Tag: customer experience

Personalized marketing, also known as one-to-one marketing or individual marketing, is a marketing strategy by which companies leverage data analysis and digital technology to deliver individualized messages and product offerings to current or prospective customers. Advancements in data collection methods, analytics, digital electronics, and digital economics, have enabled marketers to deploy more effective real-time and prolonged customer experience personalization tactics.

Strategies

One-to-one marketing refers to marketing strategies applied directly to a specific consumer. Having knowledge of the consumer’s preferences, enables suggesting specific products and promotions to each consumer. One-to-one marketing is based on four main steps in order to fulfil its goals: identify, differentiate, interact, and customize.

• Differentiate: To distinguish the customers in terms of their lifetime value to the company, to know them by their priorities in terms of their needs, and segment them into more restricted groups.
• Identify: In this stage, the major concern is to get to know the customers of a company, to collect reliable data about their preferences and how their needs can best be satisfied.
• Interact: In this phase, one needs to know by which communication channel and by what means, contact with the client is best made. It is necessary to get the customer’s attention by engaging with him/her in ways that are known as being the ones that he/she enjoys the most.
• Customize: One needs to personalize the product or service to the customer individually. The knowledge that a company has about a customer, needs to be put into practice and the information held has to be taken into account in order to be able to give the client exactly what he/she wants.

Future of Personalized Marketing

Personalized marketing is gaining headway and has become a point of popular interest with the emergence of relevant and supportive technologies like DMP, geotargeting, and various forms of social media. Now, many people believe it is the inevitable baseline for the future of marketing strategy and for future business success in competitive markets.

Adapt to technology: For personalized marketing to work the way advocates say it will, companies are going to have to adapt to relevant technologies. They will have to get in touch with the new and popular forms of social media, data-gathering platforms, and other technologies that not all current employees and businesses may be familiar with or can afford. Companies that have been able to afford it, have employed machine learning, big data and AI that make personalization automatic.

Restructuring current business models: Adopting a new marketing system tailored to the most relevant technologies will take time and resources to implement. Organized planning, communication and restructuring within businesses will be required to successfully implement personalized marketing. Some companies will have to accept that their current business and marketing models will change radically, and probably often. They will have to reconsider the ways customer data and information circulate within the company and possibly beyond. Company databases will be flooded with expansive personal information individual’s geographic location, potential buyers’ past purchases, etc., and there may be complications regarding how that information is gathered, circulated internally and externally, and used to increase profits.

Legal liabilities: To address concerns about sensitive information being gathered and utilized without obvious consumer consent, liabilities and legalities have to be set and enforced. Privacy is always an issue, in some countries more than others, so companies have to manage any legal hurdles before personalized marketing can be adopted. Specifically, the EU has passed rigid regulation, known as GDPR, that limits what kind of data marketers can collect on their users, and provide ways in which consumers can suit companies for violation of their privacy. In the US, California has followed suit and passed the CCPA in 2018.

Experiential Marketing

Also called engagement marketing, experiential marketing is a marketing strategy that immerses customers within a product or deeply engages them. In short, experiential marketing enables consumers to not just buy products or services from a brand, but to actually experience the brand. Emotional connections between the brand and the consumer are created through memorable and unique experiences. Experiential marketing not only involves customer engagement, but also often improves it in the process.

Benefits of experiential marketing

• Stronger connection between product and emotion: People want to know what your product does. More importantly, though, the driving force behind why they choose you over your competitor may come down to how your product makes them feel. Your experiential marketing should amplify the feelings that come when they use your product. This is important to them, as customers are 3.7 times more likely to view seamless transitions between channels as important versus unimportant. Strong positive emotions endear customers to brands. Make sure the experience you provide creates a strong positive emotional response.
• Personalized engagement: Customers want to feel a real human connection with your brand. In fact 84% of customers say being treated like a person, not a number, is very important to winning their business. There’s perhaps no better way to treat your customers like people than to immerse them in an exhilarating human experience. Let them see firsthand how your brand elevates them.
• Creation of a positive touchpoint: The more positive touchpoints you can have with your customers, the better. And the more connected those touchpoints, the more powerful and compelling they become. A cohesive experience is key to winning customer loyalty. In fact, 70% of customers say connected processes are very important to winning their business.
• Social shareability: Experiences are compelling and powerful, and it seems people love capturing interesting experiences through video, and then sharing them on social networks. In fact, it’s projected that video traffic will make up 82% of IP traffic by 2022. You may find social media is there to spread the word for you, so long as you have an experience worth sharing. Positioning your brand as the creator of a positive experience is a win when it comes to spreading your brand vision and gaining recognition.

Steps:

1. Observe and gather inspiration

What are other brands doing to foster incredible experiences? In order to create a memorable experience when it comes to experiential marketing, it helps to be observant and understand which current brand experiences are resonating with consumers. Can you remember any particularly insightful experiential campaigns? Keep your eyes open when you’re out in the world. Try to remember a time where you were blown away by something a brand did. Take to social media or check your camera roll.

2. Get to know your customers

What do your customers love most about your brand? What emotions do they associate with you? What products or features do they most enjoy? These are all insights that will help you share the essence of your brand and the emotion behind it. Learn through reviews, social media, and short surveys. Knowing your customers and what they love about you will help you determine how to attract new like-minded ones through emotions and experiences.

