The transition from offline to online marketing has helped many enterprises bloom in the market. No matter the company’s size, most businesses have only benefitted by taking their products and services into the online platform. The reason being many people nowadays consume online content more than traditional content. Therefore, it is likely that if a business markets its product or service through social media, affiliate programs, mobile applications, websites, and other digital advertising platforms, customer engagement will increase. And the more customer engagement is, the higher the purchase rate and the profit of a business.
Hence there is no doubt that digital marketing has become essential for a business’s growth. Let’s now understand how digital advertising functions!
How Does Digital Advertising Function?
The primary goal of digital advertising is to generate traffic to a website. Every business makes campaigns and strategies to make more and more people visit their website, check their products, and make a purchase. They implement the following methods to generate traffic seamlessly:
- They make high-quality content using keyword research and publish them on their website. People search for a specific keyword in the search engine and get directed to the websites offering the same product or service. For instance, if people search for hotels to stay in, they might get directed to the official website of Airbnb, OYO, or other hotel booking websites.
- They update their social media page with their current services by posting blogs, e-books, videos, infographics, and white papers as a digital advertising They write hashtags and tag followers to keep them updated on their new launch and compel them to buy the product.
- They also advertise their content through paid search and display ads. By using Ad sense and similar tools, digital marketers create paid ads. Whenever a person clicks on the ad, the business generates revenue.
- They send email newsletters and entice readers with an attractive subject line. They ensure that the emails are mobile-friendly as, according to a 2022 survey, 85% of users open emails from mobile devices.
- Social media on line marketing is impossible without influencers. As per the state of influencer marketing report 2021, Instagram is still a popular choice among users for consuming content. Therefore, the business reaches out to the influencers for collaboration on Instagram to promote their product. Apart from Instagram, Facebook, Linkedin, Twitter, Youtube, Pinterest, Snapchat, and Reddit are the other social media platforms businesses use for Internet advertising.
- Press release publication and exchanging backlinks are the other Internet advertising forms businesses use to increase customer engagement on their website.
Businesses That Have Scaled Up Through Digital Marketing
- Slack: Slack made its digital presence in 2014 with 15,000 users. Within a year, 5,000,000 users registered into the slack account.
- Airbnb: With social media online marketing, Airbnb now has a family of 100 million users.
The Wirecutter: Through online advertising in 2015, the Wirecutter has generated 11,982,405,000 INR in e-commerce transactions.
What Are The Different Formats Of Digital Advertising?
If you thought that advertising online is only possible through written content, you’re wrong! There are many modes of web advertising. The following are the most popular mopeds and formats for advertising
1. Display Advertising
Display advertising is a process through which a service or a product is promoted through visuals like videos and images. Online advertising is visible to the third-party website through images, banners, and text ads. It has further three classifications:
- Contextual Advertising: In this type of digital advertising, the network places the advertisements on relevant websites.
- Remarketing: Here, the advertisement is visible to the person on the post-click landing page.
- Site Placement Advertising: Unlike contextual advertising, the marketer decides where to display the ads.
2. Search Advertising
This type of digital advertising is also known as search engine marketing or google advertising. It is a technique through which online advertisements are placed in search engine results. It is also referred to as ‘pay-per-click’ advertising as the business earns a significant amount when a customer clicks on the ad.
3. Online Video Advertising
Online video advertising is another form of Internet advertising. As the name suggests, the ads are created in video format. The business earns profit in the same way as search advertising. However, the content is advertised differently. The in-stream video ads appear before, after, or during a video content. The out-stream video stream appears on apps, websites, and devices.
4. Audio Advertising
Similar to video advertising, these ads play before, after, or during audio content being played through apps or websites. This digital advertising allows users to program their message and play it even during the news, podcasts, and streaming music.
5. Streaming Media Advertising
Streaming media advertising or TV or OTT (over-the-top) advertising is a type of web advertising shown to the OTT platform viewers. People who subscribe to OTT platforms see these ads while playing their favorite web series or movies. Customers get access to content-on-demand without the content having to go through the cable provider or traditional satellite.
How Are Digital Ads Measured?
Digital Ads play a crucial role in digital advertising. Through digital ads, the companies analyze the customer’s interaction and engagement on their website or app. Digital ads are measured through certain engagement metrics like
What Is The Future Of Digital Advertising?
Digital advertising is that platform that will never get extinct and survive in all situations. Even during the onset of the Covid-19 pandemic, the digital industry was not negatively affected. Instead, many small businesses cropped up during the pandemic.
A digital report says that in 2021, the e-commerce platforms generated Rs. 6,300 crores, and this cost is expected to grow in 2022. By the end of 2022, upto 36% growth rate in the e-commerce platforms can occur.
Today, we have reached a point in technology where edge cloud processing and artificial intelligence are helping organizations to run seamlessly. Therefore, digital advertising will continue to help companies grow, earn profit and become world-known.
Conclusion
Now you know everything about digital advertising and web marketing. So, if you have a business and want to advertise online, follow the ways mentioned above to rank your business in the search engine and improve the purchase rates. Besides, you must also make your business presence online to stand ahead of your competitors.
