When people refer to digital marketing, they usually refer to anything online. Although technically correct, there isn’t only one side to digital marketing, there are many different parts. Digital advertising is one of those parts. Also, digital advertising isn’t only one thing, either – there are a few different types of digital advertising.
“We don’t believe in digital marketing, we believe in ‘Marketing in a Digital World’.” – Clive Sirkin
Types of digital advertising
Digital advertising can be categorised as follows:
Display ads refer to visual advertising. This includes images, text, banners, wallpapers, popup ads, flash (moving ads) and video ads. They’re mostly displayed on third party websites that are relevant to the ad.
Social media ads
The best platforms to target are Facebook, LinkedIn, and Twitter. There are two types of advertisements on social media platforms: Organic, which gets shown to your followers, as well as paid, which you can use to target specific audiences.
Search engine marketing
Also referred to as SEM. This type of advertising works based on the keywords people use to search for something on search engines like Google. There are two types of SEM: Pay Per Click (PPC) and Cost Per Thousand (CPM). With PPC, you pay every time someone clicks on your ad, whereas with CPM you pay a flat rate per every thousand impressions.
Have you ever wondered about the sponsored listings at the end of blog posts? That is what native advertising is, as well as the sponsored posts on your Facebook feed and other social media channels. These ads are integrated and camouflaged into the platform on which they appear. Forms of native advertising include in-feed, search ads, recommendation widgets, and also promoted listings.
Retargeting and remarketing
Retargeting often refers to display ads which target users who have interacted with your site in certain ways. When a visitor to your website clicks on something specific you decided on, a cookie is set in their browser which you can use to retarget them. Retargeting is sometimes called remarketing, which gets a little confusing. More often, remarketing refers to emailing and re-engaging people who didn’t complete a certain action on your website.
You can use video advertising for a wide array of purposes. Mostly it would be to engage the audience emotionally. You can do different types of videos like educational or informational videos, or even how-to videos. Video advertisements are popular because they avoid blatant advertising and because they’re usually very amusing. Make sure you produce high-quality videos though. YouTube is the most popular channel to post video content, however, there are other video channels like Vimeo and Adap.tv as well.
With email marketing, we’re not referring to random, spammy sales emails. You should give your website visitors the opportunity to sign up for your mailers. That way, you have their permission to email them. This is a great way to boost customer loyalty and sales. You can use Email Campaign Managers like MailChimp, Campaign Monitor, or ConvertKit to send out mailers to your subscribers.
You still need to avoid using outbound marketing – you don’t want to annoy your potential customers to the point that they ignore your ads in the future.
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