While branding [Input internal link to introduction to branding here] of our products and services have become gold in recent times, there have been questions generated from brand owners who through their branding elements [Input internal link to elements of branding here] need to scale up their businesses.
These questions range from what ads are, what ads are used for, how ads work as well as types and examples of ads. Don’t stress anymore! If you read through till the end, you’d uncover top secrets about your needs! I am sure you do not want to miss any of the top secrets, right?
You’re sure not! So, let’s dive right in!
Nowadays, both individual entrepreneurs, as well as companies and organizations are jumping on the various platforms available for communicating their brand identity [Input internal link to brand identity here] and their messages to their target audience. This is carried out in order to inform, persuade or remind them of something about their products, services, events and places.
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How do you define advertising?
This type of message is known – in the context of marketing, promotion and advertising – by the term: ” Ad “. And before delving into the use of this important tool, it is advisable to start by knowing the answer to the question of what are ads?
An advertisement is a message, in other words, it is information, idea or meaning expressed in a set of symbols (verbal or not) that are understandable to whoever emits the message and to those who receive it (the target audience).
This message can be written (for example, a simple text, such as classified ads that can still be seen in newspapers), in images (such as those used in complex graphic designs that can be seen in magazines, brochures, posters, banners on pages web, among others) and/or verbally (advertisements that can be heard on radio stations off and online).
And of course, it can also be a mixture of: “written + images + verbal = audiovisual”, like the commercials you see on television and on video ads on the internet.
An ad has an identified issuer, which can be an individual entrepreneur (such as a lawyer, architect, graphic designer or other), a company (small, medium or large) or an organization (non-profit or government).
At this point, it should be noted that the idea existed and still exists that advertisements are transmitted only in writing (newspapers, magazines, internet) and that everything that is transmitted by radio and television has the denomination of commercials; however, in practice, the term advertisement applies to all formats and media.
Nevertheless, do not be confused about the notion that if it is “advertising”, then it necessarily has to be “commercial”. In this sense, an advertisement is commercial if it tries to sell something or carry out an economic transaction. However, it is not commercial if what is advertised is, for example, a public service.
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Therefore, it can be generally said that an advertisement is transmitted or broadcast through one or more media, in newspapers, radio and television stations, specialized magazines, posters, billboards, web pages, blogs and social networks on the Internet.
Today, all businesses have a presence on the internet. Whatever their size and the types of products they sell, they all have the same objective which is to reach as many people as possible by investing the least amount of economic resources and therefore, getting the highest possible return on that advertising investment.
A fairly effective way to achieve all this and, in addition, that all your potential customers know about your business and feel interested in it, is through advertising on the Internet. Unlike advertising in traditional media, advertising on the Internet has expanded into more and more businesses, which means that your target audience can get to know you in a much faster, easier and more efficient way.
Therefore, this is the main reason why online advertising has gained more ground among all businesses that have an online presence.
Although having a blog associated with your company could be very positive to attract customers interested in knowing much more about you, the presence in social networks is vital for the growth of your website, so having a good online brand marketing strategy [Input internal link to brand marketing here] is not only necessary but it is also important.
However, the internet is also a double-edged sword, excessive promotion could lead to spam and promoting yourself on the wrong channels could also do a ‘disservice to your brand’. So, it is advisable to walk with ‘leaden feet’ and to know which markets are potentially accessible, and in which it is better to ‘tiptoe’.
The history of Internet advertising dates back to the early 90s. When the use of the Internet began, the use of the Web for promotions or advertising was prohibited.
The predecessor networks to the Internet, NSFNet and ARPANET, had user policies that prohibited the use of the network for commercial purposes by for-profit entities. During 1991, NSFNet undertook the removal of the ban. The first promotional sample in the history of Internet advertising was however represented by an email.
Gary Thuerk, a marketer working for Digital Equipment Corporation (DEC), sent an email on May 3, 1978. This email was addressed to a large part of ARPANET customers, containing the announcement about a new computer model. Contrary to what is established by the ARPANET usage policies, what we know today as email marketing or marketing spread rapidly, and over time it was named as spam or junk mail.
It would later be sent, which in the history of Internet advertising, was recorded as the first large-scale non-commercial spam email. This was sent by one of the administrators of the Andrews University system on January 18, 1994. This email consisted of a message of a religious nature, addressed to all USENET email groups.
Continuing with the events that marked the history of Internet advertising, 4 months later the shareholders of a law firm, Martha Siegel and Laurence Canter used the same means of e-mail to promote their services on USENET. This spam message increased the general interest in advertising on the Internet through e-mail.
With the passage and evolution of time, the history of Internet advertising had new events and events that have marked the development of the different tools, methods and techniques that are currently used in online advertising.
During the 1990s, what we could call the Internet advertising revolution began. During this decade, the new developments and programs that were created strongly contributed to the evolution of online advertising.
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Importance of promoting your website or company on the internet
To make it easier for you to understand, imagine that you have a store that has an attractive window in one of the most central streets of the city where you live. Also, think of it that the shop is open 24 hours a day, 365 days a year.
