Advertising on the Internet: where to invest in 2018 and why
2 April, 2018
Actualizado el Tuesday, 19 March, 2019
E-commerce over there, e-commerce over here. This new way -or not so much new- of doing business lives a unique moment. As we told you last week, its future looks promising. Proof of this is that currently, everything related to the digital environment arouses much – but that much – interest. And to us, professionals of electronic commerce, even more. Therefore, the issue that concerns us today is nothing more and nothing less than advertising on the Internet. The means in which it will be invested, who will do it or who gets out of the car, will be some of the things you will discover today.
From the same study as the previous posts, we have drawn our conclusions about advertising on the Internet. But we can not talk about any of its variables, without first asking the following question:
Where do visitors come from on a website?
Mainly, web traffic comes from SEO and social networks. However, from last year, traffic from the SEM and affiliation campaigns are gaining ground. So, look at the data.
Deepening in more detail, small e-commerce (classified according to their billing), receive the majority of your SEO traffic, direct search and social networks. On the other hand, the largest movement comes mainly from direct searches. This makes sense. Companies with greater experience and travel already occupy a place in the mind of the consumer. For example, if a person wants to buy high-tech sneakers online, surely type Nike in the search engine instinctively.
Who – and how – will invest in advertising on the internet?
The majority of respondents will invest in digital advertising (around 90%). Taking into account that last year the main funnels of traffic were SEO and social networks, it is expected that both are two of the preferred options when investing. But, according to the data, there is another option that becomes a favorite when it comes to investing in traffic. We talk about the SEM, which is gaining presence little by little.
Who will not invest and why?
The rest of the e-commerce, around 10%, will not invest in Internet advertising. However, it is curious to note that most of these websites expect growth of up to 25% of sales. In addition, the traffic of these webs accounts for 85% of the total and comes mainly from direct traffic and social networks. This leads us to think that it is the companies that have already made a hole in our minds are the ones that prefer to direct their money to other actions other than getting traffic.
And what about offline advertising?
While today we talk about advertising on the Internet, you can not understand a media strategy without thinking of both worlds: offline and online.
60% of e-commerce will invest offline, mainly in the written press and outdoor advertising. Something curious is that those who say they will invest in the offline medium will only do so on a medium. Just the opposite as in the digital environment, where those who will invest in advertising will do so in more than two media simultaneously.
Therefore, we can deduce from this study that, although the contrary is often heard, having an offline presence is essential to impact potential consumers. Although it is possible to affirm that advertising on the Internet has much more relevance, opting companies to invest here to a greater extent. Even so, the barriers between physical store and e-commerce are becoming increasingly diluted, to focus on offering a unique shopping experience to the user. If you want to know how the mechanism of investment works in SEO, SEM, Social Networks, etc., contact us. See you in the next post!