Online Advertising: Backbone of Successful

Marketing in Pandemic
**Priyanka verma, Assistant Professor, Management studies, Maulana azad national institute of
technology, Bhopal
*Rajshree soni, MBA student, Maulana azad national institute of technology, Bhopal
E-mail: [email protected], [email protected]

Abstract: If you observe all the things that are around you, you mostly found about them
through advertisements. One thing that has always remained constant in the business world is
the need for Advertising. Advertising is a core source of spreading awareness about products,
services, schemes, etc. With accelerating digital transformation and rapid growth in the IT
industry. Many companies and businesses have started using the Internet as the primary source
of Advertising platforms. The pandemic has compelled businesses also to shift online to
showcase their products and services which have prompted brands to create content that is
contextual, inovative, creative and relevant to garner larger mindshare from their customer
base. Online advertising and marketing have turned into the solution for necessities and
recreation for people, With the advent of coronavirus, people around the world were confined
to their homes of social distancing which resulted in the sudden behavioral change of
consumers causing a great shift in consumption pattern of information, goods, and service.
From Pre – Post Covid-19 Internet is now have become more familiar and convenient for the
consumers for their needs and wants. Online Advertising is the only technique that will bring
you close to your targeted and non-targeted audience within no time with advanced
characteristics that adds value to the product. This gives great progress in online business
which reaches the ultimate aim of the marketer. The Internet has inculcated various new
dimensions to the advertising area providing advertisers with unique tools to capture the
attention of target audiences with greater efficacy and accuracy. One of the best advantages of
internet advertising is the ability to publish information instantaneously with the convenience
of modifying the content according to requirements without bothering about constraints of
geography and time. This paper aims to provide a review and understanding regarding the
concept of online advertising, the origin of advertising, current scenario, characteristics,
different forms, current trends, and how in this unprecedented time, Online advertising and
marketing have reshaped their campaigns to be relevant, timely and to be fitted with the
challenging time where consumers are sensitive and their consumption pattern has changed.

Keywords: Internet, awareness, advertising, consumer, internet advertising, global reach.

I . INTRODUCTION

Online Advertising is a market strategy that involves the use of internet as a medium to deliver
marketing messages to attract right customers. It is also known as Internet Advertising or
Digital Advertising. it is a quick way of promotion of product information without
geographical boundary limits. As technology is changing our world at a spectacular pace, it
becomes difficult to cope up with different new trends in the industry. With the arrival of the
pandemic COVID-19, people started spending more time online than ever before and enhanced
their online presence widening promising a bright future for digital marketing agencies.
Advertising is the form of communication intended to persuade the public (viewers, listeners,
and readers) to purchase or take necessary action upon products, services, or ideas. It includes
the name of a product or service and how that product or service is beneficial to the consumer,
to persuade a target market to purchase or to consume that particular brand. With the beginning
of the new millennium, we are experiencing probably the most dynamic changes of any era in
the history of advertising. These drastic changes have been driven by the advancement in
technology and developments which have led to the drastic growth of communication. The
Internet has inculcated various new dimensions to advertising providing advertisers with
powerful tools to capture the attention of target audiences with greater accuracy and efficacy. It
is one of the most effective ways for businesses of different sizes to expand their reach, find
new customers, and diversify their revenue streams. The most important dimension that the
internet has added to advertising is 'measurability'. That is, the feedback to any advertising
campaign on the internet can be measured accurately, rendering it makes it possible for
advertisers to ascertain the productivity of their investment in the campaign and product
objectively. In online advertising viewers have no restrictions as it can be viewed 24/7 across
the globe. It helps businesses in targeting customers globally. Through online advertising,
people can expect more rate of returns and return on their investments.

