Title: Compare various types of digital advertising.
Course: Digital and Social Media Marketing (12162) > Section: Exploring Strategy as it Relates to Promotions and Advertising

Comparison may include

- display ads (retargeting)
- referral sites and/or reciprocal links
- search engine placement
- email
- directories
- affiliate programs
- social media
- local search
- streaming video
- OTT (over the top)
- content marketing
- viral marketing
- influencer advertising
- paid search
- native advertising
- mobile advertising.

Process/Skill Questions:

- How does digital advertising compare with traditional advertising?
- What are the advantages of digital advertising over traditional advertising?
- What are the disadvantages of digital advertising? How can these disadvantages be overcome?
- What are the advantages and disadvantages of the various digital advertising methods?
- What is the cost structure for each type of digital advertising?
- How does each advertising format reach the audience differently?
- What patterns in the analytics show which ad type is most effective?