3. Know your goal

Why are you carrying out an experiential marketing event? What tangible results do you hope to accomplish? How will you know you’re successful? You’re likely looking to create positive brand sentiment that leads to new customer acquisition and loyalty.

What immediate action do you want people to take as a result of the experience they have with your brand? Do you want them to share a video of their experience on social media? Would you like them to get a free trial of your software or purchase your product? Or do you want them to sign up for emails so you can nurture them and keep them connected with your brand?

Be sure you know what you want to get out of the event and make it clear to participants. Chances are good they’ll be willing to interact with or promote your brand if you provide them with an exceptional and unique experience.

4. Determine the value you’ll provide

What type of value will you give those who are involved in your experiential marketing? Will it be an unforgettable photo or video? Or will it be an amazing experience? Will you give away some of your product? What emotions do you want people to feel? Aim to provide value in as many ways as possible to create memorable experiences worth sharing.

5. Engage as many senses as possible

What do you want people to see, touch, and hear when it comes to your brand experience? What colors will you use? Will you incorporate music? How will you give people a hands-on experience with your brand? Immerse them in a sensory experience that engages more than one of their senses and it’ll likely have more impact.

6. Go to your audience

Your event should take place in a location where your audience already is regularly. If possible, a place in their natural world. Trade shows are great and they provide an easy opportunity to connect and engage, but unexpected experiences in the real world might be even more impactful.

7. Create a unique experience where the spirit of your brand shines

To craft a good experience, you’ll want to take considerable time to really determine what sets your brand apart and how you want it to make people feel and act. A truly impactful experiential marketing event will help others remember your brand and become part of your powerful mission. 

8. Measure, Analyze, and improve

In order to determine how successful your experiential marketing efforts are, you need to have a way to measure effectiveness. Often, social media is a great place to uncover just how far reaching and impactful your experience was. Create some kind of platform where people can easily interact with the experience. Maybe it’s a hashtag, a web page or some other online channel where you can easily measure impact. When you look at the data, you’ll learn a lot about what consumers resonate with and you’ll be able to further delight them in the future and continually deliver incredible experiences.

One to One Marketing

One-to-one marketing is a customer relationship management strategy. It’s centered around personalized interactions with customers. Personalization creates greater customer loyalty. And a better return on marketing efforts. The concept of one-to-one marketing first gained attention in 1994. When Peppers & Roger’s book “The One-to-One Future” was released.

The goal of one-to-one marketing, like all marketing, is to make a sale. One to one marketing communicates directly to the consumer. The person is targeted deliberately. It is a CRM strategy that focuses on personalized interactions.

Personalized marketing and individual marketing are substitute terms for one-to-one marketing. Industry leaders have found that it generates the best return on investment.

Strategies:

Customized CRM Systems

Businesses even in the same industry differ from each other. The size of the company, location, and delivery model varies between businesses. Different styles of operation, products, and needs require unique solutions. Customized CRM software is one of the most sought-after solutions. The right CRM collects accurate and relevant data for businesses. A successful one-to-one marketing campaign starts with a good CRM system.

Customized Live Chat Platforms

It’s no secret that the better customer experiences a company creates, the more loyalty is earned. Live chat software gives businesses a tool to create a better customer experience. Leveraging custom software live chat helps companies decrease operating costs and saves time. When customers can avoid a 15-minute phone call they’re happy.

Customized Websites

A good website is like a showroom to showcase your products and services. A well-designed website with clear messaging benefits both consumers and companies. Find out where your competition is lacking and provide that for your customers. A well-designed and written website makes the customer feel like you’re speaking directly to them.

Customize Your Communication with Customers

Surveys show that email marketing with no personal touch finds its way to the trash folder. Addressing the reader by his/her name, coupled with useful and relevant content, gets attention. When people are getting hundreds of emails every day, the only chance for getting their attention is to make it personal.

Online Advertising

Online advertising, also known as online marketing, Internet advertising, digital advertising or web advertising, is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers. Many consumers find online advertising disruptive and have increasingly turned to ad blocking for a variety of reasons.

When software is used to do the purchasing, it is known as programmatic advertising.

Online advertising includes email marketing, search engine marketing (SEM), social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. Like other advertising media, online advertising frequently involves a publisher, who integrates advertisements into its online content, and an advertiser, who provides the advertisements to be displayed on the publisher’s content. Other potential participants include advertising agencies who help generate and place the ad copy, an ad server which technologically delivers the ad and tracks statistics, and advertising affiliates who do independent promotional work for the advertiser.

Delivery methods

Display advertising

Display advertising conveys its advertising message visually using text, logos, animations, videos, photographs, or other graphics. Display advertising is commonly used on social media, websites with slots for advertisements, and in real life. In real life, displace advertising can be a sign in front of a building or a billboard alongside a highway. The goal of display advertising is to obtain more traffic, clicks, or popularity for the advertising brand or organization. Display advertisers frequently target users with particular traits to increase the ads’ effect. Online advertisers (typically through their ad servers) often use cookies, which are unique identifiers of specific computers, to decide which ads to serve to a particular consumer. Cookies can track whether a user left a page without buying anything, so the advertiser can later retarget the user with ads from the site the user visited.

Web banner advertising

Web banners or banner ads typically are graphical ads displayed within a web page. Many banner ads are delivered by a central ad server.

