Online advertising media - forms of promotion in a digital world
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19 October 2023
The billions of people using the world wide web represent a marketing potential that no company should waste. Effectiveness advertsy The Internet is huge and, consequently, it makes sense to use every channel of communication with existing and potential customers. How to do this and is it enough to limit oneself to the virtual world? It is time to find a solution to these dilemmas.
Traditional advertising media
The phenomenon of advertising products, services and events has accompanied mankind since ancient times. How far back it goes is difficult to determine today, but well-known sources include the hiring of people to publicise the date of the Roman gladiatorial games. In much closer times, there were billboards in the streets, sponsored material in the press and spots on radio and television. The effect they had, initially visible, began to diminish over the years.
Traditional advertising mediums, although still used, have lost their relevance for two reasons. The first is the over-saturation of this type of content in the media and the second is the rise and spread of the internet. An example of over-saturation of marketing messages are the spots broadcast on radio and television. When broadcast too often, they have become annoying, partly losing their persuasive effect on the viewer. Billboards, on the other hand, have for years suffered from banner blindness, i.e. passers-by not paying attention to the adverts. This can be avoided by using unusual forms of advertising or an interesting advertising creation.
A second reason for the reduction in the effectiveness of traditional advertising mediums affects, among other things, the press market. Nowadays, content on all subjects finds its readers primarily online. What is more, Internet users increasingly prefer the video format to the written word. The specific nature of online advertising makes it possible to use this and other ways of consuming content to reach the masses of people who may become our customers.
What can carry advertising on the internet?
The oldest and simplest medium for online advertising is the interactive banner. The long history of this way of attracting consumer attention is demonstrated by the fact that it was first used as early as 1994. Back then, an uncomplicated rectangle appeared on the website of Hotwire magazine with the words "Did you click here?", inviting website users to see what would happen. After clicking on the link, the internet user was taken directly to another site, this time belonging to the US mobile phone operator AT&T.
Why is this historical fact worth mentioning? Because it was then that advertisers learned the potential of online advertising activities. The mobile operator campaign was a stunning success. The natural consequence, then, was more and more links leading users directly to their websites. Over time, forms of online advertising began to take even more imaginative, sometimes completely non-standard shapes.
What are the specifics of online advertising media?
Displayed in the still new medium, the adverts required an increasing commitment from users to get rid of them. Clicking on the closing sign of the promotional material was made difficult, resulting in irritated Internet users. Consequently, instead of being interested in the presented offer, they rejected it. Overly aggressive marketing therefore not only failed to increase sales, but could even be a threat to the advertiser's profits.
It is important to be aware of and beware of these types of online advertising. Consumer awareness is much higher nowadays, which means that more subtle forms of marketing have to be used. This is exactly what modern online advertising is all about, and what is more, it is about exploiting the potential of every possible form of communication. What is more, nowadays, in order to keep the customer's attention, advertising is also about giving him or her the opportunity to achieve additional benefits.
The most effective advertising media on the internet
The oldest example of online advertising has still retained some effectiveness today and is therefore worth using. However, it cannot be limited to it, as today advertisers can use many equally or even more effective tools. These include video as well as the written word, sponsored links and remarketing.
Wideo
Promotional videos are among the most effective forms of online advertising. The reason for this is the popularity of social media. They have millions of users, which makes it easy to quickly reach a large group of potential customers. What is more, video, like nothing else, provides an opportunity to show how a product works or what a consumer will gain by ordering a particular service.
Your own social media channels also provide a unique opportunity to interact with your customers. It is in the comments section that they are most likely to ask questions, rather than, for example, by sending an email. This makes it easier to dispel their doubts, find out their expectations and offer advice. This type of online advertising is used by both large corporations and small businesses, as the results of such campaigns can be truly spectacular.
Sponsored texts
The rules of the web are changing, but nevertheless the written word is still in demand. Forms of online advertising using the power of text make it possible not only to present and promote a product, but also to build brand awareness. They allow the company to show itself as, for example, a team of experts ready to help the customer. Depending on the pronunciation of the texts, it can also create itself as a premium brand, offering products with a sensational price/quality ratio, providing a unique consumer-oriented sales and after-sales service, etc.
Sponsored texts are also an example of how online advertising works when marketing content is over-saturated. A good article is characterised by a non-intrusive message understood as a desire to provide readers with valuable content. In other words, instead of a simple message encouraging purchase, content is created in which advertising is only a small part of the whole. The rest is an interesting text that in some way relates to the product, service or industry in which the seller operates.
Sponsored texts also have the advantage of being immune to ad-blocking browser plug-ins. Unlike other types of online advertising, the scripts responsible for detecting such content do not treat articles as advertisements. This ensures that the campaign reaches its audience and that the money spent on their preparation and publication is not wasted.
Sponsored links
In order to reach customers, it is essential to ensure that the website is positioned extensively to be at the top of the search results. Paid visibility campaigns should be added to these measures.
Sponsored links are now an increasingly sophisticated form of online advertising. What does this mean? Google is expanding the link format with new functions. For example, a form to contact the company can be placed underneath. This provides another channel of communication with the customer.
Remarketing
Remarketing involves re-targeting users who previously interacted with a particular company but did not make a purchase or other desired action. With remarketing, information on user behaviour can be used to reach them more effectively with an advertising message. The customer's attention and satisfaction should also be taken care of after they have made an order. A way to keep them is remarketing, i.e. sending emails to such people. Among other things, it is worth asking them to rate the product or service. Giving them the opportunity to express their opinion reassures them that the retailer cares about their satisfaction, listens to any comments they may have and improves the quality of its product range and service.
Mailing campaigns also offer the opportunity to increase sales. To achieve even greater profits, it is enough to appreciate regular customers. One way to do this is, for example, to send discount codes for future purchases, offers available only to them, invitations to participate in exclusive competitions giving the chance to win tickets to cultural events, etc.
InPost's online advertising media - check how they will help with promotion
It is best to use popular websites to present your offer. These include our company websites. Visited by thousands of people every day, they are an excellent form of marketing communication. We offer rental of advertising space in the most frequently visited places on the inpost.pl website. However, that is not all in terms of online advertising with InPost. Find out more at inpost.pl/advertising.
It is also worth going beyond the virtual world with the promotion of your business. We offer our customers the wrapping of our Paczkomat vending machines. Standing in areas frequently frequented by passers-by, Paczkomat is a medium that provides excellent visibility for advertising. Sponsored material can appear not only on its wall, but also as an interlude on the screen used for receiving and sending parcels. We also offer the use of our machines as a sampling tool, i.e. to send product samples to customers.
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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