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education

ONLINE ADVERTISING

Let’s do a small research on online advertising and expose its manner and dominance in the field of online business.

WHAT ARE ONLINE ADVERTISEMENTS

Advertisements are basically writings or pictorial representations or videos of a product or service, that are usually used to attract customers which will improve sales and rise in profit. Newspapers, radio, television, billboards, banners and posters are some of the traditional advertising mediums.

Here is an example of an advertisement — a major fragment from Life.

Photo by Lee Soo hyun on Unsplash

Online ads are the advertisements that use the internet to get to people. These give a clear idea about the product or service and persuade the customer in buying them.

This is an example of an online advertisement where there are a lot of backlinks and call-to-action along with attractive offers.

WHY IS ONLINE ADVERTISING PREFERRED OVER TRADITIONAL ADVERTISING

  • Ireaches a large number of people by investing a small number of resources and getting the largest amount of benefits possible.
  • You automatically become visible to a large number of people who had been looking for you their entire life.
  • Allying on online advertising is very important for both large and small businesses alike since, with just a small investment you’ll be able to get better visibility, which will most certainly transfer as an increase in traffic towards your website and a boost in online sales.
  • Online advertising is very attractive and additionally enables better segmentation of your advertisements so you can reach basically any type of audience you want.
  • Nowadays, we find a pop-up or an option for a live chat in most of the active websites which provide the facility for engaging the visitors in knowing more about their products or services. There is an option to communicate either with the system or with a human being.

From the above-mentioned characteristics, let’s list out :

THE BENEFITS OF ONLINE ADVERTISEMENTS

·Saves money

·Rapid result

·Segmentation

·Saves time

·Visibility and coverage

·Effectiveness

·Loyalty

·Two-way communication

MEDIUMS OF ONLINE ADVERTISING

1. SEM

One of the most frequently used Internet advertising methods is Search Engine Marketing (SEM). This type of advertising usually works by pay per click; meaning that you only pay for each click made on your advertisement, and although there are other ways, this continues to be the most used. Search engine advertising is used most by advertisers whose main goal is to get web traffic and conversions since with this type of advertisement you are reaching the users searching for your products. Furthermore, it’s one of the simplest and most efficient advertising techniques.

SOCIAL MEDIA

Facebook, Twitter, LinkedIn, Instagram and YouTube are just some of them. Furthermore, they allow you to segment your target public and with this, you’ll be able to choose which group of people you’re trying to reach. Not only with this, but with promotional messages you’ll be able to reach more people, be positioned higher and have more options for obtaining successful results.

Photo by dole777 on Unsplash

BLOGGING

Usually done through storytelling and branded content, creating an advertisement around an experience, story or reflection. This is a relatively new method and therefore many businesses are still unaware of the advantages. It consists of a type of collaborative advertising and in order to take advantage of its potential, you must search for the leaders in your sector to pay them in exchange for them writing an article where they speak highly of your products or services. If you already know which blogs are followed by your target public, then this is a very good option to get discovered and get some traffic.

VIDEO CREATION

We consume more and more video content, and this makes video advertising the King of kings. Viral videos are growing and there are even social networks solely designated to videos such as YouTube or Vine. In fact, these platforms can become an excellent place for advertising your product and service. By using YouTube, Dailymotion, Vimeo and Vine video advertisements, they’ll be shown to the user before the video even starts to play; they can even be placed on the website and search results. Furthermore, this form of advertising also includes banners and advertisements that can be inserted as a video on a website; it is shown to attract double the amount of users than plain text or images.

REMARKETING

Remarketing is one of the best Internet advertising techniques for both small and large advertisers. Apart from being a form of advertising, it is rather a very good feature that allows you to create personalized advertisements. The advertisements will be shown to users who are previous visitors to your website but haven’t completed any conversion. it is mainly focused on Return on Investment. Therefore, it’s an option you should consider if a lot of users are leaving your site without buying anything.

Tips to improve the business through advertising

1.Healthy website

Make sure to have a good website. It should load quickly, have a good design and a good user experience must be guaranteed.

2.Design

Think hard about the words you’ll use, what visual elements you’ll emphasize and what calls to actions you’ll maximize. The amount of time you invest in designing your advertisement can multiply and even triple your results; don’t take this task lightly. make sure your logo is included in your advertisements, they coincide with your brand colours and are clear on what you want to transmit.

3.Clear and concise

Online advertising gives off a sense of urgency and this includes your ability to be concise and only highlight what’s important

4.Call to action

In order for your audience to perform a determined action, you must tell them. And this is where call-to-action, or CTAs, come into play. So always include them in your advertisements to entice your audience to click.

Categories
education

UNVEILING THE SECRETS OF DIGITAL MARKETING

(Based on my conclusions on digital marketing obtained from various sources)

Photo by Austin Distel on Unsplash

An Introduction to Marketing

Marketing involves the activities of buying and selling products. This system began from the existence of man where they followed barter system to exchange goods. Even today we are using an improvised version of this system to gain profit.

This is a proof to prove that in a world where human brain is being replaced by technology and a lot of jobs are getting vanished, the scope of marketing remains and will keep on increasing. Therefore we can say that marketing is a reliable vocation which when implemented in the right manner can produce a drastic chance in the economy.

Now coming to Digital Marketing, it is an improvised version of the traditional marketing system. This is one of the effective and reliable means where all the activities are conducted online. Anyone who understands the basics of marketing and has an internet connection and a computer can easily embrace this vocation. It never gets outdated.

Laws of Digital Marketing

Marketing is all about perception. A great product sells itself if the marketing of the product is done well.

Sending the right message to the right person at the right time will attract more customers.

