Society changes daily. Its mentality, outlook on life, needs, and aspirations evolve. These constant changes also result in constant modifications to shopping habits and the use of services. Furthermore, the emergence and flourishing of the global web has significantly intensified social change, causing it to progress at an ever-increasing pace. Therefore, standing still is the worst thing a marketing specialist can do. Brand promotion methods are constantly becoming outdated – their effectiveness diminishes, and they themselves are replaced by new marketing strategies. New marketing channels are constantly disappearing and emerging. We'll explore the most interesting of these in this post!
Internet marketing allows for online advertising through multiple channels. The key to achieving your goals is skillfully combining them, but before you can do so, you need at least a basic understanding of each channel. What are the most popular ways to reach customers?
Google Ads
Google Ads is one of the most popular advertising channels on the internet. Its potential is utilized by thousands of companies in Poland across hundreds of industries, allowing them to increase profits and improve brand exposure online.
The most common option used by advertisers is text ads on the search network. These ads can be placed above the results, overtaking "regular" pages on Google. Placing a link in this location has a high probability of being clicked, and therefore redirecting the user to the advertiser's website.
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Although Google Ads is often associated solely with the aforementioned display of sponsored links in search results, this system offers much broader possibilities. In addition to text ads, Google allows you to advertise your business on YouTube and – thanks to the Google Display Network (GDN) – on millions of different websites. GDN is one of the components of Google Ads. It includes microsites and personal blogs, as well as large portals with audiences of millions. These range from expert sites that comprehensively cover specialized topics to sites featuring showbiz gossip and sports news. Advertising on YouTube can also be extremely profitable – YouTube is, after all, the second largest search engine in Poland in terms of traffic. Another interesting option is the Display & Video 360 service, which allows you to find and rent space on the largest VOD (Video on Demand) streaming services, among other things.
Google Shopping is also important for online stores. After entering a specific phrase—for example, "adidas predator sports shoes"—product suggestions will appear above the search results (as well as above "classic" sponsored links). This panel includes a photo of the item, the store name, the price, and a link redirecting to the product page in that store.
Google Ads are billed on a CPC (cost-per-click) basis. This means you only pay when a user clicks on the ad and visits the promoted website. The display of the ad itself is completely free. There are no upper or lower spending limits in Google Ads – everything depends on the industry, business competition, and even the time of day.
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SEO – website positioning
In short, SEO (Search Engine Optimization), also known as website positioning (incorrectly, as SEO is one of the components of SEO), is concerned with increasing a website's visibility in search engines. After entering a specific phrase into a search engine, the engine typically returns a ranked list of several thousand pages. The essence of SEO is to ensure that a specific website reaches the top of the rankings—or if not, at least high enough to successfully generate traffic and attract potential customers. The vast majority of users don't visit the second page of search results, or even the bottom of the first page. For this reason, being among the top results is crucial, and considering which marketing channels to choose usually begins with website positioning.
A website's position is determined by the search engine algorithm based on over 200 factors of varying strength. Web bots analyze the content on the page, the technical aspects of the site's structure, and the links leading to it. Due to constant algorithm updates and the fact that many of these factors have never been officially disclosed by Google, effective SEO requires both extensive experience and constant experimentation.
SEO activities are divided into:
- On-site SEO
This term describes the actions that we can perform on a website – often increasing the amount of content and improving its quality, matching content to keywords, as well as shortening the website's loading time, compressing graphics, implementing an SSL certificate or ensuring correct display on various resolutions and devices (this is very important – most traffic today is carried out via smartphones).
- Off-site SEO
This area of SEO focuses on collecting links that lead to a website that is being positioned. Google assumes that users share links to sites they consider valuable – whether it's an online store offering interesting promotions or a website offering study aids for students. Therefore, a crucial factor in determining the ranking of pages after entering a given phrase is the profile of links from external sites leading to the site. Of course, each link has a different value – some don't impact the "strength" of the site, while others will be significantly important. The goal is to collect links that have a real impact on the site's ranking – moreover, this must be done as naturally as possible, in accordance with Google's "social proof."
What else is worth knowing about SEO at the start? Above all, remember that SEO takes time. In the case of campaigns implemented using Google Ads or Facebook Ads, the increase in traffic is practically immediate. SEO usually yields results only after several months – PPC campaigns are often compared to a sprint, and SEO efforts to a marathon. On the other hand, SEO, as a long-term approach, is often the cheapest way to increase website traffic and acquire new customers.
It's worth remembering that SEO isn't just for companies operating nationwide. We also search online for properties, services, and products in our immediate area, and with the growing popularity of smartphones and GPS-based services, many companies can transform their online presence with local SEO.
