ONLINE ADVERTISING is an advertising tool used by companies to promote their product or service through internet. In recent years, online advertising has gained immense popularity. People spend a significant amount of their time surfing the internet. Therefore, the companies have started using the online platform to reach their potential customers. Let us discuss the types of online advertising in detail.
SEARCH ENGINE MARKETING
Search engine marketing is used to increase the visibility of a website in search engine results pages. When you search the best sports shoes, you will find after your search is loaded, on the top there will be some SPONSORED shoes of certain brands that you didn't even mention in your search. These are the sponsored ads for which brands pay a lot of money. GOOGLE is the primary reason behind the rise in popularity of search engine marketing. Search Engine Optimization improves a website's organic search rankings by increasing the website's content relevance with the help of keywords.
SOCIAL MEDIA MARKETING
It refers to the promotion done through social media websites. People spend most of their leisure time on Facebook, Instagram, Snapchat, Twitter. To reach the customers, companies advertise their products on these platforms. Sponsored posts are also a part of Social Media Marketing. For instance, you search for a new set of headphones on AMAZON and after surfing for some time you exit the website. After some time, you will discover that the product you viewed or added to your cart will follow you everywhere. Whenever you open Instagram, Facebook, Twitter or SNAPCHAT you will see that product under the category SPONSORED.
EMAIL ADVERTISING
It is another form of online advertising in which promotional emails are sent to potential customers. In most cases, the marketer seeks permission from the recipient prior to sending the emails. One can also unsubscribe from such emails at any point of time. Advertising through emails presents great business opportunities as a large part of the world population has an email ID and even checks it frequently.
DISPLAY ADVERTISING
Display Advertising communicates its message through text, photos, videos, animations. Web banners displayed within a web page are an example of display advertising. Pop-ups and floating ads are also types of display advertising. Marketers collect the data of a user from different websites and they identify the user's interests to display the ads accordingly.
AFFILIATE MARKETING
When third parties generate potential customers for a brand, it is called affiliate marketing. The third parties are called affiliates. The affiliates receive a commission on the basis of number of products sold through their promotion. The affiliate recommends a product or service through his blog, social media account or website and he earns a commission every time a customer purchases the product from the unique link of the affiliate.
CONTENT MARKETING
It refers to creating and sharing online material such as blogs and videos to acquire and retain customers. The information can also be in the form of news, e-books, case studies etc. Content marketing does not explicitly promote a brand but is aimed at stimulating interest in its products or services.
CONCLUSION
To conclude, it can be said that online advertising is the present and future of advertising. The businesses that do not have online presence in today's era find it difficult to survive in the market. Although online advertising can prove to be expensive at times, but the numerous benefits it brings to the business overshadow that drawback. Online advertising is the best means to reach a large audience in a short span of time. With the help of online advertising, companies can easily identify their target customers and promote their product.
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