The Future of Advertising

Written by Jon Wuebben

Advertising is a medium that constantly evolves. It changes withrepparttar times. It adapts to new technologies. It is unrelenting in its desire to find new and better ways to reach an ever-growing consumer marketplace.

But its not simply advertising that evolves. Consumers and consumer behavior are changing too. As we look atrepparttar 139397 future of advertising, it’s important to look at howrepparttar 139398 two interact and change together over time.

Without a doubt,repparttar 139399 Internet has revolutionizedrepparttar 139400 industry. It has takenrepparttar 139401 world - andrepparttar 139402 advertising world by storm. And it has only just begun to make an impact. The Internet has become a global medium with massive potential. Forty years ago, television was considered new media. Fifteen years ago, it was cable. Today, people spend increasing amounts of time online atrepparttar 139403 expense of other media. The first evidence of this audience migration appeared in 1998 in a Forrester Research report.

The researchers asked PC users which activities they were giving up to spend more time on their computers. 75% ofrepparttar 139404 respondents said they gave up television.

Interactive. That isrepparttar 139405 real key behindrepparttar 139406 power ofrepparttar 139407 Internet in advertising. The Internet is reallyrepparttar 139408 only medium where we see true interactivity. In addition:

•It means greater viewer involvement. •It means users can access services according to their interests and their tastes. •They can request and receive specialized product information, make an instant purchase, allrepparttar 139409 while saving time and expense. •The effectiveness of Web advertising appears to relate torepparttar 139410 fact that surfingrepparttar 139411 web is an actively engaging experience, similar to reading magazines.

Consumers also haverepparttar 139412 choice to “opt-in” to receiving additional information on a particular product or service. In Seth Godin’s groundbreaking book, Permission Marketing, he said, “By reaching out only to those individuals who have signaled an interest in learning more about a product, Permission Marketing enables companies to develop long-term relationships with customers, create trust, build brand awareness- and greatly improverepparttar 139413 chances of making a sale.”

Allrepparttar 139414 Rage: Pay Per Click and Natural Search Using SEO

It’s no secret what has taken overrepparttar 139415 business world, in industry after industry. Pay Per Click and Natural Search Using Search Engine Optimization (SEO). Today, being onrepparttar 139416 first page for your most popular keyword phrase is like havingrepparttar 139417 most memorable prime time television commercial in 1973.

Pay per click advertising on search engines allows you to choose keywords you would like your site to appear under when a potential customer engages in a search. You decide how much you are willing to pay each time a person clicks onrepparttar 139418 search results. But it can be competitive – and expensive if you are trying to use keywords that are very popular. Natural Search or Organic Search isrepparttar 139419 non-biased, non-paid results that come up when you do a search. This can be influenced heavily by what’s called “Search Engine Optimization” –repparttar 139420 complex and time consuming practice of ensuring that your website is doing allrepparttar 139421 right things in order to rank high for certain search terms. In this arena, smaller companies can out maneuver large corporations, so there’s a lot of excitement generated because of this.

Essentially, that’s whererepparttar 139422 power of advertising is going. It’s all about Search. And Search is only going to become more important overrepparttar 139423 next ten years. If you can get on that coveted first page organically, well then, more power to you!

Web Sites, Banner Ads, etc..

The other forms of on-line advertising vehicles are of course, web sites, banner advertising placed on others sites, newsletters, ezines, and email. They are used in many different combinations, for different purposes at different times. But most savvy companies are using all of them. The value of banner ads has been hotly debated for a number of years. Opponents argue thatrepparttar 139424 click-through rates have gone down so much, that banner ads are nothing but wasted money. But research clearly shows that banners are very effective in building brand awareness. On-line users may not click on a banner, but if they see it enough times,repparttar 139425 company’s name is drilled into their head. When its time to shop, that product or service is first in their mind. Simply being exposed torepparttar 139426 brand as one surf’srepparttar 139427 web is enough to make a big impression.

The impact of banners on brand awareness was tested forrepparttar 139428 first time in fall 1996 by Millward Brown International. Three brands were tested including a men's apparel brand, a telecommunications brand and a technology company. The findings were significant and conclusive for each brand. Awareness was significantly greater amongrepparttar 139429 banner-exposed (test) group thanrepparttar 139430 non-exposed (control) group. Specifically, exposure torepparttar 139431 ad banners alone increased brand awareness from 12% to 200% in a banner-exposed group.

The study also comparedrepparttar 139432 impact ofrepparttar 139433 banner ads in this test to television and magazine norms from prior Millward Brown studies. The findings were remarkable: Single exposure to a Web banner generated greater awareness than a single exposure to a television or print ad. Rather,repparttar 139434 effectiveness of Web advertising seems to stem fromrepparttar 139435 fact that Web usage is an actively engaging exercise.

Newsletters and Ezines

Most smart marketers out there have either a newsletter or ezine nowadays. These types of customer communication and advertising tools will only continue to grow in use and importance. It goes back torepparttar 139436 whole “what’s in it for me?” issue. The customer wants to be part ofrepparttar 139437 process. They want to learn something. Or keep themselves updated onrepparttar 139438 latest news. Most of all, they want to get something out ofrepparttar 139439 relationship. They want to do more than buy something, they want to improve their lives in some small way – and they want you to help them do that.

Email Advertising

Email is another ofrepparttar 139440 big three Internet advertising mediums. Companies like Got Marketing,, and N5R are providing new and exciting email marketing solutions for thousands of progressive firms. Their results are impressive. Consider response rates that average 10 to 20 times those of traditional direct mail. Or campaign Network marketing referral rates as high as 40%. The bottom line is that programs they put together have produced millions of leads for clients. And it’s surprisingly affordable. This means that almost anyone can now utilize this advertising medium. But it has to be done smartly, because you don’t want your emails to end up in spam filters. That is one inherent problem with email advertising, especially inrepparttar 139441 past two years.

How To Advertise for Free: Lesson #1

Written by Edward Gause

How to Create a Sigline

I bet when you sawrepparttar title of this article you thought you were going to get another one of those "10 Tips" that tell you to "do this..." and "do that..." didn't you?

Well, not this time. I'm going to spell it out for you one method of advertising for free and then show you where to go and apply what you've learned. Let's begin.

First, you will need to create a signature line (sigline). If you've ever written a personal or professional letter in your life, you've used a sigline before.

Inrepparttar 139308 personal letter, you probably just ended it with your name only. You ended a professional letter with your name and probably a title or your home or office address.

You need to create a "net style" sigline to advertise whatever it is you've chosen to promote. Here is a sample sigline in it's most basic format:

Edward S. Gause Internet Marketing for Beginners

The first line identifies who you are. The 2nd line is a short description ofrepparttar 139309 page you wantrepparttar 139310 viewer to go visit. The 3rd line isrepparttar 139311 actual link torepparttar 139312 page.

Cont'd on page 2 ==> © 2005
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