Paid Media Advertising: Definition, Types, and Strategy

Paid media advertising is that part of marketing and advertising that requires the purchase of ad space to promote a brand to larger audiences. Brands pay for content promotion to spread their message to audiences, at scale. Paid media advertising is part of a brand’s strategy to increase traffic, sales, and conversions through clicks, and ultimately increase revenue. Continue reading for details.

Paid media is marketing that you pay for. Paid media includes TV ads, print advertising, sponsorships, and other types of media.

In digital marketing, paid media includes pay-per-click (PPC) ads, paid social media ads, and search engine marketing (SEM).

Why is Paid Media Advertising Important?

Paid media is considered to be essential in a complete digital marketing strategy. Different from inbound marketing, paid media allows you to instantly get in front of your target audience and engage them where they are already spending their time.

Paid media is when a small business pays for placement on a platform such as a website, a search engine, social media, video ads, website pop-ups, newsletters, etc.

By using paid media, you can reach audiences that may never have discovered you on their own. Examples include; Paid search results, Facebook and other social media ads, Newsletter sponsorships, Influencer marketing, etc.

Types Of Paid Media Advertising

The concept of paid media has evolved to become the structured, multifaceted operation it is today. In this section, we’re digging into the various ways you can promote your brand through paid media. Here are the top five types of paid media.

Paid Social Media

Probably the most popular of the lot, paid social media needs no introduction. We see it in our everyday lives while scrolling through social media platforms.

Almost every social platform now offers paid options, where you can pay to publish ads for platform users to see, depending on their interests, behavior, demographics, location, etc.

Facebook, Instagram, YouTube, LinkedIn, Twitter, Snapchat, and Pinterest are the top-performing channels for paid social ads.

Each offers a business account that lets you create ads, or boost existing posts. Some even let you prompt users to message you, like your page, and help you get more leads and site visitors.

Instagram, TikTok, and Snapchat are also known for influencer marketing where an influential user is approached to promote brands/products to their loyal followers and fans in the brand’s niche.

Influencers are paid a negotiated amount or a percent of the sales, or some even accept gifts and goodies in return for a post about the brand.

Search Engine Ads

These include Pay-Per-Click (PPC) and Pay Per Impression (PPI) ads. PPC are those ads that appear on a publisher’s/media owner’s site but the advertiser is charged only when a user clicks on it.

These ads appear on search engine results pages almost like a native ad at the top, with an indication that it is an ad.

They also appear on websites and blogs on the top, left, or right panel – or even at intervals within the content itself.

To effectively use PPC, you will first need to identify the relevant keywords and ensure the bid amount is reasonable enough not to impact your return on investments negatively. Executed correctly, your PPC ad can guarantee you pay for high-value customers with a good chance of converting.

PPI ads are charged each time your ad is displayed on a site, irrespective of interaction or being clicked upon.

They are usually charged per thousand impressions, also known as CPM, as mentioned above. PPI ads can be cost-effective if your ad gets clicked on in addition to simply receiving an impression when compared to CPC ad prices.

Banner Ads

Banner ads, also known as display ads and web ads, are usually visual, image-based ads that show up on websites for a limited period and leads the user to the advertiser’s site or a specific landing page. This type of ad is embedded into the publisher’s website in the form of an image or gif.

The performance of the ad is recorded by its click-through ratio, that is, the number of clicks that come through to the targeted landing page from the publisher’s site divided by the number of ad impressions.

Native Ads

Native ads are those visual or text ads that match the design, typeface and look of the website they are on.

They show up on publisher websites as In-Feed, Sponsored/Recommended Content, Search & Promoted Listings, Promoted Stories, and so on. This type of ad also includes advertorials that inform and influence conversions.

According to Outbrain, native ads get 53% more attention than display ads. This is because ad fatigue doesn’t set in, and the ad doesn’t stand out as a purely commercial piece of content. Native ads are popular across social media channels such as Facebook, Twitter, and Instagram.

OOH and DOOH

Out-of-home (OOH) advertising and digital out-of-home (DOOH) advertising reach users while they are outdoor and in public spaces.

OOH has been a part of traditional advertising to reach users while they commute, shop, etc. via billboards, posters, bus shelters, benches, cinemas, etc. This channel of advertising had no digital or programmatic involvement.

DOOH has taken OOH to the digital realm with in-store kiosks, digital billboards, digital signage, display screens, etc.

The DOOH ad process is becoming more valuable today owing to increasing capabilities and effectiveness.

The ads are no longer a printed banner but a neon board with fully functional screens that can even be interactive. DOOH is also programmatic, making it easier to use and measure.

Paid search enables brands to connect with consumers at the exact moment they are actively searching for information related to their products and services.

