What is advertising? When we talk about advertising we have to keep in mind that there are many different approaches. For example, it’s the user who never changes the channel (a non-channel surfer’). However, it’s also for the advertising agency that wins an award for their best executed campaigns. Additionally, it’s also for companies who use advertising in order to increase sales, create brand recognition or introduce new products/services into the market.
Advertising is defined by a set of strategies geared towards raising social awareness regarding certain products and services. However, not only does advertising address the fact that these products exist, but it also helps to give a company a certain reputational ‘brand’ in regards to the products or services they offer. Without the use of paid advertising, it would be incredibly difficult to achieve certain goals, such as subtly implanting a brand's high quality into the minds of consumers.
What is advertising and what is it used for?
Advertising can be simply understood as a paid form of communication through which companies publicize themselves through different mediums available within the market. However, given the quantity of advertising channels available to companies, there are many different types of advertising. Among the most prominent ‘offline’ mediums are: printed advertising, radio advertising, TV advertising, external advertising and direct advertising. Within the scope of paid online advertising are a great number of alternatives, including: videos, search engine ads, display ads, social ads, email marketing, etc.
The objectives a company has directly influences the kind of mediums they should utilize. One of the most important strategic stages in creating an advertising campaign is to come up with a media plan. This, along with measuring, is absolutely key in order to make the best decisions for the promotion of an image, brand awareness or company sales.
Some elements which, here at Cyberclick, we think are absolutely crucial to remember, in regards to advertising/online advertising, are:
- Advertising on Social Media. Where can we find our audience? The majority are on social media! This means we cannot leave social ads out from our advertising investment strategy. Remember, Google and Facebook are two of today’s largest advertising platforms within the digital environment.
- Advertising on Facebook. Facebook is the king of social media and, therefore, many companies will never forsake their Facebook Ads. With multiple campaign possibilities, different types of objectives and formats, a variety of audience segmentations and many other parameters available, we are able to precisely impact our target audience at the right time.
- Advertising on Twitter. Twitter offers a stable audience that is very focused on up-to-date info; Twitter Ads is currently one of the most interesting advertising platforms. For example, it is the first place where you can find all that is taking place in the world. Though it is true that user growth has more or less ‘plateaued’, the Twitter community is very active; a medium-high target, well trained and concerned with being in the here and now. You'll find that Twitter followers are very valuable for your company.
- Advertising on LinkedIn. LinkedIn is hands down the quintessential and professional social network on the global scale. The vast majority of executives and employees have their resumes posted online, often using them for networking opportunities. With LinkedIn Ads, you will find a target audience, well-segmented and predisposed to listen to your message. Naturally, the cost of these Ads are a bit higher than other social networks, but, they offer an excellent ROI in return.
- Advertising on Instagram. Instagram is the most en vogue social network right now. Millennials are very present and very active on Instagram, therefore, user growth will not slow down any time soon. Instagram Ads is the ideal advertising platform for any business with a target audience between 18 and 35 years old. Make sure to include Instagram Ads in your advertising strategy!
- Online Advertising Agency. Don’t know which agency to pick? You’ll want to know how each business works within the digital advertising sector. Keep this in mind as you learn more!
- Advertising Campaign. Texts, copies, pictures, videos, segmentations, advertising channels, native advertising, etc. These are all concepts commonly associated with an advertising campaign. These campaigns are understood to be a group of creations and ideas made with the aim of selling a product or a service.
- Online Advertising. OnlineAdvertising (sometimes referred to as "Digital Advertising) is the term we use to describe advertising on the internet. Discover the differences differences between traditional advertising and online advertising!
- Types of Advertising. There are many different ways to advertise within the world of advertising. Of course, one each one should be used at the right time within the user conversion funnel; each advertising format has its most effective position within the funnel (TOFU, MOFU or BOFU). In order to get to know the types of online advertising, and in which moment to best implement them, the best thing to do is to find out how they would work within the Funnel Advertising Methodology.
The design stage of the campaign, or the advertising strategy, consists of several different processes. Although companies that are not within the marketing sector don’t usually give much thought to this part, it would be very difficult to achieve the desired results without a solid, initial plan. Let's take a look at these strategies:
- Copy Strategy: in this process, the main idea of the campaign becomes defined. It should include the company’s objectives that will later be sent to the creative team. From there, the creative team will transforme the initial proposal into the final advertising content.
