6.2 Digital and social media advertising

Digital and social media advertising revolutionized how brands connect with consumers. From search engine marketing to influencer partnerships, these channels offer unprecedented targeting and engagement opportunities.

Advertisers now leverage data-driven strategies across platforms like Google, Facebook, and Instagram. This shift has transformed the advertising landscape, enabling personalized messaging and real-time campaign optimization at scale.

Search and Display Advertising

Search Engine Marketing and Pay-Per-Click

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• Search engine marketing (SEM) involves promoting websites by increasing their visibility in search engine results pages
• Includes paid search advertising and search engine optimization (SEO)
• Pay-per-click (PPC) advertising charges advertisers based on the number of clicks their ads receive
• Advertisers bid on keywords relevant to their target audience
• Google Ads and Microsoft Advertising are popular PPC platforms
• PPC campaigns allow for precise targeting and measurable results

Display Advertising and Retargeting

• Display advertising uses visual ads (banners, images, videos) on websites, apps, and social media platforms
• Reaches users while they browse various online content
• Retargeting targets users who have previously interacted with a brand's website or products
• Uses cookies to track user behavior and show relevant ads across different websites
• Increases brand awareness and encourages users to complete desired actions (purchases, sign-ups)
• Programmatic advertising automates the buying and selling of digital ad inventory in real-time
• Uses artificial intelligence and machine learning to optimize ad placements and targeting

Social Media and Influencer Marketing

Social Media Advertising Strategies

• Social media advertising targets users on platforms like Facebook, Instagram, Twitter, and LinkedIn
• Offers advanced targeting options based on demographics, interests, and behaviors
• Includes various ad formats (image ads, video ads, carousel ads, stories ads)
• Allows for precise audience segmentation and retargeting
• Provides detailed analytics and performance metrics for campaign optimization
• Facilitates engagement through likes, comments, and shares

Influencer and Native Advertising

• Influencer marketing leverages individuals with large social media followings to promote products or services
• Influencers can be celebrities, industry experts, or niche content creators
• Builds trust and authenticity through personal recommendations
• Can take various forms (sponsored posts, product reviews, brand ambassadorships)
• Native advertising seamlessly integrates promotional content into the user experience of a platform
• Matches the form and function of the surrounding content (sponsored articles, in-feed ads)
• Aims to be less disruptive than traditional advertising formats

Mobile and Email Marketing

Mobile Advertising Techniques

• Mobile advertising targets users on smartphones and tablets
• Includes in-app advertising, mobile web ads, and SMS marketing
• Utilizes location-based targeting to deliver relevant ads based on user proximity
• Incorporates mobile-specific ad formats (interstitials, rewarded video ads)
• Requires responsive design to ensure optimal display across various screen sizes
• Leverages mobile-specific features (click-to-call, app install ads)

Email Marketing and Content Strategies

• Email marketing involves sending targeted messages to a list of subscribers
• Includes newsletters, promotional offers, and transactional emails
• Allows for personalization and segmentation based on user preferences and behavior
• Content marketing focuses on creating and distributing valuable, relevant content to attract and retain customers
• Includes blog posts, videos, podcasts, and social media content
• Aims to build brand awareness, establish authority, and drive customer engagement
• Conversion rate optimization (CRO) improves the percentage of website visitors who complete desired actions
• Involves A/B testing, user experience improvements, and optimizing landing pages