Online Marketing

Display Advertisements

Display advertisements, commonly referred to as display ads, are paid advertisements that pop up in front of users in the form of graphics on the websites they visit. Display ads, though referred to as banner ads, do not always appear in the form of banners, but at times, they pop up as small rectangles on the sides of a webpage. Display advertising has, in recent days, become a popular practice in digital marketing. Coupled with its visual and targeting capabilities, display ads provide various benefits to a business.

One key benefit of display advertising is the increase in business visibility as well as its brand awareness to the public (McCormick, 2017). Display ads allow businesses to appear on websites that are not only high in terms of traffic but also relevant to the offer that advertisement is about. Display ads benefit a business by getting it in front of a high volume of its prospective customers even when it is not searching for them.

Supporting and increasing brand awareness is another benefit that display ads offer to a business. The visual components of the display ads allow companies to make the public aware of what they deal with within their business. Since display ads are branded, styled, and in most cases with an attached offer, people are able to obtain information about a brand by simply seeing it.

An example of effective display ads is whereby a company selling cake making gadgets places ads on a bakery‘s website.

Webinars and Events

Webinar is defined as an online presentation or meeting that is held in real-time via the Internet. Webinars are simply online events that connect individuals and viewers seamlessly across the world.

One of the benefits of webinars and online events is that they are timeless (Rudi & Milton, 2019). The presenters, as well as the viewers, are not limited in terms of time in that they can host and access the events at any given time, and this, when used as a marketing strategy, enables companies to reach a larger pool of prospective customers. Because the events are hosted online, they are accessible when at home, at the office, and even while on vacation.

Through webinars and online events, a business is able to make sales without having to sell hard. With the right content, through webinars, a business is able to soft-sell their prospects to their prospective customers.  During the webinars, businesses are able to teach viewers and sell their wares at the same time, and this helps increase sales and revenue as well as increase their brand awareness.

An example of the use of webinars and events when conducting online marketing is whereby a company invites people to a meeting where they showcase how a product works.

Video Marketing

Video marketing is referred to as a forward-facing marketing strategy that implements the use of videos in marketing campaigns. Video marketing is effective in presenting how-to’s, promoting customer testimonials, live-stream events, and even deliver viral content.

Connecting with the audience is a key benefit offered by video marketing strategies. Videos act as the bridge that links what one says to what they really are, and this, when used in business and marketing,  allows prospective customers to get to know a brand at first hand and thereby build trust and confidence in it.

Video marketing enhances information retention. When customers hear something, they are likely to retain only 10% of it by the third day (Stringfellow, 2019). Hearing accompanied by relevant visual presentation or imagery increases retention to 65% in the same time span, and hence this increases the number of prospective customers and increases sales in the long run. 

One example of video marketing is YouTube marketing, where companies showcase a product in use to inform their prospective customers.



McCormick, K. (2017). The Benefits of Display Advertising. Retrieved from

Rudi, V., & Milton, O. (2019). 10 Reasons Why Webinars Are Great For Every Business. Retrieved from

Stringfellow, A. (2019). What is Video Marketing? Benefits, Challenges, Best Practices. Retrieved from