The relationship between marketing and advertising
Marketing and advertising are essential pillars for any business to generate new leads, sign up new customers and drive sales. Although these terms seem to be used interchangeably, there are some key differences between them.
Simply put, advertising is a sub-component of marketing. Think of marketing as the overarching umbrella that includes research on products and customers, public relations, events, social media, brand awareness campaigns and advertising. Marketing includes the planning, implementation and control of all the activities performed to bring buyers and sellers together. Digital marketing is simply marketing using electronic devices. Advertising on the other hand is more geared towards getting the word out on specific products or services and with the intention of getting customers to purchase products or services. Digital advertising can be performed through the various online platforms available.
Types of digital marketing
There are many digital marketing channels available and one should think carefully about which approach, or combination (omnichannel) of approaches is best for your business and reaching your target market.
Here are examples of digital marketing types to consider:
Making use of digital marketing will increase your visibility online and entice customers to engage with your business. Create an experience to boost your brand with quality messaging and content that appeals to your target audience.
Types of digital advertising
It can be quite overwhelming to keep up with all the trends in the evolving space of digital advertising. Some digital advertising types can overlap and complement each other on the platforms where they are seen by customers, requiring you to carefully consider which types to use.
The key is to constantly research what types are available and which is best to promote your product or service. It is not necessary to use all options all the time and remember to take your budget into consideration when making these decisions.
Knowing your target market, how to reach them and catch their attention, will go a long way. Plan your advertising messages, what to include, when you would like to activate them, how frequently and be sure to include a call to action i.e. ‘Sign Up’, ‘Learn More’, ’Shop Now’, ‘Talk to Us’ etc.
Here are examples of the main types of digital advertising:
Where to from here?
It is worth noting that digital marketing alone is an extensive and highly specialized field. Ideally a business should contract the services or skills of a professional, or at least someone with basic knowledge of all the digital mechanisms available. However, that should not deter you from putting a basic digital marketing and advertising plan into action.
Let’s look at some easy steps to putting two types of social media ads in place, Facebook Ads and YouTube Ads.
1. Facebook Ads
To choose the right ad objective, answer the question "what's the most important outcome I want from this ad?" It could be sales on your website,downloads of your app or increased brand awareness.
Using what you know about the people you want to reach – such as age, location and other details – choose the demographics, interests and behaviours that best represent your audience.
Next, choose where you want to run your ad – whether that's on Facebook, Instagram, Messenger, Audience Network or across them all. In this step, you can also choose to run ads on specific mobile devices.
Enter your daily or lifetime budget, and the time period during which you want your ads to run. These limits mean that you'll never spend more than you're comfortable with.
Choose from six versatile ad formats – they're designed to work on every device and connection speed. You can choose to show a single image or video in your ad, or use a roomier, multi-image format.
When you submit your ad, it goes to Facebook’s ad auction which helps get it to the right people.
When your ad is running, you can track performance and edit your campaign in Ads Manager. Here you can see if one version of your ad is working better than another, or if your ad is being delivered efficiently, and make tweaks and adjustments as needed.
It is helpful to know that Facebook Blueprint (Facebook’s e-learning platform) offers free, self-paced, e-learning courses on Facebook and Instagram advertising.
2. YouTube Ads
As it is widely known, YouTube focuses on video content and the data from 2019 indicates that there are more than 2 billion monthly visitors and 30 million users per day. This provides compelling evidence into the scale of online video. Creating a free YouTube channel helps businesses keep in touch with their customers and promote their products and services.
2.1 Create a home for your business on YouTube.
2.2 Build a YouTube channel.
2.3 Create an effective video.
For further and more in-depth information use the YouTube Playbook for Small Businesses which can be access via this link: https://services.google.com/fh/files/misc/youtube_playbook_for_small_businesses_en.pdf
References
https://www.sparklogix.com/9-types-of-digital-marketing-and-how-to-use-them/
https://www.conversionadvantage.com/16-types-of-digital-marketing-explained/
https://idgadvertising.com/types-of-digital-advertising/