Online advertising is a form of marketing that allows businesses to target potential customers and deliver ads that are relevant to their interests.
While the internet provides numerous opportunities for businesses to grow, it also makes it much simpler for customers to discover products and services that match their interests. As a result, online advertising has become incredibly popular and powerful, leading many businesses to adopt a digital-first approach to marketing.
This is evident from the increasing number of digital marketing agencies that have sprung up in recent years.
With customers often discovering content and products through these platforms, online marketing agencies help businesses to grow by managing their advertising across different platforms.
The question is: What is the most effective online marketing concept for advertisers? To be able to answer this question, it’s important to take into account the target audience and objectives for each platform.
Here, we’ll explore five of the most effective online marketing concepts that any business can implement to get the most for their advertising dollars.
Creating a Content Curated Reading List
One of the simplest yet most effective ways of using the internet to promote a product or service is to create a curated reading list of content that is relevant to the product or service. This curated list can then be used to direct customers to relevant and high-quality content that they may not have considered before.
The content on these lists will often be either extremely informative or entertaining, with the ideal length of a piece being somewhere in between so that it can be read in a single sitting but also provide the reader with enough information to stay engaged. Creating a curated reading list is a low-cost strategy that can have a high impact on a business’ bottom line.
Using a Data-Driven Approach to Marketing
If you’re reading this, it’s likely that you’re already familiar with the term ‘data-driven marketing’ and how it can be a good thing for businesses and advertisers. Using data to inform marketing decisions means that ads can be personalized and placed based on the interests of the person viewing it, rather than being thrown at the average person surfing the web.
Personalization is one of the most popular features on most websites and social media platforms, with businesses taking advantage of this by using personal data such as age, location, gender, interests, and behavior to tailor the user experience. Data-driven marketing means that marketing departments can get a comprehensive overview of customer behavior patterns and interests, giving them the ability to target specific groups of customers with personalized messages.
Using Inbound Marketing
Inbound marketing was originally described by Dan Kennedy as the ‘magic formula’ for online marketing success. Inbound marketing focuses on attracting, engaging, and delighting customers rather than pitching to them or using marketing tactics that may annoy or frustrate potential customers.
One of the distinguishing features of an inbound campaign is the emphasis on creating value and experiences for customers rather than just selling products. This is a bit like traditional marketing, with the difference being that inbound marketing strives to create a better and more useful experience for the customer.
An inbound marketer will typically advise businesses to remove any barriers to entry that may be preventing potential customers from discovering their product or service. Thus, one of the primary goals of an inbound marketing campaign is to eliminate the ‘top-down’ marketing funnel, wherein customers are initially lured in with promises of free deliveries and discounts before being asked to take out a loan or make a purchase. In this situation, a customer is a product, and a brand is controlling the experience of the customer rather than the other way around.
Another important tenet of an inbound approach to marketing is that marketing campaigns should be measurable and trackable, with clear goals and objectives that can be determined in advance and then tracked throughout the campaign. This way, the success of an inbound marketing campaign can be determined precisely rather than haphazardly at the end, when results may be hard to determine. For example, if a business carried out a social media campaign and saw no significant increase in web traffic, it would be difficult to determine whether or not that campaign was successful without further insights into the reasons behind the lack of growth.
Experimenting With Online Advertisement Blasters
One of the distinguishing features of an inbound marketing campaign is the emphasis on experimentation. Like with a scientific approach to research and development, every aspect of an inbound marketing campaign is designed to be tested and measured to determine its effectiveness.
This is perhaps why experimentation is such an important component of inbound marketing, as businesses can quickly determine the true value and efficacy of different tactics and strategies through testing. To that end, the role of the marketer is to ensure that all such experiments are designed to yield favorable results and to make the most out of the available tools.
Using Video To Market
While written content can still be extremely valuable and effective when used in the right context, video marketing continues to grow and gain popularity as a means of marketing communication. Thanks to platforms like YouTube that allow businesses to put video content in front of potential customers, and Facebook and Instagram, which enable businesses to target and engage with potential customers based on relevant videos that they may have seen before.
However, rather than focusing on having the best-looking video or the most appealing content, a savvy marketer will instead look to use video to brand their product or service and create a narrative around it. In other words, it’s rarely about the raw footage; it’s about using the medium in a way that will convey the right message to the right audience at the right time.
While video isn’t the most effective means of marketing all brands or products, it can certainly be a valuable tool for niche markets and small businesses that have a limited budget for marketing. The key is to figure out what works best for your company and then use video as part of a holistic marketing plan.
It’s also important to note that video marketing is only effective when used in combination with other marketing methods. As a standalone form of marketing, video is almost always going to be underwhelming.
One last thing: video isn’t just limited to marketing either. As platforms like TikTok and YouTube become more popular with younger users, video creators are able to make money online through adverts and sponsorships.
Depending on the type of content you create, you could become a YouTube affiliate, making money online through advertising and the occasional sponsored video.
As you can see, there are various ways that businesses can use the internet to market their products and services, and it’s important to find what works best for your company. However, whatever method you choose, make sure that you consider your target audience and what platforms they use to consume content.
To learn more about these methods, download our ebook:
What’s the Most Effective Online Marketing Concept for Advertisers?
The information contained in this article is for general information purposes only. It is not intended to be a substitute for professional advice or medical evaluation. Always seek the advice of your physician or other qualified healthcare provider with any questions you may have regarding your health or any issue that may arise from reading this article.
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