“Instead of one-way interruption, Web marketing is about delivering useful content at just the right moment that a buyer needs it.”–David Meerman Scott

Keep your existing customers happy by communicating with them. This will transform them to life-time customers. These customers will become the brand ambassadors of your product and this will open the door to more customers.

Building a personal brand and capturing a position in the minds of the customers can also increase the traffic to your products. A strong brand does not need marketing, they always remain in the minds of the people.

* Advertising, copywriting and sales are some of the components of digital marketing.

Advantages of Digital Marketing

There are a lot of advantages for Digital Marketing. Here are some important highlights:

  • It works on the principles of human psychology.
  • Expense gives a direct return.
  • You can sell your own product.

How to evolve as a successful Digital Marketer

1. Choosing the right niche

Do a self-examination and Find out:

  • An area where you are comfortable.
  • The area into which you are passionate.
  • Where you can market yourself confidently.

The next step in developing as a digital marketer is to implement the CATT Marketing Funnel.

2. The CATT Marketing Funnel

This is a marketing tactic which is recommended to be used in order to attain the preferred aim or goal.

The equation for CATT is

Wealth = n^CATT ;

n is the niche. Narrower the niche more is the convenience. It is far more easier to compete with people in a narrow niche than a broader niche.

The revenue or the increase in the income of a digital marketer depends on the factors mentioned above.

C is the Content. It depends upon the quality of the content. The content must be beautiful, in the sense that it must be legible to every reader and engage them till the end. It must push the reader to make further steps.

A is attention. Content brings traffic to your page. Your niche should grab the attention of the customers out there. This can be performed with the help of SEO, SMM and paid ads.

T is Trust. Your services should enable the customer to believe in you. You can perform this by trip wires, marketing automation and retargeting.

T is Transaction. The last one is transaction where the leads get converted into customers with natural sales method.

“Content builds relationships. Relationships are built on trust. Trust drives revenue.”–Andrew Davis

3. Personal Branding

“90% trust peers on social networks (even strangers); only 15–18% trust brands.” –Danny Brown

Criteria for Branding

Be the only one. Chose a category and become a leader. Decide where to complete is half success. Even though there are lot of search engines, the one that comes to our mind is Google. The same is with online shopping websites, mobile phones and a lot more. You can only achieve this if you enter a competitive market and perform in your unique style.

Introduce a personal brand. Personal branding receives more fan base than any company. This is because people feel free to interact with people rather than company or brand.

How to evolve into a personal brand

Photo by Clark Tibbs on Unsplash

1. The first and the for most step is to learn a skill. You have to understand the concepts, remember the facts and practice the procedures.

2. Next, you have to work. Implement what you have learned into the real world, for planning is an act of imagination.

3. The next step is to blog. Writing blogs has a lot of advantages. It can bring income if it gets too much traffic. Continuous writing improves your style and enables you to be an excellent blogger.

4. Now you can be a consultant rather than working under your employer. You will be paid for your advice.

5. Next level is mentorship. Here you are consulting a group of people and getting paid for your guideship.

6. The next step is establishing your signature in the industry- startups.

Please note that these steps are linked together and never has an end. When you reach the last step- the startup, you will/must return to learning a new skill because humans will keep on learning till their death.

Content

Content is the major aspect of marketing. In the present world communication is only possible through digital world where the most frequently used medium to communicate is through writing articles or blogs.

Here are some tips to create effective content:

You shouldn’t choose to write in a versatile vocabulary. Stick on to simple, understandable language which should be void of grammatical errors. A person with basic language skills must be able to imbibe the idea that you are pointing out in your content.

You must be able to transfer your thoughts into written form effectively. The only way to improve writing skills is by practicing the basic language skills.

Photo by Green Chameleon on Unsplash

Write like you are having a face-to-face conversation with your client. You should be able to write as if you are answering the random questions that your client is asking you. This will impress your client and force him/her to continue reading your content till the end.

Begin your content by asking questions to which they themselves are having an answer. Like, a person might be thinking of learning digital marketing and you come across with a blog or an ad or an email asking “Looking for reliable courses to learn digital marketing?” or “ Are you willing to learn digital marketing with us?” will certainly attract the attention of people who are in need of the service provided by you.

Writing long articles will provide more clarity to the idea being focused. Short articles produce only a vague idea on the topic whereas long articles lay out all the possible explanations on the topic and thus providing a clear picture of the topic to the readers.

4.How can you implement Direct Response Marketing

Direct response marketing is what the name suggest. In order to track the amount of sales happening in your medium, you can rely on Direct Response Marketing. It is a response generated on an ad or a sales page which when clicked on a link by the customer, it leads to purchase of the product or to the landing page with a lead form.

“ Direct Response Marketing is a type of marketing designed to elicit an instant response by encouraging prospects to a specific action” — MarketingEvolution.com

Photo by Glenn Carstens-Peters on Unsplash

Most emails and ads contain links to it’s website or landing page which is the mechanism of Direct Response Marketing. By this method one can track the traffic and the conversion rate .

5. Integrated Digital Marketing

You might have experienced or heard of people complaining about receiving negative results from SEO or email marketing. This is due to the lack of integrating the different components of digital marketing.

Here, take a look at the picture below:

All these are interconnected and we can find that content is God. It is the basic component in digital marketing.

“Content is fire; social media is gasoline.”- Jay Baer

5.The Theory of Mass Trust

The Mass Trust is a theory implemented exclusively by digital marketing expert Deepak Kanakaraju.

This diagram explains the steps needed to execute to gain mass trust from your audience.

This is a circular system that never ends for learning is a never-ending process.

For more reference check out @digitaldeepak.com

BISWAJIT DAS

Books recommended for further reference