ARTICLE

July 18, 2019

Go Viral by Implementing An Effective Digital Advertising Strategy

Go Viral by Implementing Digital Advertisement

Digital advertising has evolved and developed since its beginning as a simple static image that pops up at the top of a website. Now, in 2019, there are a wide variety of digital advertising that your business can utilize. In order to be able to find the right digital advertising type to promote your products and services, you first must know the definition of each type of digital advertising and how it appears to your target customers:

  1. Display Advertisement

The original form of digital advertising, this is a visual advertisement that usually appears on third party websites that are related to your products or services. Display advertisement has evolved from the basic form of banner advertisement.

Nowadays, display advertisements come as:

  • Static image: Basic banner advertisement that appears around the content in the website.
  • Text: Text advertisement that is created by algorithms to make it relevant to the surrounding content.
  • Floating banner: This type of advertisement floats above or below the regular website content.
  • Wallpaper: This advertisement commonly appears and changes the background of the website, fills the whole page.
  • Popup advertisement: Popup advertisement works by opening new window that appears in front of the website content, newly opened window usually displays the full advertisement so the visitors can see.
  • Flash: Moving advertisement that flashes different content at the viewers.
  • Video: Small video advertisement that plays automatically or waits for the visitors to play it.

Display advertisements are very affordable. If you contact the third party websites directly, then their rates will vary from one to another. If you go through a marketing websites, they will charge you a base rate. A third party website, such as Google Display Network (GDN), allows for demographic, geographic, contextual, and behavioral targeting which will surely help your business to target audience that most likely will be interested with your products or services.

  1. Social Media Advertisement

In 2015, social media commerce totaled $30 billion in the United States. Social media is a marketing platform that is not only efficient but also truly effective to promote your products or services. Similar to display advertisement, social media advertisement can be anything from a simple banner, static image, to an automatic-play video.

Social media advertisement is a great choice to advertise your business because you can target your target customer perfectly. For example, Facebook’s targeting options include age, region, interest, educational background, and many more.

These are 2 types of social media advertisements:

  • Organic: This will help your business to create loyalty and give you feedback from your target audience, new form of word of mouth marketing.
  • Paid: Paid social media advertisement helps you to promote specific posts to reach target audience

The best social media platform to advertise are:

  • Facebook
  • Instagram
  • Twitter
  • LinkedIn
  • Pinterest
  • Tumblr

To run advertisement on social media platforms, you can prepare and work with a marketing agency to achieve the best results.

  1. Search Engine Marketing (SEM)

Search Engine Marketing is the most dependable and common form of digital advertising. SEM works based on your keywords, you bid on keywords through search engine in an effort to rank your website higher on the Search Engine Results Page (SERP). Search engine marketing advertisements that appear in Google or Bing are text advertisements, they are listed at the top of the search engine results page.

Paid advertisements can either be Pay Per Click (PPC) or Cost Per Thousand (CPM).

  • PPC

You bid on keywords and your website appears at the top of the search engine results page based on bid value. You are only charged when people click on your text advertisements, it is also easy to track during the campaign.

  • CPM

You will be billed a flat rate for 1.000 impressions and you are guaranteed a number of advertisement appearances on the search engine results page after applying a budget. However, you risk overspending, because if nobody clicks through then you are paying for wasted results. Also, you cannot track the campaign until it is over.

You can also use search engine marketing in the unpaid form by optimizing your website for specific keywords, also known as Search Engine Optimization (SEO). Search engines such as Google and Bing list the unpaid results based on relevance and how SEO friendly your website is, so improving the optimization of your website means you will be able to rank higher and get much more visitors for free. Currently the most popular and best platforms for SEM are Google AdWords which allow you to create highly targeted campaign. Another choice of platform that is great for SEM is Bing which has less competition than AdWords.

  1. Native Advertisement

Native advertisement is sponsored listings at the end of website posts or articles, appearing on your Facebook feeds, and posted to other social media platforms.

These pieces of content are smartly integrated and camouflaged in the platform on which they appear. You can promote and post your native advertising through popular networks, like Adblade, Adsonar, Outbrain, and Taboola.

These are some forms of native advertisement networks:

  • In feed advertisement
  • Search advertisement
  • Recommendation widget
  • Promoted listings
  1. Remarketing/Retargeting

One of the best ways to market your business who already knew about your products and services is to remarket or retarget to them. When people visit your website, you drop a cookie on them, so as they travel around other websites, your advertisements will appear over and over to remarket and remind them about your products or services.

This advertisement form is inexpensive and can be much more effective than PPC. It has a high possibility to increase conversions because it reminds people who already knew about your products and services.

You can start to set this up for your business on Facebook Remarketing or Google Remarketing. Another way is by using a third party platform or provider to help[ you set up your remarketing campaign.

  1. Video Advertisement

While YouTube advertisement is the most popular and well-known for video advertisement. There are actually several different formats, types, and content options.

You can choose educational, informative, or maybe you want to post a how to format. Video advertisement is ideal for branding, especially if you are selling products or services that are best demonstrated visually.

Video advertisements are gaining popularity because they avoid blatant advertisements while also attract the limited attention span of many viewers.

Once you have created your promotional video, you can advertise to:

  • YouTube
  • Facebook
  • Twitter
  • Vimeo
  1. Email Marketing

Back, near the start of online advertising, email marketing is a cheaper, faster, and effective form of digital advertising. It is a great method to build customer loyalty and boost sales. When you use an email marketing software to prepare and send your marketing emails to the target customers, you can easily track how effective they do and monitor your return of invesment.

Email Marketing Softwares:

  • MailChimp
  • Constant Contact
  • AWeber
  • ConvertKit
  • GetResponse
  • CampaignMonitor
  • Active Campaign

In order to succeed at email marketing, you first have to build a list of your target customers’ email addresses. You can collect their email addresses by putting a simple newsletter sign-up form on your website.

Then, you can send emails that contain promotions, discounts, features, or contents you have posted in your website.  Most email marketing contents are short, sweet, and to the point. A to the point message makes it easy to increase conversions. But also do not forget to check your country’s spam rules.