Paid media advertising can be leveraged to increase the effectiveness of content marketing, boost your online presence, and drive business performance.

We hope this was useful to You. Do you have questions about the subject? Don’t hesitate to reach out and ask us. Kindly share and subscribe to our content.

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Emmanuel June 3, 2021 0 Comments

Email Marketing: Definition, Strategy and Benefits in Digital Marketing

Email marketing is basically the use of email to promote products or services while developing relationships with potential customers or clients. It is essentially direct mail done electronically instead of through the postal service. Learn about the perks of email marketing, methods do it right, and how it compares to some other forms of marketing. Keep reading for more information.

Did you know there are 3x more email accounts than Facebook & Twitter accounts combined? Or that you are 6x more likely to get a click-through from email than on Twitter?

As a savvy marketer, you’ve likely seen the reports that show email has the highest ROI of any marketing channel available. We bet you’re keen to start using email to drive sales and revenue for your business.

How Email Marketing Works

It’s easy to set up and track an email marketing campaign, which makes it accessible for small businesses.

You can add a newsletter sign-up option to your website, for instance. As people sign up, you can send newsletters to a growing audience. You can also direct customers to the newsletter from your social media profiles.

A regular newsletter is a simple and effective way to send updates about your company, upcoming events, and special offers.

Email software also makes it easy to schedule automated promotional emails for customers who haven’t purchased recently.

Email marketing allows you to target particular groups of customers or even specific individuals. Offering individual customers special birthday deals on merchandise or services is one way to do this.

A restaurant, for instance, might send an email to customers on their birthdays offering 50% off an entree.

This kind of personalization helps a business develop and maintain a relationship with a customer—and that can lead to increased sales and customer loyalty.

Basics and Beginner Strategies in Email Marketing

From conversations with small businesses, we’ve learned that figuring out how to get started with email marketing is often the hardest part. How exactly do I get started? What are the steps I need to take? How do I build a list? Here we go

  • Choose An Email Marketing Service Provider

If you’re serious about email marketing, you need to work with an email marketing service provider.

Working with a provider is the only way your business can leverage email marketing automation to effectively deliver messages to large groups of contacts or subscribers.

You’ll also benefit from professional email templates, tools to help you grow and manage your email list, and tracking features that show you who is opening and engaging with your campaigns and messages.

  • Gather Contacts For Your Email Marketing List

Most businesses will have some existing contacts to start an email list. Think of the customers and people you already have a relationship with.

Maybe it’s the business contacts you email with on a regular basis; maybe you just start with a few supportive friends and family members.

Even if you’re building an email list completely from scratch, don’t get discouraged.

Start by putting a paper sign-up sheet near your register, adding an online sign-up form to your website, and encouraging your social media followers and loyal customers to sign up.

  • Add Your Contacts Into Your Email Marketing Account

Whatever you do, don’t be tempted to purchase an email list.

Email marketing is all about building and nurturing relationships; connecting with a smaller list of quality contacts will be more impactful than blasting out messages to contacts that don’t even know your business.

  • Practice Writing Persuasive Messages.

This tends to be one of the scariest steps for business owners. I get it — writer’s block happens to the best of us.

What usually snaps me out of it is pretending I’m having a face-to-face conversation with someone and writing down exactly what I’d like to say to them.

It also helps to follow a repeatable process and break your message down into three important sections:

What are you offering? — Headline

How will it help the reader? — Message body

What should they do next? — Call to action

  • Track your results

Don’t be deceived — email marketing doesn’t end with a send. You will want to track your open rate, click-through rate, unsubscribe rates, etc., and work to improve over time.

If you want to see real results from your email marketing, you need a strong understanding of how each email performs so you can make improvements and learn more about your customers and subscribers.

Spending a few minutes in your email reports will tell you valuable information like who opened your email, who clicked on specific links, and what information was the most interesting to your readers.

While it’s important to know how engaging your campaign messages are, make sure you’re tracking actions that happen beyond your emails.

How many clicks to your donation page are translating into real donations? What is the total amount of funds raised from a single email?

Studies by marketing analysts with the company Litmus have consistently found that just under half of all emails are opened on mobile devices.

That means, if your email doesn’t display correctly on mobile platforms, half of your audience is going to think you don’t know how to properly craft an email.

We hope this was useful to You. Do you have questions about the subject? Don’t hesitate to reach out and ask us. Kindly share and subscribe to our content.

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Emmanuel May 28, 2021 0 Comments

Mobile Marketing: Definition, Basics, Guide, and Benefits

Both marketers and consumers begin their web services on mobile marketing platforms and devices. Digital marketers, in particular, are excited to run mobile campaigns, because they know that mobile users are motivated buyers. According to Salesforce, “68% of companies have integrated mobile marketing into their overall marketing strategy.” Let’s go into the details.

