Digital advertising market: directions and trends

Over the past couple of years, digital marketing has overtaken traditional offline marketing in terms of budgets (television advertising, outdoor advertising, and so on). Thus, digital marketing has become the # 1 media. The critical reasons for the growth were the redistribution of budgets and the rapid development of various tools within Internet marketing.

The key areas were video, mobile, and banner advertising through performance tools and various networks. In offline marketing, advertising in magazines and newspapers, outdoor advertising, and radio shows a negative trend. Television is in stagnation. What does this market situation mean?

Consumer behaviour has changed. Business is trying to adapt to changes and seeks to use modern advertising channels. Consumers spend more and more time on the Internet, and it is now logical to interact with them through online advertising. By showing the user their ads in search, on websites, and on social networks, a business draws attention to its product and converts those interested into customers.

In modern Internet marketing, there are a massive number of tools. You must delve deeply into the processes and constantly learn to understand them. There are two main approaches to advertising in Internet marketing:

1. Performance marketing

Performance marketing focuses on the final result, the fulfilment of KPIs.

2. Brand advertising

A focus on outreach campaigns characterises the brand approach to marketing. Here, marketing managers often use tools that are difficult to analyse.