Learn everything you need to know about digital advertising in detail with this article , discover all the benefits it offers, and more!
Digital advertising
New technologies and the way the world communicates today is constantly evolving. These communicational changes have affected or developed from the way in which we communicate intrapersonally as well as in business relationships.
Organizations are no exception to these digital changes. We can say that over ninety percent of corporations, companies, and brands use some social network or website to promote their products or services. And from this new way of communicating and using social media, digital advertising is born.
So , what is digital advertising? It can be defined as the way in which organizations, companies, and brands manage to publicize or make known their products and services through digital channels, such as websites, social networks, email, among others.
In the same way, digital advertising allows us to connect with the public in a much more dynamic and organic way, in order to be able to interact much more effectively with each of our consumers.
It is important to highlight that the sum of the evolution of the behavior of each of our consumers and clients with the constant progress of the different social networks has allowed digital advertising to remain constantly in the market. Thanks to the fact that people have allowed the Internet to become part of everything and everyone, organizations have taken it as a starting point to be more present in the daily lives of us consumers.
The internet has allowed advertising publication formats to be different and easily accessible, allowing organizations to adapt to different communities and spread their message in the best way.
Difference between digital marketing and digital advertising
Although it seems the same, marketing and digital advertising are two completely different things and it is important to manage them as such. Although it is very subtle, it is important that we know and work correctly with both in order to get the most progress from each of them.
Marketing
When we refer to digital marketing, we know that we focus on four aspects or fundamentals that directly affect the understanding or operation of our brand. This is known as the 4 P's of marketing which are:
Product
The product is the essence of our corporation, company, company or brand. That is why marketing focuses and focuses on it. When we talk about product we refer to an extremely broad concept since it covers absolutely everything, in this way we can place a product or service on the market that manages to explain to our clients or consumers what their needs are and why we can cover them.
It is important to note that in the different marketing strategies, defining what our product is is essential, so it is necessary to answer different questions such as: What am I selling? What needs do we cover with our product? What features does my product handle? What are the benefits of my product? What distinguishes us from the competition?
These are many of the questions that we can ask ourselves in order to define our product or service in the best way. With the purpose that when we establish our product in the market they know how to differentiate it from both our clients and consumers.
Price
The price is the value that we place on our product or service so that consumers can acquire it. Knowing that the price is the first thing that our potential clients look at can be a stress factor for organizations, companies and corporations. So, like the product, it is necessary to establish actions that help us determine the fair and correct price for our product or service.
Among the actions that can help us denote the way in which we set our price, we find carrying out studies that allow us to establish a price range that allows us to know what prices our consumers are willing to pay. Another action that is very common used in digital marketing is to actively study the price set by our competitors, another aspect that allows us to take almost perfect care of the benefits that we can obtain from these products.
Point of sale
Another factor that digital marketing studies in depth is the point of sale. This means that we as an organization must understand which are the points of sale or distribution that we can use to publicize our products or services.
At the point of sale as an organization we must establish which is the best storage, transportation, service costs, operation times and which are the channels that are most convenient for us to use between online stores, distributors and direct sales.
Promotion
This allows us to establish each of the means, techniques and channels by which our products will be known. Exploiting this in a versatile way, we can ensure that our product has complete acceptance by our users.
In digital marketing it is normal to make our products known through non-traditional media such as radio, TV or newspapers. But it is supported by digital media such as Instagram, Twitter, Facebook, web portals, among others.
If you want to learn more about how to use digital marketing most effectively, we invite you to visit the following link: marketing trends
Advertising
On the other hand, digital advertising falls within the marketing tool within the 4P, specifically promotion, at the point where we as an organization, corporation or company can make our brand known.
In conclusion, the difference between digital advertising and digital marketing is that the first is a tool of the second and that is why both definitions are usually very similar.
Benefits of digital advertising
Thanks to digital renovations and knowing how to take advantage of each of the aspects and platforms that benefit from digital advertising in a correct and practical way, we can name some of the many benefits that it gives us, among which we can mention:
Scope
The internet allows us global contact in real time, through digital platforms or different social networks, which can be translated as the easiest and fastest way by which different organizations have managed to make their brand known.
It is necessary to understand that working with digital advertising allows us to create criteria within our users and clients in order for our product or service to be positioned in the way we want.
At this point we must establish how we want to make our brand known, by means or in what way, this will allow us to reach a specific market.
Segmentation capacity
One of the benefits that digital advertising allows us is to achieve a good segmentation on our part. When we talk about segmenting, we mean dividing our audience according to the diversity of needs that we can handle. It is not the same to present a digital advertisement for children than for women or a digital advertisement for men than for women.
That is why our segmentation studies help us design highly specific and defined promotions for each of our clients or users.
