Budweiser has
frogs. McDonalds has Ronald. Goodyear has baby. Each of these companies has used different images as a means of advertising with traditional media. Television, radio, and print ads have been extremely successful in helping companies develop a successful brand image. With World Wide Web, however, marketing departments struggle to incorporate traditional advertising into a high-tech medium like Internet.The Internet continues to grow at a rapid pace. Billions of dollars have already been transacted this year and with holiday season approaching those numbers will only increase. The traditional forms of marketing and advertising still have their place; however, in a world where one out of every eight dollars is spent online, traditional 4P’s of business might not fully apply.
In past, business mantra was “location, location, location.” More and more businesses have realized that, with Internet boom, new mantra is more like “logistics, logistics, logistics.” Marketing is not an issue of where you are anymore. Instead, companies need to properly place themselves in vast World Wide Web so that customers can easily search for products and services they are looking to buy. This becomes difficult because consumers do their shopping from their computer at home.
According to a recent study conducted by DoubleClick and Nielson/NetRatings, last quarter of 2003 yielded amazing results, up 40 billion impressions from third quarter. Throughout year, advertising volume on Internet increased by 49 percent—that equals about 200 billion impressions in fourth quarter!
Rand Blair, of 10x Marketing (http://www.10xmarketing.com), believes increased numbers result from fact that people are using Internet more and more to find products they are seeking to buy. “As people become more familiar with Internet, they are becoming more comfortable searching, learning, and purchasing. As a result, online advertising is booming!” Two of most popular and successful advertising techniques on Internet are pay per click campaigns and natural search engine optimization campaigns. A brief description of each is listed below:
Pay Per Click A pay per click campaign consists of advertisements on side and top of search results pages. For example, try searching for a popular item. When Google, Yahoo, MSN, or any search engine brings back results, there will be some links near top and side of page. These results are placed there because companies pay search engine each time a visitor clicks through to their site.
