How to employ internet technologies for efficient marketing

By Jamie Hill - 21 January 2019

Expert Voices

The Change Undergone By The Advertising Industry

When reflecting on how much of the shopping has moved online in the last decades, one can imagine that this must have had a tremendous impact on the advertising industry. Given these radical changes, migration from printing advertisements on paper to publishing them on digital resources and embedding them in web pages is just the tip of the iceberg. In fact, online technologies that developed meanwhile have led to a deep reshaping of advertising as we know it.

If you feel you are not familiar enough with the spectrum of technologies employed in online advertising, you could take the online gambling business as a study case. You might want to view list of new casino sites in UK and explore them one by one in order to study their marketing strategies and tricks employed. These businesses carry almost all of their activities online and the interaction with clients happens entirely via web pages or smartphone applications. Obviously, their advertising strategies also happen entirely online.

Key Principles In Online Advertising

There are certain key principles that need to be followed to obtain good outreach and visibility online:

  • Obviously, a serious business must have an elaborate website with all the content efficiently organized and relevant to the client as well as appealing and de-cluttered design.
  • In a world where search engines like Google or Yahoo have gained such control over our search results, it is of utmost importance for businesses to maximally tune in with the constantly changing algorithms these use in order to have their company web pages appear at the top of the search list. This complex task generated an entire industry (SEO) that helps businesses adjust the content of the website (e.g. by correctly balancing keywords, using hyperlinks in a most efficient manner, adjusting the backend code, and boosting the popularity of the main website by using smaller satellite websites linking to the former).

Interestingly, the content on these satellites does not even have to look as advertisements (only to provide relevant content). This is a perfect illustration of the paradigm shift that the industry has gone through.

  • Building a solid presence in social media should be another priority direction. These tools can help convey eloquent examples of corporate responsibility (which tend to become a must) to the masses and in some instances, even reach an incredible viewership overnight.
  • Every serious business must consider providing the appropriate mobile applications for their clients. The apps themselves can serve as advertising tools. Thus, a well-built and useful app will inevitably get good marks and a significant user share, climbing to the top of the hierarchical list in the respective app store. This can serve as one more tool for boosting visibility and which only requires building a good product/app rather than advertising.

Obtaining online visibility is of paramount importance for any business nowadays, hence, only understanding, accepting, and adapting to the new realities can lead to effective advertising and financial success.

 

 

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