Digital advertising isn’t just a fad, it can catapult a business and turn it from a small company to a global success. Matthew Nicosia uses Apple as an example – with the right digital advertising strategy, it went from just another business to becoming a brand label with an identity attached to it.
What is Digital Advertising, by Matthew Nicosia
Digital advertising is, as you could have guessed, advertising on digital media. It involves promotion of a product or services, but on digital platforms like (most commonly) the internet, emails, text, etc. rather than traditional media like billboards and newspapers.
With how digital the world has become, digital advertising is a huge part of the marketing industry right now with a major portion of business revenues coming from digital advertising.
How Digital Advertising Works, Explained By Matthew Nicosia
Digital advertising at the start of the century was difficult, with very little competition. Things have changed drastically since then, as Matthew Nicosia explains. Now, people have hundreds of options about how to use digital advertising tools to promote their products and services.
From ad campaigns to blog posts and infographics, there are so many easy ways digital advertising now works without anyone needing to put in large investments. All you have to do is create the right kind of ad for your audience. With everyone online, finding your target audience really depends on how well you can use platform algorithms to your advantage.
Digital advertising is no longer about throwing out a promotion and hoping the right person sees it – instead, it is about putting out a carefully curated ad for a specific person within a certain demographic and making sure they see it at just the right time. This kind of ad is much more likely to make prospect customers convert and become users of your product or service.
Matthew Nicosia emphasizes that digital advertising is not just about promotion, however. A key aspect of digital advertising is to build a relationship with the customer through the platform by giving them something of value while also getting back from them. With so many businesses easily affording ads now, the competition is also a lot stronger.
Most of us don’t realize we’re looking at digital advertisements anymore, because we have become so accustomed to seeing them. As an example, how many of us actually look at the ads on the side bars of web pages anymore?
Matthew Nicosia points out that even when we’re not looking at these ads consciously, we are still being targeted. Our search and internet usage history gives advertisers a clear idea of what demographic we fall under and what products or services we are looking for.
Based on this information, they give curated ads specifically for us, as individuals, rather than even lumping us into one demographic. With such targeted ads, we are very likely to end up being convinced, even if we believe that we made the decision to purchase something by ourselves.