Digital media advertising includes options such as search engine marketing, content advertising, display advertising, search engine optimization, social media, email marketing, and mobile marketing. These methods allow businesses to promote their products and services through various digital platforms.
One of the main devices for digital media advertising is the Internet, which offers advertising options such as search engine marketing (SEM), content advertising, display advertising, search engine optimization (SEO), social marketing and email marketing. Another type of media type advertising widely used is with the use of a mobile device, for text message ads or mobile marketing.
Search engine marketing is also referred to as pay-per-click advertising. These are text ads that run at the top, side and bottom of the page when someone searches using their favorite search engine. When an Internet surfer clicks on the text ad, the company placing the ad is charged a commission, which is why it is referred to as pay-per-click.
Content ads are digital ads, which can be text or banner ads, that are placed on the same page as the relevant content. For example, if the Internet researcher is reading an article about starting a business website, a content ad might include a web hosting company and a text ad for website designers. Because the ad reader is interested to the topic contained in the content, the ads are related to the topic as the elements complement the content.
Display ads are usually graphical banners or buttons on a web page. Some banners are static, while others are animated or dynamic. Banner or display ads tend to be relevant to the content of the web page they are on as well. For example, a marketing consultant website might include a banner or display ad promoting a contact management system to manage email campaigns and online marketing efforts.
Search engine optimization is digital media advertising that focuses on the use of relevant keywords in the content shared by a business. Keywords should be words, terms and phrases that an internet searcher would use to find the product or service that the company is selling. Companies can use SEO efforts in copy on the company website, pay-per-click ads, articles the company posts online, online press releases the company posts, and any other content the company posts online. SEO helps the business website rank higher in search engines which also tends to increase traffic to the business website.
Social media is another form of digital advertising. There are several subgroups of social media advertising. Businesses have the ability to place text messages or display ads on social networks, or businesses can use the update and share features on social networks to promote their products and services. Companies can even enlist fans and followers to help them promote business and spread the word, turning word-of-mouth advertising into digital media advertising.
Email marketing is another form of digital advertising. When someone signs up to receive email communications from a company, the company has the right to send emails to subscribers. Emails can share relevant content or information, or emails can promote a product or service.
With more and more consumers carrying and using mobile phones, especially smartphones, businesses are also turning to mobile marketing as a form of digital media advertising. This type of advertising sends text messages as advertisements and promotions to the person’s mobile phone. Some mobile ads also appear alongside phone applications used by phone users. For example, if a consumer is playing a game on their mobile phone, a digital ad may appear at the top or bottom of the game board or on the screen between game rounds.
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