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Social Media
Over the years, social media has become an integral part of life, and consequently, business. In most industries, maintaining profiles on various platforms—for example, Facebook, Instagram, Twitter, and increasingly, TikTok and others—has become a necessity. Using such profiles, we can attract customers, connect with existing ones, obtain feedback, and showcase not only our products but also the company itself—its approach to business, values, and team.
Social media advertising has come a long way. While just a few years ago, having a profile and managing it thoughtfully was enough, today Facebook and other sites often limit organic reach, meaning that a published post will, in extreme cases, be shown to only a fraction of your subscribers. Pay-per-click (PPC) advertising comes to the rescue. Operating similarly to Google Ads, it reaches a large number of users and helps acquire customers and increase brand awareness. In the vast majority of cases, in 2021, it's virtually impossible to promote on social media without investing in advertising.
The key to effective communication on social media is adapting the communication code to the prevailing habits and users on a given platform. On Instagram, graphics are the primary medium, with text—especially content longer than 2-3 sentences—taking a back seat. LinkedIn brings together professionals, and although it has long been more than just an "online CV," work-related content still holds the greatest importance (which means it's worth looking for B2B clients there). On TikTok, teenagers and young adults dominate the group, but due to its dynamic growth, a growing number of older users are also found there. Facebook , on the other hand, although still the largest social media platform with enormous potential for brand owners, has long lost the favor of its youngest users. This doesn't mean they can't be found there, but Facebook is slowly becoming a "boomer" in the collective consciousness. Twitter, on the other hand, isn't very popular in Poland, but it is, among other things, a place for intense public communication between politicians and journalists.
This demonstrates how dynamic changes are in social media, and that nothing is set in stone. Given the sheer number of users, companies, and brands present on various platforms, building recognition by adapting to trends is key. Marketing channels therefore require constant monitoring and adapting messages to the current social situation.
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Allegro Ads
Allegro is a very large trading platform that serves as a crucial sales channel for many companies. In April 2021 alone, its desktop version was used by nearly 19 million users. This translates to both enormous sales potential and considerable competition.
In addition to basic offer management, the site also allows for product promotion using the Allegro Ads system. This allows selected offers to be prominently displayed in sponsored offers in the same category, in search results, or on product lists. Allegro also offers other advertising options – Ads4Brands (for brands with distributors), Ads Link (targeted at the real estate and automotive industries), and Ads Network (remarketing that reminds Facebook users of Allegro offers). Campaigns in the Allegro Ads system are not easy to manage. Especially at the beginning, they require a significant amount of data that must be collected to optimize ads effectively. For this reason, it's best to use the services of a specialized agency. Allegro quickly transformed from a traditional sales platform into one of the main marketing channels for e-commerce.
Of course, these are just a few of the brand's online marketing channels. For more information, visit the Verseo blog and become a member of our Academy!
Frequently asked questions about marketing channels
Marketing channels are digital platforms, methods, and communication tools that allow companies to effectively reach potential customers with their offerings. They are used both to build brand image and awareness, and to directly generate sales (leads).
The absolute foundations of e-marketing include, above all:
- Positioning (SEO): building long-term, free visibility in Google's organic results.
- PPC campaigns (e.g. Google Ads): paid sponsored links and product ads that give immediate results.
- Social Media Marketing & Ads: communication and advertising on platforms such as Facebook, Instagram, LinkedIn and TikTok.
- Content Marketing: attracting attention by creating valuable and useful content (blogs, e-books, videos).
- Email marketing: direct and personalized communication with your accumulated subscriber base.
There's no single perfect channel for everyone. The choice should be preceded by a thorough analysis of the product or service's specifics (B2B vs. B2C), the behavior of your target audience (where do your customers spend their time?), the available budget, and the primary business goal (quick sales or gradual trust building).
Basing your entire strategy solely on a single traffic source (e.g., Facebook ads or a single SEO keyword) is extremely risky. Algorithm changes or platform outages can cut off a company's customer base overnight. Spreading your efforts across several complementary channels (so-called omnichannel) ensures stability and facilitates guiding customers throughout the entire purchasing journey.
Absolutely! The best results and the highest return on investment are achieved through channel synergy. For example, a valuable blog article (Content Marketing) improves the website's visibility in search engines (SEO), and users who read it can then be encouraged to make a purchase using targeted tracking ads (Remarketing in Google Ads or Meta Ads).
Summary
The above article covers the following topics:
- the potential of Google Ads to increase visibility and sales,
- positioning as one of the key channels of internet marketing,
- the importance of social media in business activities,
- Allegro Ads system functions in the promotion of offers on the marketplace platform.
