Media in Advertising and Ad Campaign

We all know that advertising is omnipresent. All you need is a product, a brand name, some advertising space and of course, creativity. This module will make you understand about various available media for effective advertising and will also make you understand it's importance. In realty, advertising cannot be done in any media you want to. It totally depends on your product, your message, your pocket including the kind of reach you want. We all know that ads can be variably classified based on several features. We will tune again to those features to understand the most feasible media to be used to advertise. 

Let's assume that you opened a Tea Stall (Chai Tapri) outside your College. Your business is pretty small which you know and according to that, you are going to spread your wings. First of all, you are specific market based. You are not going to have business beyond your territory. Hence, your business is local. Being a new business, you won't be having sufficient fund and that's also a barrier. Financial problems. Considering these factors, you would still want to advertise? Obviously no! But wait, you have some space outside your shop. This space can be used to grab attention of passersby. That means, a small banner would do. That's how advertisements create and grow. For the Chaiwala, the most appropriate media turned out to be outdoor banners. Similarly, other brands may adopt an ad strategy that suits them. So, let's explore media used for advertising.

Media can be categorized into traditional media and modern / digital media. Let's check out a few of them with a variety of examples.

Traditional Media

Traditional media is the media which has been in use throughout a long period of time. This media includes vehicles like television, radio, newspapers, personal, public and outdoors. This kind of media is widely used for spreading messages among huge masses. Here are some of them:

1. Newspaper Advertising: If you think newspapers are only for getting news, you're wrong. Newspapers stand out to be an essential medium for advertisers to reach to a large amount of audience. India has around 407 Million people who read newspapers and there about 118 registered newspapers circulated in India. So, it's not only news but also advertisements which are published on newspapers so that literate masses and read and take action. Newspapers are printed on daily basis and this restricts the life span of the content to on one day.  

The most popular formats of newspaper advertising are display ads, classified ads and innovative newspaper ads. A lot of things depend on the readership and page number. For eg, front page ads attract premium pricing whereas other pages attract newspaper card rate. 

• Display Ads - These are the regular advertisements coming on any corner of newspaper of various sizes. These ads may include color combination and even images.

• Classified Ads -  These are plain text ads which which are displayed on the classified section of certain newspapers. The cost for such ads are calculated based on per sq cm basis. In India, public notices, education, leasing, matrimony, property, business, services, obituaries, etc. Some classified ads can have images also. 

• Innovative Ad - These are ads which can be put beyond the scope display ad classified ads. Good example can be sample attachments, newspaper jackets, pointer ads, etc.

Advantages of Newspaper Advertising:

1. Proactive Audience: A lot of people read newspapers in depth and this makes sure that they come across each and every advertisement displayed. Placing an ad in the newspaper helps an advertiser to know whether the readers are more likely to notice ads as they habitually read that newspaper. With more proactive readership, there can be more boost towards advertising on newspapers.

2. Specific Audience: Newspaper allows targeting specific audience. This targeting can be made geographically where various versions of newspapers are distributed across a region. This may cater local advertisers as they can advertise in local circulated newspapers. Similarly, newspapers have various section within which also play a great role to specifically target audience. Like men, women, kids, health, recruitments, crime, etc.

3. Cost Effective: Publishing an quality ad on a newspaper may cost more than Rs. 2000/- in India. But the same becomes very cheap when there are lakhs of readers. Hence, the per reader cost for an advertiser falls tremendously when advertised in the most appropriate newspaper.

4. Detailed Information: Newspaper ads usually provide good and clear information along with images and schemes to the readers which enables them to think and take quick action.

5. Reference Value: Newspaper ads provide a high reference value where readers can cut off an advertisement and use it for future purchases. The same is not possible in television and radio advertisements. 

6. Mobility: Newspapers can be carried form place to place and hence, it offers high mobility and transferability. This enhances more readership and exposure to not only news but also advertisements.

7. Flexibility: Newspaper advertising offers high flexibility with respect to placement of ads. A lot of varied ads can be placed on page offering media content as well as advertisements. Moreover, ads can be edited and even canceled in the last moment before final publishing of the newspaper.

