Digital Promotion Tools and Digital Advertising

The days when advertising was distributed only by offline means are over, and traditional online advertising tools are evolving into complex strategies. Today, digital channels of communication with the audience and increasing sales are at the peak of popularity.

The table shows statistics from ACAR on the volume of advertising in the means of its distribution in the first half of 2018. Here we can observe that the share of advertising on the Internet is significantly ahead of the TV segment. If you also compare the dynamics for the previous period (from 2000 to 2017), you will notice that this segment is growing rapidly. Such trends need to be used to the maximum in business promotion.

Digital marketing is a complex of digital methods of communication with clients: the use of smartphones, laptops, tablets and other digital advertising media as a means of promotion.

The difference between digital marketing and internet marketing

The concept of digital marketing is broader than online marketing. Internet marketing includes only promotion on the Internet – improving the position of the site, context or display advertising, working in social networks. Digital marketing, in addition to Internet channels, also uses offline promotion on any electronic medium outside the Internet.

Digital marketing has many channels. For each client, those are selected that make it possible to establish a strong two-way relationship between the company and the client and provide an increase in profits. Digital marketing involves the complex use of tools.

Services of the Internet digital marketing segment

• Contextual advertising – implies displaying advertisements depending on the content of the page.
• SEO – work on the position of the project in the search results.
• Display advertising – creation and placement of banners and video materials on news resources, thematic portals and search engine results.
• SMM – driving traffic and interacting with the audience on social networks.
• Targeted advertising on social networks – showing advertisements to the target audience, which is determined in accordance with the selected targeting parameters.
• SERM – customer reputation management in the Internet space: working with reviews, neutralizing negativity, generating positive reviews and news feeds.
• E-mail-mailing – automated mailing of messages to e-mail according to pre-compiled scripts.
• Website development – creation of Internet resources capable of fulfilling the current marketing tasks of the company
• Adaptation – correct display of the site on all types of mobile devices.
• Redesign is the improvement of the current design and the development of a new one that allows you to effectively solve business problems.
• UX is a set of measures to help identify interface problems and implement solutions to fix them.
• Technical support – a service to support, maintain and develop the functionality of the site.
  Comprehensive performance – creating personalized advertising messages for different target audiences, working to increase loyalty, leads and sales, to promote new products and services, to achieve measurable results in a short time by managing digital marketing tools throughout the strategy cycle.

What does digital marketing give?

1. Digital advertising technologies enable businesses to gain both online and offline customers.
2. Special services provide collection of detailed information. Analysis of the information received allows drawing conclusions about the effectiveness of advertising campaigns and making clear portraits of the end consumer.
3. It is an effective strategy for increasing brand awareness, building loyalty and improving the company’s reputation.

Stages of developing a marketing strategy

1. The first priority when using digital marketing tools is strategy development. Below is an example of its step-by-step compilation:
2. Setting the goals for an advertising campaign. They should be presented in the form of precise digital values ​​- for example, increase the conversion of the site by 10%.
3. Determination of the target audience of the advertising campaign. It is important to accurately identify the target audience of the promoted products and services.
4. Determination of the competitive advantages of goods and services that will be promoted. They will have to be broadcast in all digital messages. Also, at this stage, the weaknesses of the product / service are identified – all this together constitutes a SWOT analysis.
5. Selection of distribution channels for advertising messages. As a rule, it is advisable to select several priority channels.
6. Determining the budget and timing of digital campaigns, developing a system of performance indicators for each channel separately.
7. Analysis of the results and making adjustments to the strategy.

Digital agency activities

Agencies in Texas and other cities working in the field of digital promotion provide the following services:

• creating a comprehensive digital promotion strategy;
• website development from scratch, elaboration of their design, promotion with the help of contextual and media means;
• advertising communication with potential and existing customers in the online environment and social networks;
• analytics of data about users, their behavior, intentions, goals and adjustment of the advertising strategy based on the data obtained.

Digital agencies have advantages over conventional advertising agencies. Possessing the full range of digital tools, marketers of such companies can select the most effective goals for a client or use several digital technologies together. The goal of digital marketing is not only to influence the user on the Internet, but also to transfer potential customers from the offline environment to the online one.

Since online advertising is now one of the leaders in the advertising market in US, we can conclude about the effectiveness of using digital channels as part of a strategy to increase sales and communication. By following the chosen strategy, you will be able to gain a solid position in the consumer market.