Online marketing delivering traffic to your website
These days there are not many businesses that do not rely on their website for generating new leads.
Whether you drive traffic to your website using offline advertising such as adverts in magazines or digital using online advertising, your website will be the first point of contact for new prospects.
Indications are that digital advertising spend will continue to grow during 2017 and with mobile ad spend overtaking desktop in 2016, it is clear where media budgets are going to be focussed in future.
Online advertising provides many benefits over traditional press, radio and TV:
Online advertising includes social media websites that now incorporate advertising and offer multiple choices of ad formats depending on what you are trying to achieve.
As with the selection of traditional media in the past, choice of digital advertising media depends on your target audience, the business sector you are in, what you want to achieve and your budget.
The digital advertising platforms that are currently leading the way are Google Adwords, Facebook and LinkedIn. Other platforms include Twitter, Instagram, WhatsApp, Pinterest and Snapchat.
Overview of the most popular online marketing channels
Google advertising
Print advertising is still relevant and can have a place in your overall strategy as the web becomes more crowded and competitive. However, the flexibility, speed and ability to track conversions makes online advertising so much easier to justify and demonstrate a return on investment.
Mark Langston
Whether you drive traffic to your website using offline advertising such as adverts in magazines or digital using online advertising, your website will be the first point of contact for new prospects.
Indications are that digital advertising spend will continue to grow during 2017 and with mobile ad spend overtaking desktop in 2016, it is clear where media budgets are going to be focussed in future.
Online advertising provides many benefits over traditional press, radio and TV:
Targeted to your particular market sector- Higher conversion rates due to accurate targeting
- Measurable results, cost per click and conversion rates
- Geographic areas can be selected from local radius to worldwide
- Immediate delivery of traffic to website for information, services or product sale
- Cost effective, usually pay per click (PPC), pay per action (CPA) or pay per view (CPM)
Online advertising includes social media websites that now incorporate advertising and offer multiple choices of ad formats depending on what you are trying to achieve.
As with the selection of traditional media in the past, choice of digital advertising media depends on your target audience, the business sector you are in, what you want to achieve and your budget.
The digital advertising platforms that are currently leading the way are Google Adwords, Facebook and LinkedIn. Other platforms include Twitter, Instagram, WhatsApp, Pinterest and Snapchat.
Overview of the most popular online marketing channels
Google advertising
- Page one position on Google for your most effective keywords
- Only pay when someone clicks on your advert
- Write, change, test and monitor your adverts
- Set up negative keywords
- Target your advert to a geographic area or specific radius
- Set your daily budget
- Remarketing through Google’s display network
- Turn campaigns on or off at any time
- Flexible advertising formats depending on your goals
- Goals include page likes, post likes, offers, show products or services, clicks to your website
- Measurable results
- Choose your audience by geographic area and demographic
- Set your budget and duration of advert
- Only pay when someone clicks on your advert
- New, so fewer competing adverts
- Ability to target specific job titles, functions and industry sectors
- Variety of advert formats
- Set your budget and duration
- Only pay when someone clicks on your advert
Print advertising is still relevant and can have a place in your overall strategy as the web becomes more crowded and competitive. However, the flexibility, speed and ability to track conversions makes online advertising so much easier to justify and demonstrate a return on investment.
Mark Langston
