Digital advertising is so important these days since the majority of consumers can be found online. In fact, according to Google, 97% of consumers search for local businesses online. Recent reports are continuing to underscore the importance of online advertising now that it has surpassed traditional advertising methods in terms of spend. This gap only seems to be widening year after year.
What exactly is online advertising?
Online advertising is any kind of marketing that uses internet technologies to deliver ads. So technically this can include everything from your website to social channels, email and SEM. Specific types of online advertising include:
- Paid search advertising (also known as PPC)
- Social media advertising
- Native ads and sponsored content
- Banner and display ads
The benefits of online advertising
Online advertising has proven to be extremely profitable for both small and large businesses. Thanks to the internet, companies can be more strategic with their advertising dollars and reach the right people with the right message -- even with smaller advertising budgets. Other benefits include:
- Boosts website traffic quickly
- Better targeting options
- Easy to collect data and measure
Myths about online advertising
Despite the prevalence of online advertising, there are still some common myths that we want to clear up.
Myth #1: Online ads are spammy.
While some ads can look very spammy, your ads don't need to be. Online ads are only spammy if you are not prioritizing user experience. Take a step back and evaluate your ads just as you would any other piece of marketing. Do they look professional and communicate the most important information? The more your ad's message is targeted towards your audience, the better they'll perform.
Myth #2: Online advertising is a "set it and forget it" thing.
Online advertising is complicated, changes quickly, and needs several sets of eyes on it. Creative becomes outdated, platforms change their rules, and your business objectives and target audience even changes from time to time. For these reasons, you'll want to keep a close eye on your online marketing activities or hire a marketing agency to manage it for you.
Myth #3: Online advertising is all you need.
Marketing today requires a multi-touch strategy with each piece working in tandem with the other. While online advertising can be a great benefit to your business, make sure you have supporting pieces such as a user-friendly website, brand-compliant marketing collateral, and up-to-date social media to give your business the best advantage both online and offline.