We’ve been so focused on talking about content marketing, native advertising and brand journalism that we’ve pushed the digital advertising discussion aside.

This doesn’t mean that digital advertising isn’t as important. On the contrary — the most successful marketing campaigns use digital advertising tactics to get their content found.

The landscape has changed, and digital advertising is still an effective marketing strategy for getting products and services noticed.

Digital advertising revenue has continued to grow year over year with mobile ad revenue rapidly catching up. Whether you are a small or medium-sized business, or a large corporation — you, too, will have to adjust your marketing efforts to appeal to and engage with your target audience.

Social Media Critical for Small Business

According to a recent Social Media Examiner report, 96 percent of small business respondents say they use social media for marketing.

First and foremost, having a social media presence is vital nowadays — every business should have a Twitter handle. If you don’t, someone else may have already claimed the name.

Advertising on social media generally follows a pay-per-click or pay-per-impression model, making it relatively easy to budget for — you pay for what you get.

Banner Advertising

Banner ads have received much criticism as of late because of their reduced click-through rates [CTRs]. Like any other marketing strategy, banner ads have a specific, targeted purpose. They are great for establishing visual branding and hitting a highly targeted audience.

Analyze your audience and align banner ad placement on websites that target the same audience. Ensure that the website is mobile-friendly — this has the potential of increased visibility.

Search Engine Marketing [SEM]

SEM, also known as Google’s pay-per-click [AdWords] campaigns, has become an effective marketing strategy that is used to increase website or landing page visits. There is no design cost for AdWords campaigns, because they are text-only ads. Rather, a business must focus on a compelling call to action to drive users to click through to their site.

A multi-pronged approach to marketing your business is the best strategy. Incorporating various channels of communication into one campaign will increase your brand’s visibility in the market.