Digital advertising, also known as online advertising or Internet advertising, is essentially using the online opportunity to communicate marketing messages to consumers or visitors. There are many new and emerging formats for digital advertising, although it is commonly accepted that it would include e-mail marketing, search engine marketing, social media marketing, more general types of display advertising, and mobile advertising.
There are three main types of digital advertising: paid for advertising such as Google AdWords, acquired advertising such as communications generated through public relations online, and finally company generated advertising whereby the business uses its own blogs, apps and other platforms to communicate.
Online advertising is growing massively all over the world. Display advertising is by far the most popular at this point in time, although the future isn’t written yet.
1. Display advertising
Display advertising is what we generally think of as online advertising, for example logos, text, graphics, animations or similar. The idea is that users are targeted by specific keywords that appear in search results or on specific webpages. For example if you are interested in information about garden secateurs then you might Google the term ‘secateurs;’ the display results themselves will have adverts about garden tools including secateurs hopefully! If you decide to read a few pages by experts recommending garden tools, then it is likely that they will have small advert placed on their pages whereby they earn a few cents per click. This is essentially display advertising. To be specific there are many types of display advertising and here is a short list;
• web banner advertising i.e. a banner across the top of the page
• pop-ups i.e. adverts that pop up when you open the page, which are less popular due to the annoyance factor
• floating ads which appear and then disappear after a period of time
• text ads which are simple text boxes e.g. Google
2. Search Engine Marketing (SEM)
Search Engine Marketing or SEM, intends to get your website to the highest position possible in an Internet search. So a marketer intends to improve the position of webpage based upon a typical keyword. Essentially SEM uses marketing approaches to improve the position of a webpage in the SERPS. For example better copy and content, but not really any mechanical or technical changes to a page.
3. Search Engine Optimisation (SEO)
Search Engine Optimisation or SEO is similar to search engine marketing and the two terms are often interchangeable; however SEO is more involved with the mechanics of the page and its content; for example headings and subheadings, content and keywords, HTML tags in images and videos. SEO has become a huge industry; however it is worth remembering that companies like Google do not disclose their algorithm and so search engine optimisers do not have any special secrets that you could not get from a decent ‘for dummies’ book.
4. Social Media Marketing
Social media marketing is a technique that employs social media to take advantage of content created by everyday people using easily accessed technologies such as blogs, social networks, Wikis and similar technologies. New technologies and social media marketing emerge almost daily, and it is always worth checking to see how technology is changing and developing. Facebook and Twitter are obvious candidates for social media marketing, as well as linkedIn, Google +, and literally hundreds of new and developing social media platforms. Remember that different countries use different platforms.
5. Mobile advertising
Mobile advertising is communication delivered through mobile devices such as smartphones and tablets. For example advertising delivered through your iPad or your Android smartphone is mobile advertising. However hear-in lies the dilemma; that whilst mobile devices are small and handheld then there is an argument to develop bespoke content for mobile advertising; however tablets are ideal for looking at traditional websites, and therefore mobile advertising is simply traditional online advertising such as social media marketing, Search Engine Marketing and banner advertising. Also if you read through this website you’ll appreciate that companies want to build long-term relationships with visitors and customers through dialogue and communication, so simply discussing mobile advertising is too superficial. Mobile advertising will surely merge with other forms of digital advertising as time passes.
6. E-mail advertising
You’ll find plenty of material on Marketing Teacher in relation to email and how it is used in digital marketing. Fundamentally, it is one of the first digital advertising techniques; however today it really suffers a crisis in the wake of perpetual spam bombardment, so many of us are very cautious about how we opt in to e-mail. E-mail marketing and advertising is still a fundamental tool to the marketing manager, especially when it comes to long-term customer relationships. Think about your own e-mail and those companies from whom you welcome e-mails, versus those that you instantly delete. What is the difference in the way the dialogue is maintained between you and the e-mailing company? This is the basis of e-mail advertising and marketing.
There are other forms of Internet and digital advertising which you will find details of on this website. These include but are not limited to affiliate marketing, adware, online public relations and your website itself.