“ Digital advertising refers to any communication a company makes using various platforms and digital channels to promote and promote its b...
“ Digital advertising refers to any communication a company makes using various platforms and digital channels to promote and promote its brand, product or service.”
Therefore, every advertising action made in web browsers, social media pages, blogs, applications or over the internet or other digital channels is digital advertising.
Especially with the digital transformation experienced during the pandemic, more and more options are emerging for companies to communicate with the market and, of course, their consumers.
The purpose and main goal of digital advertising is to be exactly where the target audience is.
Digital advertising is a process of migration and adaptation of companies about the movement of society as a whole.
After all, if 4.18 billion people use their smartphones to connect to the internet , it is important for businesses to take part in digital channels to strengthen brand awareness.
Why is digital advertising important?
They check their emails, browse social media, read the news and even watch their favorite TV series and programs online. Digital advertising reaches people throughout their daily routines and encourages them to engage with your brand.
More specifically, digital advertising:It allows you to effectively target the right audience: Who is your target audience? Depending on your target audience, you can use first-party data to track their habits and effectively reach them on the right digital channels.
It allows you to personalize your brand experience: The right digital advertising gives your brand a personality. For example, you are not just a clothing store – with your Instagram filter you enable users to produce personalized nature photos and donate through them –
It gives you access to insightful data analytics: As consumers interact with the web, their interactions are tracked and recorded in databases. These databases allow you to make more accurate ad targeting and get better results.
Suitable for any budget or goal: Digital advertising can be as big or small as you want. You don't need to spend millions of dollars on elaborate advertising. Instead, you can spend whatever you have in your pocket to bid for ad space on the channels your target audience interacts with. 10TL is Uyaroğlu for Facebook and Google.
Digital advertising is a powerful tool when used correctly. You'll just end up wasting your money if you don't use it properly. Before we dive deeper into what digital advertising is, you should learn some terms commonly used by digital advertising agencies and marketing professionals:
Impression: When a consumer is shown a digital ad
Click: When the consumer clicks on the digital ad and enters the conversion funnel
Action: When the consumer completes the desired action for the digital ad (sale, Email, sign up, download, etc.). )
Conversion Rate: Percentage of consumers who go through the funnel and complete a transaction
CPM Cost-per-mille: The cost of having a digital ad shown to a consumer
CTR Click-thru-rate: A digital ad Percentage of consumers who click on an ad and land on an online property
CPC Cost-per-click:Amount of money spent to get a click on an ad
CPA Cost-per-action: Amount of money needed to get a conversion from a digital ad
PPC Pay-per-click: Use Search Engine Marketing to advertise your company and products Method of using (SEM). It refers to the fee paid per click.
Digital display advertising
Digital display advertising is the simplest type of digital advertising on the list. In short, there are only a few types of digital display advertising we can create. These types of display ads include: Static, animated (HTML5/richmedia) and video .2. Social media digital ads
Social media is not just limited to Facebook, Instagram, YouTube and Twitter these days. There are many other channels that appeal to certain demographics of users see TikTok , Twitch . Social media is not just limited to Facebook, Instagram, YouTube and Twitter these days. There are many other channels that appeal to specific demographics of users see TikTok , Twitch, linkedin .
Paid Social Media Ads: Statistics show that there were an estimated 2.95 billion monthly active social media users globally in 2019. This number is expected to increase to 3.43 billion active users by 2023. Given these impressive statistics, the default for most novice social media advertisers is to rely heavily on Facebook Family for their overall campaign needs.
Organic Social Media Ads: A smarter, more cost-effective daily strategy is to find niche social media platforms that appeal to your specific target audience and post your content or reach potential customers with influencers who will become brand ambassadors for your product.
Native digital ads
Native advertising is the brother of display advertising. But there are two important differences:
1.Native digital advertising targets audiences consistently. They are packaged as “recommendations” based on your likes, previous purchases, other ads you have clicked, liked/shared. You bought this, see if you like it too. When you look at it, it does not look like an advertisement, but an agreement has been made with the website and this service has been received.