Banner ads can use rich media to incorporate video, audio, animations, buttons, forms, or other interactive elements using Java applets, HTML5, Adobe Flash, and other programs.

Frame ad (Traditional banner)

Frame ads were the first form of web banners. The colloquial usage of “banner ads” often refers to traditional frame ads. Website publishers incorporate frame ads by setting aside a particular space on the web page. The Interactive Advertising Bureau’s Ad Unit Guidelines proposes standardized pixel dimensions for ad units.

Pop-ups/pop-unders

A pop-up ad is displayed in a new web browser window that opens above a website visitor’s initial browser window. A pop-under ad opens a new browser window under a website visitor’s initial browser window. Pop-under ads and similar technologies are now advised against by online authorities such as Google, who state that they “do not condone this practice”.

Floating ad

A floating ad, or overlay ad, is a type of rich media advertisement that appears superimposed over the requested website’s content. Floating ads may disappear or become less obtrusive after a pre-set time period.

Expanding ad

An expanding ad is a rich media frame ad that changes dimensions upon a predefined condition, such as a preset amount of time a visitor spends on a webpage, the user’s click on the ad, or the user’s mouse movement over the ad. Expanding ads allow advertisers to fit more information into a restricted ad space.

Trick banners

A trick banner is a banner ad where the ad copy imitates some screen element users commonly encounter, such as an operating system message or popular application message, to induce ad clicks. Trick banners typically do not mention the advertiser in the initial ad, and thus they are a form of bait-and-switch. Trick banners commonly attract a higher-than-average click-through rate, but tricked users may resent the advertiser for deceiving them.

News Feed Ads

“News Feed Ads”, also called “Sponsored Stories”, “Boosted Posts”, typically exist on social media platforms that offer a steady stream of information updates (“news feed”) in regulated formats (i.e. in similar sized small boxes with a uniform style). Those advertisements are intertwined with non-promoted news that the users are reading through. Those advertisements can be of any content, such as promoting a website, a fan page, an app, or a product.

Some examples are: Facebook’s “Sponsored Stories”, LinkedIn’s “Sponsored Updates”, and Twitter’s “Promoted Tweets”.

This display ads format falls into its own category because unlike banner ads which are quite distinguishable, News Feed Ads’ format blends well into non-paid news updates. This format of online advertisement yields much higher click-through rates than traditional display ads.

Online Marketing Research

Online Market Research is a research method in which the data collection process is carried out over the Internet.

Market Research is defined as the process of gathering, analyzing and interpreting information about a market, about a product or service to be offered for sale in that market, and about the past, present and potential customers for the product or service.

This research can evaluate the performance of a product or service and may allow companies to glean insight into consumer purchasing behavior. With the rising use of the Internet, online research has become a popular tool among market research firms.

The purpose of conducting online market research is:

1. Understand customer behavior

Why will the customer buy your product or services? What factors influence buying patterns, and how can you use it to your advantage?

2. Understand target customer

Who will buy your product or services and cater to your strategy aimed towards this target group.

3. Find revenue opportunities

Analyze buying patterns to find out what is the right pricing or positioning strategy to make the odds of success higher.

Advantages in Online Market Research

Conducting online research can be a complex procedure and may require considerable expertise on the part of researchers in obtaining accurate data.  It may be challenging to recruit participants in online research for several reasons.  Recipients may be reluctant to participate in online research because they may be afraid that the privacy and confidentiality of their personal information may be violated.  Since the identity of the researcher cannot be verified completely, people may find it difficult to trust such research methods.  Researchers often present participants with some monetary or non-monetary rewards for their participation.  Participants may be wary of monetary compensation promised online.

Benefits of Online Market Research

Online market research can be a beneficial tool for companies due to its reach and convenience. Online research tools can be used with relative ease and accuracy for both qualitative and quantitative research.

• Cost advantages
• Speed advantages
• Data collection in real-time
• Advanced analytics
• Efficient global and multi-country survey management

Online PR

Online PR (online public relations) is the public relations work of communicators via available online communication channels (and also communication tools). In addition to the online pages of classic media, these channels include social media, blogs and websites.

Based on the measures taken in the print sector, the possibilities and opportunities offered by online media are used and the strategies are adapted accordingly.

Role

• Acquisition and retention of new customers
• Communication of information
• Increase of attention
• Creating a high cost-benefit ratio
• Improving (online-) reputation
• Measuring and controlling success
• Achieving a high degree of actuality

Differences between online and traditional public relations

• The organizations can communicate with its audiences directly through a variety of online platforms instead of depending on the media channels only
• Audiences exposed to the information are linked to the network and then the flow of information is multi-directional among people
• Multiple sources of information provided can be accessible to audiences
• Audiences are entitled to the right to review, comment and assess
• Online PR targets social media, web searches, blogs, and websites in addition to targeting traditional media outlets

Differences between Views of Traditional Public Relations vs. Public Relations used as a Marketing Function

Views on Public Relation as more of Marketing Function

• Public Relations is an integral part of marketing communication mix, where the company promotes its brand and builds relationships with outside parties through its specialized functions, such as seminars and press conferences.
• Public Relations Department reports to the Marketing Department, whose act is to create a larger picture which focuses on the ultimate goal of in organization, which is strong branding and long term relations with its customers.

