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Advertising, whether online or offline, has a number of objectives
Building brand awareness
Making people aware of a brand or product is an important long-term goal for any
marketer. Once customers know about it, they are more likely to trust the brand.
The better known a brand is, the more business it can do. And the ultimate goal is
to sell more of the product or service.
Online advertising is largely visual, making it an ideal channel for promoting the brand
imagery and making people familiar with its colors, logo and overall feel.
Creating customer demand is a three-step process: inform, persuade and remind.
Customers can’t want what they don’t know about. Advertising needs to convince
them about what they should want and why they should want it. Online advertising
provides a great way to communicate the unique selling points (USPs) of a product,
helping to stimulate demand and reminding customers about the product and why
they want it.
Once somebody wants a product, they need to find out how to satisfy that desire.
At this point, it is important for the marketer to show the customer how their
particular brand or product will best meet that need.
Driving direct response and sales
All forms of digital marketing need to drive traffic and sales in the long term.
However, the immediacy of online advertising also drives traffic and sales in the
short and medium terms. Unlike traditional media advertising, online advertising
can turn the potential customer into an actual customer right there and then.
What’s more, it is possible to measure accurately how effective the online
the advertising campaign has been in this regard.