- Creative Strategy: Once the final product is obtained in the previous stage, it will be analyzed by the creative team in two phases. The first phase pertains to the content. This is what copies are for: backing and relying on creative and engaging messages aimed to convince/convert a consumer. The second phase deals with coding. In this process, the copy’s message is transformed into a final piece of art, potentially including images, videos, infographics, or custom fonts. This is all part of graphic design and is carried out by advertising creatives.
- Media Strategy: Though previously defined by the previous two steps, we still have to specify in which medias designed campaigns will be published. Everything depends on the desired reach and the segmentation a company needs. The most ideal thing to do would be to analyze all of the options up until the perfect plan is found.
The language of advertising
When a company knows for sure they want to invest in marketing, it’s not enough just to have the communicative message clear within a given strategy. Within the creative strategy, important codification practices are carried out which transform business proposals into stories with information to share. Furthermore, the language of advertising is very important in connecting with an audience. Even though the overall corporate goal is for clients to make a purchase, no one would ever post an ad that says “BUY ME”. Naturally, then, it becomes necessary to modify a proposal before sending it out into the market.
One way to achieve this modification is to create of a powerful company slogan. This is one of the best strategies within the market. Thanks to these strategies, an advantageous position within the minds of the people is earned. A good example is from a well-known American cell phone company, Verizon Wireless: “Can you hear me now?” Now, due in part to that simple, yet wildly effective and popular message, Verizon has won a top slot as one of the main cell phone carriers in the US when asked a question such as, “name the first three cell phone companies that come to mind.”
Other formulas specific to the language of advertising are in relation to music. Even though, right now, music is not overly utilized by companies, many of them have managed to remind their consumers of their brand through the use of catchy songs. A good example from the US is the Folgers Coffee jingle. Who doesn’t remember that one?
Differences between online and offline advertising
With the arrival of the internet came a series of marketing formats grouped into the concept of online marketing. As a matter of fact, one of the most important differences between advertising typologies is this: if the medium or format that a campaign uses is online (aka relies on the internet), we, naturally, refer to this as online advertising. Otherwise, we are talking about campaigns referred to as “offline” advertising.
A great advertising campaign depends on both online and offline formats in order to achieve its objectives. However, for a plethora of reasons (which we will delve into later), investments in online mediums and platforms has been growing over the last few years. Every time a company is asked about their advertising budget, they always confirm that, year after year, they are investing more and more online.
- Costs. Clearly, with all the diversity within the scope of online/offline advertising, generalizing is not really an option; there are cheaper options and there are more expensive options. However, generally speaking, online advertising can become more cost effective than more conventional campaign ads.
- Direct Conversion vs. Indirect Conversion. One of the most important differences within paid advertising between traditional means and the internet lies in the conversion rate. When online, a user is exposed to a campaign with which they can immediately interact. For example: they see an ad, click on it, go to the store and buy in a matter of minutes. This, however, cannot be accomplished with offline advertising.
- Metrics and Recruitment Methods. Digital marketing stats are incredibly precise and are able to obtain information rather easily; data from all users are accessible by the advertisers. In ‘offline’ campaigns, on the other hand, it is not possible to obtain this data. In fact, companies should also invest time/energy in calculating and estimating of their reach as occurs with TV ratings. Furthermore, online advertising can be drawn up/contracted almost immediately. In more traditional mediums, one has to allow more time.
- Adjustments in Real Time. Another advantage of the digital world is campaign adjustments over time. Using a specific analysis provided by metrics, a company that has opted for paid advertising content online can change the investment strategy in a matter of minutes.
- Reaching the Target Audience. Deciding which is “better” between reaching the target audience via online marketing or offline marketing is still up for debate. It’s true that for digital ads to reach people, the internet is a necessity. This could potentially be problematic for those who don’t have internet access. However, it is also true that online marketing allows for wide segmentation, capable of reaching said segments of a population considered to be the specific target. Offline mediums, however, offer the exact opposite. These ads are capable of reaching large numbers of people but without concrete filters.
Advertising is an absolute necessity for marketing companies. It is necessary to design strategies that are specifically designed for your products in order to make them known and to have solid brand recognition with consumers in your target market. As you have seen, this is not an easy process. For this reason, we recommend you entrust this work to specialists in the sector, who can offer you the best possible results!