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Digital Marketing is closely linked to the numbers and metrics related to one’s business. And so is Online Advertising. Thus, a certain degree of confusion exists, making it hard to differentiate between the two subjects.
Digital or Online Marketing and Online Advertising are two different things that eventually promote one thing and, i.e., your business. But when you choose either of these, the methods and strategies you adopt to get the results you want are completely different from one another.
Digital marketing is a vast subject consisting of many subsets such as SEO, Social Media, Content Marketing, Paid Advertising, Lead Generation, Affiliate Marketing, etc.
Online advertising, particularly a term that revolves around delivering the message to potential customers through the internet mode. Online advertising is also very helpful in obtaining business traffic on the website. Landing pages, text audios and visuals remarketing, sponsored blogs; all these are various effective ways of online advertising that help your business to generate revenue. Thus, Online Advertising is a subdivision of Digital Marketing.
To get a better grasp on the same, let us understand what makes each one different from the other.
Read on to find out what separates Digital Marketing from Online Advertising!
Digital Marketing vs. Online Advertising
Digital marketing is the name given to marketers’ activities for endorsing products and services on the internet. Simply put, it is marketing that takes place online through various platforms. In contrast, online advertising is more specific to a term. It consists of placing your business ads on different social and native channels on the internet like your website, social media, google display network, and so on.
An apt example to differentiate between digital marketing and online advertising would be sending a text message to consumers. Text messages that customers receive from the service provider are digital technology that does not include the internet.
Hence it is digital marketing and not online advertising. Similarly, the various mobile apps that an individual uses are also an aspect of digital marketing because they don’t always rely on the internet for access. They are run distinctly from the online platform.
Various forms of Digital Marketing
You shall read about various online advertising formats in the below pointers and how it is beneficial for small, medium, and large enterprises. Now, to know where it stands out from digital marketing, let’s delve into digital marketing types first.
SEO
Search engine optimization (SEO) is a digital marketing firm that gets a company organic traffic without pay. These are performed by tricks and tactics that increase the visibility of the searches made by the customer. SEO’s ultimate goal is to fetch the website or specific page on the top of the google search with affordable SEO services for businesses. Further, marketers research for the trending keywords or search volumes made by the customers, and based on that search, those keywords are used in the content of the page. Content indexing, good link structure, keyword stuffing are the main factors of SEO.
SMM
Social media marketing (SMM) involves social media platforms to promote the brands or the services provided to the customers. It is creating engaging posts that are not just for promotion purposes but also authentically offer the service. Social media marketers must stay cautious enough to analyze the bars’ performance and updates published on their social media platforms. This includes posts on Facebook, Twitter, Instagram, and so on.
Content Marketing
Content marketing is one of the vital keys to digital marketing. The content keeps the reader engaged to the page and looks for the service they have been looking for. Content marketing needs to be appealing and informative. If the content is communicative enough, then the user may leave your page. Thus, it is essential to build compelling content for the customer. It is the storytelling of your product or the service, increasing awareness for the service or the brand. Content is the only thing that shall convert the reader into your customer.
Email marketing
Though today, we have a decent number of channels for reaching out to the customer, yet Email marketing has a particular specialization of its own. Marketers create personalized messages interacting about the brand, service, or offers or particular implementation to their existing customers; these messages are sent to the recipient through email marketing. Feedback, references, the company profile, etc., can be a fine examples for email marketing.
Online PR
It’s well strategically used by businesses to enhance their brands or services. Collaboration with influencers, celebrities, bloggers, or media houses is part of an online PR strategy. It is one of the most profound techniques used to highlight the product or service that the customer needs to notice.
Mobile Advertising
Mobile advertising is a subtle form of digital marketing. The texts, offers, and any other information that we get from the organization is mobile advertising. Often, we get a text message for giving our valuable feedback to the organization or the particular service provider. Thus, it is a category of digital marketing.
Display Advertising
The graphic promoting the products or services is a kind of display advertising. The texts attached to images, the flash, audios, and the videos are display advertising types. Like the other formats, the primary goal is to deliver the consumers’ affirmative message about the respective brand. Exclusive banners, statics, and random pop-ups while scrolling through are the popular types of display advertising.
Radio Advertising
Perhaps, it may sound outdated, but the utmost actuality is, radio is still a powerful medium to reach the targeted audience. From local business to B2B business, radio has maintained its benchmark in digital marketing. Additionally, it is the least expensive as it does not require any elite visual for the brand.
Electronic Billboards
The grand hoardings on the highways with the glinting lighting and visual delight are also digital marketing that furnishes huge perks to the organizations. Promoting the brands through awe-inspiring graphics, texts, and tag lines is a winner in reaching out to the people.
Television Advertising
Last but not least, television has a certain spark. Digital marketing is incomplete without TV. The ads shown in the middle of the favorite programs and movies are favorable enough to grab the consumer’s concentration towards the brand or the services.
Various Forms of Online Advertising
SEM
In this fast and advanced growing world, marketers need an extra element to sustain themselves in the industry and expand their market value. Hence, Search engine marketing (SEM) fulfills that element by working as used paid advertisements visible on the search engine results. Google ads are one of the most popular tools for SEM adopted by marketers. Upon this, Microsoft advertising on yahoo also has a significance for paid advertising.
Social Media
It is coherent that online advertising includes one of the best forms in its kit that boost your services by social media. Social media platforms like Facebook, Twitter, and Instagram are among the popular channels that offer probable company consumers for their business. Social media ads depend on the budget and the type and range of audience you are targeting. The more money you invest in social media ads, the more audience you gain.
Native Advertising
Native advertising is yet another primary form of online advertising that is beneficial for the business. You must have noticed sponsored ads while reading through a particular blog or Facebook post that appears on your feed, and now, this is what we call native advertising. It can be recommended posts or suggested articles or a liked post that shall grab your attention, apparently clicking the same.
PPC
Pay per click (PPC) briefs their notion, just like its name. The ads that advertisers only pay for when a user clicks on that particular ad imparts PPC’s stability as a tool of online advertising. For instance, if 50 users saw the ad and only one person clicked the ad, it revolves entirely around the clicked person. PPC ads are usually text messages. While seeking your desired product or service, you must have seen the pages ranking on the top and the left side of the page; you will see the google ad, and so when people click on that, then the cost of pay per click is justified. Google ads, Bing ads, in-stream ads, and social ads are several types of PPC.
Affiliate Advertising
Affiliate advertising is a commission-based advertisement. It is based on the per sale of the product or per conversion of lead. It is generally a third-party conception, advertiser, publisher followed by the customer. The affiliate promotes the product or the service and earns a commission for the same; it sought the online advertising flourishingly.
After reading the above pointers, it is quite evident that digital marketing and online advertising are two different terms but related to one another.
Final Thoughts
The concept of online advertising and digital marketing is not that tough, yet it might puzzle you. Thus, the above-enlisted types would have cleared your doubt.
As already quoted, digital marketing is not the same as online advertising. However, online advertising is a part of digital marketing, and digital marketing is a much broader concept than that of online advertising, which carries online advertising under the same.