Key Promotion Channels in Digital Marketing

Digital marketing is actively developing, providing businesses with a variety of opportunities to effectively attract and retain their target audience. An important aspect of successful promotion is the correct choice of advertising channels, including social networks, search engines, and programmatic platforms. The decision on which strategy to choose when entering the programmatic advertising market is especially relevant: white label vs. private label programmatic solutions. In this article, you will learn about the most popular channels for online advertising and a reliable partner for development in the field of programmatic advertising.

Main Directions of Advertising in Online Promotion

The main objectives of Internet marketing, as well as classical marketing, are:

• attracting a client;
• retaining him;
• returning (if the client has already left).

The goal is to perform a target action.

Various Internet tools are used to implement Internet marketing tasks and achieve the key goal. In this article, we will consider one of the main tools of an Internet marketer – these are channels for promoting and advertising a business on the Internet. Let’s focus on the most popular ones.

Contextual Advertising

When opening a browser, users first enter the query they are interested in. If the entered queries are used for advertising on a particular site, then you, as a user, will see advertisements at the top of the search list marked “advertisement.”

Pros:

• quick setup and launch;
• maximum focus on the target audience;
• quick results;
• cost per click on ads, not viewing;
• simple monitoring of performance indicators (CPC, CTR, CPA, etc.)

Cons:

• short-term effect — if advertising is disabled, you will not have visitors from this channel;
• regular updating of advertising campaigns;
• the high price of the error of incorrect advertising settings.

Banner and Teaser Advertising

Advertisements placed on thematic sites, where the user has the opportunity to go to the advertised Internet resource. The ads are text, images, animations, and video elements.

Pros:

• maximum targeting;
• large audience reach;
• low click price;
• increased brand awareness.

Cons:

• difficulty in setting up advertising;
• need for constant monitoring of sites;
• conducting ad effectiveness testing.

Targeted Advertising

These are ads directed to the configured parameters of the target audience via social networks. In addition to targeting, you can set up retargeting — that is, show ads to visitors who have already been on the site and left (with or without a purchase).

Pros:

• detailed target audience settings;
• no need to have a website (there can only be a page on social networks);
• low cost;
• large coverage;
• different payment options (for impressions, for clicks, for sales, etc.)

Cons:

• low interest in the company and its offer;
• complexity in settings due to the huge number of parameters;
• ads are presented in the form of creatives (design + marketing);
• regular creative updates;
• constant monitoring of advertising campaigns and their adjustment.

Programmatic Advertising

Programmatic is a modern type of online advertising, which is an automated mechanism for buying advertising, similar to contextual advertising. It uses an auction model and covers a variety of online platforms to accurately determine the target audience.

Programmatic selects advertising for each visitor in real-time, adapting to their interests and behavior.

The fundamental difference between programmatic and contextual advertising is that the latter uses keywords. When a user requests, for example, “buy skis,” the search engine displays ads based on keywords. Then, using retargeting on external resources, the user is offered media advertising with offers to buy skis.

The principle of programmatic is very different: the user’s specific request is not taken into account. The system pre-determines broad interest in skis and displays the corresponding advertising.

Programmatic actively stimulates demand, including retargeting mechanisms and media advertising after the user interacts with the ad. Programmatic advertising is a promising direction. If you are thinking about launching a white label or private-label programmatic product, then Teqblaze can become your reliable partner.

Native Advertising

The user is provided with content within, for example, an informational article, where information about the brand is unobtrusively posted. At the same time, this information is not perceived by the user as advertising, since it is embedded in the content (article, post, video, etc.).

Pros:

• high efficiency;
• not perceived as spam.

Cons:

• high labor costs;
• non-standard placement format.

Advertising in Mobile Applications

Ads can be placed in mobile applications in banners, animations, videos, and mini-games. Most suitable for promoting consumer goods, as well as mobile applications, games, and services.

Pros:

• mass coverage;
• low cost of attracting traffic;
• ideal advertising format for testing and simple offers.

Cons:

• inaccurate target audience parameters;
• “cold” audience, a lot of non-targeted traffic;
• high probability of “draining” the budget without achieving results.

SEO

Search Engine Optimization (SEO) — optimization for search engines. By entering queries into a search engine, the user sees a number of offers of sites that match his queries (from the most relevant to the least).

The key task for a site is to respond to the user’s query as much as possible. In addition to well-developed texts and headings, the site must meet technical requirements and usability; otherwise, no matter how well-developed the content is, the site will not be on the first pages/search lines, and the user simply will not see it.

Pros:

• maximum targeted traffic;
• wide coverage;
• brand recognition;
• the ability to promote low-frequency queries;
• preservation of the result for a long period.

Cons:

• difficulty in forecasting, since there are no specific ranking conditions;
• maximum compliance of the resource with technical characteristics;
• the presence of formed demand;
• high competition with aggregators and marketplaces;
• high labor costs, since it requires the involvement of a number of specialists; 
• the result does not come immediately, as in the case of advertising.

Conclusion

Competent use of key promotion channels provides companies with significant competitive advantages and increases the effectiveness of marketing efforts. The strategic decision is of particular importance for companies planning to enter the programmatic advertising market: the choice between white-label and private-label programmatic solutions should take into account not only current resources but also long-term business development goals. If you are looking for a reliable provider of programmatic solutions launch services, we recommend paying attention to Teqblaze.