Views of the Traditional Public Relations Department

• It is a Department which acts as a link between an organization and outside parties (customers). Its work is to determine an evaluate the public approach
• Suggest management to construct guidelines and procedures relating to public interests
• It is a separate Department whose job is to sincerely execute communication program with outside parties and business partners

Many years ago, developing effective marketing strategies was a much simpler task than it is today. With only a small number of television channels, radio stations, newspapers, and relevant magazines pertaining to a given market, advertisers could develop fairly targeted marketing strategies to generate sales. In the emerging digital environment, marketing strategies have become a far more complex task. There are now vast arrays of different marketing channels, tools, and tactics that must be unique in strategy while seamless and integrated in application. Companies also need to connect and engage with customers, and create memorable, lasting experiences.

To develop a successful marketing campaign in today’s digital environment, companies must focus on three strategic components. Marketers must establish clear, strategic, and targeted objectives and ensure that they are tactical in the rollout and implementation of new campaigns. Companies should also focus on the development of a separate team to identify and analyze emerging marketing opportunities. Companies that are able to clearly identify the strengths and weaknesses of each digital medium will likely be more successful in their campaigns.

• Marketing:

Yes, it is a “thing” although you probably won’t find this word in Webster’s Dictionary. It means that you integrate sales and marketing to optimize performance of marketing efforts.

Gone are the days when a consumer peruses an ad in print media then purchases that product later during the appointed shopping day of the week. Digital ads are portals to online sales. Marketing and sales all happen in the same place with the tap of a finger or click of a mouse.

If a potential customer has a question about a product, that, too, happens in the same place in cyber-world through chat window features. If your company is not marketing, it is losing significant sales potential.

• Experience

Have you walked in the shoes of your customers? Have you surfed the web to map the path of discovery to your product’s online ad? Did you click and see where your landed in cyberspace? What about the purchasing process? Was it a secure experience?

If you have not walked a mile in your customer’s shoes, how can you know if the process is efficient? That’s one of the best ways to fine tune your online presence.

Learning a new language requires complete immersion. Otherwise you’ll need an interpreter and in the case of digital marketing, that mean a savvy digital marketing agency.

Playing Field Dynamics: Not every digital marketing challenge is solved by throwing more money at it.

In the olden days the playing field belonged to the company that could afford the biggest print ad or a prime-time television/radio slot for a commercial.

Digital advertising has seriously leveled the playing field. Just look at what happens when a YouTube video goes viral. A company doesn’t always have to outspend a competitor to solve a marketing problem.

• Engagement:

So you have a company blog and a profile with every social media platform under the Sun. Yet you haven’t seen a significant impact on sales. What is going on?

Creating a digital presence is only the first step. Now you have to engage, engage, engage. That means creating content that inspires a reaction. Calls to action, surveys, asking viewers to name the new company cat rescued from the alley are all great ideas to create intrigue and stimulate engagement.

You’ve got to do something with your digital presence: connect with people. offer value and get them communicating with you.

• Decision-making

If data is not behind every decision, then your company is flying blind. The greatest thing about digital marketing is that every single action can be measured.

Did switching background colors result in more traffic? Good decision. But, even if it had been a bad decision, analytics reflecting a noted drop in traffic, or less time spent by visitors on your site, would have alerted you to the need to re-adjust accordingly. Data must captain the ship.

• Value: You must offer education & value.

There is more to value than getting a great product at a great price. Content is the most valuable commodity in the digital age. The information you share needs to have value to viewers.

Cultivate an online reputation for being the premier authority on your particular industry. It’s easy to Google an answer to a question. But believing in the integrity of a source is the value that will bring readers back time and again to your site for reliable information

• Personalized Automation

As of 2014, nearly 70% of businesses were using a marketing automation platform.

Analytics identifies so many unique characteristics of customers and viewers that marketing automation can take on amazing personalization aspects. You can send birthday greetings or religious holiday observances according to each individual. An anniversary of a loyal customer’s first purchase can be noted.

A customer’s purchasing history can generate a suggestions list of other products of interest. Marketing automation can definitely create that personal experience that online customers still crave.

• Get More

In the time of yester-year, sales executives had to get out and mingle in order to bring in more customers. It’s the same in the digital age. Your content needs to get out more.

This is often called a multi-channel digital marketing strategy which means ads are delivered to other online targets. For example, when Google recognizes the potential of a Facebook user to find your brand interesting, it places your ad before their eyes as suggested content. Voila. You just mingled online.

• Digital Agility is a must.

There are all sorts of technical lingo to explain concepts like “agile sales”. All you really need to know is that things can change.

You’ve heard us say before: “your website is not an office building, so don’t treat it like one!” In the ever-changing digital world, you must be ready to change with it and that includes your website.

So that website you built? Is it turning out to be lousy? Don’t despair! Be agile! Change it!  When you build something to be accessed by others through the worldwide web, it’s not set in stone like a brick and mortar store.

If they turn out to be a bomb, tweak it. The digital age means everyone gets do-overs until you get it right.

• Chatter Matters

That old saying, “What happens in Vegas, stays in Vegas” does not apply to what your company or brand is doing online. Reviews matter. Feedback matters. Social media chatter matters.

If you get a bad review, be responsive and get things resolved. Stay focused on good customers service because all of your digital footsteps are out there for the entire world to see.

