With almost everyone connected to the web, it is only inevitable that organizations start utilizing the World Wide Web to their advantage. The ability to communicate your message to anyone around the globe with just a click of a button has become an indispensable tool.
Businesses spend billions and billions of dollars yearly to get customer buy or avail of their services. Nevertheless, most of the time their monies are well spent. This is because most businesses that advertise online often report an increase in revenue and brand awareness.
As businesses get more and more clever with their advertising strategies, advertising platforms are rushing to think of more ways to satisfy the needs of these people. From videos to search engines, no media is safe from their ad placements.
We’ve listed below some of the common ways businesses can advertise online:
Also known as banner advertising, this method involves the help of third party websites or blogs. Advertising companies do display advertising by hiring websites owners to display banners or graphic ads of companies on certain areas of their websites.
Display advertising often uses the demographics data obtainable through the cookies and browser histories of internet users to determine what type of ad to show them. It may also apply behavioral targeting to improve the efficiency of their ads. Behavioral targeting means targeting customers based on their internet surfing behavior.
Affiliate marketing, on the other hand, involves the direct help of third party individuals. Affiliates or the people participating in affiliate programs try to convince customers to visit a particular website or subscribe to a certain program. If the client were to agree with the offer, the affiliates would then receive either a fixed fee or a percent of the earnings from the customer.
Search Engine Marketing (SEM)
92% of adult internet users use search engines to look for something they need. Hence, it is critical for businesses to be present on top every time someone searches for something they offer. However, with millions of websites fighting each other to be at the top, it often feels like a losing battle.
Luckily, most search engines such as Google and Yahoo allow businesses to pay to be on top of certain keywords. But if you think this strategy doesn’t come with challenges, then you probably wrong. Search engine placement fees can often cost thousands of dollars due to larger corporations that invest in such type of advertising.
This kind of advertising involves the use of mobile phones, or any portable devices (i.e., Tablets). Furthermore, businesses can do mobile advertising through text messages or applications with the latter being more common than the former.
One benefit of mobile advertising is that people often carry their phones with them the whole day. This makes it easier for advertisements to be visible for the target demographics. There is also a chance of other people looking at a person’s mobile phone making it cheaper in certain situations.
Some examples of mobile advertising include idle screen advertising (phone displays the ad when it is idle), “app-vertising” (paid advertisements that applications show to their users), DoubleClick advertising (search engine placement offer of Google for mobile phones), and more.
Social Media Marketing
Currently one of the fastest growing forms of advertising, social media marketing is the use of social media platforms to advertise products or services. Businesses can perform this for free or by paying. Most social media platforms allow companies to pay in exchange for having their online posts suggested to their chosen demographics.
This type of advertising is incredibly effective as people are spending more and more time on social media platforms than any other place on the internet. Furthermore, it is also more cost-effective since it costs less to have a post promoted. Furthermore, businesses often only have to pay if they get an organic response from their target customers.
Search Engine Optimization (SEO)
Search engine optimization, in contrast with Search Engine Marketing, is a strategy done by companies to have their websites shown on top of search engine result pages without having to pay the search engines directly. Hence, it is the cheapest and most effective when it comes to long term strategies.
The number of pages most websites have sometimes make it almost impossible for them to pay search engine providers. So instead, what websites do is to hire SEO experts that can help optimize their websites. SEO experts make sure that the website conforms to as many search criteria as possible.
By following these criteria, SEO experts can make it easier for websites to become relevant to search engines. The more relevant a web page is, the higher it is on search engine result pages.