Search-based digital ads (SEO&PPC)
According to Neil Patel, keyword research is “the foundation of other digital marketing and [advertising] practices.”
Great emphasis needs to be placed on keyword research to build your entire digital footprint. Additionally, as search trends change with the wind, you should frequently refresh your keywords and produce new content.
Since keywords are relevant to digital advertising, keywords are important for targeting your audience. The goal of any search campaign is to list your ad or company on the first page of Google.Because most consumers don't look beyond the first page of search results, they click on the top-placed PPC ad or the first results ranked by first-page SEO placement.
The best way to research keywords for beginners is to enter a keyword (cat food) into Google and see what the top 5 ranking predictive results are. This will give you a solid idea of what terms people are using when searching for similar products. In this way, you can do an above-average keyword study.
Video ads
There are many reasons why video is considered the “king of content.” Videos can explain anything and create an emotional connection with viewers, sometimes in as little as 15 seconds. It is a critical weapon for a digital advertiser. Videos; It is excellent at increasing traffic, increasing conversions and sales.Videos can be used as standalone ads across multiple platforms, or you can distribute your video as an ad embedded on top of a different, slightly related video. This is known as “pre-roll ad”.
65% of consumers skip pre-roll ads on videos they want to watch, and they do it too quickly. But this digital video ad strategy can still convert for smart advertisers. Because the remaining 35% is still a very large rate.
Email ads
From creating display and native ads that appeal to your existing customer base – to collecting referrals via social media or your website, there are many ad-centric strategies that can help you build an effective list that will meet your email KPIs.
What are their best digital strategies?
Digital advertising strategy is a set of actions carried out on various digital platforms according to the goals and resources available to the company.
Additionally, it is important to constantly monitor and evaluate each of your choices to ensure they are turning out as expected.
A digital advertising strategy needs to consider what the company's goals are, the resources available to achieve those goals, and of course, define a buyer persona for your business.
When all these points are considered, you should choose the best cost-benefit for your plans from a wide range of options. ROI is the final metric you'll pay attention to here.
You should focus on more than one strategy and not allocate all resources to a single action. For example, you should include social media ads, paid search, and even social media influencers in your campaign. (Multichannel marketing) Evaluate the advantages and disadvantages of each idea, reconsider your company's main goals and consumer/customer persona .
With this defined information, decision making will become much more reliable for your business. Your feelings (experiences) may be important, but data will keep you on the right track.
Top 5 examples of integrated digital advertisingIt is estimated that worldwide digital ad spending was $325 billion in 2019 and will rise to $389 billion in 2021, following a decline in 2020 due to coronavirus-related market issues.
Cookie-free advertising
The first trend we will see in 2021 is cookie-free advertising. In case you don't know, cookies, an HTTP cookie, are a small piece of data that websites collect and store as a user navigates the web.
Personalization: Tailor the user experience based on the user's saved interests.
Audience targeting: People with similar third-party cookies are combined into a list that advertisers use to target digital ads and campaigns
Tracking and measurement: Records the overall impact of a targeted ad on a third-party domain
Cookies are extremely useful for advertisers, but they pose a glaring problem for users – they track so much of a user's data that it's considered a privacy violation. Much of the web is already cookie-free, after Google announced in 2020 that the full phaseout of cookies would be completed by 2022.
This requires advertisers to be more creative in how they obtain data. Advertisers no longer have access to third-party cookies that impact behavioral targeting, ad retargeting, view-through attribution and more. Advertisers looking to offset this loss can rely on first-party cookies, target audiences by platform, and leverage publisher-ad expert collaboration.
Programmatic advertising trend
In the past, this was done through manual ad insertion and negotiations with various ad networks. In 2021, make advertising a little easier by using programmatic advertising.
