Technology has immeasurably changed the world. It has revolutionized society, with an always-on digital connection becoming increasingly present in our routine. Riding the digital wave, companies have changed the way they approach communicating with existing and prospective customers, marking the era of digital advertising, the primary way to connect with more people, more easily.
You can certainly see it in your own life: in your average day, how many digital ads do you see? They have pervaded into almost every aspect of our lives, and as a business, you need to be able to fully understand and capitalize on it.
Compared to traditional advertising forms like billboards and print ads, digital advertising has the benefit of targeting hyper-specific audiences. Now, you can focus in on any chosen demographic, geographic and behavioral information according to your digital usage and preferences. It also offers real-time tracking, where campaign performances can be monitored and continuously optimized.
In short, it offers enormous benefits over traditional advertising. Below, we’re going to go through all the core fundamentals you need to know to boost your digital advertising game.
There are multiple different types of digital advertising; each with its own feature that caters best to a certain audience. As your business grows, you need to be able to capitalize on the advertising that best suits your company’s goals.
As the name might suggest, display ads are visual adverts. Banner ads and pop-ups are some of the most common types of display ads. Display advertising is multi-purpose, providing an easy and effective way to increase traffic to your website, drive brand awareness, or direct immediate sales.
By placing ads on search engine result pages (SERPs), you can capture the attention of prospective customers by using certain keywords in response to specific search queries. Search ads are generally text-based and are seen at the top or bottom of the SERP.
Search ads are highly effective at targeting the pain points of your target audience. If you know exactly where your product or service fits in the market, you can effectively capitalize on this through search advertising. However, don’t just focus on paid search advertising. Organic SEO is considerably more effective and can significantly help you increase your audience reach.
Any promotional content you see on Facebook, Instagram, TikTok, Twitter or LinkedIn would all fall under the umbrella of social media advertising. These ads can take many different forms, including sponsored posts, display ads and video ads.
This is where the power of digital advertising really comes to life. Thanks to the hyper-personalization of social media, you can directly target the audience you want to focus on.
Social Media Ads can be highly effective, especially if you know where your audience spends most of their time. For example, if you’re developing a B2B marketing service, then LinkedIn is your area. If you’re promoting a fashion brand focused on young adults, TikTok is where you need to spend your time.
Read More: How PointCard Used Superside to Boost Their Ad CTR by 240%
Using videos to promote your brand is a creative and engaging way to advertise to your online audience. Although video advertising can be labor-intensive, it can also provide excellent returns, requiring minimal effort from your consumer.
Video ads can appear on any sort of digital platform such as websites, social media, and connected TV devices. And if labor is a blocker, check out what we've done with user-generated-content style video ads—a lighter lift that has generated a ton of interest in Superside.
Delivering ads to consumers through their mobile devices is extremely effective, given the nature of mobile use compared to other devices. These ads can take numerous forms, including push notification ads, display ads, video ads and even in-app advertisements.
Partnering with high-profile individuals on social media platforms to promote your brand is a popular way to reach the significant audience of the influencer. Influencer marketing capitalizes on credible brand-building as the followers of the influencer will generally trust what they have to say and the products they promote.
By sending promotional emails—either once-off or as part of a flow—to a target audience, you can increase your brand awareness as well as drive sales. These messages can take many different forms: newsletters, promotional offers, cold emails, product updates or just general information.
Email marketing requires walking the line between being visible and being spammy. Offer quality content consistently (such as information on your product or service), and your audience is more likely to respond to your emails and your brand.
Need help designing your next email template? Don’t worry, we can help you.
Affiliate marketing involves partnering with other websites to promote a product or service. The affiliate partner receives a commission for each sale generated using their code, which incentivizes their efforts to market your brand.
Blending promotional content with editorial content in a way that is not disruptive to the user experience, these ads are typically designed to match the look and feel of the platform on which they appear.
Remember, digital advertising is a powerful tool, but it doesn’t guarantee a purchase of your project or service. Sometimes, ads can be helpful in raising brand awareness and audience reach, not in actual conversion.
Digital advertising is imperative to staying relevant in the modern world. Without it, most of your audience will simply miss your marketing material. Take advantage of the connection that digital devices are able to offer, such as:
With digital advertising, the world is your oyster. The technology that underpins digital marketing allows businesses to reach a larger and more diverse audience than ever before, regardless of geographic location.
Targeted ads are ultra-specific and can be based on a number of different characteristics, such as search activity or behavioral information. This means you can deliver highly relevant and engaging messages to your target audience, which increases the chances of conversion.
Keeping your finger on the pulse of how your advert is performing is both easy and accurate with tracking software. You can monitor the results of a campaign in real-time and use the information and data to optimize and improve the effectiveness of the ad.
Digital advertising can be exceptionally cost-effective, especially compared to traditional advertising - a game-changer for small and medium-sized businesses with a relatively low budget.
Unlike traditional broadcast advertising, digital advertising means that you can communicate with your target audience in an interactive way. Running ads on social platforms is especially effective in increasing brand awareness and getting real-time feedback from customers.
So now you know exactly how digital advertising can help you and what types of ads are available to you, but how do you put it into practice?