We can say that by having an internet business we can aspire to exactly that. However with the advantages that we would not have to limit ourselves only to our city, but that we could expand our business throughout the country or even throughout the world.
Unfortunately, you are not the only ones who think this way. Many other companies aspire to be the most visited store in this improvised and crowded virtual world. Therefore, to differentiate ourselves from the competition we have no choice but to be much more visible and, the only way to achieve this is to invest financial resources, at least, until we have built a strong brand identity [Input internal link to brand identity here].
Thanks to advertising, you can now go from being a complete stranger to being visible to thousands of people who were looking for you (a company with your characteristics) and who did not know you existed, so achieving loyalty will not be excessively complicated.
Betting on online advertising is of utmost importance for large businesses, but it is also important for smaller ones because, from a few thousands of naira, you will be able to generate greater visibility, which will translate into increased traffic to your website or online space, thereby increasing online sales.
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What makes a good advertisement?
Ads can be made up of different elements, which vary depending on the channel used to broadcast them; they can have a slogan, a graphic element, an audio file and so on.
Be that as it may, there are certain features that help considerably to make an advertisement better and, therefore, easily reach users:
An ad must always be credible if you want to be able to influence your audience. Even with the hype associated with these ads, they must convey a realistic message that can be classified as credible.
If you want to create the best ad, you must not forget that it must include a different element that will last in the minds of users.
Although there are spots that play with the abstract to encourage reflection through the confusion in the message, you should strive to make making things easy. Offer information in a clear and concise way, and you will have a lot to gain from your ad.
Although a parallel reality or a fictional universe is created, a good advertisement is one that generates empathy, through real stories contrasted with truthful information.
What are ads used for?
It is clear that if you do not invest in launching powerful marketing [Input internal link to brand marketing here] campaigns, but your competition does, it will be easier for your brand to fall into oblivion.
[Insert another ad campaign]
However, there are more compelling reasons that will encourage you to launch your own ads, as they have a function:
It is the most basic function of advertising, as it helps to inform users of the existence of something that they may not be aware of.
This is the function that we all seek in advertising. Ads will help to attract users and convince them of the benefits of your product.
Therefore, advertisements are one of the key elements to improve the sales figure by attracting potential customers.
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What types of advertising are there on the internet?
● Search engine advertising
It involves paying to appear in the results of Google, Bing, Yahoo or any other search engine in which you are interested. Your brand will only appear in those searches in which you are interested and, as if that were not enough, you will only pay when users click on your website, so you will be sure to get the best return on your investment.
● Advertising on social networks
It is without a doubt the advertising that has grown the most in recent years. The rise of social networks and the importance in the lives of the people in whom it is more and more frequent have made social networks an ideal place in which to promote your business.
Apart from that, the enormous information that portals such as Facebook, Twitter and others have about their users, allow companies to advertise only to a specific group of users, differentiating them by sex, age, hobbies and so on.
● Advertising banners on web pages
It is one of the oldest forms of advertising that exist on the Internet, but it still works today. Among its great advantages is the fact of paying a fixed amount and forgetting the number of clicks that your users can make on your website.
In addition, it allows you to advertise only on those portals that have a theme related to your company, so that any incoming click you have will be of quality.
It is a form that is used less and less, especially because it is very annoying for the user and, increasingly, Google penalizes those pages that use this type of advertising links that are difficult to close.
● Business blogs
This tool is ideal for companies that do not have an internet presence, since they base their entire business in person and that with a business blog they try to expand among the people who are in the vicinity of their physical store.
For example, restaurants often use it to give information on prices, hours, menus, contact telephone number, the exact location of the restaurant, etc.
● Advertising on smartphones
As confirmed by Google itself, the traffic that occurs through mobile phones has increased in such a way that it is even overshadowing web traffic.
Therefore, one of the most interesting options is to carry out advertising campaigns only through this platform, either in search engines or, failing that, by inserting advertising banners in mobile applications that have a theme similar to your company.
● Email marketing
It consists of the massive sending of emails to a large number of users who may be interested in your products, thus increasing our client portfolio.
● Video advertising campaigns
They say that a picture is worth a thousand words and that can also be taken to the world of marketing and advertising. Making a video in which you promote your page will often give you better results than in any other way. Youtube and other similar platforms will be our great allies to promote these videos.
● Advertising on classified ad pages
This is ideal for companies that have an online product store. Publishing advertisements in which the articles in your catalogue are put up for sale, without paying anything at all, is a great idea to advertise your stock and also helps considerably to make your brand known.
Now that you know what ads are, the importance and the different types and examples of ads that are available, you want to take your brand to the next level. Now, here’s the top-secret, you do not have to go through the overwhelming process all by yourself.
Talk to us at Jade Crystal Colours, we have all it takes to help you and your brand scale up your business through ads!
Reach out to us [Insert the internal link to the contact us page here] today!
We’re always available for you!