Programmatic advertising uses artificial intelligence to automate the ad buying process. This isn't new in the world of advertising, but more and more businesses are starting to take advantage of the easier process. Brands can choose their markets, set their budgets and goals, and contact publishers. Publishers use the supply-side platform to place the brand's advertisement in an ad space.
Connected TV and Video advertising trend
Connected TV is any movie, show or video that is connected to the internet. As more households cut the cord from TV, it is becoming an advertiser's primary source of video advertising.
Common examples of connected TV are platforms such as Netflix, Amazon Prime and BluTV. Additionally, Connected TV is not limited by device type. It may include technologies such as smart TVs and game consoles.
Connected TV advertising allows you to reach audiences while they're watching their favorite shows, making it highly effective at targeting a specific demographic. When combined with programmatic advertising, you can target your audience using first-party data such as zip codes, household income, channels and device types.
E-Commerce growth and Amazon advertising trend
During the COVID-19 pandemic, many brands have shifted to online-based strategies. Because of this shift, we are seeing dramatic growth in US E-commerce from $598 billion in 2019 to $839 billion in 2020, an impressive 40.3% increase – the highest annual growth in over 20 years.
As expected, retail accounts for almost 77% of the total e-commerce growth rate. Amazon dominates the retail category, accounting for one-third of total growth.
Amazon's 2020 advertising revenue increased by 23.5% compared to 2019 figures, reaching approximately $13 billion. E-commerce experts say Amazon's revenue will continue to grow as more brands move to digital platforms. If you're selling a tangible product, consider advertising your product on Amazon.
Amazon knows how its users buy, and it also knows how to target its ads to benefit advertisers. Advertise on Amazon and grow your business as Amazon expands and dominates retail e-commerce.
Social media advertising and social commerce trends
More people than ever are spending time on social media. More than 3.6 billion people worldwide used social media in 2020. This number is predicted to continue to increase for the foreseeable future. In 2021, we will see social media trends such as:influencer marketing
Inclusive and eco-friendly contentPeople aren't shopping in stores or attending brand launches like in previous years.
Instead, consumers are browsing social media and interacting with people they trust – influencers. Consumers trust influencers for product recommendations, exercises, recipes and much more.
Consumers are also finding their own voice, broadcasting live and sharing content with their followers. This highlights the importance of creating shareable content for your followers to engage with.
Consumers want a clear window into the brands they support. 2020 has brought strong feelings of cultural inclusivity and green movements to the surface, and consumers want to support businesses that align with their personal beliefs.
Omnichannel marketing
Omnichannel marketing is delivering a message to your customers through different channels in an integrated manner.
For example, he picks up the phone and boom…
While browsing the web: “Arthur cat food, the world's leading cat food. “We have been pampering your cats with our delicious formula with high nutritional value for more than 40 years.”
SMS to your mobile phone: “30% anti-dumping discount on Arthur cat food, start shopping now!” “
Push notification to your mobile phone: “Do you prefer Arthur MegaFormula or ordinary food for your cat?”
While browsing social media: "Arthur cat food was chosen as the cat food of the year with its new formula at the 24th Mamarilla Awards held in Italy. Try Arthur MegaFormula now. Buy"
Arthur Cat Food – “The Choice of Spoiled and Vagrant Cats” It is a type of marketing that is integrated with each other.
In 2021, the rising omnichannel marketing trend is video. Almost every platform – especially social media – allows you to post videos.
Native advertising trends
Once people get hooked, they learn that the only option available to them is a fishing rod. By “default” they skip ads. To counter this consumer behavior, more advertisers are leveraging native advertising strategies. Native ads are ads that are compatible with the content around them.
Mobile Advertising Trends
We've seen two big shifts in mobile advertising – more people and innovators are using mobile devices, and a rise in consumer protection advances like the iOS 14 app tracking transparency framework.
We saw an increase in mobile ad spending in 2020, rising from $189 billion in 2019 to almost $200 billion. This number is expected to continue increasing, potentially reaching $247 billion in 2022. This increase parallels the increase in ad space offers, which marks the beginning of a new era in mobile advertising.
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