II. ORIGIN OF ADVERTISEMENT

The origin of advertising arises from Egyptians who used papyrus to make sales messages.
Later 2 major forms of advertisement existed during the pre-printing period before the 15th-
century which were trademarks (moon, stars, etc.), and signboards.
16th-18th Century: Modern advertising began to take shape with the advent of magazines and
newspapers. The first weekly gazettes appeared in Venice,Italy. From there, the concept of a
weekly publication starts spreading to Italy, Germany, and Holland.
19th Century: In 1836, Emile de Girardin editor of the Paris newspaper La presse was the first
to rely on paid advertising to lower its price, increase its profitability, and extent its readership
more. Later Emile de Girardin's formula was soon copied by all titles. Earlier print
advertisements were used mainly to promote books and newspapers, which became
increasingly affordable with advancement in the printing press; and medicines, which were
increasingly sought after as modern people rejected traditional cures.
The history of advertisement can be traced to ancient civilizations. It became a major force in
capitalist economies in the mid-19th century, based on newspapers and magazines. In the 20th
century, advertising rapidly grew with new technologies such as direct mail, radio, mobile
devices, television, the internet, etc.
INDIA: The Origin of Advertising arises from the period of Indus Valley Civilization. Major
Streets of Mohenjo-Daro found people walking with drums to bring the attention of everyone
who are present on the streets to deliver some messages. Major cities of Harappa used some
signs to make people buy art and craft products that are being sold. During the period of
Emperor Ashoka, many stones and pillars were used as a source of public announcement. With
the introduction of advertising in the 20th century, work opportunities in the field increased
and growth happened with the launch of newspapers, radio, television, mail, magazines, and
most importantly by the internet right now. Online Advertising has become the most fastest
and effective advertising medium in history. Today it is one of the essentials of a successful
business. However, the present online advertising form has gone through big changes from its
inception in the early '90s.

III. REVIEW OF LITERATURE

Vignesh Chandrasekhar(2020), Online Advertising has rapidly grown up over the past decade
as a huge number of customers switched to online purchasing this growth in the online
advertisement will continue to another decade also. The main reason for the growth in Online
Advertising is that many offline advertisers feel that consumers consumption pattern is
changing often as well as their attitude. In upcoming years, online advertising will become the
only platform to reach a greater volume of consumers worldwide. In recent times due to
technological advancements major companies like Facebook, Amazon, Instagram, Google,
etc.., designed a new strategy for the development of Online advertisements. In the future,
online Advertising will become the primary source for every marketer to promote their
products.

IV. ONLINE ADVERTISEMENT: PAST & CURRENT

SCENARIO

PAST:
In 1994, Pay per click keyboard advertising debuts at Goto.com.
In 1998, Hotwired have sell banner ads in large quantities to corporate advertisers. 2000 -
Google rolls out AdWords, a pay-per-click service
In 2001, Pop-up ads has come out on user screens
In 2005, Video ads bring $121 million-just over 1% of online ads and revenue
In 2007, Facebook debuts its advertising system including a beacon, and unveiled its online
advertisement service including encouragement.
In 2009,Companies such as Lotame begin to experiment with engagement as the new ad unit a
social networks.
CURRENT SCENARIO:
The Indian advertising industry is expected to grow 10.8% to reach Rs 62,577 crore by the end
of this year, mainly helped by rapid growth in the IT industry and Online advertising and
marketing during COVID-19. The advertising sector is expected to touch Rs 70,343 crore by
2022, as per Dentsu Digital Report 2021.
The Indian advertising industry currently stands at Rs 56,490 crore & it witnessed a de-growth
of 17.5 percent over 2019 due to pandemic, it added. Most of the sectors like manufacturing,
real estate, automobile, trade, transportation, and tourism were impacted during the initial
phase of the lockdown in India.
While Digital Advertising industry had witnessed a 15.3 percent growth in 2020 despite the
pandemic of Rs 15,782 crore from Rs 13,683 crore by 2019. India's Advertising industry is
playing a very important role in the situation of COVID-19 and came out to be the solution for
the sale of goods and the purchase. With the enormous number of hours an internet user spends
browsing websites, advertisers have realized the significance and advantage of manipulating
user tendency to scour the web. From SEO marketing, blogs, and social media to stylish ads,
interactive tools, and branding technologies for marketing.