Digital Marketing Process

1. Developing Mission Statement:

That is the Organizational Mission Statement to be matched up with Marketing

2. Situational Analysis

• Identify the Problems and work on getting solutions.
• In order to achieve business goals, let me just brief you about the above chart.
• Identify the problem and Research

The marketer can identify the problem and research by asking people?s opinion about what they actually need.

Here surveys come into the picture where you take suggestions from the people and delivered the solutions(product/Services).

3. Marketing Strategy and Marketing Mix

Developing the Alternatives plan, After going through the surveys and analyzing the needs of the customers and then one can develop the alternatives plans. Once you Developed the alternatives plans, The next step is to carefully analyze every alternative and select the best possible alternative plan among them.

Marketing Mix which includes product Development, Pricing, Promotion, Place and Distribution Analyze and selects the Best alternative Plan.

4. Implementation and Control

• Implement the plan: Once you select the best plan you can start implementing the plan.
• Review/Measure: Once you have implemented the plan and now you can start measuring the success/failure.

Likewise, in Digital Marketing Strategy you can add similar methodology, gain some momentum and turn your visitors to the customer.

Steps

1. Research

• In the research stage, all the necessary information related either to the product(s)/service(s) or the target audience/market is collected, and the information collected during the research stage is used for making decisions. This information is very helpful in strategizing the marketing campaign. Following information are collected during this stage:
• About the brand/business/organization.
• About the target audience/target market.
• About the product/service being promoted.
• About the market, a competition to promote product/services and to stand out among the existing brands.

2. Create

• In this stage, the information collected in the research stage is analyzed and strategized to create the marketing campaign. The campaign is created as per the goals and objectives of the organization and the as per the vision of the stakeholders, how they want their product to be advertised on different platforms.
• This step covers the branding strategy, content strategy, etc. The goal is to reach maximum customers and to generate maximum revenue at the same time.

3. Promote

Once the marketing campaign is created and strategized, the marketing team starts working on promoting the product(s)/service(s). There are various digital platforms for promoting a brand, product(s)/service(s) like:

• Search Engines (Google, Bing, Yahoo, Etc.)
• Display Networks
• Social Media
• E-Mail and Affiliate Marketing
• E-Commerce Websites and Other Marketing Portals

4. Analyze

• Now comes the analyzing stage in which the results and outcomes of the marketing campaign are analyzed. The results or the outcome from various promotion channels are collected and analyzed for generating the business reports in terms of sales and revenue. This analysis helps to identify the grey areas and helps the marketing team to improve those areas and to prepare for future marketing. Google Analytics is one of the most popular analytics tools used for the analysis and basically it helps to identify the target audience response, behavior of the consumers and the data collected helps to convert the potential leads into business.
• Digital marketing is thus a very effective marketing channel used by both consumers and marketers to deliver and to purchase the product(s) and service(s). Digital marketing works in integration with the business strategy and it is very important to draft the marketing campaign as per market standards and the requirement of the target audience. The digital marketing processes have been very efficient in bridging the gap between the customers and the companies and promotes bidirectional communication between them.
• The customer can give their opinion and feedback to the marketing companies and the business teams which consequently helps the companies to provide better services to the customers/consumers/buyers. Digital marketing has almost captured half of the available market and there is no way to stop. IT has emerged as one of the promising careers and it is still evolving. The future is digital and digital marketing is going to be the backbone of the digital infrastructure in the coming future.

Search Marketing

Search engine marketing is the practice of marketing a business using paid advertisements that appear on search engine results pages (or SERPs). Advertisers bid on keywords that users of services such as Google and Bing might enter when looking for certain products or services, which gives the advertiser the opportunity for their ads to appear alongside results for those search queries.

A digital marketing strategy, search marketing uses paid and unpaid techniques to earn your business increased visibility across the Internet. A few examples of these techniques include pay-per-click (PPC) advertising and SEO.

These ads, often known by the term pay-per-click ads, come in a variety of formats. Some are small, text-based ads, whereas others, such as product listing ads (PLAs, also known as Shopping ads) are more visual, product-based advertisements that allow consumers to see important information at-a-glance, such as price and reviews.

Search engine marketing’s greatest strength is that it offers advertisers the opportunity to put their ads in front of motivated customers who are ready to buy at the precise moment they’re ready to make a purchase. No other advertising medium can do this, which is why search engine marketing is so effective and such an amazingly powerful way to grow your business.

Search Marketing is divided into two main categories:

• SEO (Search Engine Optimization): Gaining search engine listings via unpaid tactics.
• PPC (Pay-per-click or paid advertising): Gaining search engine listings via paid tactics.

Display Marketing

Digital display advertising is graphic advertising on Internet websites, apps or social media through banners or other advertising formats made of text, images, flash, video, and audio. The main purpose of display advertising is to deliver general advertisements and brand messages to site visitors.

According to eMarketer, Facebook and Twitter will take 33 percent of display ad spending market share by 2017. Google’s display campaigns reach 80 percent of global internet users. Desktop display advertising eclipsed search ad buying in 2014, with mobile ad spending overtaking display in 2015.

Digital display advertising is an outbound display advertising format where you target predefined audiences with images or banners. There’s also native ads and text ads in the mix in there. You target them on different websites, on social media platforms, and on mobile apps.

