We have many names for Digital Marketing such as Online Advertising, Web Marketing, Online Marketing. Here we have to discuss about 2 major player, Advertiser & Publisher.Before we get in to the topic we will discuss few important terminology in Digital Marketing. This process involves 2 main parties called Advertiser and Publisher. There many types of digital marketing, just to mention few
- Search Engine Optimization – Free marketing of website
- Pay Per Click – This used in SEM /SMM
- SEM – Search Engine Marketing
- SMM – Social Media Marketing
- Viral Content Marketing
- Affiliate Marketing
- Email Marketing
Each of the above marketing technique can be used to achieve multiple goals of objective of your campaign.
To start a advertising campaign we would need to have answer for few basic questions.
- What is the goal/objective of the campaign?
- what are preferred marketing strategies?
- who are the target audiences?
- What should be duration of the campaign?
- Budget is allocation plan based on the mode and goal of advertising
Marketers follow 2 kind of marketing strategies which are called as push and pull marketing Strategies. we can discuss little more about these
1. Push Marketing: A type of marketing which will follow pushing methodology. Looking at the below examples you would understand what is “Push Marketing”
- News Paper Adverts
- TV Adverts
- Billboards adverts
- YouTube Homage adverts
- Video Non-skip adverts
By now you should have understood that the ads which are one way in advertising the content is part of Push Marketing Strategy. This kind of advertising need very little information about the audiences.
2. Pull Marketing: This is the 2nd kind of strategy which is opposite to push marketing, where they want to pull the customers to get the sales done. The best example for this would be
- Search engine advertising
- Social media networks
- Word of mouth & media coverage
- Promotions and discounts
- Email marketing
This strategy is completely dependent on audiences profile and interests. Think of a scenario, you are in street market to buy a book, the possibility of you buys a book will be much higher for the shop which is just at the beginning of the street, hence the rent paid by that shop owner would be higher. Similarly, when you search something in google, the possibility of you clicking on the 1st search result ad is much higher that other links. So, the advertiser is ready to pay little higher pay per click price than other advertisers and he is trying to pull you in to his website to get the sale done.
Along with these strategies they also follow something other concepts of Branding and Direct response.
Branding : This can be mostly implemented by push marketing strategy, where advertiser is ready to spend millions of dollars just for one ad campaign using multiple channels of advertising. During branding campaigns, advertisers are least bothered about generating leads or sales. They just measure count of eyeballs on the advertisement. This concept is in practice from part 4 to 5 decade where the large brands are trying to show their presence in multiple channels of advertising using last spaces, creating an impact in audiences mind that this is a brand.
Direct Response Advertising : This is another kind of advertising where advertiser are directly targeting users where they would measure every activity from click on the advert, landing on the site, products viewed, products added to the cart and purchased. This is completely result oriented when advertisers would expect some kind of action from the visitor on their site like signing up for the newsletters, buying product, downloading a ebook/software etc.,
Who is Publisher?
The publishers are the owners of the Web Property like Websites/Blogs providing the content to the visitors of those sites. Any Website Owner can be a Publisher, provided he should have a good number of visitors to his site, which we technically call as Traffic. If the Traffic of the site is High there is good scope of earning for the publisher by showing Ads on their sites.
Who is Advertiser?
As we all know, the advertisers are the ones who have a product or message to market and promote to the viewing audience. Any product owner or a person who is promoting other products to earn commissions on sales who is running Ads to get peoples attentions and improve sales will act as Advertisers.
The publishers can sell ad space on their sites to advertisers directly or may be through Ad agencies which are involved in selling Ad Space in Publisher’s Website to be hosted on an affiliate publishers web site.
The Ad Networks are the entities who provide a mechanism to post advertisements on websites provided by the web publishers. Advertising Networks feed ads from their ad servers to be posted on the website, provide statistics about the ad feeds and send out a check to the web site publisher. Typically ad networks provide java script which is the publisher posts on the web page which makes a request to the ad server for the ad which is displayed on the web page in the browser.
Revenue Models: Advertising revenue models
The advertiser pays an unit price per thousand impressions (viewings).
The advertiser pays for every click a viewer makes on the advertisement. The ad typically links to the advertiser’s web site.
CPA: Cost Per Acquisition.
The advertiser only pays when a click on an ad converts to a purchase or completes a transaction. Also can mean Cost Per Action where the action can be a customer phone call.
eCPM: Equivalent CPM.
This allows for a blend of CPM, CPC and even CPA to be normalized into an equivalent measurement of CPM. This assumes a formula for finding a CPM value for a single click to equate CPM and CPC.
The lead can be a form filled out by a user to request more information or a request for a call from a sales representative.
Also known as PPS (Pay Per Sale), or CPO (Cost Per Order).
Advertiser is charged only when consumers actively elect to watch the video.
Advertiser is charged only when consumers watch 80% or more of the video