In digital advertising there are generally three forms of advertising, push messaging directly to a target audience, search and display, and there are 2 categories of advertising, paid and organic.
Push messaging mainly refers to the social media platforms were one can push a message or a series of stories directly to a target audience, with the objective to influence the audiences decision, build loyalty and brand recognition. Search refers to when a person enters a query keyword phrase in a search engine for a specific request and is then served a number of potential adverts or opportunities, examples being Google, Bing, YouTube and Facebook. Display is when an advert is targeting a visitor on a third-party website based for a number of situations such as keywords or re-targeting/re-marketing.
Organic relies on the ranking of a website in a search engine or the Fans of a Facebook Page.
Each form of advert and category are based on the clients objectives and goals, and there is no single strategy that out-ranks the others but rather a combination of all of them to cover the major touch points of the various target audiences and the path to purchase.
At Zebra 360 we believe in building a strategy based on the desired outcomes and use the most cost effective platforms to meet the clients expectations.