Every advertisement you see on the Internet is classified as digital advertising.
Advertising is a communication tool to publicize a product or service whose purpose is to influence the consumer and increase the probability of a sale. When we talk about digital advertising we focus on the Internet as an advertising medium.
At Grow Marketers, we know that the Internet is the main way to reach the consumer of the 21st century. And we are 100% convinced that this channel must be integrated into the communication strategy.
The most important thing is to understand what the business objectives are, how the target audience behaves, the right message, and the budget, select the best combination of media, channels, and advertising formats.
Digital marketing means advertising with the help of digital channels such as social media, mobile applications, emails, web applications, search engines, websites or any new digital.
What is Digital Advertising for?
Digital advertising must serve to make itself known, persuade the target audience, to work sensations and perceptions, to arouse curiosity, provoke interest, and increase the probability of sales.
However, advertising by itself is not effective. A good advertising campaign will be effective as long as …
✓ Be well targeted to impact the right person.
✓ Contain the right message, we have understood the needs of the target audience and offer you a solution.
✓ Creativity arouses interest. A good ad is one that gets attention, is credible, has an effective call to action.
✓ The campaign is “placed” in the right medium, that is, where our target is.
✓ We have labels that allow us to measure the results and correct them practically in real-time.
How to Integrate Digital Advertising in Your Media Plan?
When preparing an advertising campaign in the digital environment, it must be taken into account that it must be aligned with the business objectives. You have to convey the correct message with a good CTA, always determined the most appropriate means to “place” our ad.
These means must always be integrated as follows:
- Own means.
- Paid means.
- Earned media.
How to Buy Spaces to do Digital Advertising?
1. Purchase of spaces directly from the media
It consists of placing the banner in a specific medium. The medium determines the format and placement of the banner within your site. We will facilitate creativity based on the technical indications that they indicate.
This type of advertising is usually common for large brands in which they develop Branding campaigns for a certain period of time.
This type of advertising is similar to comparing space in newspapers and magazines off-line. Smaller companies can reach agreements of this type with blogs related to their brand or activity.
2. Programmatic Advertising (Real-Time Bidding)
The advertiser buys the advertising space or the impressions through real-time auctions (RTB) in which agents and platforms participate.
These advertisers decide the bid price for a certain user or audience profile, so it is essential to have done a previous study to establish those profiles.
What stands out in this type of advertising is its power of segmentation, since different audiences can be created depending on the behavior and interests of the user.
Thanks to the technology used, it is possible to know the response of the users, measure their impact in real-time, and modify the campaign when necessary, optimizing the results.
The Google universe is infinite, as are its possibilities. Thanks to the Google tool we can determine the amount we are willing to pay and, entering an auction system, the winner will be shown where, when, and the type of client he wants.
The platform is highly interactive and always encourages “do it yourself”, but that “easy” way can ultimately cost you more money and time. We always recommend hiring a specialist who knows how to use the tool and who perfectly integrates the business strategy into these advertising actions.
4. Advertising on Social Networks
Social networks have a tool to create advertising campaigns within their platforms. The segmentation and learning capacity of these networks has been evolving very rapidly, trying to make the steps for advertising management as easy as possible.
Before generating a campaign, it is necessary to be clear about our target audience and whether or not they are users of that selected platform. It is important to select a professional who can understand our needs and who manages our campaigns appropriately.
If the public and the network fit together, and if we actively listen, we can take advantage of all the data that the network offers about the target, optimizing all the investment.
5. Native Advertising
If you want your marketing plan to be effective, Native Advertising is an essential thing to do. It is a form of advertising in payment methods that adapts so much that, in a non-intrusive way for the user, we can impact it.
Therefore, we can say that it is not perceived as advertising due to its integration into the medium. Thus, the content must be of high quality and offer value to the user.
Thanks to this type of advertising we can generate more new traffic, visibility, good user experience, and know about the interests of the target.
How to Choose a Good Professional to do Digital Advertising?
A good professional has to be up to date with what is happening in this rapidly changing sector. Here are some points to help you select a good professional:
- We can go to networking.
- Undergo some training to help us know what we need.
- Read books specialized in advertising and marketing.
- Subscribe to a specialized blog on the subject.
- Participate in forums and groups.
- Follow professional accounts on social networks.