Having already seen in previous publications the advantages of the main tools for marketing and communication that the network offers individually, it is time to talk about the Internet and its use in these areas in a general way.
In this article I am going to make a broad comparison between online and traditional advertising, proceeding to detail the potential of this medium as an advertising phenomenon and the reasons why it is displacing other traditional media that had usually been protagonists without discussion within the sector. What are traditional advertising and digital advertising for? Companies are constantly searching for the most effective way to communicate with their target audience. Your intention is to reach the largest number of potential customers with your messages. The objective is to enter the mind of the consumer and motivate him to take over your products and / or services and also to make recommendations to his close circle. Currently, the Internet and online advertising have become the best platform to achieve this objective, relegating traditional advertising in graphic or audiovisual media to the background. Advertising, both traditional and carried out on the Internet, allows reaching a large number of potential consumers but, in my opinion, the classic advertising with which we have been bombarded since we can remember is so seen, exploited and saturated which is extremely intrusive to us, bores us and overwhelms us to such an extent that our first impulse as soon as we see it is to take the remote control of the television and change the chain, quickly turn the page of the magazine or newspaper that we are reading or wish it to end quickly the advertising spot and have them put on your favorite song while you listen to the radio. Online advertising is usually more innovative, bidirectional at times, involving the user to such an extent that he even goes in his search when he feels the need to search for information about a product and / or service that he intends to acquire or directly to acquire it quickly. And simple. Advantages of digital advertising Here are some of the greatest advantages that can be enjoyed with the use of the Internet and new technologies in current advertising: Low cost Advertisements for the Internet are simpler and faster to create than traditional ones and are therefore considerably cheaper. For a contained investment we can carry out an online plan and have a digital presence reaching a large number of users, something unthinkable in any traditional medium. There are even free tools to develop a campaign and monitor it, or the possibility of investing only based on the objectives we want to achieve using pay per click, where if there are no visits there is no cost, which guarantees us a return of investment (ROI) high and shows us the enormous potential of the network. Speed Except for the intention of carrying out a large online campaign, making use of creativity and the appropriate tools (programs, servers ...) it is possible to obtain and publish online advertisements in a few minutes, something impossible in conventional media. Coverage Being available 24 hours a day, Internet advertising offers the possibility for a company to have constant visibility and accessibility to the offers and / or promotions of its products and / or services for anyone, anywhere in the world and anywhere. moment. Flexibility Advertisements for the Internet are easily and quickly updateable and modifiable to optimize results, being able to reverse a specific negative trend and the user to react in favor of the company, something impossible in a traditional medium where to configure a change or adapt a strategy a considerable time and additional expense. From an ad on the network we can link the user to another from the same campaign and even a different one with just one click, so flexibility is total. Variety of formats Unlike conventional media, which are autonomous, a multitude of file formats converge on the Internet (audio, video, photography, text ...) and with the growth of technology and digital platforms the possibilities of online advertising are practically endless. Segmentation In online advertising, it is essential, and one of its strengths, the possibility of dividing the target market into internally homogeneous groups and heterogeneous with respect to the others, with the aim of increasing the precision in the strategy that is going to employ. Unlike conventional media, the Internet goes beyond mere geographical segmentation (country, area, region, municipality ...), where the service and / or product can be perceived and / or consumed differently at each point and it is important to know the differences to adapt the strategy; or demographic (age, sex, nationality, marital status, educational level, occupation, income…), where the variables that influence the consumption of the product or service must be taken into account. The network offers the possibility to the advertising company to also segment psychographically (personality, lifestyle, social class, ideology, beliefs, values, interests, concerns, tastes, opinions ...), allowing to know the reaction of a specific profile towards his environment, deepening and getting in touch with his emotional part; or by their behavior (consumer attitude towards the product, the benefit they are looking for in it, level of use ...), allowing to discover the way in which the consumer uses the product and the habits associated with its consumption. It is even possible to segment by a multi-attribute, with the aim of grouping criteria that form a segment and creating groups that adapt more precisely to the profile being sought, which shows the enormous potential of online advertising compared to conventional advertising. Interactive and bidirectional One of the strong and attractive points of online advertising is the possibility that the user has to go from mere receiver to transmitter and transmit their own ideas. The possibility of obtaining immediate responses and / or reactions from users to the company's messages is an advantage that, well managed, can lead to strong sales because the data obtained allows the company to carry out psychographic and / or behavioral segmentations that Apart from allowing users to be grouped into locatable segments who know where to find them, they offer the possibility of knowing what to say to them and in what way, thus allowing the campaign to be managed based on that information. Reliability Gone are the fear or disbelief about advertising on the network, even the helplessness and feeling of vulnerability to the harassment of messages like advertising spam that fill the mailbox. The current Internet user opens the promotional emails and clicks on the different advertising formats to know the offers of the companies and if he considers them beneficial, he shares them with his circle, making them viral. Effectiveness The emergence of social networks has elevated Internet advertising to levels that conventional media cannot even dream of. Social networks, especially Facebook and Twitter, amplify advertising messages to such an extent that they allow reaching users who otherwise would never have been reached with the advertising of a company. Currently, advertising messages are magnified by the user himself, so their