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Internet
advertising today
is one of the vital
tools to reach
the consumers
and the
big fishes
in the corporate pond. And is creating ripples in the world.
All
signs point
to enormous
growth in the Internet advertising
. In 1997 online
adv. revenues had
reached $906.5 million
and is expected to reach
$ 4.3 billion
in year
2001. Explicit growth
can be seen in
no .of web users.Web based
advertising has
become an
irreplacable part of
marketing strategy.
Now numerous
companies are
diverting large
advertising budgets
to the Internet.
Internet advertising
enjoys far more personalization
,creativity and
interaction. TV & media reach
expanded, brands gained instant
exposure to
million of
consumers , but “ how
well can I
reach them .? “ is a question
better answered by the Internet .
There
are various
parameters
of advertising based
on which various
segments can
be targeted:
Keywords
Search
targeting :
This allows
the posting
of advertising
relevant
to the keyword on
the search result page.
Content
targeting : It is
based on the site content , which matches
the target audience
profiles. For e.g. to reach a youth
audience you
can post
adv on youth sites
& youth
sections to maximize the impact.
Time
targeting :
This is used specially
for products
targeted to
office going people
or home
users. The
user is identified from
the time he visits the
site. For eg : It makes sense to show a
pizza adv . during lunch hour
to maximize
the consumption .
System targeting:
the visitor is
identified from
his OS & browser , and targets the
visitor with a suitable adv,. A
flash banner can be posted to only a high-end browser
& the static jpeg
banner to a lower end browser.
Domain
targeting : The advertiser can choose the domain
he is targeting. Targeting
can be by domain type
(.com, . net ), company name
etc.
Geographic
targeting :
This targeting is
done on the basis of specific locations
like country
, city , and town of the target audience.
All
the above parameters
can be used in
various combinations to reach the target audience without any
spillage.
Why is the
Internet becoming
so attractive to
certain advertisers ?
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Some facts about the web which will help to answer this question
Increasing visit to cyberspace by the consumers.
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Instead of an adv . coming to a consumer the consumer
clicks on to the adv .
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Power search engine allows consumers to search the products & bargain online .Junglee & C2B technologies are two E-commerce companies that are developing such search engines.
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Internet facilitates vendors to manufacture their products as per the user specification. Thus keeping inventory to minimum.
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The Internet is not bounded by the geography. Amazon.com sells 20% of its books to foreign destinations . Whereas , a physical
bookstore sieves an area of only a few square miles
In spite of the facts , which support Internet advertising, many companies are reluctant to commit advertising dollars to the web. Few reasons which could be quoted are:
With such questions unanswered it is difficult to compare the Internet advertising effectiveness relative to broadcasting print media.
But, to conclude a great online support service can help reach the target audience with a bang using targeting , evaluation & optimization parameters that are exclusive to the internet at this point of time.
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