Find out what digital advertising is and why it is different from Digital Marketing – WAU
Digital advertising has transformed the way of connecting brands and consumers. Before, companies were limited to offline media, such as pamphlets, business cards, billboards and – for those who had more money – TV, radio and newspaper ads. Today, however, the internet opens the doors of advertising for any business to find its audience, […]
Digital advertising has transformed the way of connecting brands and consumers.
Before, companies were limited to offline media, such as pamphlets, business cards, billboards and – for those who had more money – TV, radio and newspaper ads.
Today, however, the internet opens the doors of advertising for any business to find its audience, publicize its brand and do more business online. Banners, sponsored links, social networks, Email Marketing… There are a multitude of channels and formats to take advantage of!
Now, then, you will understand everything about digital advertising: what it is, why it is worth investing in, what are the types and how to get the best results from it. Follow us!
What is digital advertising?
Digital advertising is every way of promoting a brand through digital devices and channels.
It serves to publicize a brand and its products, reach its target audience and create a relationship with consumers.
Changes in consumer behavior and the evolution of technology were the drivers of digital advertising. People started using the internet for everything from solving a quick question on Google to buying a refrigerator in an e-commerce.
So, in recent years, the internet has become the place that companies needed to be. If the public is on Google, social media and blogs, they also need to mark their digital presence.
Thus, different ways of connect brands and consumers over the internet. And with developments in recent years, digital advertising has become increasingly complex.
The diversification of formats, ways of charging and audience segmentation options have made platforms more robust, full of options for brands.
Difference between digital advertising and digital marketing
Do you also treat digital marketing and digital advertising as the same thing?
Okay… Most people and professionals in the field do that. However, there is a subtle difference between these concepts, which we will explain now.
Marketing, in general, deals with all 4 Ps of the Marketing Mix: Price, Product, Place and Promotion.
This is the compound that represents the four pillars of marketing and determines how a brand presents itself in the market. In digital marketing, the only difference is that these actions are designed for the online environment.
Advertising, then, is a marketing tool because it is within one of these Ps: Promotion. This is one of the ways the company promotes the brand and products to the public – and digital advertising is the tool that does this in online media.
You can understand, then, that digital advertising is a digital marketing tool.
However, in practice, many people consider the two strategies to be synonymous.
What are the benefits of digital advertising?
It is no accident that so many brands have joined digital advertising. There are many benefits, especially for small businesses, which used to have fewer opportunities in the past.
Now understand the main advantages!
The internet has no borders. You can talk to the neighbors in your neighborhood, but also to those on the other side of the world. And it’s worth remembering: almost everyone is on the internet!
This means that digital advertising is able to increase the reach of your company, not only to promote the brand, but also to sell your products in e-commerce.
Audience segmentation ability
Have you heard of big data? This expression refers to the huge amount of data that the internet stores. And one of the benefits of big data is that it provides a plethora of data about consumers.
They can then be used to target the audience of your disclosures and reach exactly who you want.
Charging by results
Paid internet media has a big advantage over offline channels. Unlike newspaper and billboard advertising, the advertiser does not pay in advance.
On the internet, he is only charged when he gets the result he would like (a click, a visit to the site, a conversion). Hence the forms of collection, including:
- cost-per-click (CPC);
- cost per thousand impressions (CPM);
- cost-per-acquisition (CPA).
Another big difference, made possible by big data, is the ability to measure advertising results.
You can know exactly how many people saw an ad, how many clicked it and how many sales you generated from it.
In this way, it is possible to measure ROI (Return on Investment) more accurately, which is a strategic performance indicator.
Worksheet for tracking metrics
Download our free template and start tracking your numbers closely!
Forget the limitation of working only with images, audios and videos of 30 seconds. In digital advertising, you can use anything from plain text on sponsored links to a multi-chapter web series on YouTube.
Creativity gains wings in the most various disclosure formats.
Competitiveness for small businesses
Finally, one of the great benefits of the internet is to democratize advertising. After all, you don’t need astronomical funds to advertise your brand on the internet.
