The best online channels to advertise B2B SMEs in Argentina
Posted: Sat Jan 25, 2025 9:27 am
In a previous post , I talked about the print alternatives that B2B companies have to position their brand through advertising. But I also mentioned that offline media is not for all companies. On this occasion, I want to talk to you about the best options for advertising with effective reach and adjusted to smaller budgets.
Online advertising: pros and cons
Just like offline advertising, its digital counterpart has its advantages and disadvantages that you have to consider, taking into account the following points:
Expected reach: How many potential customers do you want to reach with your message?
Buyer persona: What digital media do your target users usually consume?
Competition: How do your competitors fare in digital media? Benchmarking which channels are saturated and which are not can be helpful when creating your digital media mix.
Cost: Last but not least, how much money can you afford to spend on investors email list marketing and advertising?
Now that these points are clear, let's move on to talk about some others that reveal the good (and not so good) side of online advertising:
Pros
Greater segmentation: online advertising platforms allow for highly refined segmentation, which is impossible to achieve with traditional media. For example, you can set up campaigns for men between 30 and 45 years old, who work in the financial sector, have completed postgraduate studies and live in the City of Buenos Aires, and have the ads only shown during office hours. This is impossible to achieve with traditional media!
Trial and error, without much risk: in marketing you always have to try things out, to include what works in your strategy and immediately discard what doesn't generate results.
In the case of online advertising, it is very easy to test different segmentations derived from our buyer personas and the behavior reflected in their profiles, and see which one has the best performance.
We can also test these segmentations on different platforms and select the ones that gave the best results. All this, without the need to invest thousands of pesos.
24/7 Active Advertising: Internet advertising is always active, allowing your prospects to search for information about the products and services you offer, at their own time. (And you can receive leads even when you're sleeping
100% measurable results: Digital advertising platforms have analytics features that offer a large number of performance indicators: clicks, impressions, video views, number of downloads, cost per click, cost per lead, best-performing ad, etc.
This leads to constant, on-the-fly improvements that improve campaign results in a short period of time.
Cons
Saturation: The bombardment of ads that we see in traditional media has already spread to online channels, especially in display advertising (banners) that appear on many of the pages we visit.
Declining click-through rate: As a result of saturation, users tend to increasingly ignore the ads they see on the Internet.
Constant monitoring: advertising in digital media, especially on social networks, requires constant monitoring to detect any anomaly in the indicators that requires optimization. This can be a problem especially for micro SMEs that do not yet have an established marketing department.
SPAM: The bombardment of advertisements and the many times that these end up being used as camouflage for viruses has installed in the minds of consumers that the vast majority (if not all) of the advertisements they see on the Internet are SPAM.
Online advertising: pros and cons
Just like offline advertising, its digital counterpart has its advantages and disadvantages that you have to consider, taking into account the following points:
Expected reach: How many potential customers do you want to reach with your message?
Buyer persona: What digital media do your target users usually consume?
Competition: How do your competitors fare in digital media? Benchmarking which channels are saturated and which are not can be helpful when creating your digital media mix.
Cost: Last but not least, how much money can you afford to spend on investors email list marketing and advertising?
Now that these points are clear, let's move on to talk about some others that reveal the good (and not so good) side of online advertising:
Pros
Greater segmentation: online advertising platforms allow for highly refined segmentation, which is impossible to achieve with traditional media. For example, you can set up campaigns for men between 30 and 45 years old, who work in the financial sector, have completed postgraduate studies and live in the City of Buenos Aires, and have the ads only shown during office hours. This is impossible to achieve with traditional media!
Trial and error, without much risk: in marketing you always have to try things out, to include what works in your strategy and immediately discard what doesn't generate results.
In the case of online advertising, it is very easy to test different segmentations derived from our buyer personas and the behavior reflected in their profiles, and see which one has the best performance.
We can also test these segmentations on different platforms and select the ones that gave the best results. All this, without the need to invest thousands of pesos.
24/7 Active Advertising: Internet advertising is always active, allowing your prospects to search for information about the products and services you offer, at their own time. (And you can receive leads even when you're sleeping
100% measurable results: Digital advertising platforms have analytics features that offer a large number of performance indicators: clicks, impressions, video views, number of downloads, cost per click, cost per lead, best-performing ad, etc.
This leads to constant, on-the-fly improvements that improve campaign results in a short period of time.
Cons
Saturation: The bombardment of ads that we see in traditional media has already spread to online channels, especially in display advertising (banners) that appear on many of the pages we visit.
Declining click-through rate: As a result of saturation, users tend to increasingly ignore the ads they see on the Internet.
Constant monitoring: advertising in digital media, especially on social networks, requires constant monitoring to detect any anomaly in the indicators that requires optimization. This can be a problem especially for micro SMEs that do not yet have an established marketing department.
SPAM: The bombardment of advertisements and the many times that these end up being used as camouflage for viruses has installed in the minds of consumers that the vast majority (if not all) of the advertisements they see on the Internet are SPAM.