Note that outbound advertising is a concept where the advertiser targets the audience and sends their message out to them as opposed to something like inbound, which would be search where the audience comes to you. So, there’s a key difference between the type of marketing that display is. It’s an outbound advertising format.

Value

Awareness and interest

When we visualize a funnel, it’s quite clear to see where display fits in the consumer intent journey. We begin with awareness and interest. This is where display fits in. We’re sending our message out there to people, to audiences who may potentially be interested in the product.

Retention

With a retention piece, the remarketing fits back in there too, because if you think about remarketing, we’re sending ads out to pre-existing customers or people who’ve been in that site before. So, if we want to retain these people as repeat customers, it makes sense to kind of remarket out to them with special offers for people who have been on the site before.

Consideration and conversion

As we move down the funnel, as they get more and more aware, as they align it to their needs, we start moving into the consideration and conversion areas. So, consideration and conversion can be with around channels like remarketing, and shopping, as well as search as well.

Target

In order to uniquely identify anonymous users, online advertisers today tend to make use of cookies, which are unique identifiers of specific computers, to decide which ADs to serve to a particular consumer. Cookies can track whether a user left a page without buying anything, so the advertiser can later retarget the user with ADs from the site the user visited.

As advertisers collect data across multiple external websites about a user’s online activity, they can then combine this information to create a picture of the user’s interests to deliver even more targeted advertising. This aggregation of data is called behavioral targeting. Advertisers can also target their audience by using contextual and semantic advertising to deliver display ADs related to the content of the web page where the ADs appear. Retargeting, behavioral targeting, and contextual advertising all are designed to increase an advertiser’s return on investment, or ROI, over untargeted ads.

As advertising needs become more sophisticated, display ADs can also be personalized based on a user’s geography through geotargeting. Basic information such as a user’s IP address can indicate a user’s rough location with a limited degree of accuracy. This information can be supplemented further through the use of a phone’s GPS or the location of nearby mobile towers to have a clearer indication of the user’s current position for a mind boggling array of advertising possibilities.

Programmatic, Real time bidding (RTB)

Programmatic display advertising, or real time bidding (RTB), transformed the way digital display advertising is bought and managed in recent years. Rather than placing a booking for advertising directly with a website, advertisers will manage their activity through a (demand side platform), and bid to advertise to people in real time, across multiple websites, based on targeting criteria. This method of advertising quickly gained popular, as it allows for more control for the advertiser (or agency), including of the individual target audience, rather than just the website. It has become a threat to website operators and generally the cost paid for advertising in this way is less than the old method and so the earning potential for them is reduced.

Programmatic is not without its drawbacks, as without the appropriate management adverts can appear against unsavoury content or inappropriate news topics. This issue became front-page news in February 2017, when advertisers on YouTube were found displayed on terror group websites and fake news sites. As a result, a number of major advertisers paused all of their online advertising until they could put the appropriate measures in place to prevent this occurring again.

it is important to choose the right format because it will help to make the most of the medium. It is also possible to add:

• Video;
• Rich Media Ads: flash files that may expand when the user interacts on mouseover (polite), or auto- initiated (non-polite);
• Overlays: ads that appear above content and that are possible to remove by clicking on a close button;
• Interstitials: Ads that are displayed on web pages before expected content (before the target page is displayed on the user’s screen);
• Sponsorship: including a logo or adding a brand to the design of a website. This can also can fall under Native advertising, which is an ad that can seem like Editorial, or “In-Feed”, but has really been paid for by the advertiser.

Types

• Banner Ads: One of the oldest and traditional forms of advertising, banner ads usually appear at the top of websites in a “banner” format.
• Interstitial Ads: These ads appear as web pages that are served to users before they are directed to the original page they requested.
• Rich Media: These ads include interactive elements, such as video, audio and clickable elements.
• Video Ads: The YouTube advertising platform, as well as social networks like Instagram and Facebook, have opened a whole new avenue for marketers. Video ads allow you to reach your audience and connect with them on a personal level, and are well worth investing in.

Advantages

• Diversity: Display ads come in many shapes and sizes. And as you’ve seen above, they can be presented in a number of formats, too. This means you can choose a style and advertising format that will help you achieve your goals.
• Reach: Thanks for the Google Display Network (GDN), you can access millions of sites straight from your Google Ads account.
• Targeting: Because of GDN’s extensive reach, you can also target the right audience by placing your ads on the right websites. This includes demographic and geo-targeting, along with specific interests of your target audience.
• Measurable: Clicks, impressions and conversions can all be tracked from Google Ads, as well as Google Analytics for more granular performance and engagement tracking.

Internet Advertising refers to the marketing and promotion of products or services using the internet. It encompasses various forms such as display ads, social media ads, search engine marketing, email marketing, and more. The key objective is to reach target audiences effectively, leveraging the vast reach and targeting capabilities of online platforms. Internet advertising allows businesses to connect with potential customers globally or locally, depending on their needs, using precise demographic, behavioral, and contextual targeting. It offers flexibility in budgeting and campaign management, enabling businesses to optimize their marketing efforts in real-time based on performance metrics. In a digital age driven by connectivity and data, internet advertising remains a cornerstone of modern marketing strategies, continuously evolving to meet the changing dynamics of consumer behavior and technology.

