The days of newspapers and magazines
might be limited, as online publishing has become the new norm. From news
agencies to magazines, all publishers have migrated online to cater to a larger
This disruption in the publishing
industry has affected advertisers. As publishing moved online, advertising also
had no choice but to follow the same path.
If you’re having a hard time adjusting to
this change, here’s a quick guide to succeeding with online advertising.
The Rise of
As people continue to go online, the digital publishing industry is booming. In the US, digital publishing revenue grew to around $18 billion in 2018. When divided by the total users, $78.79 was found to be the average revenue per user for digital publishing.
But, why is online publishing
Well, before the modern-day digital era,
people relied on newspapers, books, and magazines for consuming information.
But now, news sites and apps have replaced newspapers, e-books have replaced
books, and e-mags and replaced magazines. Hence, 266 million e-books were sold
in 2017 in the US alone.
The number of e-magazine readers also
increased to 20 million. The New York Times, a popular US-based media company,
has more than 2.5 million digital-only subscribers. The total number of digital
publishing users in the US, as of 2017-2018, was 100 million.
Publishing Requires Online Advertising
Online publishing has changed a lot of
things. Advertising is one of them. Back in the day, people consumed
traditional media – TV and newspapers – and hence, advertising techniques were
also conventional. Advertisers stuck to newspapers, magazines, and TV ads to
meet their advertising goals.
Then, publishing went online, encouraging
advertisers to exploit online advertising. Thus, internet advertising revenues
increased 15.9% over 2019 and are likely to grow steadily over the next few
But advertising has changed in ways more
than just the medium. Traditional advertising is all about the visual, message,
and placement. A visually appealing advertisement on the front page of the
newspaper can get the job done.
Online advertising is different. In
addition to the message, advertisers need to focus on keywords, bidding,
segmentation, targeting, remarketing, and so on. While it has its benefits,
online advertising enables laser-focused targeting and can generate a higher
ROI. But advertisers who have traditionally relied on conventional advertising
may have a hard time.
Advertisers Master the Online Advertising Game?
Digital advertising can seem different to
advertisers. But at the end of the day, it’s all about sending the right
message to the right audience. Follow these tips to boost your ROI from digital
advertising on online publishing platforms.
Using visual elements can play a crucial
role in making your ad stand out from your competition. You might have noticed
that it’s easy for ads to get immersed in the website or e-magazine design.
Hence, the chances are that a reader may not be able to see your advertisement,
let alone clicking on it and engaging with your brand.
To overcome this hurdle, you can use
compelling visual elements. These could be a logo, color scheme, image, font,
or anything else that catches the audience’s eye.
Also, it’s essential to keep refreshing
your creative weapons. The human attention span is reducing, especially when it
comes to digital content consumption. So, ensure that you come up with unique,
catchy, and relevant content quite often to keep the audience hooked in.
Keep An Eye
On the Budget
The costs of digital advertising can vary
depending on the channel. Social advertising could be less costly than search
engine advertising. Get advertising space on The New York Times will certainly
be more expensive than advertising on a newly-founded, less popular news
However, if you want to get more
eyeballs, you’ll need to advertise on popular websites and magazines. Hence,
you’ll need to plan your budget accordingly.
The good thing about online advertising
is that it’s trackable. If you feel your ads aren’t generating results, you can
discontinue the campaign immediately.
In the realm of digital advertising and
marketing, brands who know their customers well will certainly get better
results. Therefore, the Holy Grail of digital advertising is customer research
– in-depth customer research. You’ll need to turn your CIA mode on and
accumulate as much information as possible about your customers.
And this goes beyond name, address, phone
number, location, etc. You need to know what your customers eat, when they
sleep, how much money they earn, how they go to work, which TV shows and movies
they watch, etc. Yes, you need to know all these things if you want your online
advertising campaigns to succeed.
Let’s say you’re selling a natural therapy
that would help insomniacs sleep well. Would you go out and sell it to those
who sleep like a baby every night? No, right? You’d want to find people who
have trouble sleeping. And how would you find that? By conducting in-depth
Overlook Offline Channels
Here’s where most advertisers go wrong.
When they embrace online advertising, they entirely overlook the importance of
traditional channels like banners, newspapers, etc. While online advertising
has its place, conventional marketing methods are also here to stay. So,
advertisers need to find a way to integrate the two media.
QR codes do a great job in bridging this
online-offline gap. You can use a QR code generator to create a QR
code and link it to your product page. Then, you can include that code in your
advertisement in the newspaper or magazine. This way, viewers will be able to
scan the code and interact with your brand even if they’re consuming content
Besides, QR codes are highly trackable. QR code API enables you to determine the device, location, and time when your code was scanned. This helps you understand your customers and streamline your advertising and marketing efforts.
The buyer journey online is significantly
different from what it’s offline. In offline advertising, a customer probably
sees your advertisement, gives you a call, or walks into your store. This process
can either be instant or take months and years. The drawback with offline
advertising is that you can’t track your buyer’s journey.
The buyer’s journey online is slightly
longer, but it’s structured and predictable. A customer comes across your advertisement,
clicks on it, and finds about your brand. Then, she’ll do some research, read
reviews, and compare other products before making a purchase. During this time,
you can engage the customer with engaging content and information to align her
towards your brand.
All in all, unlike offline advertising,
where sales take place on their own, online advertising requires following up
and pushing your customer until she makes a purchase.
Social media has emerged as a popular
channel for online content consumers. People are more active on social media
than they are on e-magazines or websites. Online publishers leverage this
behavior by sharing a snippet of the story on social media and linking it to
Readers who want the complete story can
click the link and visit the website. Those who don’t want the entire story can
simply read the snippet on social media and scroll ahead.
Therefore, advertising on social media
can help you boost brand awareness and acquire new customers. If you’re
skeptical about the kind of attention you’ll get on social media, know that The
New York Times has close to 18 million Facebook followers.
All Marketing Channels
Last but not least, integrate your
marketing channels. This concept is called omnichannel marketing and has become
significantly popular over the past few years. Customers now want to interact
with their favorite brands on multiple channels, such as email, website, social
You can integrate your marketing channels
in many ways. One effective technique is to include your social media handles
on your website and vice versa. When visitors come to your website, they should
be able to know the platforms on which you are present. And if you want to
integrate online and offline advertising, you can use QR codes, as discussed
Both publishing and advertising have now
become online. While online advertising can be tricky, advertisers need to
understand the benefits associated with it. Digital marketing and advertising
offer myriad opportunities to reach and engage your customers. Besides, you can
also integrate your online and offline advertising efforts by using tools like