8. Engagement: Newspapers creates a higher and an effective engagement between itself and the readers. This helps readers to connect to the newspaper brand and also improves their trust score towards the advertisement.

9. Impact and Effectiveness: Newspaper advertising enables effective tracking of ad results based on response. Eg. an advertisement of Big Bazaar Thursday Offer on Mumbai Mirror news paper can be easily traced when people reach out to Big Bazaar store on Thursday because of seeing the advertisement. 

Limitations of Newspaper Advertising:

1. Short Life Span: A newspaper has a running life of only one day as newspapers are printed on daily basis. This is one of the biggest limitation of advertising on newspaper. A newspaper loses it's value the moment a ay gets over. 

2. Less Interaction: Newspaper ads offer less interaction among it's audience unlike that of digital media. This can lead to less recall value for the brand in the minds of the readers.

3. Product Demonstration not possible: Certain products require demonstration which is not possible in case of newspaper advertisements. For such, audience prefer television or digital ads. In short, print media is not suitable for certain products.

4. Clutter: A lot of things on one page creates a lot of confusion in the minds of the readers. Readers may refuse reading essential content as they may find it less interesting. 

5. Declining interest: It can be observed that there has been a paradigm shift in the number of readers from newspapers to other media like online news apps, notification based news, etc. This can also affect advertising on newspaper.

2. Magazine Advertising: Magazines are special periodicals containing articles, images, stories and illustrations, etc. published on a particular subject targeting specific viewers. There are more than 300 varieties of magazines circulated in India. There are magazines focusing on 

(a) Women like Femina, Vanitha, Womens Era, etc.

(b) Men like Man's World, Maxim, GQ, etc.

(c) Motoring like Car India, Motoring World, Top Gear, etc.

(d) Education like Right Angles, Leaning Curve, Teacher Plus, etc.

(e) Travelling like Outlook Traveler, Traveler India, Spice Route, etc. and many more industries such as aviation, locality, occupation, business, lifestyle, investments, trade, advertising, health, sports, etc.

Advertising on magazines have always been a popular mean to communicate message to the readers but in a slightly different form from that of newspapers. Ads in magazines are proven to be more appealing and detailed compared to that of newspapers. The more the number of readership, the magazine tends to get popularity and this helps advertisers to put advertisements on such magazines.

Advantages of Magazine Advertising

1. National / International Circulation: Magazines are published at national and global level. This gives a very high reach to varied geographical audience. Hence, advertisers can get a wide area coverage when advertised on magazines.

2. Creative and Appealing Ads: Ads in magazines are published in color format thereby making it attractive and appealing. Also, the quality of paper used for magazines are of a higher quality (80 to 90 GSM) which provides a good touch for the readers.

3. Specification: Magazines are of various types catering readers preference. There are magazines on sports, health, aviation, travelling, motoring, technology, business, education, etc. This enables readers to select the kind of magazine they want as per their taste and preference.

4. Long Lasting Impression: Magazines are published less frequently unlike newspapers. This offers a relatively long period of reading time leading to lasting impression.

5. Better Visual Effects: Due to high quality of paper used in magazines, it creates a better viewer effect for the readers. Images tend to look good and that throws a great impression on the minds of the readers.

6. Compatibility: Magazines are like books which are pretty handy and compatible to read. Magazines can be carried and does not create confusion while reading unlike that of newspapers. This makes more people to read magazines and create a better impression in their minds. 

7. Detailed Information: Magazine ads usually provide good and clear information along with images and schemes to the readers which enables them to think and take quick action.

8. Reference Value: Magazine ads provide a high reference value where readers can cut off an advertisement and use it for future purchases. The same is not possible in television and radio advertisements. 

9. Mobility: Newspapers can be carried form place to place and hence, it offers high mobility and transferability. This enhances more readership and exposure to not only news but also advertisements.

Limitations of Advertising on Magazines

1. Limited Circulation: Magazines are often restricted up to a certain geographical area or scope which creates a barrier for the advertiser to reach to many. Also, magazines are not published like newspapers on large scale.

