Digital advertising allows you to put your business in front of your target audience, increasing your chances of grabbing their interest and turning them into loyal customers.
In this beginner's guide, we'll walk you through the different types of digital advertising, their importance and how Feefo reviews can support your digital efforts.
What is digital advertising?
Digital advertising is a marketing strategy that leverages online channels to promote products or services. In today's digital age, it allows businesses, both large and small, to reach and connect with their target audience.
Digital advertising comes in various formats, like search ads, display ads, video ads, and social media marketing. These options enable you to tailor your messages and strategically reach your audience in the online spaces where they are most active.
The Different Types of Digital Advertising
Digital advertising comes in various forms, each serving unique purposes. Here are the most common:
Search Advertising
Search ads – also known as PPC (pay-per-click) – are text-based advertisements that appear in search engine results when users type in specific keywords.
As users are actively searching for a specific product or information, search ads excel at reaching people with a strong intent to buy.
Display Advertising
Display ads, commonly seen on websites and mobile apps, are graphical advertisements that promote a product or service. They come in a variety of different formats, from banners and images to animations, videos, and even audio.
They're great for grabbing the user's attention to increase brand awareness. Plus, they can be targeted to appear on specific websites or in front of the people who are most likely to be interested in what you're advertising.
Video Advertising
Video adverts are short video clips used to advertise on websites or social media like YouTube and Facebook.
They can engage users at different stages of the customer journey funnel, from initial awareness to the crucial conversation stage. In fact, Wyzowl's 2023 Video Marketing Statistics reported that 87% of consumers surveyed said watching a video has convinced them to buy a product or service.
Social Media
Social media advertising involves promoting products or services on platforms like Facebook, Instagram and TikTok.
These advertisements can also be tailored to specific demographics, interests, and behaviours. This allows you to pinpoint and engage with the people most likely to be interested in what you offer.
The Importance of Digital Advertising
You can guide your audience along the customer journey
With digital adverts, you can strategically place your content at different points along the customer journey, from awareness to advocacy.
Tailoring your messages based on factors like past brand interactions and purchase history can help nurture potential customers and create opportunities for engagement and conversion.
The different digital advertising formats can align with different customer journey stages. Here's how:
- Search (PPC): These users have the highest interest level as they actively search for the products or services you offer. User intent is often clear from search terms like 'buy', suggesting they're ready to make a purchase.
- Display: Visual adverts help build brand awareness and allow you to re-engage people who are already interested, moving them through the customer journey.
- Video: Short videos can target your audience at most customer journey stages. They can capture users' attention, increase awareness of the brand, push them to learn more about what you offer, or even encourage them to share the content.
- Social Media: Social media adverts can increase awareness and consideration due to the engagement potential. Users often also have high purchase intent; they may be actively browsing, researching, and discovering products and services that align with their interests and needs. You just need to identify your target audience and choose the channels where they will most likely be found.
It can be cost-effective
Unlike traditional methods like TV and radio adverts, digital advertising offers smaller businesses the advantage of reaching their target audience without breaking the bank.
Strategies like PPC allow for precise budget allocation and enable businesses to fine-tune their approach if the initial results fall short of expectations.
When done right, digital advertising can be a cost-effective way to engage with potential customers.
It’s easy to measure
Unlike traditional methods, which often lack precise measurement tools, digital marketing offers a clear advantage in terms of tracking results. Using platforms like Google Analytics, you can track various metrics, including clicks, impressions, and conversions, in real-time.
This can not only save you money but also enable you to make informed decisions and refine your strategies for improved performance.
You can target specific people based on their interests
Whether it's through social media platforms, search engines, or other online channels, digital advertising offers direct targeting options. You can pinpoint your ideal audience by factors like demographics, online behaviour, and even their expressed interests.
This precision ensures that your messages resonate with those most likely to engage with your brand, ultimately driving better results for your advertising campaigns.
You can adapt your strategy as you go
Unlike traditional advertising methods, where changes can be costly and time-consuming, digital advertising allows you to make real-time adjustments to your strategy.
A/B testing is a prime example of this flexibility. You can run multiple variations of an ad simultaneously, testing different elements like headlines, images, or calls to action. By analysing the performance of these variations, you gain valuable insights into what resonates most with your audience.
This approach empowers you to refine your advertising strategy as you go. If a particular ad type isn't achieving the desired results, you can quickly pivot and allocate your resources where they'll be most effective. This adaptability not only maximises your campaign's impact but also ensures that you're making the most out of your budget.
How can Feefo reviews support your digital advertising efforts?
Online reviews have a significant impact on consumers' purchasing decisions. According to our Brand Perceptions Report, a staggering 55% of individuals cite online reviews as their primary influencers when researching or shopping for products and services online. Plus, 38% of consumers are influenced by websites and digital experiences.
For businesses looking to maximise the impact of their digital advertising efforts, incorporating Feefo reviews into their strategy can prove highly effective. Showcasing verified reviews from satisfied customers can enhance the credibility of your brand and products. When potential customers see that others have had a good experience, they're more likely to trust your advertisements.
To learn more, read our guide on how Feefo reviews can work for your business.
Start collecting customer feedback with Feefo
To learn more about how Feefo reviews can support your business and enhance your digital advertising efforts, get in touch with our team of experts today.
