subject: Onlineyellow-pages: Benefits Of Online Advertising [print this page] The progress in communication and technology has given rise to the Internet, a sophisticated, globally linked system that has changed the rules of marketing and advertising. The internet is increasingly being seen as the medium of tomorrow and it is little wonder then people today are using it to spread their messages, promote their products and build their brand. There are many benefits of online advertising.
Online advertising is highly interactive
For example, take the case of banner advertising. Banner ads typically refer to online display ads that include images, text and logos and are placed on web pages. Banner ads can be static or may have moving images and sound. These ads also have a call to action, which could be to visit a web site for special packages/discounts or sign up for newsletters etc. When you click on the online banner advertisement, you are taken to the web page where the call to action can be completed. Banner advertising is, therefore, highly interactive in that on clicking on the ad, you are led directly to the store where you can make a purchase or subscribe to an offer etc.
Internet advertising is highly target oriented
Online advertising is search engine based in that the online ads appear only in front of the people who are actually interested in the offering and exactly at the time when they may make a purchase or subscription, as the case may be. This is typically a case of striking when the iron is hot and so there are greater chances of achieving what the ad wishes to attain.
Online advertising gives you greater control over your ad
Online advertising allows you to measure and monitor consumer behavior. Again, take the case of banner advertising. You can monitor the click rates; this would help you monitor the success (or failure) of your ad and accordingly modify the campaign.
You can also measure the conversion rate of your online advertisement. For example, your banner ad may be showing a high click rate but the conversion rate may not be high. This means that you would need to rework the landing page of the web site and make it more consumer-friendly. People who advertise on some other medium, lets say, TV, cannot have an instant feedback of their campaign
Online advertising versus newspaper advertising
It is important to emphasize that each medium has its advantages. We are living in an ever-changing world of choices and options, including advertising, and no medium is mutually-exclusive. Online advertising may be more interactive, newspaper advertising too has its benefits. Newspapers offer the readers a high level of flexibility: they can be read in any place at any time. The reader can absorb the information offered at his own pace. Even the fact that the reader can touch and feel the newspaper while turning the pages has its importance. So it is not a question of online advertising versus newspaper advertising. An ideal advertising strategy is one which combines the best of both the mediums for optimum results.
by: Yasir
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