The ads a consumer sees from day to day have changed drastically in the platform they are presented on.  While television ads and billboards were once on the cutting edge of advertising, digital ads have taken over the majority of ad spending in the United States and around the world.  Digital advertising is estimated to account for fifty-four percent of total ad spends in the United States in 2021 and is forecasted at just over fifty percent of total ad spending globally. In addition, digital advertising spending hit three hundred fifty-six billion USD in the United States in 2020.  Clearly, companies are willing to spend to have access to digital advertising.  Let’s take a look at some of the methods they use to access consumers on the internet.

Digital advertising is becoming increasingly relevant to business owners.  One way marketers are able to maximize their impact on consumers online is through search engine optimization (SEO).  The SEO process involves adjusting the content and text of a website so it is more relevant to search engines such as Google, and therefore gains visibility and traffic.  Statistics show that the majority of marketers are investing their time in search engine optimization.  With so many people active on search engines—Google alone has 3.5 billion searches per day—SEO strategy has skyrocketed in its importance for advertising and marketing teams.

Social media is another type of digital platform that companies can use for advertising.  Billions of people are active on social media, so there is a strong likelihood that firms can reach their audience through social media advertisements.  The benefits vary by app.  For example, Facebook and LinkedIn are the most popular for business-to-business marketing, while Instagram and Snapchat are more relevant to younger people.  It has become vital for companies interested in social media marketing to understand the platforms that their audience finds most important.

It is clear that there are nuances to digital marketing and advertising.  The opportunities to access consumers on the internet are seemingly endless, and from search engines to social media, the need for understanding digital marketing goes far beyond the ads we see as consumers on websites.  As the internet continues to grow in reach and relevance, the demand for a digital skillset in marketing and advertising is sure to follow.

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