6 advantages of Online Advertising – because there is digital marketing beyond the website!
Posted: Tue Jan 28, 2025 9:51 am
This was the response we received from a business friend to our suggestion to invest in digital marketing, after he told us about some of his company’s current difficulties. This exclusive identification between digital marketing and the website is a common mistake that needs to be overcome. Digital marketing includes the website, not the website itself.
The website should function as a hub to which visitors are directed using different digital channels and tactics. And one of the best ways to do this is through online advertising , the possibilities of which are not always known to companies. In a future article, we will discuss the specifics of various online advertising formats; today, we will focus on their advantages compared to traditional advertising.
1. RANGE
According to a study by Marktest, almost 6 million Portuguese bank data people used the Internet in 2013, having visited an average of 16 thousand pages and spent 80 minutes “surfing” per day .
The Internet is changing the way people access information, entertainment and products/services. Online pre-purchase research has become widespread for products of almost all categories and price points. Online advertising allows SMEs to reach audiences that would be difficult for them to reach through other means and impact this modern consumer with relevant ads that are tailored to different stages of the purchasing process .
2. TARGET AUDIENCE SEGMENTATION
Equally or even more important than reach are the numerous possibilities for segmenting your target audience. Unlike television or the press, online advertising allows you to choose with great precision the group of people to whom you want to show your online ads. You can target by location , age , interests , search behavior , etc. With Remarketing, for example, you can advertise only to people who abandoned a shopping cart without completing their order. The better you know your audience, the more effective your message will be.
3. AFFORDABLE PRICES
For the attention of SMEs, and forgive us for saying it out loud: ONLINE ADVERTISING IS CHEAP . In offline media, you pay a high price regardless of the results you get. Online, you can choose between several payment methods, namely based on the number of views, clicks or other actions, which means that the price of advertising is directly linked to the performance of the ads, the relationship between objectives and results; therefore, you get a better cost-benefit ratio .
4. MEASURING RESULTS
Television audiences or newspaper circulation do not allow us to know how many people actually saw a given advertisement, much less whether the advertisement triggered a purchasing process or other expected reaction in them.
With online advertising you can measure almost everything : how many people saw your ad, how many clicked on it, how many visited your website afterwards, the behavior of visitors on your website and, if you have an online store, whether they bought any products. At the end of the chain you can find out the return you got on your advertising investment.
The website should function as a hub to which visitors are directed using different digital channels and tactics. And one of the best ways to do this is through online advertising , the possibilities of which are not always known to companies. In a future article, we will discuss the specifics of various online advertising formats; today, we will focus on their advantages compared to traditional advertising.
1. RANGE
According to a study by Marktest, almost 6 million Portuguese bank data people used the Internet in 2013, having visited an average of 16 thousand pages and spent 80 minutes “surfing” per day .
The Internet is changing the way people access information, entertainment and products/services. Online pre-purchase research has become widespread for products of almost all categories and price points. Online advertising allows SMEs to reach audiences that would be difficult for them to reach through other means and impact this modern consumer with relevant ads that are tailored to different stages of the purchasing process .
2. TARGET AUDIENCE SEGMENTATION
Equally or even more important than reach are the numerous possibilities for segmenting your target audience. Unlike television or the press, online advertising allows you to choose with great precision the group of people to whom you want to show your online ads. You can target by location , age , interests , search behavior , etc. With Remarketing, for example, you can advertise only to people who abandoned a shopping cart without completing their order. The better you know your audience, the more effective your message will be.
3. AFFORDABLE PRICES
For the attention of SMEs, and forgive us for saying it out loud: ONLINE ADVERTISING IS CHEAP . In offline media, you pay a high price regardless of the results you get. Online, you can choose between several payment methods, namely based on the number of views, clicks or other actions, which means that the price of advertising is directly linked to the performance of the ads, the relationship between objectives and results; therefore, you get a better cost-benefit ratio .
4. MEASURING RESULTS
Television audiences or newspaper circulation do not allow us to know how many people actually saw a given advertisement, much less whether the advertisement triggered a purchasing process or other expected reaction in them.
With online advertising you can measure almost everything : how many people saw your ad, how many clicked on it, how many visited your website afterwards, the behavior of visitors on your website and, if you have an online store, whether they bought any products. At the end of the chain you can find out the return you got on your advertising investment.