V. CHARACTERISTICS OF ONLINE ADVERTISEMENT

1. Builds goodwill: Advertisements build trust in people and they are convinced to buy what
you are serving them. When consumers like your products, they suggest them to other
people, and goodwill is made in the market which is essential for having a stronghold in
the market as well as in the customer's mind.

2. Global Reach: Through online advertising, marketers can highlight their business beyond
their local area to reach the audience at the global level. They don't need to travel
anywhere to expand their business, as they can easily connect with their audience through
the Internet.

3. Focusing on Potential Customers: Through online advertising, ads can be posted to the
selected group of customers who are in plan to buy such products.

4. Easy audience engagement: Online advertisement makes it easy for the audience to
engage with the ads or products. It helps advertisers to get more feedback from the
audience and thereby improve the quality of ads running forward.

5. Fast and Easy: As compared to traditional advertising, online advertising has become
easier and faster in today's competitive world. It is also advantageous that online
advertising consumes only a short period to reach the audience whereas traditional
advertising involves lengthy procedures and consumes more time to reach out to the
audience.
 6. Affordable: it is cost-reducing and cost-effective. It is much more affordable as compared
to the traditional advertising costs. At a much lesser cost, advertisers can advertise on the
net for a wider range of audiences and tools.

7. Flexible Payment: flexibility is another feature of online advertising and marketing. In

online advertising, advertisers get the flexibility of paying for only qualified leads, clicks,
or impressions. In offline advertising, advertisers need to pay the full amount to the
advertising agency irrespective of the outcome.

8. Return of investment: Online advertising is mainly focused on performance-based

payment, return of investment is more when compared to offline advertising. one can
easily analyze and track which online advertisement is winning and which need to be
adjusted to improve your ROI.

VI. FORMS OF ONLINE ADVERTISING

1. Search Engine Marketing (SEM): it is a strategy users use to promote content & increases
visibility through online searches. With it, businesses pay for their adverts to appear alongside
search queries in search engines like Google, Yahoo, Safari, and Bing.

2. Search Engine Optimization: it is a practice of optimizing a website to achieve a higher

ranking on the search engine results pages (SERPs). It is a marketing discipline focused on
growing visibility in organic ( non –organic) search engine results.

3. Display Advertising: it refers to the process of advertising products and services through
visuals like images or videos on networks of publisher websites such as google display
network and Fb etc. it is placed on relevant third-party websites in the form of a banner, image,
and text ads. Display ads call out for attention. Display advertisements present you with the
opportunity to showcase your offering in a wide variety of ad formats. When you put display
ads on a platform like Google Display Network, then ads have the potential to reach users on
millions of websites around the globe. Display advertising is usually affordable.

 Floating banners – Move across the screen or float above the regular website's
content.
 Wallpaper – Change the background of a website, filling the whole page.
 Video – These are small video ads that AutoPay or wait for the video to be played
by the visitor.
 Text – Text ads that are created by algorithms to make text ads relevant to the
surrounding content.

4. Native Advertising: Native advertising is that the ad cohesively matches the form and
function of the platform on which it's displayed. It can be placed on social media as well,
where it would take on a form of a regular post. it adapts to the platforms, so if you have an
online publication with blogs, the native advertisement would be a blog post, written and
displayed so that it looks exactly like all other blogs posts on the websites.

5. Email Marketing: it is a cheaper, faster, and effective form of advertising that uses email to
inform customers about discount, products, and services. It's a way to build customer loyalty
and boost sales.

6. Video advertising: A photo is worth a thousand words, then how much more valuable will
be the video? Video ads contain the brand's message to their user. Video ads are served by 4
mediums which are :

 Social media ( Instagram, Fb, Snapchat, TikTok, etc.)

 In-app video ads (Ads in-game apps)
 Web-based video ads
 Over the top devices (Chromecast, PlayStation, Amazon firestick)

7. Online Behavioral Advertising: Online Behavioral Advertising (OBA) is a practice to

monitor people's online behavior and use collected information to determine the people that
will see the targeted ad. Online behavior consists of web browsing data, search history, media
consumption data (e.g. seen the video), an application using data, purchasing data, click-
through responses towards ad and communication content, or uploaded content on social
networks.

