The most popular forms of advertising - which form of marketing are entrepreneurs most likely to use?
For business
1 February 2024
A company's marketing should be tailored to its customers. The most popular forms of advertising will not necessarily work for every business. On the internet, audiences are inundated with hundreds of messages, so you need to stand out. Find out what the most popular forms of advertising are and which are best used in your particular industry.
Advertising as a lever of trade, or why companies carry out marketing activities
Running a profitable business requires more than just offering good products and services. Equally important is the ability to reach potential customers. Therefore, in order to increase visibility and gain a competitive advantage, companies invest in various forms of advertising.
Today, the internet is the medium of choice, especially among small businesses. By choosing to advertise online, you do not need a high start-up budget and can easily measure the results. What are the forms of online and offline advertising?
Advertising has been with us for centuries, but it is only in the age of mass production, and thus the constant increase in competition, that it has begun to play a huge role in the development of any business. The best business can fail if information about its existence does not reach potential customers. Attracting new people interested in buying products or services is the main objective of any advertising.
Other performance indicators are also included in the marketing strategy. At the beginning of a company's existence, building brand awareness and recognition plays a major role. A well-run campaign ensures that interest translates directly into increased sales.
Also, companies that have been in existence for many years should try new types and forms of online or traditional advertising. In this way, they can reach audiences who have not yet heard of the brand or felt the need to purchase certain products. Activities should be based on data analysis and advertising must be tailored to the specific target group - the internet makes this possible in the best way.
Large brands also run pure image campaigns. Their aim is to show the company in a positive light. Most emerging companies do not market innovative solutions. To stand out from the competition, products need to be advertised creatively. In large industries, out-of-the-box ideas often work. It is worth taking inspiration from competitors' campaigns, but you should not duplicate concepts.
Internet, television and outdoor - popular types of advertising
We see the most popular forms of online and traditional advertising every day. When planning advertising activities, you must remember that customers are bombarded with hundreds of sales messages every day. The chance of a successful campaign is increased by using different types of advertising.
So far, television has been the leading medium in reports on the percentage share of individual media in the advertising market. In recent years, it has been overtaken by the internet and the situation is not likely to change. Forecasts predict that the online advertising market will grow more and more.
On the web, we are confronted with the most varied forms of advertising creations. They appear everywhere - on social media, Google search, blogs, online forums, before and after a piece of music is played and during YouTube videos. As viewers, we are often not even aware of what is advertising and what is not. This is why social media, e.g. Facebook or Instagram, require the labelling of content resulting from advertising collaborations and advertising material.
What about the billboards still visible on the streets? They are counted among traditional outdoor advertising. Among the most popular forms of advertising in Poland, this type of activity is at the bottom of the pile. They are used mainly by large companies and premises and shops that care about local promotion. Other examples of outdoor advertising activities include handing out leaflets and hanging posters. An unusual way to advertise outdoors is to wrap a Paczkomat!
What forms of advertising are most popular online?
The Internet is the medium of choice for advertisers not only because of the number of users. The types of online advertising are very diverse and the results of activities are easy to measure. The web allows various creations to be tested, specific target groups to be targeted and does not require a large budget, e.g. compared to TV spots. What is more, some online advertising activities are free. What are the forms of online advertising?
- Display advertising - graphic banners or text ads displayed on websites. Companies often use Google Ads or other advertising platforms. There are millions of pages on the Google network, which algorithms match thematically to products or services, so that advertising reaches the right target group.
- Social media advertising - platforms such as Facebook, Instagram and LinkedIn allow you to create targeted advertising campaigns based on your audience's interests, demographics or online behaviour.
- SEM (Search Engine Marketing) advertising - a form of advertising involving the paid display of a website at the top of search engine results.
- Content marketing - involves the creation of valuable content such as blog articles, product and category descriptions that attract the attention of potential customers and build trust in the brand. Important elements in this case are SEO (Search Engine Optimisation) and the use of relevant keywords, which helps to position the website in Google results.
- Email marketing - is the sending of emails that inform about new products, promotions or news. Customers must agree to receive these.
- Video ads - are most commonly used on the YouTube platform or streaming services. They now also appear in the form of short videos on Instagram and TikTok.
What forms of outdoor advertising are most commonly used by companies?
Outdoor advertising is about reaching customers when they are away from home. This form is most often associated with billboards that 'beautify' residential buildings, popular car routes and other locations. Today's technologies make it possible to create more modern advertisements, so we are increasingly seeing billboards that are moving, in video form or interacting with potential customers. Of course, they still do not offer the same possibilities as the most popular forms of advertising on the internet.
Nowadays, ordinary billboards are almost completely ignored by customers, so advertisers are reaching for new solutions in outdoor advertising. One of these is brand promotion on Paczkomat InPost devices. 
Traditional advertising - what is its popularity among advertisers?
Television is still drowning in adverts. Advertising blocks between programmes last for several minutes at a time, but popularity among advertisers is beginning to decline in favour of online solutions. Producing a spot and buying airtime generate huge costs. Only the largest companies can afford to promote their products on television.
Billboards, flyers and other forms of outdoor advertising lag far behind the internet and television. They only make sense for a few industries. If you want to bet on outdoor advertising, focus on modern forms that audiences are not yet used to.
Advertisements in newspapers are the least popular. More and more titles are abandoning the publication of magazines in physical form because readers prefer to read content online. This is why magazine publishers offer different types of advertising on editorial websites. The main advantage of online advertising activities is the ability to measure effects in the form of conversions, impressions or an increase in orders.
InPost advertising - find out about our most popular forms of promotion
In some industries, the most popular forms of online advertising cannot replace outdoor activities. It is worth going beyond the usual patterns with your marketing. Try advertising on InPost parcel machines. Unlike billboards or leaflets, they draw users' attention.
In one package, you can also try out different types of advertising on InPost's websites and app. They are used by almost everyone, so you are sure that users belong to your target group. InPost has a strong position on Google, so appearing on its website will have a positive impact on your shop's search engine positioning.
Be sure to check the price list of all InPost advertising solutions or ask for a customised offer. Cooperating with a strong company will bring better results than acting on your own. It is worth testing different forms of advertising and then choosing the most effective. Consultants at InPost will help you with your selection and tailor the offer to your industry and your needs.
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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