Conducting an advertising campaign on the Internet today for many organizations is an indispensable component of their marketing promotion. This fact is easy to explain. Quality advertising on TV, radio, in popular newspapers and magazines is unreasonably expensive. And this is understandable: the process of creating such a product is very laborious, and airtime is expensive. Thus, having similar initial data, an online advertising campaign will cost the customer 5, or even 10 times cheaper! Moreover, such a promotion can cover a much larger percentage of the audience, and this already speaks of its advantages over traditional methods.
The stages of conducting an advertising campaign on the Internet are very similar in meaning to the points of production of such a product on any other media sites. First of all, Internet promotion specialists collect and analyze information about a product or service, the
target audience with its preferences and needs. Based on this, it is determined which
communication channels will be involved and in what format.
Then they develop a creative concept and choose specific resources where advertising will be placed in one form or another. It is at this stage that they write texts, develop and approve banner graphics, movie scripts, etc.
And the third stage is the direct implementation of everything that has been done - all articles, videos, banners, etc. placed on previously defined sites. Of course, conducting an advertising campaign on the Internet in each case requires an individual approach and original ideas, but the general scheme of this process looks exactly like that.
Among the diversity of such a promotion, several of its main directions can be distinguished.
- SMM is an advertisement of a product, service, any company or brand, which occurs on the pages of social networks, forums, blogs, conferences and other similar resources, the main advantages of which are very fast distribution and feedback from a potential consumer.
- Contextual advertising. Gives the user small advertisements with links, according to his requests, entered in the line of any search engine. The advantage is an accurate contact with the representative of your target audience. That is, if a person is interested in washing machines, contextual advertising will give him links to pages where he will be able to purchase this particular product, and not a bicycle, for example.
- Viral advertising. Conducting advertising campaigns of many brands uses its capabilities. And with an effective creative approach, they are limitless. Its action is based on the dissemination of the necessary information by the users themselves. That is, you, for example, came up with a non-standard video about your product, placed it on a page on a social network, and users themselves distributed it among their friends and subscribers, because it is really interesting.
- Banner advertising. A classic that still includes an online advertising campaign. It operates on the principle of print media - the customer pays for the actual area, the contractor places his banner for a certain period.
- SEO promotion. It is provided using search engines that provide links to your pages when the user enters keywords into the search bar. With the right keys, it has a very high efficiency.