Defining Marketing and Advertising
What is Marketing
We seek things for life and have to give back something in exchange. This give back is the value for the thing that we seek or offer.
A business effort that goes behind this exchange relationship is called marketing. It could be an idea, a thought, an action, a product, a service, or a concept giving a tangible or intangible benefit to the recipient. Marketing is the management of these exchange relationships.
Why is it needed – Marketing is used to create, keep and satisfy the user. A business has two key components – 1) Innovation and 2) Marketing with the user as the focus. All other activities -Operations, HR, Accounting, Law and Legal – can be “bought in” or “contracted out”.
What is Advertising
Advertising is an audio or visual form of marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea
Advertising Campaign is planned post arriving at the definition of target audience
- Mission– Purpose behind the Campaign and Campaign Objectives
- Money– Budget –Decision about Format and Placement. The right media, resources, skills are arrived at basis budget planning
- Message– Information for imparting including Call to action
- Media-Variety of Advertising channels
- Measurement–Tracking Results & Determine Success
Media choices (In the order of usage)
- Print Advertising
- Radio Advertising
- Audio-Visual Advertising
- Digital Advertising
- Display ads
- Mobile Advertising
- Native advertising (Content Marketing) –Content builds trust and brings in engagement
Types of digital ads
- Display advertising- Banner – Text & Images
- Video advertising- Placement on video channels – before, during, or after the video
- Social advertising– Paid Advertising on social networks
- Search advertising– Paid ads on Organic” search results page (SERP) of Google
- Text-only ads
- Traditional Banner ads
- Pop-up ads – Image or new window that appears in front of the content
- Pop-under ads, which open in a new window below the active window
- Expanding ads, which increase in size after a period of time, on mouse-over
- Rich-media ads, including videos, animations, and interactive ads
- Interstitial ads, which load first, then progress to the requested content
- In-game ads in computer, video, or online games
Running a display advertising campaign
There are many options for display advertising. There are large networks like Google’s Display Network—with more than two million websites—and Bing’s advertising network.
Remarketing to your web visitors
Digital advertising also gives companies the opportunity to re-market, or re-target, potential customers by re-engaging them with their website.
How does it work?
- When someone visits a website, the site can leave a cookie on their computer—a small data packet that can collect information about Internet habits like pages visited or topics of interest.
- That same company purchases ad space on a remarketing platform, which provides dynamic advertising space on a network of websites.
- When the shopper visits a site within the advertising network, the dynamic ad space recognizes the information in the cookie and delivers a customized ad that features a product they looked at earlier.
It gives you the ability to precisely target “warm leads”—people who were just looking at your site and maybe got distracted or wanted to “think about it.”
Digital advertising gives video a lot of flexibility that television just can’t offer. Television ads need to appeal to a broad audience; video advertising can be targeted to a much smaller group of people.
Videos can be incorporated into display ads and shown on display networks, or they can be distributed through streaming video. YouTube, for example, offers skippable and non-skippable ads that run before, during, or after the main video. Some brands, particularly those belonging to established media companies, include video advertising in their apps.
From a production point of view, creating a professional video digital ad isn’t particularly different than a television ad; you’ll need a team of professionals to move an ad from concept to broadcast.
Learn more about different types of videos and how to produce your own.
Social media platforms are generally free to use, and the focus of social media marketing is to maximize the benefit of social networks for business.
Most social networks also offer paid options to messages, ads, or a brand’s presence. That’s what social media advertising covers—although how it works varies from one network to the next.
- Pinterest offers “promoted pins,” using a pay-per-click (PPC) model that allows you to promote your pinned content to a targeted group of people.
- LinkedIn uses display ads, with text and a small image that you can promote to a customized group of people within LinkedIn.
- Twitter provides a mix of options, each one designed to get a different outcome. Your business can promote:
- Tweets to help increase engagement
- Your account to help attract more followers
- Trends to raise awareness of a product, topic, or campaign
- Facebook enables you to promote your Facebook Page and posts, or use another ad format to drive people to your website, promote an app, or offer a special deal.
- Tumblr offers sponsored posts and videos, ads, and even a tie-in with Yahoo (which owns the blogging site).
Whichever type of promotion you choose to use, it’s beneficial to work with someone who’s run campaigns on the network in the past and who understands both the culture of the site and typical user behavior.
Also known as search engine marketing (SEM), search advertising uses paid search ads to attract more traffic to a website. It generally uses an auction model to determine which ads will appear and in what order. Learn more about SEM…
Mobile phones are ubiquitous; 9 in 10 Americans are walking around with a cell phone in their pocket and many use their phones for “showrooming”—checking competing prices and features while in a store.
Mobile advertising is still a work in progress, but it is growing fast.
In many ways, mobile advertising mirrors digital advertising: advertisers can use display ads, video, social, and search advertising to promote a brand, product, or service.
Over the past few years, digital advertising has been splitting into two sub-categories: desktop (including laptops), which is also referred to as “fixed Internet,” and mobile. Facebook ads actually prompt advertisers to target either desktop or mobile devices when creating an ad.
The promise of mobile advertising is in the things desktop can’t do:
- Location-based targeting, which uses services to deliver ads when someone is within a defined geographic range. About half of mobile searches are done to find local information.
- Mobile rich media ads, like “click to call” and linking into a smartphone’s mapping capabilities
- In-app advertising, which can include everything from static banner ads, to interactive ads, to becoming an integrated part of the app experience (i.e., product placement)
- App extensions, which encourage people to download an app through search or display network advertising
- Push notifications, technically possible for promotions, aren’t allowed to be used for advertising on either iOS or Android.
There are also some very successful types of promotions that just don’t work on mobile devices. Pop-up ads can be a very effective way to convert web visitors.
There’s also the fact that people use the Internet differently when they’re on the move than when they’re at home. These differences between mobile and fixed Internet, which shift all the time, mean any digital campaign you organize will need to be considered and monitored from both viewpoints.