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”.
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
Media choices (In the order of usage)
Types of digital ads
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?
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.
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:
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.