Online marketing and its growing relevance in the digital age
Posted: Thu Jan 23, 2025 6:48 am
Names like Google, Amazon, Facebook and Twitter are on everyone's lips: social networks are used to communicate and on the Internet we buy and find out about products, services and all kinds of offers. According to the latest survey by AIMC (Association for Media Research), 90 percent of users connect to the Internet several times a day , and they do so more often from their mobile phone (over 90 percent) than from a desktop PC or laptop. As for the services that are increasingly accessed from mobile phones, there are banking and purchasing transactions, as well as email (87 percent), instant messaging (83 percent), browsing (82 percent) and the use of social networks (73 percent), which Facebook continues to lead. With these figures it is easy to understand why many companies are beginning to seriously invest in online marketing campaigns .
Marketing tools: flyer or Facebook Ads?
Whether online or offline, there are many different ways to attract and psychiatrist email database communicate with customers in the advertising field . Below is a selection of the different marketing tools specific to each sector:
Traditional marketing
Digital marketing
Advertisements on television and radio
Printing (ads & advertorials)
Outdoor advertising (billboards, posters)
Propaganda articles
Events
Fairs and exhibitions
Sponsorship (e.g. at events)
Banners on web pages
Content Marketing
Social networks
Affiliate Marketing
Email Marketing
Search Engine Optimization (SEO)
Search Engine Advertising (SEA)
Multimedia: videos, podcasts
Strengths and weaknesses of classical marketing
Classic marketing channels that can reach a mass audience include radio, television and print media. Combined with other offline and direct marketing measures such as outdoor advertising or promotional materials, these methods achieve a very strong presence in the population and often a large reach radius , as they are also able to reach people outside the Internet.
However, one disadvantage of this type of advertising is its immutability, since it is not possible to modify it once it is published, nor does its price vary if the advertisement is seen by people who do not belong to the target audience at all, which can lead to large losses due to dispersion . Advertising in the digital medium, on the other hand, does not depend on the classic principle according to which you pay to publish an advertisement on a certain page, but it is possible to buy online ads for a specific audience, showing them to a user who belongs to the previously defined target audience. In this article from our digital guide you can learn in depth how programmatic advertising works .
Best grade in branding
Traditional marketing on the radio or in print is, at least in essence, an important branding factor. However, as with television advertising, the cost factor is a huge factor here. This is why most entrepreneurs and startups, at the beginning of their marketing planning, opt for the much cheaper online medium. But can traditional advertising be rejected outright for financial reasons alone? Clearly not, because all these more traditional tools such as outdoor advertising, flyers, posters, trade fair presence, sponsorship, etc., form the basis of brand popularity (branding). Traditional marketing contributes greatly to a brand's image and has a strong presence in the daily life of potential customers.
Little capacity for reaction and personalization
Traditional marketing strategies leave little room for spontaneous changes . Once the advertisement or poster has been printed and the advertisement recorded and mounted, it is difficult to modify it to react to sudden events or to a negative response from the clientele. It is just as difficult to include a personal way of addressing the customer. All readers of a newspaper have access to exactly the same advertisement as everyone else. On the other hand, online marketing allows different advertisements to be reproduced based on the user's profile, which depends, if known, on the user's behaviour on the Internet and the personal data of the visitor to a page.
Marketing tools: flyer or Facebook Ads?
Whether online or offline, there are many different ways to attract and psychiatrist email database communicate with customers in the advertising field . Below is a selection of the different marketing tools specific to each sector:
Traditional marketing
Digital marketing
Advertisements on television and radio
Printing (ads & advertorials)
Outdoor advertising (billboards, posters)
Propaganda articles
Events
Fairs and exhibitions
Sponsorship (e.g. at events)
Banners on web pages
Content Marketing
Social networks
Affiliate Marketing
Email Marketing
Search Engine Optimization (SEO)
Search Engine Advertising (SEA)
Multimedia: videos, podcasts
Strengths and weaknesses of classical marketing
Classic marketing channels that can reach a mass audience include radio, television and print media. Combined with other offline and direct marketing measures such as outdoor advertising or promotional materials, these methods achieve a very strong presence in the population and often a large reach radius , as they are also able to reach people outside the Internet.
However, one disadvantage of this type of advertising is its immutability, since it is not possible to modify it once it is published, nor does its price vary if the advertisement is seen by people who do not belong to the target audience at all, which can lead to large losses due to dispersion . Advertising in the digital medium, on the other hand, does not depend on the classic principle according to which you pay to publish an advertisement on a certain page, but it is possible to buy online ads for a specific audience, showing them to a user who belongs to the previously defined target audience. In this article from our digital guide you can learn in depth how programmatic advertising works .
Best grade in branding
Traditional marketing on the radio or in print is, at least in essence, an important branding factor. However, as with television advertising, the cost factor is a huge factor here. This is why most entrepreneurs and startups, at the beginning of their marketing planning, opt for the much cheaper online medium. But can traditional advertising be rejected outright for financial reasons alone? Clearly not, because all these more traditional tools such as outdoor advertising, flyers, posters, trade fair presence, sponsorship, etc., form the basis of brand popularity (branding). Traditional marketing contributes greatly to a brand's image and has a strong presence in the daily life of potential customers.
Little capacity for reaction and personalization
Traditional marketing strategies leave little room for spontaneous changes . Once the advertisement or poster has been printed and the advertisement recorded and mounted, it is difficult to modify it to react to sudden events or to a negative response from the clientele. It is just as difficult to include a personal way of addressing the customer. All readers of a newspaper have access to exactly the same advertisement as everyone else. On the other hand, online marketing allows different advertisements to be reproduced based on the user's profile, which depends, if known, on the user's behaviour on the Internet and the personal data of the visitor to a page.