Online advertising is the means of promoting
a product on the Internet using various
Internet features. With the arrival
of Internet, the business world has become
digitalized and people prefer buying things
online, which is easier and
faster. Online advertising otherwise known
as e- advertising gives a new dimension and
unique charm to the product, which
is an added advantage.
The primary benefit of online advertising
over offline business is monetary advantage,
which cannot be gained locally.
This leads to great progress in business,
which is the ultimate aim of any
businessman. Online advertising offers a
wide
spectrum of recognition, which is
incomparable to any other mode of
advertising.
Online advertising has no time limitations
and is viewed day and night throughout the
globe. Online advertising reduces
the transaction cost and contributes to the
profit of the company and is secure in
competition against international
marketing. The owner is much more satisfied
because a secure business is more beneficial
and reliable.
Small businesses find online advertising
offering maximum exposure for a minimal
cost. Small businesses target their
ideal clients and find that online
advertising is an affordable way of
advertising. Online advertising gives a
direct
response, making it profitable to both the
consumer and the seller. Banner
advertisements depict in pictorial form and
are commonly viewed on high traffic sites
and also give a hyperlink back to the
advertisers own site. The price varies
according to the number of advertisements
shown. Sponsorship advertisements are larger
then banner advertisements and
contain considerable amount of text and
placed on ezines or online newsletters. The
price varies according to the number
of readers of the newsletter.
Most importantly, online advertising has the
capability to reach a global audience at a
fast rate. This enables extensive exposure
and is an important characteristic of online
advertising, and a major component of why
online advertising is so successful.
But the economy is still down! Why advertise
now?
“Advertising in a down economy is even more
important than advertising during the good
times,” says president of the Herman Group,
a firm of strategic business futurists in
North Carolina. “That’s when you can build
market share. That’s when you have less
competition for share of mind. While others
are in a cocoon, hibernating until things
blow over, it’s a great time to invest in
your business.” She says businesses need to
establish themselves as the brand of choice
and halting advertising during tough times
is counteractive to that goal.
The bottom line is clear: If a company is
not communicating with customers when they
enter the market, then that company will not
be considered in the buying decision. That
fundamental truth does not change,
regardless of the economy.
While many companies readily understand the
value of short-term advertising generating
new sales, generating repeat business from
existing customers and generating new leads
that turn into future sales it can be more
difficult to comprehend the long-term value.
Think of a snowball rolling down a mountain
consistent advertising has a cumulative
effect. The more familiar buyers are with
your brand, the more likely they are to
purchase the brand.
So what works best on the Web? Experts say
banner ads are the most effective tool
because they build the brand and generate
leads. And since online advertising is less
expensive than traditional print media, TV
and direct mail, the online channel makes
more sense in a down economy.
Experts took a study and concluded that
advertising during all economic times is
critical to the future success of companies.
Ninety-nine percent of those surveyed said
it is important to keep abreast of new
products and services during tough times and
97 percent said it is important to continue
to invest in these products and services to
remain competitive in the future.
The study stresses that executives are not
going to let their guards down even during
slower economic times they must stay
current on what is new in the industry and
must position their organizations for the
future. Advertisers, then, must not let
their guards down, either, say experts.