Objectives of Internet Advertising

• Creating Brand Awareness

One of the primary objectives of internet advertising is to create brand awareness among potential customers. Businesses use online advertisements to introduce their brand, products, and services to a large audience. Through websites, social media platforms, and search engines, companies can reach millions of users quickly. Effective internet advertising helps customers recognize and remember the brand. As brand awareness increases, customers are more likely to trust the company and consider its products when making purchasing decisions.

• Increasing Sales

Internet advertising aims to increase the sales of products and services. By promoting products online, businesses attract potential customers and encourage them to make purchases. Online advertisements often include special offers, discounts, or promotional messages that motivate customers to buy. Businesses can reach customers at different stages of the buying process through targeted advertising. As more people view and interact with online advertisements, the chances of converting them into paying customers increase significantly.

• Reaching a Wider Audience

Another objective of internet advertising is to reach a wider audience beyond geographical boundaries. Traditional advertising methods often have limitations in terms of location and coverage. However, internet advertising allows businesses to promote their products globally. Companies can connect with customers in different cities or countries through digital platforms. This helps organizations expand their market reach and attract new customers from different regions, leading to greater business growth and market expansion.

• Targeting Specific Customers

Internet advertising enables businesses to target specific groups of customers based on their interests, demographics, and online behavior. Advertising platforms allow marketers to display ads to users who are most likely to be interested in their products. For example, a company selling sports equipment can target customers who frequently search for fitness-related content. This targeted approach increases the effectiveness of advertising campaigns and helps businesses reach the right audience with relevant marketing messages.

• Promoting New Products

Promoting new products is another important objective of internet advertising. When businesses launch new products or services, they need to inform potential customers about their features and benefits. Online advertising provides a fast and efficient way to introduce new offerings to the market. Through social media ads, search engine marketing, and online banners, companies can quickly generate interest among consumers. This helps create demand for the new product and supports successful product launches.

• Building Customer Relationships

Internet advertising helps businesses build strong relationships with customers. Online platforms allow companies to interact directly with their audience through comments, messages, and feedback. By engaging with customers regularly, businesses can better understand their needs and preferences. This interaction helps build trust and loyalty among customers. Strong customer relationships encourage repeat purchases and long-term brand loyalty, which are essential for sustainable business growth.

• Improving Customer Engagement

Another objective of internet advertising is to improve customer engagement. Online advertisements often include interactive elements such as videos, quizzes, links, or social media posts. These features encourage users to participate and interact with the brand. Higher engagement levels indicate that customers are interested in the product or service being promoted. Engaged customers are more likely to share advertisements with others, increasing brand visibility and strengthening the company’s online presence.

• Providing Measurable Results

Internet advertising provides measurable results that help businesses evaluate the effectiveness of their marketing campaigns. Digital advertising platforms offer detailed data about impressions, clicks, conversions, and customer interactions. This information allows marketers to analyze campaign performance and identify successful strategies. Businesses can adjust their advertising plans based on these results to improve future campaigns. The ability to measure results accurately makes internet advertising an effective and efficient marketing tool.

Characteristics of Internet advertising

• Global Reach

Internet advertising allows businesses to reach a global audience instantly. Unlike traditional media, which is often limited by geographical boundaries and distribution channels, the internet enables ads to be seen by people worldwide. This global reach is particularly beneficial for businesses with international ambitions or niche markets.

• Targeting Capabilities

One of the most powerful features of internet advertising is its ability to target specific audiences with precision. Advertisers can use demographic data, user behavior, interests, and other criteria to tailor their ads. This targeted approach increases the likelihood of reaching potential customers who are more likely to be interested in their products or services, improving the efficiency and effectiveness of ad campaigns.

• Interactivity

Unlike static advertisements in traditional media, internet ads can be interactive. Users can engage with ads by clicking on them, watching videos, filling out forms, or even making purchases directly. This interactive nature not only enhances user experience but also provides valuable feedback and data to advertisers about consumer preferences and behavior.

• Measurability and Analytics

Internet advertising offers robust tools for measuring the performance of campaigns in real-time. Advertisers can track metrics such as impressions, clicks, conversions, and return on investment (ROI) with precision. This data-driven approach allows for continuous optimization of ad campaigns based on what works best, maximizing the effectiveness of advertising budgets.

• Cost-Effectiveness

Compared to traditional advertising methods like TV or print media, internet advertising can be more cost-effective. Advertisers have more control over their budgets and can choose from various pricing models such as pay-per-click (PPC), cost-per-impression (CPM), or cost-per-acquisition (CPA). This flexibility allows businesses of all sizes to participate in advertising campaigns tailored to their financial capabilities.

• Flexibility and Agility

Internet advertising campaigns can be launched quickly and adjusted in real-time. Unlike traditional media, which often requires long lead times and fixed schedules, digital ads can be created, modified, or paused almost instantaneously. This agility enables advertisers to respond promptly to market trends, competitor activities, or changes in consumer behavior.

• Integration with Other Channels

Internet advertising can complement and integrate with other marketing channels seamlessly. For example, ads displayed on social media platforms can drive traffic to a company’s website or promote content marketing efforts. This synergy across channels enhances brand visibility and engagement while supporting overall marketing objectives.

