One of the primary devices for digital media advertising is the Internet, which offers advertising options such as search engine marketing (SEM), content ads, display ads, search engine optimization (SEO), social marketing and email marketing. Another widely utilized type digital media advertising is with the use of a cell phone device, for text message ads or mobile marketing.
Search engine marketing is also referred to as pay-per-click advertising. These are the text ads that run along the top, side and bottom of the page when someone conducts a search using their favorite search engine. When an Internet surfer clicks on the text ad, the company placing the ad is charged a fee, which is why it is referred to as pay-per-click.
Content ads are digital ads, which may be text or banners, that are on the same page as relevant content. For example, if the Internet searcher is reading an article on how to start a business website, a content ad may include a web host company and a website designer text ad. Since the reader of the ad is interested in the topic that the content contains, the ads correlate with the topic because the items complement the content.
Display ads are usually graphic banners or buttons on a web page. Some of the banners are static, while others are animated or dynamic. Banners or display ads tend to be relevant to the content on the web page on which they sit as well. For example, a marketing consultant website may include a banner or display ad that promotes a contact management system to manage email campaigns and online marketing efforts.
Search engine optimization is digital media advertising that focuses on using relevant keywords in the content that a business shares. The keywords should be words, terms and phrases that an Internet searcher would use to find the product or service that the company is selling. Companies can use SEO efforts in the text on the business website, in pay-per-click ads, articles the company publishes online, online press releases the company publishes and any other content the company publishes online. SEO helps the business website to rank higher in the search engines, which also tends to increase traffic to the business website.
Social media is another form of digital media advertising. There are several subsets of social media advertising. Companies have the option of placing text or display ads on social media networks, or businesses can use the update and sharing features on social media networks to help promote their products and services. Companies can even enlist their fans and followers to help them promote the business and spread the word — turning word-of-mouth advertising into digital media advertising.
Email marketing is another form of digital media advertising. When someone subscribes to receive email communications from a company, the company has the right to send emails to the subscribers. The emails may share content or relevant information, or the emails may promote a product or service.
With more and more consumers carrying and using cell phones, especially smartphones, companies are also turning to mobile marketing as a form of digital media advertising. This type of advertising sends text messages as advertisements and promotions to the person’s cell phone. Some mobile ads even appear alongside the phone applications the users of the phone are using. For example, if a consumer is playing a game on their cell phone, a digital ad may appear at the top or bottom of the game board or on the screen in between game turns.