What Is Advertising and How Can It Help Your Company?

What is advertising? Which are the key points in  planning an advertising strategy? and which are  
the most relevant differences between Online and  Offline Advertising Techniques? In this video,  
we’ll cover everything you need  to know about advertising. Let’s  
jump right in!
What Is Advertising and What Is It For? Advertising can be simply understood as  
a paid form of communication through  which companies publicize themselves  
through different mediums available within the  market. However, given the number of advertising  
channels available to companies, there are many  different types of advertising. Among the most  
prominent ‘offline’ mediums are print, radio,  TV, product placement, external advertising,  
and direct advertising. Within the scope of  paid online advertising are a large number of  
alternatives including videos, search engine ads,  display ads, social ads, email marketing, etc.  
The objectives a company has directly influenced  the platforms it should use. One of the most  
important strategic stages in creating an  advertising campaign is to come up with a media  
plan. This, along with measuring, is key to making  the best decisions on how to promote an image,  
raise brand awareness, or increase company sales. When it comes to online advertising, social media  
is one of the best options, as you can find  the majority of your audience there. This  
means that you cannot leave social ads out of  your advertising strategy. Remember, Google and  
Facebook are two of today’s largest advertising  platforms within the digital environment.  
Let’s see which are the benefits of  each social network when advertising:
Advertising on Facebook. Facebook is still the  king of social media and therefore, many companies  
continue to invest in Facebook Ads. With multiple  campaign possibilities, different objectives and  
formats, a variety of audience segmentations,  and many other parameters available, you can  
reach your target audience at the right time. Advertising on Twitter. Twitter offers a stable  
audience that is very focused on up-to-date info  as it is the first place you can find out what's  
happening around the world. Even though its user  growth has more or less plateaued, the Twitter  
community is very active. Because of this, Twitter  Ads is currently one of the most interesting  
advertising platforms. You'll find that Twitter  followers are very valuable for your company. 
Advertising on LinkedIn. LinkedIn is the  quintessential professional social network  
on a global scale. Millions of executives and  employees from countless different industries  
use this platform. With LinkedIn Ads, you will  find a well-segmented target audience that is  
predisposed to listen to your message. Naturally,  the cost of these Ads is a bit higher than other  
social networks, but they offer an excellent ROI. Advertising on Instagram. Instagram is the most  
en-vogue social network right now. Millennials  and Gen Z are very present and very active on  
Instagram, so user growth doesn't look like it  will slow down any time soon. Instagram Ads is the  
ideal advertising platform for any business with  a target audience between 18 and 35 years old.
Now we know what advertising is,  let’s see which are the key points  
when planning an advertising strategy. This design stage of the campaign consists  
of several different parts. Companies that  aren't in the marketing sector don’t usually  
give much thought to this part. However,  it would be very difficult to achieve the  
desired results without a solid plan so  let's take a look at some key points.  
Copy Strategy: In this process, the main idea of  the campaign becomes defined. It should include  
the company’s objectives that will later  be sent to the creative team. From there,  
the creative team will transform the initial  proposal into the final advertising content. 
Creative Strategy: Once the copy is finished,  it will be analyzed by the creative team in two  
phases. First, they will make sure that the  messages are creative and engaging enough to  
convince/convert the consumer. Then the message  will be transformed into a final piece of art,  
potentially including images, videos,  infographics, and custom fonts. This  
is all part of graphic design and is  carried out by advertising creatives. 
Media Strategy: Here you need to specify  which media platforms the campaigns will be  
published on. This depends on the desired  reach and the segmentation that you have  
determined. Analyze all of the options  up until the perfect plan is created.
With the arrival of the internet came a series  of new marketing formats collectively called  
online marketing. Quite simply, if the medium  or format of a campaign relies on the internet,  
we naturally refer to this as online  advertising. Otherwise, the campaign  
would be referred to as offline advertising. But what are the differences between online  
and offline advertising? Which one  is more convenient for your brand?  
Truth is a great advertising campaign that  depends on both online and offline formats  
to fully achieve its objectives. However,  investments in online advertising have been  
growing over the last few years. Every time a  company is asked about their advertising budget,  
they always confirm that year after year  they are investing more and more online.
Costs. Due to the large scope of online/offline  advertising, generalizing is not an option. There  
are cheaper options and there are more expensive  ones. However, unlike conventional ad campaigns,  
online advertising can be more cost-effective and  can offer a variety of payment options (like PPC).
Direct Conversion vs. Indirect Conversion. One of  the biggest differences between traditional means  
and the internet lies in the conversion rate.  When online, a user is exposed to a campaign  
that they can immediately interact with. For  example, they can see an ad, click on it, go to  
the website and buy in a matter of minutes. This  cannot be accomplished with offline advertising.
Metrics and Recruitment Methods. Digital marketing  statistics are incredibly precise it's quite easy  
to obtain information. Data from all users can be  accessed by the advertiser or marketing agency.  
In offline campaigns, it is not possible to obtain  much data. Furthermore, online advertising can be  
contracted almost immediately. In more traditional  mediums, one has to allow a lot more time. 
Adjustments in Real Time. Another  advantage of digital ads is the fact  
that you can adjust campaigns over time. Using  a specific analysis provided based on metrics,  
a company can change its advertising  investment strategy in a matter of minutes. 
Reaching the Target Audience. It’s true that  for digital ads to reach people, the internet  
is a necessity. This could be problematic for  those who don’t have internet access. However,  
it is also true that online marketing allows for  specific segmentation and is capable of reaching  
the segments of a population that are the target  of a campaign. Offline mediums offer the exact  
opposite. These ads are capable of reaching large  numbers of people but without any real filters.
As we have seen, advertising is an  absolute necessity and for this reason,  
it's important to create strategies that are  specifically designed so that your products or  
services have solid brand recognition  with consumers in your target market.  
This is not an easy process, so we recommend  you entrust this work to specialists in the  
sector who can offer you the best possible  results! If you want to know more about the  
different types of advertising available  to you, click the video that appears on  
the screen. Give us a like and subscribe if  you haven’t done it already, see you soon!