2. Expensive: Putting an ad on a magazine is usually expensive. The highest cost goes for the cover page and double spread (two pages together). As of 2021, India Today magazine charges Rs. 9,00,000/- for a cover page advertisement, Rs. 8,50,000/- for a double spread advertisement,  Rs. 4,00,000/- for full page advertisement and Rs. 2,00,000/- for a half page advertisement. Over and above, it also attracts 5% GST.

3. Reducing Readers: As per Indian Readership Survey, several Indian magazines are facing a downward trend in their readership. Which means, they are losing readership. This can be due to convergence in to digital form which is highly preferred by people.

4. Lack of Flexibility: Magazines require content submission at least one week prior the date of publication. Not only this, booking of ad space should be done two weeks prior the date of publication. This can build up stern work for the advertising company as edits cannot be made once the content is submitted.

5. Clutter: People purchase magazines to read what they like. Many people find ads disturbing when it comes during the reading process. Too much of words in an ad may tend to confuse the readers and they may not read the ad at all. 

6. Problem for Illiterates: One need to know how to read so as to understand the contents of a magazine. Research and survey shows that India has around 25% of illiterate population. Hence, advertising in magazines may not be useful to communicate among the illiterate masses.

3. Television Advertising: Television is known to be as one of the biggest entertainer. With more than hundreds of varied channels with respect to language, culture, food, news, entertainment, sports, nature, etc. television media is the most versatile. In India, television has always been the leading media for advertising. In 2019, there was 40%, 15%, 12% and 4% growth in television advertisements across the FMCG, Telecom, E-Commerce and Household durables sectors respectively. Advertising on television is extremely popular in India due to the it's high viewership. As on 2015, India had recorded 161 million households having access to cable television. This creates a golden opportunity for advertisers to deliver their content in a creative way to the audience. That's the reason why you always find ads when you watch a programme on television. A lot of television programmes are sponsored by advertisers (brands) and hence their names are called before starting or ending the programme. Random ads also appear on television channels which may have it's own specific timing.

Television ads have a unique essence and they correlate well with the audience. Television ads have the power to not only grab viewer's attention but also has a good engagement. With entertaining media being telecasted on television, it becomes a culture to watch advertisements. Let's check few ads down here.

Advantages of Television Advertising

1. Higher Reach: Advertising on television is subject to a higher reach as many households posses television set at home. On a profound note, population in rural India still gather at a particular household and watch programmes on television together. This obviously leads to higher viewership and reach.

2. Grabs attention: Television ads are known to grab attention of the viewers. This is backed by a lot of features such as good cast, good quality of videography, good background music, use of good words, good voice, etc. Generally, advertisements with top class celebrity tends to grab more attraction of the viewers hence making them to watch the advertisement. 

3. Targets the right audience: Advertising on television helps the advertiser to target the most appropriate viewers based on viewership. An advertiser of chocolates would prefer advertising on cartoon channels and daily entertainment channels so as to hit the eyes of the right audience.

4. Effective tracking of results: Effectiveness of ads telecasted on television media can be tracked using various tools and mechanisms. This helps the advertiser to understand the impact of the advertisement being telecasted through which the advertiser can take further marketing and manufacturing steps.

5. Highly Influential: Contents shown on television is highly engaging and influencing because of the high end graphics, stories, visuals, music and testimonies by celebrities. Thus, watching an ad on television may automatically create a positive attitude towards the brand in the minds of the targeted audience. 

6. Low per person cost: Undoubtedly, making and telecasting ads on television is expensive. But due to it's wide reach, the cost of an ad on per viewer basis falls drastically. Also, when more people see, the more you get known and the more you will sell.

Limitations of Television Advertising

1. Expensive: Right from creating to telecasting an ad on television, it prove to be an expensive task. Ads becomes expensive because of the high scale professional technology, media space and celebrity demands. 

2. Lack of flexibility: Ads one produced, becomes difficult to undergo alterations. Hence, that blocks flexibility. Every change to be made in a produced ad proves to be very expensive and time consuming.

