Modern forms of advertising - the latest methods to promote your business
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20 March 2024
Marketing content is evolving at a rapid pace. TV spots and advertsy The press has become a traditional form (which does not mean, however, that there is no longer a place for it). Nowadays, forms that focus on innovation, modernity and creativity are being used, with new tools, media and platforms. What does anyone promoting a business need to know about these?
Modern advertising - proof of the continuous development of marketing
Today's advertising methods are a clear sign of the continuous development of the marketing field. This is important information for entrepreneurs, especially those who want to keep their company competitive. After all, correct adaptation to rapidly changing conditions guarantees success - we know this very well at InPost!
Why is this issue so important? To answer this question, it is useful to use the story of the first AT&T (telecom) internet banner. In 1994, it was regarded by internet users as a novelty, i.e. something unusual. Because of this, it had a Click Through Rate (CTR) of almost 50%; this meant that almost half of the audience chose to click on the ad.
By comparison: The CTR of contemporary online banners rarely exceeds 0.2%. Not only do they fail to generate interest, but in some cases ... even discourage purchases (especially when they are disruptive to web users). This is because consumer behaviour and needs are constantly changing, e.g. due to the phenomenon of so-called banner blindness. Advertisers who do not invest in finding new solutions are standing still.
However, it is worth realising that not everything can be measured. Many users certainly saw the banner but simply did not click on it. They may have immediately targeted the page or promotion seen on the banner. Another possibility is for users to remember the ad, if only subconsciously, and to 'become familiar' with the brand online. These are also objectives of advertising, not just clicks. This is why the CTR is very important, but it is one of the elements of measuring the results of running campaigns.
Modern forms of advertising on the internet
What are the forms of online advertising that can be considered modern? First and foremost, they are characterised by innovation and effectiveness - they arouse a lot of customer interest because of their original form. We have pointed out that most modern companies rely on:
- content positioning (SEO);
- showcasing products and services via social media (including Facebook and Instagram);
- cooperation with influencers;
- blogging (with articles written by industry experts);
- use of paid advertising (primarily Google Ads);
- creating an online business card for the business (this allows, among other things, the business to appear on Google maps);
- newslettery.
All the methods mentioned are considered valuable and effective. In practice, most brands choose to use many of them simultaneously. However, in the case of start-ups (especially of the SME type), we believe it is worthwhile to opt for modern forms of promotion that are paid. They provide quick results and thus contribute to the increase in monthly earnings generated. Excess capital will be useful for further investments.
Ways to reach new customers - modern forms of online sales
In many industries, SEO (search engine optimisation) is king. Appropriate content optimisation allows you to achieve high positions in Google search results. This increases the chance of reaching more users and thus increasing the conversion rate.
Why is this so effective? We have noticed that creating expert content encourages users to visit the prepared page themselves. Internet users have questions that they are looking for answers to - the company that provides these answers (while sufficiently covering the topic) becomes, in their eyes, a specialist to whom it is worth going shopping in the future, for example.
Such indirect and innovative advertising is worth combining with other forms of marketing, such as newsletters. They have a synergistic effect: effective SEO increases brand awareness and credibility among consumers, while newsletters remind interested parties of upcoming promotions or provide discount codes. Who among us wouldn't want to come across a bargain offer from our favourite brand?
Modern forms of advertising - not only online
It is not only online marketing that is worth investing in. While we discourage the use of all forms of television advertising (they don't work well for local businesses), we believe that using traditional methods can yield truly spectacular results.
Above all, it is advisable to choose ways that provide ample access to potential customers. Appropriate ones will be:
- humorous billboards - they draw more attention to themselves, thus offsetting the effect of banner blindness;
- product sampling - free samples will be appreciated by all;
- Product placement - extremely effective, but difficult to implement;
- mobile advertising - useful in large cities where there is a strong MPK.
Talented advertisers can create adverts that work well in both online and offline environments.
InPost advertising - modern solutions and great benefits
We are a reliable and trustworthy company. We provide our business partners with many innovative marketing solutions - that's because we believe that together we can achieve more! We offer:
- wrapping of parcel machines (A whole machine wrapped in your company's advertising is certainly state-of-the-art);
- advertising on screens Paczkomat® devices;
- product sampling (Customers picking up parcels via Parcel Machine can find a sample of your brand's product in the box);
- online banner campaigns (reaching users, especially those shopping online);
- PUSH advertisements (thanks to the InPost Mobile app);
- newslettery (we provide the opportunity to send a marketing message).
Why choose to work with us? We already have more than 22,000 Paczkomat® machines scattered throughout Poland - as many as 79% of Polish internet users place their orders online. Almost all customers choose Paczkomat® as their delivery location. This means a great opportunity for you to familiarise them with your product or service. We will also remind them of your offer via InPost Mobile; it already has over 10 million individual users!
Ensure your own company's high level of competitiveness together with InPost! Display and share your marketing content by working with us.
Advertising your company with InPost? Always a good idea!
Take a minute to leave your contact details and we’ll prepare a tailored offer for you.
There are plenty of possibilities:
- Branding on Parcel Locker machines
- Ads displayed on Parcel Locker screens
- Sampling of promotional products
- Banner ads on the InPost website
- Advertising in the InPost newsletter
- Push notifications in the InPost Mobile app
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