There are several organic media, which do not require any investment in media, such as blogs and social networks. And, when you start investing in paid media, you can use the amount you want and you will have full control over your campaigns’ budget.
What types of digital advertising can be done?
Now, let’s look at the main types of digital advertising, which we divide between paid and organic media.
But understand that this is not a definitive list: there are many other formats, and, at any time, new options may appear. In digital advertising, you must always keep an eye on the news, which do not stop happening.
Paid advertising is carried out through platforms that charge for the broadcast of the media. See below which are the main channels!
- Sponsored links: text ads that appear in prominent positions in search results on search engines (Google, mainly).
- Display media: advertisements with visual appeal (images or animations) that appear among the content on internet pages.
- Social Ads: ads for social networks, in the most diverse formats: Facebook Ads, Instagram Ads, LinkedIn Ads, Sponsored Tweets and YouTube Ads are the most used.
- Mobile Ads: all forms of advertising served on websites and applications for mobile devices (smartphones and tablets).
- Google Shopping: Product ads that appear in search results with price, brand and store information.
Organic media are those in which the brand is promoted without you having to pay for your placement.
This does not mean, however, that you have no indirect costs, such as hiring, training, tools or outsourced services. Now see the main organic advertising strategies:
- IF THE (Search Engine Optimization): Optimizing the pages of a website so that they appear well positioned in Google’s organic search results.
- Social networks: publication of organic posts and interaction with users through social networks.
- Email marketing: sending messages (usually automated) to publicize offers and strengthen the relationship with the brand’s public.
- Blog: publication of articles on the company’s area of activity to engage consumers and improve their positioning on Google.
- Guest post: publication as a guest on the blog of a partner brand, with the intention of attracting a new audience and generating traffic to the blog.
You may also be interested in this content!
Find out what are the 5 differences between ATL and BTL that you need to know to apply in your marketing strategy
Comparative advertising: what it is and 10 examples of success
How to enhance the results of digital advertising? Get 5 tips now!
Digital advertising has become popular. Today, any business can use digital channels. Thus, competitiveness on the internet has also increased.
Therefore, those who want to win the consumer’s attention need to differentiate themselves, adopting the best practices of digital advertising. Now see our top tips for this!
1. Stay focused on the brand experience
The consumer no longer seeks companies or products. He wants to have good experiences with brands, that convey confidence, offer solutions and provide positive emotions.
Digital advertising, then, is inserted in this context. In your online performance, you should always put the customer experience first. How does that post or ad generate value for the consumer? Think about it before publishing anything!
2. Dedicate yourself to segmenting your audience
This is one of the differentials of digital advertising. So, don’t waste it.
First of all, you must know your persona well and understand the objectives of your strategy. This information should serve as a basis for ad audience targeting, which will thus be more accurate.
3. Test, test, test
Will the ad lead to conversions? Is the title of email marketing good? Don’t be in doubt: test to make the right decisions.
In digital advertising, you can test with a small audience between two or more versions of a page, an email, a post or an ad. So, instead of being frustrated with the results, understand what works and what doesn’t.
4. Invest in remarketing
Remarketing is the action of impacting again a user who has already interacted with your website, whether to read a blog post or buy a product. It can be done by email, sponsored links, display media or social ads.
This is one of the most efficient strategies for digital advertising, the consumer has already shown a previous interest in your brand. You just need to win him back!
5. Aim for practical results for your company
Did your post get a lot of likes? Has your article been read by many people? Nice!
But what really matters to your business is whether it served to achieve the objectives of your marketing strategy.
So, don’t waste time on vanity metrics. The focus should be on the key performance indicators, which demonstrate the real results of digital advertising for your business.
Anyway, what is digital advertising if not the best way to connect with your audience? Take advantage of this marketing strategy to win the consumer’s attention in the channels he uses most in his daily life.
With the diversity of platforms, formats, channels and segmentation filters, you have an arsenal of resources to enhance your marketing strategy!
Now, our Ultimate Digital Marketing Guide can guide you on how to build your strategy with these powerful tools. Good reading!