The benefits of online advertising
by Gianna Lazarou
Quite simple online advertising represents one of the most effective and efficient ways to market your products and services.
A bright spark in advertising once said, “Only half of my advertising budget works, but I don’t know which one.” One of the advantages of online advertising is that everything can be measured and the low cost means different forms of advertising can be tested. Online advertising allows you to address your market with a laser beam focus.
Online advertising is often cheaper than offline or traditional advertising and in a lot of cases it is free. Placement in an online directory can reap far more rewards than Yellow pages.
The cost of offline advertising is a lot higher than online advertising. Advertising in an online directory can be extremely cost effective in regards to customer acquisition, with the ability to target specific niche sectors.
Compared with the traditional form of advertising such as a printed flyer there are many disadvantages to offline advertising.
People find flyers a nuisance
Flyers are poorly targeted
More
 expensive that a banner campaign.
Results from a flyer are hard to quantify
Once a number of flyers are printed it is expensive to change.
People find flyers a nuisance
With a text link people will only click when it interest, it is usually in context with the rest of the information on the page and so the customer will be highly motivated towards your companies products ore service.
Compare this with the experience of the last time you had a flyer shoved through your door.
Flyers are poorly targeted
An online advertising campaign can have the accuracy of a cruise missile, hitting the target time after time. Although flyers can target a geographical area, most of the people receiving the flyers will not fit your potential client profile, resulting in huge wastage. Being included in online directories targeted to specific audiences means your message goes to the right person.
Results from a flyer are hard to quantify
Quantifying the results from a flyer campaign means you have to ask each customer how they
heard about you. This is not a very efficient manner in which to gather marketing data. The customer can forget, give the wrong answer deliberately, and might possibly find such a question and imposition and not return.
With online advertising a huge amount of information can be gathered without bothering the customer, costs very little and can sometimes be free. Most online advertising companies supply a report on a wide range of data letting you know exactly what has worked and what has not.
Once a number of flyers are printed it is expensive to change.
Flyers are cheaper the more you have printed. But once printed they are impossible to change. Because of the low cost of online advertising it makes sense to test different ways, measuring the results as you go along. When you find what works, you do more of it and when something does not work, you don’t do it again.
Online marketing represents a more cost effective solution when compared with the disadvantages offline advertising.
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