As technology becomes increasingly ingrained in our routine, we spend most of our time connected. Today, communication between companies and consumers has evolved to reach digital channels to further expand the reach of brands. There is a need for companies to alter the way they communicate with their audiences and being versed in digital advertising has become essential.
What Is Digital Advertising
Digital advertising is an advertising strategy that is targeted and driven by data. It has the ability to reach customers in every stage of the marketing funnel and move them from one stage to the next. Brands make use of this form of marketing to raise awareness of their products or services through digital channels. It consists of actions in digital mediums such as social media, email, search engines, mobile apps, and websites to display advertisements and messages to audiences.
Traditional vs Digital Advertising
Traditional advertising refers to a form of marketing that reaches audiences offline. Some examples of this form of advertising include marketing channels such as print, broadcast, telemarketing, or direct mail. Companies that leverage traditional advertising put a lot of effort into crafting marketing campaigns that generate substantial revenue. Similar to traditional advertising, digital advertising is able to elevate your business, products, and services to increase brand awareness and more. However, it makes use of digital platforms like Google, Facebook, and YouTube, instead of direct mail and magazines. With online advertising, a large amount of data also become more readily available. You will be able to track the performance of your campaigns in real-time using these data. Furthermore, you can uncover insights using these data about the profiles and backgrounds of those viewing your ads. On the other hand, traditional advertising does not have the ability to capture and generate a massive amount of data. Hence, you will not have immediate insight with regard to how your campaign is performing. For these reasons, we often regard digital advertising to be a better alternative to traditional advertising.
Benefits of Digital Advertising
Now that you have understood the differences between traditional and digital advertising, it is important to know what the benefits of digital advertising are. Here are some of the key advantages of digital and online advertising.
Digital Advertising Is Cost-Effective
One main benefit of digital advertising is that it is cost-effective as it helps businesses obtain more leads while saving money. It is not easy for small-to-mid-size businesses to compete with bigger brands in the traditional advertising space. Large companies differ from smaller businesses as they tend to have higher budgets for TV ads, radio spots, and more. However, with digital advertising, most businesses are now given an equal chance to market their products and services to interested consumers at affordable costs. Many digital marketing and advertising methods are also budget-friendly. Pay-per-click advertising, for example, allows you to choose your budget.
Digital Advertising Is Measurable
After investing money into a marketing campaign, you will be interested in knowing how successful the campaign is. It is crucial to know the effectiveness of a strategy in driving the growth of your business. A significant advantage of digital advertising is the ability to measure your results. Although traditional advertising platforms can be highly effective, it is difficult to measure their effectiveness. You can accurately track the campaign results with digital advertising as several metrics can be measured with each campaign. This includes impressions, clicks, comments, shares, conversions, and more. With this information, it is much easier for one to keep track of the performance of a campaign. You will be able to learn what works for your business and what does not. This will also lead to the discovery of campaign insights and ways to improve them. With that being said, it is always better to have an idea of your campaign performance before it has ended as this gives you the opportunity to optimise your campaign while running it.
Common Types of Digital Advertising
There are many types of advertising formats in digital marketing. Here are some of the most common:
Search Engine Marketing (SEM)
Search engine marketing is the practice of marketing a business with the use of paid advertisements that appear on search engine results pages (SERPs). Advertisers bid on keywords that customers may search for when looking for certain products or services. This gives them a chance for their ads to appear among the results on the search page. This form of advertising comes in multiple formats and is also known as pay-per-click ads. Some are small, text-based ads, while others such as product listing ads are more visual and product-based.
Display advertising refers to a mode of online advertising where marketers use banner ads along with other visual ad formats to promote their products on websites, apps, or social media. This form of advertising combines text, images, and a URL that links to a website where consumers can find out more about or buy products. These ads can be static with an image or animated with some images or videos.
Audio advertising is the process of delivering ads in audio format through online streaming platforms like podcasts or music streaming apps. This is a convenient way of consuming media on the go for most people today. Some examples of audio ad channels include Spotify, Apple Music, Amazon Music, YouTube Music, and more.
Online Video Advertising
Online video advertising simply refers to an advertisement for a product or service that is featured in a video format. It is the promotional content that plays before, during, or after streaming content. However, such video advertisements may also include display ads with video content, social media video ads, and native video ads promoted on websites.
How To Do Digital Advertising
More often than not, customers make their purchasing decisions based on how businesses advertise their products and services. Hence, it is important for all businesses to keep these simple practices in mind while starting their next digital advertising campaign.
Including A Strong Call-to-Action
A call-to-action is a prompt in the form of a short phrase on your website or other pieces of content that encourage visitors to perform a desired action, which may lead them to continue their interaction with your brand.
Having Simple Ads
The main objective of advertising is to make your target audience aware of your existence and raise brand awareness. Hence, keeping your ads simple can actually be effective in helping your business achieve its desired results because consumers do not have that much time to read a lengthy ad copy.
Getting Started With Digital Marketing
Are you interested to learn more about digital advertising? Kickstart your marketing career and gain in-demand skills by signing up for Vertical Institute’s beginner-friendly Digital Marketing Course led by expert digital marketers in Singapore. In this course, you will get to explore everything you need to know more about digital marketing. This course will help you understand the fundamentals of digital advertising, social media, SEO, SEM, Google Analytics, and more!
Besides digital marketing, Vertical Institute also offers UX Design and Data Analytics courses in Singapore. These are some tech skills that are highly in-demand today and will be helpful for your digital marketing career.
About Vertical Institute
Vertical Institute prepares individuals for the jobs of tomorrow. We specialise in teaching in-demand skills, and building the next generation of changemakers and inventors through our world-class tech courses and certifications.