A Guide to Digital Marketing

The internet has changed the world and how people function in it. It is hard to imagine the internet without commerce tied into it, as it is the backbone of the industry. But this was the case during its initial years. With the expansion of commerce into the web, digital ads started becoming fairly popular. They are widely used today, majorly with merchandising services guiding advertisers.

Digital ads are superior to printed ones in mainly two ways. One, they do not require printing, which reduces the costs dramatically. Two, they allow the advertiser to take the consumer to their webpage rather than a physical store. This makes it easier to make a good impression on the consumer and convince them to try their product. With all the advantages offered by digital advertising, there is a lot of competition. There are a lot of digital ads that are run, and advertisers end up fighting for space and attention.

What is Digital Adverts?

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Digital advertising is the circulation of online content for promotion. These are often part of a company’s marketing strategy, but online adverts are a bit different. They involve purchasing online ad space, whereas marketing leans towards growth through existing channels, which is fairly organic.

No two advertising strategies are the same as companies compete to stay a step ahead of each other. This is also why merchandising services are often employed by businesses. Thus, the goals of the adverts can vary from campaign to campaign. However, generalised goals of traditional advertising can be applied to most campaigns.

These are –
Inform – create brand awareness.

Persuade – increase profits through customer conversion
Remind – Do not let the customer forget about the brand/product.

Types of Online Adverts
Even though there are tons of different types of online advertisements, these can be broadly categorised into two.

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1.Display Ads

Display ads are quite common and can be recognised easily. They involve some imagery and a call to action. They are very similar to traditional means of advertising like billboards or flyers. Some common types of display ads are as follows.

Banner Ads – As the name suggests, these resemble banners and are shown adjacent to web content.
Popup Ads – These ads draw up an image onto the screen that has to be manually closed.
Interstitial Ads – These ads appear on loading screens, trying to get the attention of waiting users.
Video Ads – These are almost exactly like television video ads but allow users to skip them after a few seconds.
Rich Media Ads – These ads contain interactive elements like scroll functionality or 360° rotatable images.

2. Native Ads

Native adverts blend into user feeds and look like a part of the page, hence the name. They are designed to mimic the user’s taste to show what they are looking for. Some common types of native ads are as follows.

Social Media ads – These adverts are highly sought after. They use social media platforms to run ads based on algorithms that cater to increasing user interactions.
Paid Search ads – These refer to adverts which are paid by websites to get listed at the top of search engines.
Influencer Partnerships – Brands use social media users with a large following to showcase their products.
Sponsored Content – Some brands sponsor creators to make their content on the condition that the brand is represented.
Product Placement – Brands often feature their products in videos or games.

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