Does Internet Advertising Make Sense for You?
Internet advertising provides the lowest customer acquisition costs for many but not all industries. Internet advertising is most effective for industries with relatively high lifetime customer value.
Internet advertising is used primarily to drive targeted traffic to websites. Websites must have the content, graphics, and navigation to inform and motivate visitors to initiate contact. Internet advertising has limited opportunity to convert audiences into customers.
Internet advertising includes search engine result pages, banner advertising, email marketing, and ad networks. By far, the best known and most effective form of Internet advertising is online or search engine advertising.
Use of keywords
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Banner Advertising
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Ad Networks
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Also known as search engine advertising, sponsored links, and “pay per click”
Ads appear on search engine result pages
In first sentence of first paragraph
Flexible
- Easy turn on/off
- Pay only pay for visitors
- Measurable conversions
- Target neighborhoods
“Keyword” driven Quality keywords can make phone ring
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Greatest strength: “branding”
Somewhat flexible Monthly contracts
Message can be more inclusive
Animation possible
Requires artist to create ad
No evidence to support expense in most cases.
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Dedicated promotional email broadcasts
- Poor medium for prospecting
Text ads with personal emails
- Can appear tacky
Inexpensive
Caution: Risk of being considered “spammer” quite high and potentially costly
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Group of websites desiring ad placements
Representative Advertisers choose where ads placed
Blind Network selects where ads placed
Targeted Use targeting technologies to enhance value of ad placement
Note: The most promising. Specific ad placements sensitive to location of where target audience (e.g., local restaurant featured on movie theatre site).
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