Basic Attention Token Course - BAT

Digital marketing, from digital marketing, is the collective name for marketing activities that use digital technology.

That is, in fact, digital marketing is Internet marketing, except for absolutely exotic tools, such as VR technologies at offline events.

The main tools of digital marketing are:

• Search Engine Optimization (SEO)
• Contextual Advertising (PPC)
• Targeted advertising
• Social Media (SMM) and blogs
• Banner advertising
• Video ad
• Email Marketing
• Content marketing
• Teaser advertisement
• Push notifications
• Online Media Press Releases
• Collaboration with bloggers and opinion leaders

The most important thing in digital marketing is the competent choice and use of channels so that they together bring maximum efficiency.

All network growth

Online advertising is breaking records in terms of growth, and this year it first overtook television in terms of market size. Spot targeting the web is already a standard solution with obvious benefits. But technology does not stand still, and modern analytics systems in a split second manage to collect the maximum of important information about a visitor to a particular page and find out what he is interested in, whether he will watch the advertisement to the end and when it is better for him to offer a specific product.

New offline

While some classic channels (for example, print media advertising or transit advertising) are losing ground under the pressure of the Internet, others, on the contrary, in combination with BigData are gaining new life. Outdoor advertising has undergone a digital transformation and works in conjunction with monitoring systems based on data from mobile operators. This allows you to understand what kind of audience is next to a particular billboard.

But outdoor advertising is an expensive channel, and small and medium-sized businesses pay attention to SMS, which, combined with big data, has turned into a new promotion tool. Now ads on this channel can be targeted even better than on the network. This in particular allows you to reduce advertising costs by sending messages only to interested groups of people. But the "blind" mailings, which are often associated with spam, have long been a thing of the past.

Advertising on the machine

Another trend is the emergence of the so-called virtual marketers - services that allow you to independently configure and run advertising campaigns. Such services also use BigData technologies - in order to form the desired target audience. And users can choose their own settings - to whom to show ads, at what time, which channel to use.

Image advertising is a complex of marketing and PR events that are aimed at forming a certain opinion about the company and trust in the brand. As a result, a consumer habit is instilled in buying goods or services of certain brands.

Image and other types of advertising

Advertising may be image advertising of goods or services. They perform different tasks:

Product advertising or service advertising - promotes a specific product or service, tells the buyer about its properties and advantages in order to increase sales. The result is immediately visible and easily measurable, but short-lived.

Image advertising is focused not on a product or service, but on a company or a trademark. It creates additional cost and is long-term in nature, but the effectiveness of an advertising campaign is more difficult to evaluate.

Merchandise and service advertising are encouraged to buy now, image advertising - forms confidence that the company's products are the best in its segment.

The goals of image advertising

Formation of the image of a company or trademark that inspire confidence among customers, partners, investors is the goal of image advertising.

There is an impact on consciousness: consumers choose brand products because it matches their values. At the same time, advertising can be carried out not only within the framework of traditional value systems, but also form new needs.

One example is Coca-Cola and Pepsi, which produce similar products. An advertising campaign with the slogan “Pepsi - the choice of a new generation” led to the concept of “Pepsi generation”. These are people born in the 80s of the last century, and focused on Western values. They are characterized by the desire for freedom, the cult of consumption, the desire to stand out.

Coca-Cola has positioned itself as a producer of a drink for the whole family. For many, the New Year's mood is connected with a caravan of red trucks and the image of Santa Claus, which was created by the American artist Haddon Sandblo