Digital Marketing Formats

The world of offline marketing offers many possibilities and different ways of making ads. But what can we say about the different digital marketing formats? If you have explored some of its variants, such as Google Ads, you will know what I mean. But there is much more beyond and there is no reason to settle for the only thing we know or know how to do. Let's go there!

What is digital marketing?

Digital marketing is the set of techniques and actions for promoting and disseminating a company's message on the Internet, that is, the circulation of paid advertisements in the digital environment. On the Internet there are different channels and platforms where we can place the ads so that the public the company wants to reach can view them.

Why invest in different types of digital marketing?

Each type of marketing has different characteristics and are intended for one or another type of advertisement. For this reason, it is important to define a few questions before trying one format or another for our marketing campaigns. In the first place, we must be clear about what type of message we want to announce, what theme it encompasses and what resources we have available.

Secondly, we must define what the objective of marketing is and, above all, what audience we are targeting. We won't find the same users on a travel blog as on LinkedIn, for example. It is for all this that we are interested in developing a Marketing Plan in which we can study all the options that suit us when applying our marketing strategies.

Digital marketing formats you should know:

We explain the most prominent types of digital marketing formats that you can use to achieve your company's marketing objectives.

Search engine marketing

When we think of carrying out paid online marketing campaigns, the first thing that usually comes to mind is Google. And with good reason, since it is the number one search engine in the world and, therefore, a powerful showcase to position our company. Google Ads allows us to advertise on the search network and the Display network. We will first explain digital marketing on the search network and then move on to digital display marketing. The search network is when we do any search on Google and the ads appear on the results page, on Google Shopping and even on Google Maps. Look at the example of this capture:

Google marketing formats

Display marketing

Digital display marketing is one that we can find on any web page, blog, or portal in the form of creatives, which are advertised in different locations. YouTube would also fall into this category, but later we will talk about how to advertise on this other platform.

In Display marketing you should know that each marketing space usually has a budget, since an ad located in the footer does not have the same views as an ad at the top of the page. In addition, these visual elements can also have different formats, sizes, and proportions.

We can find display marketing in the form of banners, pop-ups or what we know as interstitial marketing. This last format is the ads in the form of blocks that we see in full screen, highly recommended when they are destined for mobiles. In turn, banner marketing has a wide variety of sizes for the insertion of images and videos:

·        Classic banner of, for example, 468 x 60 pixels

·        The page stealer, 300 x 600 pixels

·        The skyscraper or skyscraper, 120 x 600 pixels

·        The mega banner, with a size of 728 x 90 pixels

·        The Billboard, 900 x 250 pixels.

Native Marketing

Native marketing often goes unnoticed, yet it is one of the most effective digital marketing formats. They are one of the least intrusive marketing methods since they are integrated in form and functionality with the content of the website in order not to interrupt the user's navigation. Since many Internet users have become accustomed to blocking marketing in their browsers with Google extensions such as AdBlock Plus, native marketing is a good alternative to reach the target audience through a smooth and natural browsing experience. On the one hand, this type of marketing should not abuse merely promotional content since it should add value to the user. On the other hand, even if it is native marketing, we must indicate to the user the nature of sponsored content.

There are different types of native digital marketing:

Branded content: This is the most typical case of sponsored posts, that is, created and promoted by third parties but sponsored by the brand. This marketing format is widely used by influencers on Instagram or by the media through editorial articles.

Content Ads: It is the content sponsored by the brand that appears in editorial media and blogs as suggested reading. The objective is to attract web traffic to the advertiser's site through non-commercial content that has a high value for the user. Once the user reaches the content of the brand, it is about retaining the user through, for example, a subscription form.

Native Display Ads: This is the type of native marketing that best suits the environment. It is promoted through search engines, apps or blogs and usually achieves up to twice the CTR of traditional banners.

Social Ads Marketing

A digital marketing format that we cannot ignore is the one that is promoted on social networks, that is, what we know as Social Ads. Keep in mind that about 84% of Internet users have a profile on social networks, so we cannot leave them out of our marketing investment strategy. To get most of the digital marketing service you must hire a digital marketing consultant. To connect with the community of the social network that interests us, we can advertise on Facebook, Instagram, LinkedIn, Twitter, Tik Tok, etc.