Every day, people spend several hours on the Internet, solving their work and life issues. The audience is constantly growing, both quantitatively and qualitatively: teenagers, youth, mature people with high incomes are ready to buy goods without leaving their homes. Most companies have long understood the importance of the Internet and actively sell products through their website and use such promotion as online advertising. There are advantages and disadvantages to advertising on television, radio, the Internet and print media. The article will discuss online advertising in more detail.
Advertising and its variety on the web
Today, on the Internet, you can see a large number of advertisements that differ in appearance, placement technique, and the way they influence users. Each owner of the resource, after he knows his audience, must decide how to express himself and understand how advertising on the Internet will be chosen. Each type undoubtedly has advantages and disadvantages, but the effectiveness may vary.
The most effective areas of advertising include the following types:
- Positioning in directories and directories is an easy way to tell about yourself, most often free of charge and does not require special knowledge.
- E-mail marketing - with good, unobtrusive emails to current and potential customers, this can be very effective and profitable.
- Exchanging links is a simple but good way to advertise a company at the expense of others, when a similar site is recommended in the useful information or contacts section.
- Banner ads are one of the popular types worth talking about in more detail, they can be seen on almost all sites that want to earn extra money.
- Context advertising is gaining more and more momentum every year and sometimes small companies start their business with it, as these advantages of online advertising are higher than those of other types.
One advertisement imperceptibly attracts attention and increases sales, the other causes negative when it obsessively opens to full screen, the third presents not only its product, but is also a means of promotion. You can choose one or more types, interact with one partner or several, and in the end understand which ad will be the most effective.
Key Benefits
For companies that have not yet decided where to advertise, here are the main benefits of online placement:
- Advertising on the Internet is cheaper than, for example, on television. Especially the difference inthe price is felt by regional companies that are just starting their business.
- It's easier to create online ads and the transfer speed is faster
- It is easier to analyze and calculate performance after launch, allowing you to make immediate adjustments if the result is unsatisfactory.
- Adjust advertising to your target audience, geographic location and time is easier and cheaper than on radio and television.
- Not only for large companies, but also for small companies, the opportunity to enter the global market opens up.
Flaws
Undoubtedly, the advantages of online advertising over other types of advertising are higher, but it also has disadvantages that you need to be aware of in order to be prepared for anything and understand how to correct mistakes and spread the word about the company in the best light:
- Before talking about your company, you need to study the target audience and understand where they get information about products for themselves. Not every potential customer is ready to buy over the Internet, because it does not inspire confidence. These customers most often include the older generation, who are used to buying from people and getting a check in their hands.
- Competition online is strong, and before placing ads, you should figure out what makes the product unique and why people should come to you.
Banner ads
A popular online advertising is a banner that is placed on a variety of resources. Often large companies host severalbanners according to user requests. On the information portal, a banner can talk about the company itself, on sites where people ask what is better to buy - this product or that one, you can place a banner about a specific product with a discount, and on a third site - a banner announcing the competition.
This is an expensive type of advertising, but popular and effective, with independent selection of resources for placement. The main thing is to create a good, bright, inviting banner, place it in the right place to achieve the goal.
Advantages of advertising on the Internet on thematic resources
The article has repeatedly mentioned the target audience, how important it is to study it and understand what it is interested in. Knowing about it will help you find those sites where you need to place ads.
Example. If the target audience is mothers on maternity leave, then it is clear that they are interested in goods and services related to children. But at the same time, mothers want to look good, even when they go out for a walk with their children. If you sell women's beautiful and practical clothes, you can advertise on children's websites or forums where it is appropriate.
Finding a connection between the target audience and thematic sites is an important step, since most people spend most of their time on their favorite sites, forums, blogs that are interesting to them and meet their needs.
Contextual advertising
A type of advertising in the form of an ad, which is displayed with a similar query subject through a search engine. Example:the user asks a question about where to go in winter. The search engine offers answers such as an advertisement for a travel agency or a travel site where he can find answers.
Contextual advertising has three main components: the advertiser itself, networks in the form of large search engines and a platform for placement. These three components do not always work together, it is possible for an advertiser to interact with a network or an advertiser for a platform. The advantages of this type of online advertising is that you do not need to waste time looking for good sites, as the system will do this, and advertising will be shown only to interested users.
How online advertising interacts with the audience
There are a few things you need to do before placing an ad:
- explore target audience;
- decide on the type of advertising or opt for several types;
- create an advertisement for the target audience that will attract and call to action;
- find resources to host.
When choosing several types, advertising will be placed in different places, and here you should know a few important points. Firstly, the user spends little time on mail, weather sites and news resources, and rarely pays attention to advertising, its effectiveness will be low, but it will make a certain contribution. To increase efficiency, you need to choose sites with useful and interesting information.
Unobtrusive but noticeable ads that are constantly onmind, will bring a lot more users. This is the main advantage of Internet advertising - to lure a client when he does not realize it, but needs a product / service and makes a purchase.
Marketing research with online advertising
Advertising can be not only a way to sell products, but also a method of promotion and research. The Internet allows you to conduct market research, being able to collect and cover more respondents than the classical way. Anyone can participate in the study, regardless of where the user is located.
A company that has released a test version of the product can immediately conduct a survey and collect data instantly about the trial use. Such research is simpler, cheaper, faster and more accurate, which helps the company to better understand its customers. There are also advantages of Internet advertising for a company that has launched a video about a new model of a manufactured product. You can find out the opinions of consumers, how much they liked the product, and what is better to change and correct.
Internet advertising is the main one or an addition to other types?
Are there any advantages of Internet advertising in comparison with radio, television, outdoor advertising, and how much better and more effective will they be in increasing sales? Every businessman asks himself this question when he opens his business and thinks where to start promotion, because advertising is the engine of trade.
The best option is to use several typesadvertising that can be seen and heard by future customers in a variety of places: on TV in the morning, on the way to work, in the office at lunchtime. But at the first steps of development it is difficult to allocate a large budget for this direction and you have to choose one thing. Do not be afraid of online advertising, you just need to place accents correctly so that it is noticed by the target audience.
How it can hurt
Internet advertising has many advantages, and all of them positively affect the company's reputation. But, like everything, this kind has a downside, which can be harmful when it becomes intrusive, inappropriate and repels the consumer to make a purchase.
An advertising message that comes at the wrong time and in the wrong place is called spam, and when there is a lot of such advertising, then, as a rule, the company loses a client. It is better to use the newsletter in cases where the client agrees to it after purchasing the product. For example, a girl ordered cosmetics for the first time and can order again. The store is obliged to ask a question, you can send her messages by mail in order to familiarize yourself with the goods and possible promotions and discounts. If the girl agrees, then the mailing should be no more than once a day, and no more than twice a week.
Every day, millions of people go online to find useful information, chat with friends, buy goods, and every timeadvertising comes across. Catchy, simple and inviting, which tells about the company and helps to increase sales. High-quality advertising and placed on the right resources will be the key to success and recognition of the company.