effectiveness is measurable in exponential terms. Measurability Online advertising has strict, immediate and reliable results measurement processes that allow us to know the impact of a campaign on the Internet, something that conventional media cannot guarantee. The purpose of the measurement is to obtain the return on investment (ROI - return on investment): the profit or profit obtained in relation to the investment made in online advertising actions. ROI is expressed as a percentage and the higher it is, the more profitable the campaign is. Its obtaining formula is the following: income - expenses / expenses x 100. This section is especially relevant due to the advantages offered by online advertising over traditional advertising due to the immediacy and accuracy in obtaining results and therefore I am going to analyze it in depth. It is essential to know the key performance indicators or KPIs (Key performance indicators) that determine if an action has been successful and if the proposed objectives have been achieved. Digital advertising metrics Below I am going to show some of the most important metrics to measure the success of an online advertising campaign: Traffic: Number of visits obtained by a website in a given period of time. Impressions: Number of times the same ad is seen by a user. Unique users: Number of different users who visit a website in a given period of time. Unique impressions: Number of unique users who have seen the ad. Frequency: Number of times that the same ad has been presented to the same user. Obtaining formula: number of impressions / number of unique impressions. Bounce rate: Indicates the percentage of users who visit a website after having viewed only one page for a few seconds (usually 30). Obtaining formula: number of visits that view only one page of the website / number of visits to the website. Conversion rate: Measures the relationship between the number of visits to a website and the number of commercial transactions or conversions carried out (providing data, closing a sale ...). Obtaining formula: number of conversions / number of visits. Churn rate: Indicates the percentage of users who unsubscribe from a website in a given period of time. Obtaining formula: no. Customers who unsubscribe in the period / no. Customers at the end of the period. Cost per click (CPC - cost per click): Indicates the amount paid for each click of a user on an ad that links to a specific page of a website. Obtaining formula: cost / number of clicks. Click through rate (CTR - click through ratio): Measures the percentage relationship between the number of clicks and the number of impressions. Obtaining formula: number of clicks / number of impressions x 100. Cost per thousand (CPM - cost per mille): It is the basic unit of purchase and sale of the advertising model and indicates the cost of every thousand advertising impressions. Obtaining formula: cost / number of impressions x 1000. Cost per thousand effective (ECPM - effective cost per thousand): Indicates the real performance of the marketing of each thousand impressions obtained on a website. Earning formula: total revenue / number of impressions x 1000. Cost per contact (CPL - cost per lead): Price paid by the advertiser for each qualified contact or user who, having shown repeated interest in a product or firm intention to purchase, registers or provides their data in a space they own. Obtaining formula: cost / number of conversions. Cost per action (CPA - cost per action): Price paid by the advertiser when a user carries out a certain action (fill in a form, buy ...). Obtaining formula: cost / number of conversions. Cost per acquisition (CPA - cost per acquisition): Indicates how much money the advertiser pays to obtain a customer, for having made a sale in a given campaign. Obtaining formula: cost / number of clients obtained in a given period of time. Cost per view: Price that the advertiser pays each time a user views the campaign video. Obtaining formula: cost / number of views. Average revenue per user (ARPU - average revenue per user): Average revenue obtained per user in a given period of time. Obtaining formula: income / number of users. Special mention should be made of voice participation (SOV - share of voice): Number of conversations about a company in relation to the total number of conversations within a sector and in a given period of time. This data allows analyzing the management of the company's online reputation and the return on emotional bonding (ROE - return of engagement): the interaction achieved with users on social networks in relation to the time and money invested, which is measured according to comments, retweets, favorites, likes ... The Internet is the largest commercial showcase that exists today and a company cannot ignore advertising in this medium if it wants to achieve full growth, although, like everything else, it also has its disadvantages and, although there are few, it is necessary to know them so as not to incur in them. Risks of digital advertising Below I expose some of the risks and disadvantages that must be taken into account today when making use of the Internet and new technologies to advertise: Slowness Online advertising, by competing with a with a number of advertising messages significantly higher than conventional advertising, produces less rapid effects on the consumer than the latter. Limitation Unlike conventional advertising, where practically all homes have television as the dominant medium, all vehicles are equipped with radio and the press or magazines are easily accessible from any bar or commercial establishment, this type of advertising only reaches users that have the possibility of Internet access. Although with the current strength of the network and, above all, with its mobile capacity, having adapted perfectly to telephony, tablets and other portable supports, it is a risk with every day less weight. Dangerousness Despite the fact that security in the network has increased at the moment, risks such as "phishing" or identity theft, where confidential information (passwords, credit card details ...) is acquired fraudulently, commonly via email or messaging instantaneous, are present in the daily future of every consumer who lends himself to using the Internet as a means of purchasing products and / or contracting services of any kind, so extreme precautions must be taken so as not to fall prey to acts of cybercrime . Saturation This is perhaps the biggest risk to be reckoned with, because, as in traditional advertising, the proven effectiveness of online advertising techniques has resulted in being increasingly exposed to a fairly high number of messages. advertising. This oversaturation makes the user be more and more selective, which is why digital strategies require more and more creativity in order to arouse their interest. With this point I conclude this comparison, trusting that you have internalized the enormous potential of the Internet for the commercial interests of both SMEs and large brands. Website: Rankheal.com Follow Us Youtube Gravatar Wordpress Tumblr Weebly Diigo Toodeldo Flickr Trello Nimbus Note Evernote Bitly Shutterfly Jigsy Skillshare Bloglovin Netvibes Google Drive Blogger PearlTrees Quip Postach Dropbox Behance Strikingly About.me
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