Why digital advertising is not right for you

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The Internet offers many opportunities to invest in marketing and advertising, but not all of them match the conversion you need . Keeping this in mind will prevent you from wasting your budget and allow you to achieve the highest return on investment for each of the actions you implement.

Broadly speaking, we can talk about two types of marketing strategies: traditional marketing , based on presenting ourselves to a user who knows nothing about us, often in an annoying way, without a concrete value proposition and with no desire to convert; and inbound marketing , which prioritizes non-intrusive contact based on providing job seekers data something interesting to the potential customer we wish to convince.

It's obvious that the first of these places us in a scenario of high probability of rejection or lack of attention, while the second allows us to court respectfully, prioritizing the value of the relationship we want to establish with those to whom we want to offer our services or products.

Types of digital advertising
Once the framework is established, it's worth distinguishing between the different advertising formats on which the first strategy is based. Let's briefly review the most commonly used ones:

1. Display
This term refers to advertising based on ads that appear alongside content the user consumes. There are several types, from traditional banners of varying sizes to the Google AdWords network, for example.

2. Search
With this model, we have the option to bid to appear in specific Google searches, above organic results. It's based on a bidding system open to anyone, and the price is set based on the number of interested parties, among other factors.