Internet Advertising?

Question

What do you think are the opportunities of Internet advertising compare to television, radio, newspaper and other traditional methods?

Answer 1

Marketing techniques are the techniques used by corporations, companies or individuals to market products or services. These can be broken into two categories: online and offline.

Online marketing breaks down into a few basic components, which are:

Search Engine Optimisation (SEO) - the art of designing and creating websites, and then promoting and getting links in such a way as to make it rank for certain terms in the natural listings in the search engines, like the left hand listings on Google

Pay Per Click (PPC) - paid, or sponsored listings in search engines. Better written advert copy, more budget allocated per click and better conversions all affect how highly the advert ranks. An example of these is the right hand listings in Google.

Permission eMail Marketing - the sending of solicited (where the reciever has given consent to be emailed) email, advertising offers, or simply giving information. Newsletters and to an extent, RSS feeds fall into this category.

PR Copy Distribution - distributing press releases and marketable copy online. Includes press packs, articles, information packs, ebooks and ezines.

Offline marketing has many methods, such as TV adverts, radio advertising, billboards, adverts on buses, TV/radio interviews, cinema advertising, product placement... There are thousands of methods, so I won't be listing them all here. However, if you check out the links bit below, you'll find more information there.

There are also some methods which cross over, such as viral adverts, where something travels by word of mouth, video adverts, which can be put up also on YouTube and MySpace videos, interviews broadcast online and offline, and distributed as PodCast. In fact, increasingly we're seeing offline and more traditional media marketing and advertising systems become adapted to and integrated with online systems. A good example is the Apple Mac vs Windows adverts, or the Snakes on a Plane marketing push.

Looking to the future, we'll see more and more integration, as marketing techniques becomes more about engagement with brand, rather than traditional sales pushes, creating new jobs and industries within the marketing sector.