3. Frequency: Television ads have to be frequent enough so as to mark on viewer's minds. Putting an ad one time on television is of no use. Ads on television have to be screened continuously so that it reaches maximum viewers. Again, this is going to be costly.

4. Problem of Zapping: A very big problem in most of the households is zapping (changing channel when ad comes). A lot of people tend to take personal breaks or even change channels when breaks come. This makes advertising efforts waste and creates a challenging situation for the advertisers.

5. No reference value: Television ads have no reference value as it cannot be saved nor preserved. But it can only be seen when telecasted. Hence, recalling and referring brand due to advertisements become questionable. 

4. Outdoor Advertising: You know that advertising is omnipresent. All you need is some creativity and some space. That's right, you need space. You step out of home and you see a banner of a politician waiving his hand with some message is advertising. You see hoardings on road while travelling is a form of advertising. You see bus stops with banner as well as digital advertisements. Chuck bus stops, even buses carry advertisements. Any advertisement put in any external environment is can be called outdoor advertising.

Some of the forms of outdoor advertising are as follows:

i. Bill Boards: Billboards are large posters put up along roadside with a clear view. Bill boards are generally so huge that it's contents are clearly visible to the viewers. Billboards are of various types ranging from a static one to hyper one. 

• Classic Billboards - Most simple form of billboards which can last for a long period of time. Highly used on highways and streets and are pretty inexpensive. 

• Vinyl Billboards - It is bright in color and is usually spray painted. It has a life span of three to five years and is made of polyvinyl chloride. It includes two layers of UV-protected, water-resistant sections of vinyl with a rip-stop nylon scrim sandwiched between the vinyl to prevent tearing. 

• Painted Billboards - Traditional form of billboards where paint is used to on board to display message.

• 3D Billboards - Advanced billboards designed in a way that it creates a moving effect. Can grab good attention of viewers and involves high level creativity.

• Scented Billboards - These kind of billboards are very rarely used. Here, an aroma is passed through the billboard so as to give a live feel to the audience. Perfumes and food brands adopt this kind of strategy to grab customers.

• Digital Billboards - These are screen based billboards which can display moving content being digital in nature. They are bright and expensive compared to other billboards.

• Mobile Billboard - These are boards stuck to vehicles so as to advertise in multiple places. These are very effective as the ads move along with the vehicle. Hence, more exposure is guaranteed.

ii. Point of Sale Advertising: Have you ever experienced a situation where you are checking out from a shop and you are stopped at the payment counter with some really good advertisement asking you to buy some additional stuff? Have you experienced a situation where you are buying something and the same product is advertised near you? That's point of purchase advertising. This advertising is usually done by shopkeepers either by word of mouth or through display. A good example can be Beeda Pan kept at restaurant cash counter which is sold for Rs. 10/- per piece. When the customer heads to pay the bill at the cash counter, he gets attracted to Beeda Pan and may end up buying that too. A lot of goods which are supplementary in nature are marketed using point of purchase advertising. At times, there is no need to advertise. Just display the product at the cash counter and the buyer could buy that. Smart eh!

iii. Street Furniture Advertising: Many a times, advertisers advertise on sitting area, newsstands and kiosks, bike and scooter parking areas, urban panels, phone booth, information posts, street poles, etc. This advertising targets people who casually come across the advertisement. For example, advertisement on a seat at Marine Lines, Mumbai can be a good example of street furniture advertising. Check some examples below:

iv. Transit Advertising: Advertisements are placed on different forms of public transportation, which aims at marketing to not only commuters but also consumers who pass alongside it. These are moving ads and they go wherever the vehicle goes. This kind of advertising is very effective as it reaches out to many at reasonable price. A good example can be advertisement of JK Shah Classes on BEST Buses plying in Mumbai. The concept of Wrap Advertising is also a kind of transit advertising where the whole vehicle is covered with an advertisement. Check the below examples:

v. Retail Advertising: A lot of advertising is done in retail showrooms and shopping centers. Such advertisements get a lot of viewers and it helps the brand to get higher reach. A good example can be advertisement on roof of a shopping mall or advertising at the entrance of a shop, etc. Such advertisements also facilitate point of purchase element where immediate purchase decision of buyers can be influenced. Check out a few examples.

