Column VOL.4 Customer Acquisition Strategies in Web Marketing [Advertising]

In the previous discussions, I talked about the two categories of web marketing: "Content" and "Public Relations." This time, I will talk about "Advertising."

Advertising, as the name suggests, is about "broadly informing a large number of people about companies, products, services, etc." Listing ads are advertisements conducted for specific keywords on platforms like "Google" and "Yahoo!" They appear at the top when searched on search engines, allowing for effective approaches to users who are interested in products or services, thus making it easier to enhance cost-effectiveness. Additionally, there is the advantage of being able to set budgets freely and starting with a low budget easily. On the other hand, there is a drawback that it is not suitable for approaching users whose needs are not yet apparent. Social media advertising is essential in current website management, as utilizing social media is indispensable. For example, it is used to create 'connections' with consumers and targets through Facebook's "Like Ads" or Twitter's "Promoted Accounts." Furthermore, by disseminating through Instagram's "Post Ads" or Twitter's "Promoted Tweets," many ads are utilized with the aim of 'communicating' by directing users who click on the ads to specific pages or encouraging app installations.

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