What is Digital Advertising
“Digital Advertising is now larger than TV”
said American businessman, investor, and author Henry Blodget.
Digital Advertising has risen to colossal importance within the Marketing Mix. An average online user, who is also a TV watcher and a newspaper reader, spends 250 hours online and views over 1700 online ads per month. Needless to say, any marketer who chooses to ignore this audience is up for some trouble. So let’s start from the bottom, the principle question, What is Digital Marketing or Internet Marketing?
Digital marketing uses the Internet (and now many other technological platforms such mobiles, social media etc.) to disseminate promotions and advertising to its audience. To keep itself optimal efficiency Digital Advertising must address these key questions: Where do individuals tune in? What content will they connect with? How would I reach out to them?
The practical reality of the day is that marketers are reaching out to their consumers and prospective via a cross channel approach, be it on their cell phones, through Facebook, Twitter, and other social media, Online video content, Websites and SEO content, Blogs, Internet banner ads, Pay-per-click (PPC) advertising, Email Marketing, Mobile Marketing…you name it. Well, they have no other option. The consumer is moving to one screen from another and expecting a consistency in experience when it comes to brand interaction. So, wherever the consumer is engaged, the marketer is reaching him out. The online budget of internet display advertising in the U.S. was a ballpark figure of $23.6 billion in 2015, according to MediaPost. In that case, if someone doesn’t use the digital route of advertising, one is committing a marketing suicide. Brand owners have literally become brand storytellers, keeping consumers engaged across channels in a continuous conversation.
What Digital Advertising has led to is the closer bond between brands and consumers
Brands no longer need a third party such as a TV channel or a newspaper to run their campaign or another thirty part to measure the campaign success either. They can now run their campaigns themselves – through their blogs, through their online contests, through their mobile and SMS activities and so on. Also, brands can measure online success with the help of the number of hits and views on their page and other metrics. This has brought the relationship between brands and consumers at a one to one level, pulling out aside from the third party whosoever. Consumers are taking on brand communication in their own way by reacting to it, or sharing with friends and letting their friends know which brands and campaigns they like as soon as they ‘like’ them on social media. Direct interactivity with the brand was not possible with the traditional media ever. Does that mean the doom of paper-based newspapers, books, communication methods and traditional TV and radio broadcasts? Well not really, everything thing will continue to exist, but inter-related with digital media, as Digital advertising and marketing is the future.
Digital Advertising is the future of Marketing
Being a measurable media makes Digital media a compelling marketing platform. For the same research that brands get it free or real cheap, they had to earlier fall on expensive consumer research agencies to gather feedback on their marketing campaign. Digital Advertising hence is future of marketing as it not only provide creativity and versatility in options and ways of storytelling, it is also a practical approach to reaching large audiences and gaining real-time access to consumer feedback to their campaign.
Digital advertising become indispensable as the consumers are on or the other digital medium. Average consumption of digital media is soaring in most developed country. A typical adult’s media consumption in a developed market, such as U.S. and the U.K. amounts to 9 hours per day. As per to Adweek, more than 33% of Chief marketing officers have revealed that five years down the line, digital marketing will have the largest pie in their media budget, amounting to as much as 75% of their overall media budget.
Focusing promotions on digital media isn’t just constrained to the demographic or firmographic attributes of your crowd. You can likewise convey messages that are extraordinarily made to resound with your audience as people, in light of who they are and what they do.By utilizing techniques such marketing automation, brands are able to pinpoint the exact audience meant to receive the marketing messages. Not only this, there is a huge amount of data available to online consumers and that can really help marketer pick and choose their market for messages.
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