Charge for results of digital advertising
The way in which digital advertising moves in the different markets has to do with the interaction that our brand positions have achieved in the world. This means that we will be paid for each time our users or customers enter our portal, make visits or complete the purchase action in its entirety.
It is important to note that this will be obtained specifically when we have paid media that is specified to expand and multiply our publications.
Results measurement
This is one of the best benefits that digital advertising can offer us. The measurement of results allows us to analyze from mathematical foundations what impact our advertising has achieved within the market.
It is no secret to anyone that the way in which the Internet moves from the business point of view is completely feasible, attractive and with a completely practical ROI (Return on Investment). That is for these reasons that the different digital platforms have developed different programs in a very particular way that allow analysis from different points of view of the social networks with which we work.
If you want to learn more about how to measure results on social media, we invite you to visit the following link: Social Media Analytics
Different formats of digital advertising
Thanks to the way in which organizations, corporations, brands or companies can publicize their product or service with the new digital trends, it is very easy to find a format that adapts to the needs of our clients or users.
We no longer only focus on photos, videos, audio or text, new technologies allow us to create completely valid and complete digital advertising formats that deliver the points of view that we have developed as an organization.
more competitive market
Another benefit that we can name with respect to digital advertising is the way in which large corporations such as SMEs or completely local companies have managed to make themselves known through the digital age.
It is worth mentioning that the costs that are handled within these formats are extremely low and accessible compared to slightly more traditional media and that is why the digital market has managed to be a battlefield for those organizations that perhaps do not have the lungs finance to make himself known.
How to use digital advertising?
We have already established that digital advertising focuses on completely digital markets, which allows us as companies, corporations or brands to more precisely establish new options to publicize our products.
There are two types of advertising that can be applied within the digital market and they are paid and organic media. Below each of them:
Paid Media
Paid media are defined as platforms or tools that you can hire to publicize your product and service on their platforms or channels. The most prominent ones today are:
- Sponsored links: They are defined as text ads used by corporations or brands so that the client can quickly access our portal. In general, the sponsored links are the SERPS of the different search engines such as GOOGLE or YAHOO.
- Average display: this is defined as the visual ads that we find on different web portals such as images, GIFs, animations, among others. These allow us to have a much more dynamic point of view in our portals.
- Social Ads: are defined as the ads that are created and displayed on social platforms with different formats such as Facebook Ads, Instagram Ads, Linkedin Ads, among others.
- Mobile Ads: are the publications that are made known in the different social portals and that, thanks to the total development they have had, can be transferred correctly and totally to mobile devices
organic media
This is the second type of digital advertising that we can get in the market and they differ in that they are unlike the previous free advertisements that are not linked to any payment portal.
This does not mean that the expenses that are linked to advertising are not given, we can still bear expenses such as hiring or network maintenance. Among the most important we find the following:
- SEO: It is a tool that allows us to optimize our web portals to the maximum, to achieve the positioning we are looking for through organic results within the different search engines such as GOOGLE, MOZILLA, YAHOO; among others.
- Social networks: these communication platforms are here to stay and thanks to them the communications that we establish with each of our users or clients are much more organic and natural.
- Email marketing: It is a marketing strategy that allows us to keep in touch with our users or clients in a less invasive way, such as phone calls. It is important to note that to establish this digital advertising technique we must keep our database completely updated and segmented to ensure that the information that reaches our users or clients is completely viable.
- Blog: digital advertising focuses in the same way on the creation or blog-type formations. This in order to meet each of the needs of users or customers through specified portals for each of these questions.
- Guest Post: This tool is an extension of the one explained above, with the difference that the information we are highlighting is used in addition to it.
To better understand the types of digital advertising we leave you the following video
Improve your digital advertising with these tips
As we have already highlighted on several occasions, digital advertising has allowed the way in which we deliver our product to change completely. It is for this reason that the different companies use these tools thanks to the range they cover and the low costs with which they work.
Likewise, that is why if you want to make our digital advertising stand out, we must ensure that consumers or clients are able to differentiate our brand within the entire market. That is why it is advisable to stay focused on what the brand stands for.
At present, as different economic and social studies have shown, consumers are not looking for brands or products. They focus on the experience that organizations give us, from the moment of entry, either through the portal or physical store, until the moment of executing the purchase action. That is why our digital advertising must be focused on the experience that the client will have with us.
Another aspect that must be taken into consideration is the segmentation that we carry out with our clients. Having our community well segmented allows us to advertise according to their needs and experiences in order to raise the need for them to consume our products or services.
Similarly, it is important to remember that digital advertising is not an exact science, which is why if we see that we can make changes to reach our customers more effectively, we can do so. The important thing is to correctly analyze each of the results that our studies give us in order to make the right decision.
Always focusing on the fact that our client is our reason for being and that thanks to them we can offer these experiences, so it is advisable to listen to them and provide good customer service that guarantees us the responsiveness they deserve.