Unlike traditional advertising, online advertising can adapt quickly to follow trends

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 08, 2019, 6:42 AM UTC

Implementing online advertising requires expert skills and knowledge.

This piece argues that instead of reaching a generic audience through traditional media, brands can promote their product or services to their potential customers through online advertising. Unlike traditional advertisements, online ads aren’t restricted by geographical boundaries.

With online being comparatively inexpensive than advertising on TV, marketers can test online ads depending on audience segmentation to find out what works best. They can also make real-time changes to published online ads if an ad needs to adapt quickly to follow a trend. It even offers limitless space and possibilities of engagement.

The author contends that as online adverts are cheaper than TV or newspaper ads, competition is also high. With the huge amount of advertising opportunities available online, click rates are also declining.

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[6 minute read]