36 Go online to find some benefits and risks of PPC ads. A chat bot is a computer program that simulates and processes human conversation (either written or spoken), allowing humans to interact with digital devices as if they were communicating with a real person. DIGITAL ADVERTISING MEDIA Because of the development of the Internet and the evolution of new digital media, advertising has increased its ability to reach a large audience at a much lower cost and with effective results. The new digital media provide cheap solutions to advertise products, allowing frequent updating, direct links to online shops, easy targeting, and the possibility to reach consumers regardless of geographical and time barriers. Moreover, they allow marketers to gain deeper insights into customer behaviour, accurately tailor their messaging, and create more engaging, interactive experiences throughout the customer journey. Some examples Display advertising may take the form of: banners, videos, or text-based ads, the digital versions of a billboard, TV commercial, or print ad that appear on websites; retargeting, which shows specific ads to people who have previously visited a website as they browse elsewhere around the Internet. to blend: fondere elsewhere: altrove excerpt: estratto regardless of: indipendentemente da snippet: frammento Search Engine Optimisation (SEO) consists of carefully-studied programming instructions inside websites that allow the display of a company or a product at the top of Internet search pages. SERP (search engine results page) position zero consists of techniques for appearing as the featured snippet of a webpage that is the highlighted excerpt at the top of a search engine page. Pay-Per-Click (PPC) involves paying for appearing among the first results of a search page if your site is clicked on. Social media advertising uses social media platforms to promote products and services through stories, posts, and influencers. Native advertising is advertising where the ad blends with the content and style of the webpage or app it is included in and is not easily recognisable. IoT (Internet of Things) advertising allows companies to provide personalised ads to people according to the data collected through their devices connected to the Internet. It can take the form of: context-based targeting, which uses information from the customer to send them significant ads; in-store advertising, which shows real-time ads to buyers in a shop; location-based advertising, which uses the GPS data of a customer to send them relevant local ads. Interactive advertising encourages consumer participation for example through QR codes or the interaction with AI-managed chat-bots . Web push notifications are notifications sent by websites, which allow companies to stay connected with their consumers via short messages. 82 MArKeting And Advertising