Due to the constant growth in interest in selling products and services via the Internet, online advertising is developing dynamically and is currently one of the most effective ways to reach a wide audience. It can be displayed on websites, social media, Google search engine and other places within the World Wide Web.
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Types of Internet Advertising
There are many channels, programs, and platforms available on the Internet for promotion. There are also many types of online advertising. Examples of forms of online advertising include:
SEM ( Search Engine Marketing ) - this type of advertising consists of paid advertising (e.g. Google Ads ) and building organic reach in search engines such as Google or Bing ( SEO - Search Engine Optimization, i.e. optimizing the website for search engines),
Content marketing - its role is to engage recipients through content that interests them in the form of articles, guides, e-books, podcasts or videos,
promotion in social media - it includes building organic reach by running a fanpage and paid advertising in social media,
advertisements on websites - advertisements placed within websites in the form of banners, videos or native links,
Google Display Network Ads – ads displayed within Gmail, YouTube and external partners,
e-mail marketing - promoting a company or offer via e-mail. This form of advertising includes both newsletters and cold mailing,
influencer marketing — cooperation with popular people on the web ( influencers ) whose task is to promote a given company's products or services among their followers,
video marketing — advertising services or products using employment database video materials. Nowadays, video advertising is widely available on platforms such as YouTube, Facebook and Instagram.
You can learn more about online advertising and its types from my previous article: Types of Internet Advertising - Everything You Need to Know About Advertising on the Internet
Advantages of online advertising
No time limits
Online stores and websites do not have specific opening hours, as is the case in the real world. Customers can familiarize themselves with the offer at any time , because they have unlimited access to it - 24 hours a day, 7 days a week. Online advertisements do not have to be broadcast at specific times of the day (like on TV) and can be used all day long. Time zones in different countries do not matter either. Advertising entries, articles on the company's expert blog and YouTube videos can be viewed at any time from anywhere in the world.
The global nature of advertising
Thanks to the use of Internet advertising, we can reach any place in the world . Thanks to the constant technological progress, this form of advertising has an unlimited reach and gives companies the opportunity to develop and reach international markets with sales. It is said that the Internet somehow shortens the distance, thus facilitating contact with recipients and potential customers, which is already simple and inexpensive via the Internet.
Interactivity
This is one of the main advantages of online advertising. Modern techniques used in online advertising tools allow for maintaining relationships and bonds between a company/brand and its recipients. This is possible in many ways, for example through:
valuable advertising content enriched with CTA elements (“Buy now”, “Check it out”, etc.),
marketing campaigns educating Internet users (e.g. via a newsletter),
social media marketing (creating engaging content that keeps your audience connected),
guide and specialist content on the company blog,
podcasts and video materials that are created in response to the real needs of recipients,
webinars in which recipients can actively participate and ask questions.
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Low costs
Compared to alternative media sources (e.g. television or radio), online advertising is relatively cheap . This is an invaluable advantage, because with a low financial outlay, you can plan a wide-reaching ad or reach a precisely defined target group. Additionally, you can choose different payment models ( CPC , CPM , CPV ), which gives you greater control over your budget.
Defined target group, personalization
Since we are talking about reaching the right people with an advertising message, it is worth mentioning the wide possibilities of personalizing ads . The Internet gives advertisers the opportunity to reach a specific group of recipients in various ways. All advertising activities can be directed to a specific group of people and the message can be adapted to their needs and interests. This is not only profitable for the company, but also has a positive impact on its image on the web - the company's advertising will not be perceived as intrusive, but as one that tries to adapt to the requirements and needs of the recipients.
Flexibility
Online advertising can be easily launched, transformed and modified if necessary and when it is not very effective. Advertising activities can be continuously adjusted by changing messages, graphic creations or adding new formats. This allows advertisers to react almost immediately to changing market or recipient needs. Such flexibility allows testing of various solutions and thus improving campaign effectiveness. Changes in online campaigns can be introduced quickly, without incurring large costs. In opposition, there are traditional forms of advertising, which cannot always be adapted to changing circumstances.
Number of available formats
There are many advertising formats available on the Internet , allowing for various promotional activities. The most popular ones are, of course, banner ads on websites, sponsored posts, video ads, emails, virals (viral marketing), sponsored articles and blog entries.