Types of Internet advertising

1. Display Advertising

Display advertising involves visual advertisements such as banners, images, or graphics placed on websites, blogs, or online platforms. These ads attract users’ attention and encourage them to visit the advertiser’s website by clicking on the advertisement. Display ads are commonly used for brand promotion and increasing website traffic. They are usually placed on high-traffic websites to reach a large audience. Attractive designs, colors, and promotional messages help businesses capture the interest of potential customers.

Example: A banner advertisement of Nike shoes displayed on a sports news website promoting a discount sale.

2. Search Engine Advertising

Search engine advertising refers to paid advertisements that appear on search engine results pages when users search for specific keywords. Businesses bid on keywords related to their products so their advertisements appear at the top of search results. This type of advertising is effective because it targets customers who are actively searching for a particular product or service. It increases the chances of attracting potential buyers and generating sales.

Example: When a user searches “best smartphones under ₹20,000” on Google, an advertisement from Amazon or Flipkart appears at the top of the search results.

3. Social Media Advertising

Social media advertising involves promoting products and services on social networking platforms such as Facebook, Instagram, Twitter, and LinkedIn. Businesses create sponsored posts, image ads, or video ads that appear in the news feed of users. These advertisements can be targeted based on age, interests, location, and online behavior. Social media advertising helps companies reach a large audience and engage directly with customers.

Example: A sponsored Instagram advertisement by Myntra showing a new clothing collection with a “Shop Now” button.

4. Video Advertising

Video advertising uses video content to promote products or services on online platforms. These advertisements are commonly shown on video streaming platforms, websites, or social media. Video ads may appear before, during, or after video content. Businesses use creative videos to demonstrate product features or tell engaging brand stories. Video advertising is highly effective because it combines visuals, sound, and storytelling to capture customer attention.

Example: A 15-second advertisement for a new mobile phone shown before a YouTube video.

5. Email Advertising

Email advertising involves sending promotional messages directly to customers through email. Businesses send newsletters, promotional offers, product updates, and discount information to customers who have subscribed to their mailing list. This method helps businesses maintain regular communication with customers and encourage repeat purchases. It is a cost-effective way to promote products and build customer relationships.

Example: An email from Amazon informing customers about “Great Indian Festival Sale” with special discount offers.

6. Affiliate Marketing

Affiliate marketing is a type of advertising where businesses partner with individuals or websites to promote their products. These partners advertise the company’s products through blogs, websites, or social media platforms. Affiliates earn a commission for each sale generated through their referral links. This method helps businesses expand their reach without spending heavily on advertising.

Example: A technology blogger reviewing a laptop and providing an Amazon affiliate link for readers to purchase the product.

7. Native Advertising

Native advertising refers to advertisements that blend naturally with the content of the platform where they appear. These ads match the format and style of the surrounding content, making them less intrusive for users. They often appear as recommended articles, sponsored posts, or promoted content on websites or news platforms. Native advertising helps businesses promote products in a subtle and informative way.

Example: A sponsored article on a news website titled “Top 10 Smartphones for Students” promoting a particular brand.

8. Mobile Advertising

Mobile advertising refers to advertisements displayed on smartphones or tablets through mobile websites, applications, or games. With the growing use of mobile devices, businesses use mobile ads to reach customers anytime and anywhere. Mobile advertising can include banner ads, video ads, or app-based advertisements. It allows businesses to target users based on location and mobile usage patterns.

Example: A food delivery advertisement from Zomato appearing while using a mobile gaming app.

Importance of Internet Advertising

Challenges of Internet advertising

• Ad Blocking

With the rise of ad-blocking software and browser extensions, many internet users actively avoid seeing ads. This poses a significant challenge for advertisers who rely on display ads or pop-ups to reach their audience. Marketers must find alternative ways to engage users or ensure their ads are seen by the intended audience.

• Ad Fraud

Internet advertising is vulnerable to various forms of fraud, such as click fraud, impression fraud, and bot traffic. Advertisers may end up paying for clicks or impressions that are generated by automated scripts rather than genuine user interest. Detecting and preventing ad fraud requires constant vigilance and investment in fraud detection technologies.

• Privacy Concerns

Increased awareness of data privacy issues has led to stricter regulations and user concerns about how their personal information is used in targeted advertising. Advertisers must comply with regulations such as GDPR and CCPA and be transparent about data collection practices to maintain consumer trust.

• Competition and Saturation

The internet is saturated with ads from numerous businesses competing for attention. This makes it challenging for advertisers to stand out and capture the audience’s interest amidst the noise. Creative and compelling ad content, combined with targeted placement, is essential to cut through the clutter.

• Ad Blindness

Internet users have developed a tendency to ignore or mentally filter out ads, especially banner ads and repetitive ad formats. This phenomenon, known as ad blindness, reduces the effectiveness of traditional display advertising. Marketers must continuously innovate and create engaging, relevant ad experiences to capture and retain attention.

• Fragmentation of Platforms

Internet advertising spans multiple platforms and channels, each with its own audience demographics, formats, and advertising guidelines. Managing campaigns across platforms like Google Ads, Facebook, Instagram, LinkedIn, and others requires expertise and resources to optimize reach and ROI effectively.

• Measurement and Attribution

Measuring the effectiveness of internet advertising campaigns can be complex due to multiple touchpoints and attribution challenges. Determining which ads or channels contribute most to conversions or sales requires sophisticated analytics and attribution models. Marketers must invest in tools and strategies to accurately measure campaign performance and allocate budgets accordingly.