before, that is, you will be able to carry out .
Google ads
It is the largest advertising network in the world and belongs to the giant Google. Anyone has the opportunity to take advantage of Google ads regardless of budget or size of it.
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:
1. 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 are most likely to have short-term results.
Consumers are in the deepest stage of the market and, most likely, are already determined to make a purchase.
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2. Configuration for Red Display
They are advertisements that appear on sites associated with or owned by Google, such as Gmail or YouTube. They are a good option to expand the reach of your ads. The two types of Red Display ads are:
- Display: consists of online ads that are shown as , which direct traffic to your store or digital page.
- Programmatic: This follows a 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. This is a key difference (and advantage) compared to traditional advertising where you can spend a lot without necessarily knowing the impact your advertising had.
Check your results from time to time to understand the achievements made. It’s important to stay on top of your paid campaigns and analyze the metrics to determine how to optimize your paid advertising and reach your goals.
Organic digital advertising
The counterpart of paid advertising is organic. This seeks to achieve the positioning of your brand without the need to invest in spaces or advertisements.
Basically it is that, thanks to valuable content, your business is located in the first options of search engines, without payment involved. In other words, it gives you the opportunity to appear when people are looking for something that you can offer them.
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Some examples of organic advertising are:
SEO
Known as organic positioning or “” (acronym in English for Search Engine Optimization). It is the set of techniques that focus on one objective: to get a web page to be found in the first results in search engines.
In other words, SEO seeks to reach the highest positions in search results through , without the need for advertising or payment systems.
The objective of your is going to be that your brand does not get lost in the sea of information and options that people have when they are looking for something.
📌 Don’t forget to offer a good browsing experience to the user, for example, in loading times, as this is also a ranking factor.
Social networks
How many brands do you follow on social media? Surely the answer was more than one. Businesses that do not live on these platforms simply do not exist! These platforms became essential to create organic.
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.
📌 Add value through these platforms, generate trusted connections that allow you to retain your customers and attract prospects.
newsletter
The is an organic digital advertising tool that has great potential for conversion and even more important: loyalty. It is about sending emails through platforms such as with certain objectives and segmented towards a particular audience.
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.
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Blog
Blogs are a fundamental piece in organic digital advertising, since they contribute greatly to the positioning of brands.
It serves to have 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 generate content of interest for the precise moment in which they encounter your brand.
Do you already have a blog and want to promote it?
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