The professionals of marketing have always known that the pay per click advertising
is the future of online marketing. The present is confirming this trend and is showing
that the online world is changing. If you want to outrank your competition, you need
to pay to play. The only way to guarantee high ranking search results is through
paid-for-posts and bidding for keywords.
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Larry Kim (2015), in his article Three Trends that will change the future of online advertising had predicted that the Rise of Identity-Based PPC marketing, the
automation and the Convergence of Paid/Organic Teams will shape the digital world.
The identity-based pay per click marketing is the most effective tool in content
promotion, according to the author. It is not only crucial to maintain and keep the
current audience invested, but to create a larger audience. Pairing identity with
behavior and demographic filter allows to target people with super specific ads.
Marketing automation is the second trend which is providing an excellent perspective
to convert prospects to customers while allowing companies to save time on
repetitive tasks. Finally, Larry Kim highlights the convergence of paid and organics
feeds towards more creative ways to reach the audience. Content remarketing ,
detailed in the article as a form of online targeted advertising, gives the opportunity
to amplify the content among the right segments, increases brand-recall and
generates qualified leads and sales (Kim, 2015).
The article provides an interesting point of view that confirms that in digital
marketing, the content is the key of success. Once the company has created that
engaging, perfect content, social media, PPC and content remarketing are rapidly
converging. The final winning team requires the ability to fill in the performance gaps
with integrated paid/organic teams.
More important to ultimate success, however, is the quality of the idea. A weak idea can achieve a level of reach equal to a strong idea, but the highly motivating idea will create significantly more sales. Thus, before investing time and resources in planning for reach, focus on getting an engaging, motivating idea. Often the idea can influence the selection of certain sites in a campaign as well as be a multiplier for building awareness. digital advertising examples
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