Online or digital advertising: what it consists of, main types and applications. Professional roles that exercise it and training for them. Article by URated Online Advertising Agency with practical examples and real data to know about internet advertising, the impact it has on the environment and how to take advantage of it in our company.
Online advertising is the set of strategies used to
publicize a product or service to society adapted to a digital channel. For
this, impacts are created that reach the receivers through the internet, social
networks or the use of the smartphone or Smart TV.
Digital advertising is constantly evolving . Technology
advances and, with it, consumer trends, so strategies must vary and online
marketing professionals must be constantly learning.
Campaigns must be where users are, which is why advertising
moved from the offline world to the online one.
To facilitate the work of advertisers, there are tools such
as Google Adwords and Google AdSense, which focus the impacts on search engines
or banners, and other less intrusive ones such as Facebook Ads or Twitter Ads .
Artificial intelligence (AI) has also been incorporated into
online advertising, allowing greater profitability by having more data on the
client to whom the campaign is directed and giving professionals the
opportunity to anticipate consumer tastes.
What types of online advertising exist? Which are?
There are as many types of online advertising as there are
platforms or formats, but the main and most common are:
Affiliate marketing :
it is a type of marketing based on the fact that the advertiser will only pay
for advertising that achieves results. Set your goal, sales in the case of an
ecommerce , and pay based on those sales obtained. Affiliates are the
commercials of advertisers, those in charge of promoting the product or service
in their digital environments and commissions are the payment method used.
Native advertising :
Strategies are used in which it is intended to gain the trust of the user by
offering solutions to their problems. It is usually done through blogs and
topics related to the useful sector for the recipients are discussed. With SEO,
mail marketing and lead nurturing you can offer the right content for the phase
of the sales funnel in which the potential client is.
Search engine
advertising – what is also known as SEM. It consists of generating an ad
with a title, description, call to action and bidding on certain keywords. With
these campaigns, the outstanding notoriety of the brand is pursued in a short
time.
Mobile advertising :
until now these ads were an adaptation of offline campaigns to the computer,
using responsive technology . Now, there are already mobile marketing practices
like sending text messages to customers' devices embedding links to promote
your products.
Email marketing :
these are advertisements sent to the users' email, but they are the ones that
the recipient can avoid more easily by getting into folders such as Spam or
that the individual himself deletes it before even reading it. Brands are
perfecting their technique and include promotions to make the customer want to
open the email.
Social Media
Advertising – The exponential growth in the number of social media users
caused advertisers to want to promote themselves on these platforms. Networks
such as Instagram, Twitter or Facebook give the possibility of promoting
uploaded publications to position themselves higher and achieve more successful
results. But in addition to these promotions, there are also campaigns created
by the brands themselves, social ads, designed to attract customers from the
social networks themselves.
Retargeting or
remarketing : makes the user see a banner of a brand that they have
previously consulted, regardless of the site they are on. It is a technique
that collects good results. The price is established by cost per click.
Display : these
are ads that contain images or videos and are published on any website, in spaces
specifically designed for it.
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