INTERNET ADVERTISING

 INTERNET ADVERTISING

As web technologies evolved in the 1990s, internet advertising appeared as a virtual equivalent to traditional marketing methods like TV and radio ads, newspaper advertising, billboards, etc. In 2019 marketers expect that companies will spend more money on digital advertising than on traditional ads.

online advertising has become so popular and explore its most commonly used types — search engine marketing, email marketing, social media advertising, display ads, native advertising, and more.

Internet Advertising Advantages and Disadvantages

There are more than four billion internet users all over the world. This gives a huge boost to internet advertising. People look for products by using search engines, following their favorite brands in social media, and subscribing to their campaigns via email and push notifications. Advertising opportunities are enormous, but using them correctly is not that easy. So, let's have a closer look at the advantages and disadvantages of internet advertising.

Advantages of internet advertising

  • Easy global coverage. Nowadays, people have a habit of searching for information about products and services via search engines like Google, Bing, and others. Internet advertising is a way to demonstrate your offers in front of over 4.3 billion web users around the globe. You can easily target the entire world via the Internet.
  • Affordable for any budget. According to Seriously Simple Marketing, the minimum cost to reach an audience of 2,000 is three times cheaper than traditional advertising methods, so any company from a small family business to a huge enterprise can utilize online ads and get the most out of their financial resources.
  • Drives traffic to a website. The more visitors you get to the site, the more potential customers you have, which will result in increased sales. Internet advertising aims to attract users’ attention and send them to your website. The offers displayed in the digital ads should arouse curiosity and give people a good reason for clicking through your site.
  • Allows targeting. Unlike traditional marketing media that advertises to everyone without filtering, internet advertising tailors the message to a specifically targeted audience — people who are most likely to convert into customers. For instance, a travel equipment company may use social media ads for advertising to users who are keen on travel, encouraging likes and shares.
  • Enables retargeting. Internet advertisements are a way to say, “hey, looks like a couple of days ago you checked out this toaster. I’ve got a marvelous one for you here!” If many prospects visit your household appliances online store without buying anything, remind them about your brand with banner ads displayed on websites they browse.
  • It allows you to create various touchpoints with your audience. Internet advertising helps you to appear in the right place at the right time to communicate with your audience. If you own a small bakery, use socials like Instagram and Pinterest to demonstrate the products. To share news, and build long-lasting relationships with your audience, reinforce them with email marketing. By mixing different types of digital advertising wisely, you can show that your company is always present and ready to be of service.
  • It is measurable. Unlike offline marketing, where the cost and effectiveness are somewhat approximate, you can precisely track the return on your efforts and internet marketing efficiency with web analytics platforms like Google Analytics.

Disadvantages of internet advertising

The main challenges associated with advertising online include fierce competition, the cost of mistakes, complicated analytics, and ad blindness. Let’s have a closer look.

  • High competition. Of course, this depends on your niche, but if you haven't invented something new, you'll have to compete for clients' attention. This market is oversaturated, especially for eCommerce businesses, so you need to put your customers' needs upfront and regularly improve your product to make it competitive.
  • Mistakes are expensive. Targeting wrong people, selecting highly competitive keywords, and leaving your ad campaign running after turning it off are the most common mistakes that can cost you a fortune. To eliminate these mistakes, you need either a top specialist or a lot of experience. Both variants require investments.
  • Complicated analytics. To analyze the performance of your ads, you need a third-party platform like Google Analytics and some experience to interpret the results correctly. Medium-sized enterprises and big brands have analysts to make the ads more targeted and effective.
  • Ad blindness. This term is related to banner blindness. Users see advertising almost every time they open a web page. For this reason, they simply ignore banners without even noticing them. To fight this, make sure that your banners target the right people who need your offer.

 

 

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