8. Remarketing and Retargeting: Remarketing connects with people who have already
visited and interacted with your website or application. Retargeting advertisement reminds the
website to the visitor of products and services after they leave the website without buying.

9. Social Media Ads: Social Media advertising is beneficial in today's time because you can
target your audience perfectly. For example, Facebook's targeting options include educational
background, age, region, interests, and more. Social Media ads are great because you can target
your audience perfectly. The best platforms to target are LinkedIn for B2B sales, facebook for
display, and top of funnel marketing. Other platforms to hit up if you have the budget for it:
Twitter, Google, Pinterest, Instagram, Tumblr, Reddit, etc.

10. Interstitial Adverts: These ads sometimes referred to as Bridge Adverts, pops up as you
move between pages on a site. Viewers have no choice as to whether you view them or not,
although you can close them down. Research has shown that click-throughs to advertisers' sites
from interstitial adverts are greater than from banner adverts or traditional pop-ups

VII. TRENDS IN ONLINE ADVERTISING

Due to Technological Advancements, online advertising has reached the peak of the market in
recent times. Some of the current trends are listed below:

1. Chatbots
These are being introduced in recent years. it is an effective way of connecting with the
customer. whenever you land on any homepage of a website you wanted to look over it
suddenly pops anywhere on the screen and asks if they can assist you. Sometimes its appears
at the lower right-hand corner of the screen and says hi, I'm Katie. May I help you? it plays a
vital role in answering hundreds of customers at once, speed up responses to customers,
improves sales and conversion 24/7 customer service, etc.

2. Voice searching
Voice Search is the developing trends on a faster basis. It will be voice-based according to the
ComScore. Top brands are in a discussion that how to deliver their promises through a voice-
enabled system as it is more affordable and offers more facilities than ever before while a
large number of customers are using voice search to interact with their brands. Some
examples are Google Assistant, Amazon's Alexa, etc.

3. Creative optimization
Advertising will require a focus on efficiency and effectiveness. This is where creative
optimization comes into play & the concept of automatic optimization of ads. No one wants to
spend hours trifling with preferences on an advertising campaign. Especially, when there are
platforms that can do all the hard work for you!.
Facebook's Automated App Ads are to consider embracing in 2021, as it allows you to
streamline campaigns while conducting a/b testing to determine which adverts are working
out for you. These optimized ads also do the legwork in terms of demographics and location.
Enabling you to work out where your customers are to offer more targeted advertising. Also,
even reach wider audiences than you'd perhaps considered.

4. Advertising in Game
During the lockdown, many of us found ourselves scrolling the app store on our phones to
find games to pass the time. And after running to a level we were perhaps shown an
advertisement. Gamers receive a reward in return for watching these advertisements – perhaps
more credits for the game or more lives for continuing the game. This means your
advertisement needs to be worth watching. Most importantly it should be so that they
remember long after they move onto the next level. Almost 50% of video game sales being
attributed to mobile games, this is an area of opportunity for many marketers.

5. Omni-channel Marketing
Omni channel marketing is a multi-channel advertising approach that reaches your customer
wherever they may be making their decisions. From our previous trends to the situation of the
pandemic, we get to know that customers aren't spending as much time at stores as before, and
they're spending more time online than ever before. In 2021, a rising omnichannel marketing
trend is video. Almost every platform especially social media has video capabilities. For
example, say you're a clothing brand posting an engaging video on your Instagram social
media platform. It links each article of clothing or accessory to your website, where customers
can buy your products.

6. Social Media Advertising and Social Commerce Trends

More people are spending time on social media than ever. Over billions of people are using
social media worldwide, and the number will continue growing in the foreseeable future. In
2021, we see social media trends like Influencer marketing, Bolder online messaging &
Inclusive and eco-friendly content. People aren't shopping in stores or attending brand launches
to the extent which they previously used to. Instead, customers are scrolling through social
media and interacting with people they trust influencers. Customers are relying on influencers
for product recommendations, exercises, recipes, techniques, and much more. Customers are
finding their voice, live-streaming, and sharing content with their followers. This highlights the
importance of creating shareable content for your followers to engage with.