An effective digital marketing strategy requires a systematic approach. There are general templates for an effective strategy, but ultimately the approach should be molded to your brand and your audience for the best results.
When building a digital marketing strategy, here are some of the most important steps.
The golden rule in advertising is that your audience is everything. This links directly to the importance of understanding your target audience and building your campaigns accordingly.
Defining your target audience requires researching and analyzing exactly who you want to appeal to, and using this information to build your advertising strategy and communication.
If you don’t know what goals you’re aiming to achieve, it’s going to be difficult to reach them. Before you start planning your digital marketing strategy, consider exactly what you want to establish. Your goal might be to increase brand awareness, drive website traffic, generate leads, or boost sales.
There are so many different digital marketing channels to choose from. This is a good thing in terms of opportunities, but it can also be overwhelming if you don’t know which channel(s) your audience uses. Researching the right channel for your industry and brand will make your reach far more effective and better suited to hit your goals.
Content marketing is a key component of digital marketing. When creating your content marketing plan, it's important to consider what kind of content will resonate with your target audience and what channels will be most effective for this.
Audiences respond to quality information that adds value to their lives; such as entertaining or educational content. Creating a content plan that aligns with your industry is the best strategy to direct the right audience to your brand.
Using data and analytics helps inform your strategy and optimize your campaigns. This can be before adverts go live, during, and after the campaign.
Further to data and analytics, A/B and split testing is a great way to trial different ad sets within a campaign and monitor how each advert is performing relative to the others.
Digital marketing is an ongoing process. It's important to regularly monitor and adjust your strategy to ensure that it remains aligned with your goals and is effective in reaching your target audience.
By refining and re-adjusting your digital marketing strategy, you can build a highly effective campaign and enjoy the benefits of a results-driven approach to digital marketing.
Digital advertising offers several advantages over traditional advertising that make it a compelling choice for businesses looking to reach their target audiences.
One of the main advantages is the ability to target specific audience segments. Advertisers can use data to target digital ads to people who are most likely to be interested in their products or services. This allows for more efficient and effective advertising resources—something that traditional advertising simply wouldn’t be able to offer.
Digital media provides great flexibility in terms of ad placement and format. For example, digital ads can appear on a variety of devices: smartphones, laptops, tablets, and TVs. They can also take different forms, such as display, video, and native ads. This versatility allows you to create a more engaging ad experience for your consumers. It’s also far easier to tweak elements of your ad to improve performance and results.
See the impact of your campaigns in real-time and make data-driven decisions. Digital media offers businesses a measurable advertising experience compared to its traditional counterpart.
It’s difficult to put a number down due to the different factors that determine the campaign, such as the type of advertising, the channel, the target audience, the ad platform, and the level of competition.
Some common examples of digital advertising, such as search advertising and social media advertising, can cost anywhere from a few cents to several dollars per click, while others, such as video and display advertising, may cost several dollars to several hundred dollars per one thousand impressions.
In general, advertising on more popular platforms such as Google or Facebook is likely to be more expensive than advertising on niche platforms. The level of competition for ad space also affects the cost of digital advertising, with highly competitive industries, such as finance and retail, often having higher ad costs. It's also important to consider the cost of developing the creative elements of the ad campaign, such as ad copy, images, and videos, as this adds to the overall cost of digital ads.
Effective online advertising relies on what your goals are, the resources at hand, and your target audience. Once these have been established, choose the most cost-effective approach to achieving those goals.
Adopting multiple strategies rather than putting all your eggs in one basket is the ideal approach to digital marketing. For example, incorporating social media ads, paid search, and influencer marketing into your plan gives you the best chance to appeal to different consumers on different platforms.
For digital advertising to work, the benefits and drawbacks of each approach must be evaluated and compared to your company's main goals and target audience. With a clear understanding of these factors, you can make informed decisions and remain on track toward success.
The definition of digital advertising, also referred to as online marketing, is the use of digital advertising tools and technologies to deliver promotional messages to targeted audiences. It allows companies to reach a wider audience and track the success of their campaigns in real time.
Traditional advertising methods have limited targeting options and do not provide real-time data on their effectiveness. Digital advertising, on the other hand, allows for more precise targeting and the ability to measure the success of campaigns in real time and adjust them accordingly.
Digital advertising offers the ability to reach a larger and more specific audience, track the success of campaigns in real time, and adjust campaigns on the fly for maximum effectiveness.
Yes, based on factors such as demographics, interests, and online behavior. This allows businesses to ensure their ads are seen by the most relevant people, resulting in higher engagement and conversion rates.
The most common types of digital advertising include search engine advertising, social media advertising, display advertising, and mobile advertising. Each type works by displaying ads on different online platforms and targeting specific audience segments.
Sofie is an SEO and content specialist. From being a journalist at your daily news television broadcast, to producing films and writing travel blogs; she has ended up at the more technical side of content and has a nose for sniffing out the creative pieces that will make your competitors look like digital noobs.
When not busy operationalising Content, she is happily cooking up a storm, hiking through the mountains or searching for the best flight tickets to her next travel destination.
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