vi. Lamp Post Advertising: This advertising strategy involves continuous and repetitive advertising throughout a road where street lights are located. This kind of advertising tends to quickly engage a large number of commuting audience and because of continuity, audience may tend to remember the brand. This kind of advertising is very popular on Indian streets. It requires special permission from the local authorities and the Regional Transport Office (RTO) on payment of certain amount of fees. 

vii. Glass Facade Advertising: Advertisements which are affixed or pasted to the glass facade of any building. This is again quiet popular in metro cities experiencing huge amount of passersby. Such advertising also required permission from the local authority on payment of certain amount of fees.

viii. Trade Shows and Fair: Trade shows and fairs prove to be a strong platform for sellers to promote their goods. Various Government departments and organizations organize such trade fairs where sellers participate where extensive advertising is undertaken. Such fairs not only boost participating sellers but also other businessmen who wish to advertise. Fairs attract huge number of visitors and hence becomes a very strong platform to create awareness and make instant sales. 

Advantages of Outdoor Advertising

1. Easy penetration: Outdoor advertising can be conducted in any geographical area where the brand wants to exist. All what is required is good space and idea to put the message to the public. Outdoor ads exist ion highways, gullies, airports, railway stations, vehicles, shopping mall, etc. Hence, it facilitates easy penetration of a brand in a market.

2. Flexible: Outdoor ads are pretty flexible as compared to that of radio and television ads. Outdoor ads mainly depend on the media vehicle i.e. the object on which the ad is going to be displayed. It can be a screen, lamp post or a wall or roof top or any thing. So , the content can be designed and even altered if required to and be presented to the public. 

3. High Exposure: Outdoor advertising provides a high exposure to the brand getting advertised. Placing ads in busy area tends to grab more attention from the public and thus, creates a high exposure to the brand.

4. Inexpensive: Outdoor ads aren't expensive like television and radio ads. Hence, one of the major benefit of outdoor advertising is it's friendly budget. 

5. Target Specific Audience: Outdoor ads can be used to target specific strategic audience who may tend to buy the product. For eg, advertisement of an energy supplement can be put up in a medical center or in sport stadium during a sports event.

6. Durable: Outdoor ads stay relatively for a long period of time compared to newspaper ads as there is continuity. A poster or a billboard remains at a spot and so does the ad (as per the contract). Hence, it can be aid that outdoor ads have a longer life.

7. Varied Audience: Certain outdoor ads not only targets specific audience but also general audience. Eg. an ad of jewelry on highway targets every passerby irrespective of his gender, religion, caste, class, etc. 

Limitations of Outdoor Advertising

1. Obstructive: Many a times, people / commuters find ads obstructive and disturbing which may create negative brand image towards the brand.

2. Damageable: Outdoor ads can be easily hampered by competitors or lunatics for self satisfaction can create heavy infrastructural as well as brand loss to the advertiser.

3. Expensive: Agreed that outdoor ads are not expensive but when it comes to advertising on shopping malls or stadiums through screen, it is going to be expensive.

4. Local Authority Permission and Fees: Every outdoor advertisement has to follow certain protocols set by the local authority of that particular area where the ad needs to be put up. Moreover, there is application fees, refundable / non - refundable deposits and hiring charges payable by the advertiser to the municipal authority.

5. Difficult to track and measure performance: It is very difficult to keep a track on effectiveness of an outdoor ads. Measuring reach and response is not as easy as digital marketing. 