VIII. The Benefits of Online Advertising

Online advertising is the act of marketing a brand's products and services to consumers using
the internet. Online ads can be found across online platforms e.g. Facebook, Instagram,
Google, and more. Here are some advantages of using online advertising:
1. Global Reach: One of the best aspects of online advertising is that it is borderless and much
easier than ever before. With online advertisement, you can target a large audience – from
different states, countries, and even continents.

2. Cost-Effective: it is extremely cost-effective and not only is it cheaper to start but you can
also generate leads for a fraction of the cost that would be taken in traditional advertisements
such as television. It is cost effective & fair.

3. Cost reducing: There is no minimum cost that is required for you to begin an online
marketing campaign. Whereas in traditional for promoting you need to spend time and money.

4. Working 24 hours per day, 7 days per week: Online advertising isn't open only from 9 am -
5 or 6 pm. It works for 24/7, 365 days. You are making money even while you snooze.

5. Measurability: An online advertising campaign can be track everything. you can track how
many click shares tap, sales, ROI, shares, and conversion take place. It also helps the advertiser
to know which of the campaigns scale you winning and improving your ROI and profitability.
Having all information allows you to make better, more informed decisions about marketing.

6. Retargeting: The ability to retarget consumers that have already interacted with your
business .whether they viewed an ad or visited the website or engaged with a photo, you can
retarget this same user with follow-up ads. it is well known that retargeting interest customer
leads to the sale of products and services and it is 10 times more effective than targeting cold
traffic.
7. Analysis of data: With the help of analytical tools and advanced techniques you easily
analyze and track which of your strategy is working out for you and which is not. This data
helps in identifying the areas for improvement and focus is required.

8. Instant Transaction: Online advertising lead to online marketing that allows you accept
instant transaction right on your website. the Internet has been around long enough that
consumers now feel comfortable paying and purchasing online.

9. Openness: By engaging with the customers with the help of social media, one can build
customer relationships and engagement up to a great extend.

10. Feedback: By replying to the comments, messages, suggestions of social media like
Facebook pages, Instagram, tweeter, shopping applications, etc., tweeting about the products and
services via these channels are all ways to make the public feel good about your business an
company. Great customer relationship service and management are one the best advertising
methods and the internet acts as a very powerful tool to help your business achieve that within
an interaction.

11. Time Efficient: Online advertising is fast and easy the moment you start an ad campaign,
you start receiving the leads, interaction, etc this is the fastest medium that allows you to meet
your goals.

12. Maintain an After Sales Relationship

13. Better Brand Engagement & Optimization: Internet ads are the best form to keep your
target audience engaged. By researching your targeted audience so that you know what type of
product and services the consumer are looking for and what they think of products and services.
After that plan your campaign and strategy well.

IX. METHODOLOGY
The paradigm used in this study is constructivist paradigm. The constructivist paradigm is
research that aims to understand more about human research and considers reality as social
construction. The research paradigm becomes a systematic investigation and determinant of
answers for questions arising about research data collected, how the data is interpreted and
analyzed in several ways with attempts to understand, predict, and control phenomena that can
educate. The research approach used is a qualitative approach. Qualitative research related to
research where data collected through words, images and icons are analyzed using thematic
exploration. This research uses a meta-analysis method. Meta-analysis is a design used to
collect the results of several independent studies on specific objects. This study also uses
secondary data sources obtained from external sources.

