Digital advertising is the process of paying a website or platform to reach its audience via ad space.
Pros
Fast way to get traffic; just set up an ad and get it running in a matter of minutes
Highly specific targeting (geography, age, gender, interests, etc)
Easy to measure and scale
Cons well
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Can be expensive (especially when scaling up)
Learning curve exists; costs time and money to figure out what works for your exact business
Suffers from symptoms like ad fatigue and banner blindness
Increasing use of ad blockers and third-party cookies blocking by web browsers may affect measurement and effectiveness
FURTHER READING
PPC Marketing: Beginner’s Guide to Pay-Per-Click Ads
Growth Handbook: How to Write and Design Ads
Growth Handbook: How to Run Social Ads
4. Influencer marketing
Influencer marketing is the practice of working with influencers—people who have an active, sizable audience—to promote your brand’s message, products, or services.
Pros
Good way to improve brand awareness
Popular influencers can “bestow” a halo effect on your brand
Can generate direct sales, e.g., via influencer-specific discount codes
Cons
ROI can be difficult to measure
No guaranteed returns when working with influencers
Risk of unwanted brand associations if you work with the wrong person
Limited control over creative or messaging
FURTHER READING
Influencer Marketing: Definition, Examples, and Tactics