5. Other Media Forms:

a. Radio: You must have surely experienced soothing songs on radio FM at some point of time for sure but same wouldn't be existing the same way for many today. Radio media is provides exclusive audio services t it's listeners 24 X 7 in a dynamic form. There are shows, discussions, education events, forums, songs and even advertisements broadcasted on radio media. Radio is indeed a powerful media to express content. Due to it's only auditory in nature, it makes a sense of imagination or visualization in the minds of the listeners and this can help developing minds. Similarly when brands are advertised on radio, it creates a top of mind awareness and the listener may develop a favorable attitude towards the product. Advertising on radio media is quiet flexible and is casted on local language which is understandable by most of the listeners. Advertisements are continuously repeated on radio channels and this creates a top of mind remembrance about the brand in the minds of the listeners. The media on radio is so effective that it doesn't let the listener zap or switch channel when an audio commercial comes. And the best feature is it is mobile and not expensive.  

b. Film / Cinema Hall Advertising: A movie always starts with an advertisement. In a theatre, audience assemble well in advance for a movie and this free time is used to display advertisement of products and other movie trailers. This kind of advertising focuses on a  particular group of audience and this targeting becomes effective. Sound and video quality plays a vital role here as they are premium in nature, which makes the viewer to pay attention. Such advertisements to be displayed before a movie are subject to heavy charge as the advertiser is required to pay the concerned theatre. But these days, many people avoid watching advertisements with attention and rather stick to their phones. 

Modern Media - Digital Media

Have you come across advertisements while surfing on internet or watching videos on YouTube or while surfing on social media sites like Facebook, Instagram, Twitter, Snapchat, etc. or even while opening an app in your mobile phone? You surely would have and that's what is digital media. In simple words, a digital platform used to convey a marketing message to the users is called digital advertising. Digital advertising a component of digital marketing as digital marketing is a very wide concept. Over a period of time especially with launch of advanced mobile phones and accessibility to internet at cheap rates, digital marketing and advertising has climbed the market like a rocket. Online ads tend to create a high level of engagement with the viewer and with e-commerce in alignment, it can boost sales. A simple advertisement link on this website itself can make you click on it and you may end up buying that product. It's all because of the close engagement. Digital media is powered with functions and algorithms that work intelligently in displaying the right information to the right audience at the right time, that too again and again. 

In 2017, the global spending on digital media stood at $ 251,608.82 Million which rose to US $ 335,504.96 Million in 2019. It is expected to touch US $ 460,591.26 Million by 2024. In contrast to this, India marked an overall spending of US $ 1,930 Million in 2019 which is projected to increase to US $ 3,980 Million and US $ 8,250 Million by 2022 and 2025 respectively. This shows the level of advertising carried in India especially through digital means and a long term scope in the field of digital advertising.  

Key aspects of Digital Advertising

1. Digital advertising is universal and highly flexible. It enables an advertiser to express their brands in mediums which are frequently visited by viewers. The message can be through text, images, video, link, etc.

2. Digital ads can be seen everywhere on the internet. Be it a website, Google search, mobile application, social media, etc. 

3. Digital advertising enables the advertiser to market and re-market the potential and the most appropriate consumers. 

4. Digital advertising takes the advertiser one step ahead in creating a strong engagement with the viewers. This is mainly because of the interactive platform available on digital media which enables consumers to check for reviews and communicate directly with the executives of the advertiser.

5. Advertising on social media platforms have grown rapidly due to it's high outreach and effective targeting. As per research surveys, spending on Social Media Advertising in India is projected to reach US $ 863 Million in 2021 which was US $ 445 in 2017. In contrast, USA has a projected spending of US $ 44,607 Million and Pakistan has US $ 13.3 Million in 2021 on Social Media platform.

6. The average ad spending per internet user on Social Media platforms is projected to be US $ 1.13 in 2021 which was US $ 1.05 in 2017.

7. As of 2019, Facebook held maximum share in Social Media advertising in India with around 75% with Twitter and Instagram way below it.

Check out a few images for your understanding.

Let's understand some components of digital marketing:

1. Website: Websites are nothing less than an on demand bio data. Having a website gives an opportunity to the organization to publish itself on the web. An organization can how it's existence through a website. Generally, extensive contents are pit on websites so as to provide utmost information to the visitors. In fact, quoting the name of a website itself is a kind of an advertisement. For eg. you stepped into this website because of the link shared with you. Rest was your action.

