What Is Online Advertising & How Many Different Types

What Is Online Advertising & How Many Different Types Online Advertising is the art of using the internet as a medium to deliver marketing messages to an identified and intended audience. It is helpful for attracting website traffic and brand exposure, but first and foremost, online advertising is designed to persuade the targeted customer to engage in a specific action - like, making a purchase. The different types of Online Advertising There are many different types of online advertising - or internet advertising/web advertising as it is otherwise known - and it can be difficult to know where to start. To help, we have highlighted some of the most important types of online advertising for you to consider: Social Media Advertising Content Marketing Email Marketing SEM (Search Engine Advertising) - including PPC Display Advertising - including banner advertising & retargeting Mobile Advertising 1. Social Media Advertising Once you have established a clear social media marketing strategy, you can start to consider advertising on social media platforms. Most social media sites now easily allow advertisers to utilise their reach and promote their products from within the platform. They also include good analytics tools to assess the success of the investment made. This might include a promoted tweet or post, a promotion of user-generated content or even an entire campaign that is released across multiple social channels. , you can start to consider advertising on social media platforms. Most social media sites now easily allow advertisers to utilise their reach and promote their products from within the platform. They also include good analytics tools to assess the success of the investment made. This might include a promoted tweet or post, a promotion of user-generated content or even an entire campaign that is released across multiple social channels. 2. Content Marketing Content Marketing is another great way to get a brand and message in front of the right people. It’s primary focus is to attract organic traffic to a website by improving a site’s SEO, but once you have the strategy and content in place, you can increase its reach and engagement by paying for the content to feature on relevant websites. Paid advertising can help to increase the ROI of content marketing - i.e. without promotion, the production costs can often outweigh the potential return. Native advertising, a form of paid media, is a clever way of creating an ad that follows the theme of the site where it is placed i.e. it is intentionally designed to look like the media where it appears, and is sometimes referred to as an advertorial or sponsored content. 3. Email Marketing Email Marketing should be an integral part of your online communications as it’s an important way to keep in touch with your existing customers. As such, consideration and investment should certainly be on your radar. Whether you love or loathe Amazon, they are undoubtedly one of the leaders when it comes to sending targeted email campaigns and we can all learn a lot from them in this respect. We have gone into the concept of email marketing in more detail on this page. 4. Search Engine Marketing (SEM) Search Engine Marketing is designed to increase the visibility of your website on the search engine results pages (SERP) by paying to appear on search engines, such as Google. It is not to be confused with SEO (search engine optimisation), which is the art of appearing as high as possible within the search engines without having to pay for it. SEM is often called PPC (pay per click) and can be used on Google Adwords or Microsoft Bing Ads for example. The effectiveness of the investment is generally measured by CPC (cost per click) or CPI (cost per impression). 5. Display Advertising Display advertising is when your advert - usually made up of branded photos, videos, graphics or rich media content - are placed on third party websites, which when clicked, refer the user back to your own website. It’s important to consider the journey the user takes when they click on an ad as it would be a waste of time, effort and money to attract web traffic that doesn’t convert to business because the UX on the landing page hasn’t been properly thought out.

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