X. RESULT AND DISCUSSION

The online advertising market is gaining high traction & hold across several industries. Technological
developments regarding the internet combined with its usage and the rapidly increasing number of
internet users worldwide not only have shaped the evolution of online advertisements and produced
different kinds of digital ads but also have given rise to new advertising business models and new
market levels. Due to COVID-19 sudden increase of people being indoors has led to a change in
lifestyle where consumers shifted to spending more time online than before. The primary reasons
driving high traction are increasing internet users and the high adoption rate of smartphones and other
portable devices. Since the awareness levels of users are increasing day by day and the marketplace is
filled with cutthroat competition, targeting the right audience is very important. With the advancement
of technology, it becomes quite easier for advertisers to identify a potential or prospective customer or
client. With the aid of online advertising, advertisers can reach a bigger pool of prospects with incurring
lesser costs as compared with trivial print media advertising. The decreasing interest in print advertising
and the newfound interest in online advertising is a major development for the online advertising
industry. Some of the reasons for the growth of online advertising are as follows –

. • Online marketing is extremely cost-effective & affordable. The important part of Internet marketing
is that it is affordable and drives a quality return on investment. When you invest money in these
methods, you'll get a good return on them.

• Internet advertising through a form of mass communication but can establish interpersonal touch.
Advertisements are personal and leave the option to further read the information on the user. It thus
leaves the user with a feel-good feeling without pushing the advertisement to the viewer.

• Online advertising offers a platform for tracking both types of metrics to show a concrete ROI. digital
advertising is quick to measure often with real-time results and metrics, marketers may find that it helps
them make their campaigns more cost-effective. If one of the digital advertising programs is not
performing well or working, it's easy to quickly adjust or remove your program to ensure that your
budget is spent well and offers a strong ROI.

• Leverage a variety of ad formats to advertise in a way that align with your business goals

• There has been a rapid increase in online viewers and a decrease in print readers. This change of
reading habits has led to the increase of online users and advertisers always prefer a medium that can
reach a larger number of audiences.

• The keyword for success in online advertising is "multi-channel". With Online advertising, a piece of
content and context can be shared across a variety of platforms, which means that you are no longer
confined to one page, 30 seconds,

• Internet has made it possible to reach out to a large audience, irrespective of geographical boundary.
Online advertising has made the world 'global'. Thus, any advertiser wanting to expand his business
prefers online advertising over traditional media.

• Internet is a branch of multimedia. The combination of sound, video, and animation makes the
presentation much more interesting and entertaining. This medium offers unlimited opportunities for
creativity, making the advertisements powerful and effective.

• Advertising can go viral with a strong digital advertising component, one can become the next viral
sensation. There's no such magical formula for how or why something goes viral, but, in general, the
content should speak to our emotions. Content that makes people laugh or feel good about themselves is
very shareable

• Online advertising satisfies the consumer's urge to know more about the product. Hyperlinks in online
advertising allow getting through information in which they are interested.
Research from Cathy Li and Stefan Hall(2020) found that COVID-19 is changing consumer behaviour
as well as consumption pattern is shifted, spending also has been adjusted in response.nAs confinement
measures were introduced around the world in the situation of pandemic , out-of-home, cinema, and
print advertising shrank almost instantly. Meanwhile, in-home media usage go up, TV viewership has
mounted , but digital consumption has increased more than ever before: use of social platforms,
gaming, and streaming services have grown dramatically almost everywhere.

CONCLUSION
The world has become increasingly Digital centric since lockdown, quarantines and social
distancing requirements have been enforced. Online advertising plays a vital role in today's
time and serves as a solution for the sale of goods and the purchase for the marketer as well as
consumers. Online advertising is profitable because it yields a high ROI and has increased the
scope and reach of the audience. many online advertisement benefits that help to prove that
online advertising has become far superior and more effective than any other advertising. With
low barriers to entry, cost-effectiveness, laser targeting, scalability, measurability, and more it
is clear there are many advantages to online advertisements. Having online advertisement,
allows your advertisement to be viewed globally all around the world, takes your business to a
whole new level targeting much more audience, lowers the cost, interactivity, flexibility, and
deliver a marketing message to the right customer. To mitigate the damage, companies, and
businesses must devise online advertising and marketing for surviving even during these tough
times and make their ends meet. In future upcoming years, online Advertising will become the
primary source for every marketer to promote their products.

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