2. Search Engine Optimization (SEO): Search engine optimization (SEO) is a process for improving organic (unpaid) traffic to a website. SEO activities involves technical and creative tactics to improve ranking of a website and increase awareness in search engines. Digital marketing managers handle SEO tasks such as using the most appropriate keyword in the website for quick search response, applying crosslinks like linking relevant keyword to relevant content, getting backlinks applied like your website link in some other website, creative, original and trending content, etc. These activities help a website to improve it's organic search ranking. A new website may not be ranked on top in a Google search. It may find it's place on 5th or 6th page. Here, SEO over a period of time helps such websites to come up from 5th and 6th page to 1st or 2nd page. 

3. Pay-per-click (PPC) advertising: PPC is a strategy where an advertiser has to pay only when people click on his ads. This means the advertiser can tactfully avoid wasting funds in reaching unwanted audience. PPC offers advanced targeting options which enables the advertiser to target the most specific audience on the web. Parameters such as demography, location, type of device, interest an preference can be gauged. 

4. Content Marketing: Content marketing is a strategy to upload quality content on websites of blog spots where viewers can have a good reading time. Such content is generally focused on educating the audience about latest trends or changing technology which helps the advertiser to build close engagement with the audience. The advertiser can also drop in comments section where there can be healthy discussions with the readers. 

5. Email Marketing: Email is a direct marketing tool that involves sending promotional messages to a segmented group of database (consumers). It is an effective approach for sending personalized messages that target consumer's needs and wants. It is most popular for e-commerce business as a way to develop top of mind awareness for the consumers. 

6. Mobile Marketing: Mobile marketing is the promotion of products or services via mobile phones. This includes advertising through text messages or advertising in downloaded apps. In reality, a good mobile marketing approach includes optimizing websites as per mobile view and content for creating best experience on mobile devices. 

7. Paid Search: Paid search is a way of increasing search engine visibility through bidding for certain keywords. This also involves purchasing ad space in the search engine results. Under paid search, ads are shown only to those users who are actively searching using the keyword bid by advertiser. There are two main types of paid search advertising — pay per click (PPC) and cost per mille (CPM). With PPC, you only pay when someone clicks on your ad. With CPM, you pay based on the number of impressions (views).

8. Social Media Marketing: Social media is one of the most trending platforms these days not only for general public but also for businessmen. Ads on social media can be effectively placed in front of the right audience at the right time, hence generating more impressions and conversions. Social media platforms such as  Facebook, Twitter, YouTube, Instagram are the major areas where massive advertising is carried out.

9. Webinars: Webinars are short time online events conducted on various meeting software like MS TEAMS, Zoom, Google Meets, etc. A lot advertisements can be placed during such webinars so as to specifically communicate and target the audience. Eg. advertisement of a Learning Management System (LMS) can be done during a webinar hosted for Teachers of Colleges and Institutions.

10. Video Marketing: Video marketing enables advertisers to connect to the consumers in a more visually engaging and interactive way. Through video ads, the advertiser can showcase product launches, events and special announcements, as well as provide educational content and testimonies. YouTube and Vimeo are the most commonly used platforms for sharing and advertising videos. Pre-roll ads (which are shown for the first 5–10 seconds before a video) are another way digital marketing managers can reach audiences on video platforms. 

11. Reputation Marketing: Reputation marketing focuses on gathering and promoting positive online reviews. Reading online reviews can influence customer buying decisions and is an important component of your overall brand and product reputation. An online reputation marketing strategy encourages customers to leave positive reviews on sites where potential customers search for reviews. Many of these review sites also offer native advertising that allows companies to place ads on competitor profiles. 

12. Remarketing: Remarketing is a tactic applied by marketers to follow continuous advertising to people who have searched for a product but have not purchased. Generally when products are added to the cart, the user and the product data get stored which is used to target the same user with the same product later. 

13. In app Advertising: Advertising is also done on desktop and mobile applications. Various software are used by various people for various purpose. This proves a good platform for marketers to promote what they have to the app users. Many apps have in app purchases as well which enables them to make sales.