Advertising online with banners or links
As with any advertising, the skill is to ensure your audience:
- Is stimulated enough by your message/proposition to respond (Strategy)
- Is the right audience to respond to your message (Targeting)
- Is sufficiently captivated by your creative to cut through the clutter (Creative)
The difference with online advertising is measurability. Every interaction with your advert can be measured allowing the campaign to be adjusted to maximize your return on investment.
The intelligent production and placement of online advertising can:
- Deliver the right message at the right time in the right place
- Reduce wastage and increase return on investment
- Increase sales and reduce marketing costs
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The development of software/rich media has introduced a myriad of new and innovative advertising techniques. Technology now enables online advertising to be interactive and behaviorally and even geo-targeted. Internet advertising is no longer about the placement of simple banner ads.
Developing, managing and interactive media buying requires an increased level of expertise due to the complexities involved.
The skills required include:
- Media Buying - best banner from best site?
- Strategy - what are we looking to say where and how?
- Design - does the banner do the job?
- Direct Marketing - how are we going to generate a response?
- Web usability - is the methodology appropriate?
- Statistics - is it working?
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As time goes on and the choices become greater, executing an effective online advertising campaign is becoming more and more challenging. For these reasons many organisations outsource this part of their marketing mix.
