The evolution of the Internet has allowed more and more digital advertising formats available in the market.
- Native advertising.
- SEM or Search Engine Marketing.
- Mobile advertising.
- Advertising on social networks.
- Retargeting or Remarketing.
- Email Marketing.
- Digital Signage.
- Online videos.
In fact, today there are many types of online advertising that can be integrated into the same marketing strategy improving the results of notoriety and sales of your business.
It is important to know them but, above all, create an organization chart that starts from the objectives of the company to achieve the most appropriate combination to achieve them.
Therefore, if you want that the types of online advertising and the different formats of advertising campaign become your allies for your business goals, we recommend you to start by designing a strategy in which you analyze if there is room -or what options are the most advisable in your case- the following concepts:
1. Native advertising.
This term is known as non-conventional advertising on the network. That is to say, it avoids banner formats or sponsored content in order to resort to a strategy in which it is intended to gain the user’s trust by offering solutions to their problems.
Many tools can be used, although one of the simplest is the creation of a blog. This publication deals with issues related to the sector, but not advertising itself, but the interest and usefulness of the user.
From there, with SEO, Email Marketing and lead nurturing it is possible to offer the appropriate content to the sales funnel phase in which the potential customer is.
The most positive thing about these online advertising formats is that they are not intrusive at all and are highly valued even by those who resort to common advertising blocking techniques such as Adblockers.
2. SEM or Search Engine Marketing.
With this type of advertising campaigns, the aim is to achieve outstanding brand notoriety in a very short time. It will be enough to generate an ad with title, description and call to action; and to bid for certain keywords.
Depending on the quality of the site and the CPC established, the promotion will be shown when users type in the search engines the terms that have been selected in the campaign.
In this case a bid is set based (usually) on cost per click.
Among the most visual digital advertising formats, the display stands out. This is the name given to ads that contain an image or video (generally) and that are published on any Internet site, in spaces specifically designed for this purpose.
It can be a blog, an online newspaper or a portal aimed at a specific group. The contract can be direct with the media, or through platforms such as Google AdSense.
The cost is calculated through the CPC or CPM.
4. Mobile advertising.
Although there are specific formats for mobile advertising, it is recommended that all the advertising campaigns you carry out are adapted to these devices, or are issued under the responsive typology that is automatically shown in appropriate dimensions according to the screen sizes.
Today, all users use mobiles and tablets, and access the net many times a day through them. In fact, according to Google, mobile traffic surpassed that of desktop devices by 2016.
So, if you’re not betting on them yet, it’s time to make the leap. Not only will you get a greater reach and interaction with your advertising but, in a complementary way -in ads that you show on your own web- you will improve the SEO by the Google Mobile First algorithm.
5. Advertising on social media.
Social media is an important part of almost any user’s life. They are channels to which they connect several times a day and in which they often communicate, share and express their opinions.
Generate advertising campaigns that have these formats is essential to generate brand and to attract new potential customers.
In addition, they can be the perfect space to launch products or services aimed at very specific targets due to the segmentation possibilities offered.
Both in terms of conversions, as well as to implement branding strategies and association to certain concepts, are a good alternative.
6. Retargeting or Remarketing.
Remembering your brand to users who have already visited you or have shown interest in your page is a strategy that achieves very good results in conversions.
Remarketing makes your banner appear on the screen of people who have previously visited your website, regardless of where they are (as long as these sites offer remarketing advertising spaces).
With this technique that is important, when betting on digital advertising formats take it into account.
This type of ads are interesting to achieve sales, but they are also very relevant to achieve notoriety, be present in the mind of the consumer, and improve the presence of the brand in the purchase decision phases.
It can be contracted through search engine marketing management tools, such as Google AdSense. The price, in this case, is usually established through the CPC metric.
7. Email Marketing.
The digital advertising format of Email Marketing is not new, but has re-appeared strongly in recent times. The conversions with these campaigns in Spain are among the best in Europe.
In addition, thanks to the automation tools, very profitable conversion targets can be achieved.
If you take into account that getting a customer is more than 7 times more expensive than keeping a current one, betting on this type of advertising is a great idea.
8. Digital Signage.
Although its name is still little known, little by little it is slipping into the lives of users and will be a common reality in the coming years.
To define it we could say that it is the technological evolution of traditional outdoor advertising. Fences, shop windows, telephone booths or any other support that integrates a screen are used.
The effectiveness of this type of promotional communication lies in the great capacity it has to attract the attention of potential customers and surprise them in the most everyday moments of their lives.
9. Online videos.
Audiovisual content is a great entertainment resource for users. Betting on them as an online advertising format is a great idea.
You can opt for a strategic alliance with Youtubers who talk about the product or service with a typology similar to native advertising.
You can also generate your own quality content to get an organic positioning with SEO optimization combined with direct and viral traffic that can be covered by sharing these videos on social networks.
There are many possibilities, all the more so if we take into account that in 2018 the audiovisual traffic was 80% of the entire network.
These are the types of online advertising that exist now. However, they may multiply in the coming years. The Internet and technology, together with all their advances, can make the options available to companies grow.
For this reason, it is necessary to be always up to date with what is happening on the net and how tech can open new commercial communication channels with potential clients of a brand.
Now, when designing an advertising strategy for your business you have to take into account that it requires important planning. It is necessary to define which digital advertising formats are going to be used and which are not.
It is also part of the job to assign a percentage of the budget to each of them. The ideal is an exhaustive analysis that integrates several typologies to increase the scope and results.
Another important point to consider is the measurement of the actions that make up the strategy. Perhaps, once launched, it will not report the expected results in one online advertising format, while it exceeds expectations in another. With an analysis of the data you can decide to change the percentages of investment and orient them towards the best conversions.
Otherwise there is always the option of putting yourself in the hands of an experienced online advertising agency that can optimize your campaigns and the budget allocated.
Are you ready to make the most of the types of online advertising for your business?