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Web Advertising
Web advertising is becoming a part of some
companies marketing strategy- however it requires new strategies
and thinking. The benefits of Web advertising are its ability
to cover all promotional objectives from awareness to action
by leveraging all 5 elements in the promotion mix.
The Internet is also a highly selective,
cost effective media with greater measurability than any other
media. Hence Internet marketing
strategy and web site marketing & advertising are
becoming an integral part of corporate marketing plans. The
following 4 points are some of the factors stressing the importance
of web advertising.
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Branding on the
Internet works. For existing brands, the Internet is more
effective in driving recall than television, magazines,
and newspapers and at least as good in generating product
interest.
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When it comes
to branding, the Internet is more cost-effective than television,
radio, magazines, and newspapers. Even if banner pricing
rose by 20 percent, it would still be the most cost-effective
branding tool.
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The top six advertisers
spend less than one percent of their advertising dollars
on the Web. In the early 1950s, Procter & Gamble increased
the share of its marketing investment in television from
5 to 50 percent in just five years. A similar opportunity
exists for the Internet.
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Two unpublished
studies show a direct correlation between Web branding and
purchase. One, from Avenue A, shows that exposure to Web
ads increases site visits and purchase, regardless of click-through.
Another, from DoubleClick, shows that exposure to banner
ads increases offline purchase 19 percent.
ISN Corp offers a multitude of web advertising
& web promotion services
which includes:
- Buying Media on the Web
- PPC campaigns
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