Mobile Marketing: Definition, Basics, Guide, and BenefitsWhat is Mobile Marketing?

Are you reading this post from a mobile device? I’m certain, considering that 80% of internet users own a smartphone.

Mobile marketing is a multi-channel, digital marketing strategy aimed at reaching a target audience on their smartphones, tablets, and/or other mobile devices, via websites, email, SMS and MMS, social media, and apps.

Mobile marketing is a way to promote products or services through mobile devices. With this strategy, target consumers access location and time-sensitive customized content that promotes certain products, services, or ideas.

Types of Mobile Marketing

There is a variety of mobile marketing techniques to try for a business. Factors like your budget, specific industry, and customer segment determine the success of the strategy. That said, below are some mobile marketing options:

  • Mobile app marketing. Mobile apps allow businesses to include ads in specific mobile application designs. Facebook is an excellent example of ads in an app.
  • In-game advertisements. This approach refers to all advertisements on mobile devices that pop up when certain games are opened or in progress. These ads can appear as full-image ads, banner pop-ups, or video ads that show up during loading screens.
  • Quick-response barcode (QR codes). These barcodes are scanned using the camera of a phone, and then the customers are redirected to the linked site from where they can see more information regarding a particular brand.
  • Mobile banner ads. These banners are pretty much the same as the ones on the desktop, only that they are adequately smaller to fit on the screens of mobile devices.
  • Proximity or Bluetooth marketing. With this approach, consumers get location-specific ads enabled from the Bluetooth on their devices.
  • Voice marketing. This is when businesses use computer-produced and automated calls to promote their goods or services. It is up to the customer to decide whether to hang up or listen to the phone call.
  • SMS marketing. This method of mobile marketing is, by far, the most common. Marketers use this medium to reach out to customers with offers and other relevant information via their mobile gadgets.

Why Is Mobile Marketing Important?

Mobile users spend 89% of their time on mobile apps, making mobile devices dominate communication.

The overall view and amount of content on mobile devices are simplified due to their smaller size. As mobile devices are smaller and lighter than computers, users can easily carry them everywhere and make purchases at any time they want.

Mobile hastens the time to purchase by 20 percent.

Compared to a year ago, 50 percent of smartphone users expect to buy something immediately while using their devices.

Ninety-one percent of smartphone users plan purchases or buy individual items after seeing relevant ads.

2/3 of customers who use smartphones are likely to purchase from businesses that have apps or mobile websites with content customized to their location.

Forty percent of online transactions occur on mobile devices.

Benefits of Mobile Marketing

Compared to other forms of marketing, mobile marketing has several significant benefits.


Mobile Marketing: Definition, Basics, Guide, and BenefitsText messaging is easy and comparatively cheap
. If we take traditional advertising methods such as TV ads or printing ads into account, SMS is obviously cheaper. Like ad formats such as PPC or email marketing campaigns, text messages are pretty easy to send and they require no technical skills.

  • SMS has a high CTR. Since people consider communicating via their mobile devices more private than email, for example, they check their phones more often and never ignore messages. Users only share their phone numbers with their favorite companies, so they are already waiting for your promotions.
  • Especially useful for local businesses. Local companies can easily tell their loyal customers about hot deals, the latest arrivals, and special offers via SMS. Clients won’t miss this chance to drop in to check out your offers.

Here Are Some Basic Guides

  • Research your target customers. A marketer should conduct thorough research on their consumer demographic to gather useful information such as what they like, the sites they visit, the apps they use, and so forth. This information enables the marketer to create effective ads.
  • Leverage opportunities on social media. To effectively push a brand, marketers should create great ads that appeal to large numbers of social media users.
  • Set goals. Measuring the results and progress of a particular mobile marketing strategy is only possible if the purposes of the campaign are set beforehand.
  • Create mobile-friendly campaigns. Since the aim is to push a brand via mobile devices, it makes sense to create content, apps, or websites that are fit for mobile usage.
  • Perform location-based marketing. One of the most effective ways of minimizing the bounce rate is by providing ads that are relevant to the target audience. Use tools such as Google Trends, GPS, and apps like Google Local inventory to send out campaigns that resonate with the target demographic.
  • Consider the unique features of mobile devices. Create ads that can be manipulated by different mobile device features to make the user’s experience quite memorable.

For instance, rather than creating video ads that cannot be paused, one can put up an advertisement that can be paused, rewound, forwarded, and so forth to enable customers to get a clearer picture regarding a product.

Offer incentives. Providing some rewards or offers will encourage prospective customers to take action.

Do you have questions about the subject? Don’t hesitate to reach out and ask us. Kindly share and subscribe to our content.

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Emmanuel May 21, 2021 0 Comments