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Paid advertising

Paid advertising

Advertising typically refers to the traditional “pay for play” method of marketing by, for example, paying a publisher, broadcaster, website or celebrity to promote a product by running ads in a magazine, a television channel, online, or through endorsements. According to the Advertising Association of the UK, “Advertising is any communication, usually paid-for, specifically intended to inform and/or influence one or more people.”

Because the possibilities is today’s marketing world have become much more complex in regard to marketing strategy, paid advertising has become more of a choice, as have the channels through which you may choose to advertise. Paid advertising is now one of an larger array of tools marketers can use to promote a product or service. If you choose to incorporate paid advertising in your marketing strategy, the channels you can use to promote a product have greatly expanded in the last 20 years due to digital technology.

When buying advertising space, your choice of advertising platforms depends largely upon who your target audience and customer base is. As a marketer, you may choose to use a variety of channels, or focus on certain specific venues that are particularly relevant to a product’s customer base. Many marketers like to use both online and offline media in their campaigns. Online advertising can incorporate analytics and data in order to understand your target audience, as well as to measure the results of your promotions.

Digital or online advertising includes such channels as social media, podcasts, blogs, search engine marketing, or website advertising. Old fashioned print and direct mail advertising still has a significant impact, assuming your service or product is not strictly for an online audience. Offline advertising channels include television, movies, billboards, radio, telemarketing and newspapers.

Marketers have become very creative in the attempt to find alternatives to paid advertisements, as in an online world, potential customers are no longer a passive audience but have the power to click advertisements away. However, paid advertising is still an essential component in most marketing campaigns.

How to Build a Super Audience for Your Ads

07/25/2018

Author: Jon Brody
From: Marketo

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How to Optimize Google AdWords with Offline Conversion Tracking and Marketo

01/14/2017

Author: Jon Miller
From: Adobe

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Why Your Ads Should Look 100 Years Old

07/01/2017

Author: Anon
From: Kissmetrics

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Top tips to drive more engagement with data-driven native ads

03/24/2017

Author: Aaron Baar
From: Econsultancy

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Five ways marketers can use analytics to combat ad fraud

03/01/2017

Author: Jeff Rajeck
From: Econsultancy

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Why Do Insurance Companies Advertise So Much?

02/06/2017

Author: Craig Davis
From: The Content Strategist

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5 Steps to Amplify Your Paid Social Campaigns

01/14/2017

Author: Divya Dutt
From: Marketo

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PPC for LinkedIn, What’s the Difference?

01/14/2017

Author: Rachel Kavanagh
From: Marketo

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The Lowdown on Native Advertising

01/12/2017

Author: Stephanie Barnes
From: Marketo

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PPC for LinkedIn, What’s the Difference?

01/12/2017

Author: Rachel Kavanagh
From: Marketo

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