Advertising on the Internet is a new trend of the 21st century. Any commercial project needs to be promoted and expanded. Today, just about all businesses and organizations have their own representation on the Web in the shape of a resource, site, page on social networks. However, creating a website and even filling it with relevant content doesn’t guarantee an automatic increase in earnings and the rise of popularity of a commercial project. We have already talked about how to make your site in one of the previous articles.
It’s necessary not only to be present on the community, but also to place competent advertising on the world wide web, as well as spend money or time on promoting, promoting and raising the conversion of the site. Advertising on the Web (the English term”Internet Advertising”) is a relatively new phenomenon, however, like the global network itself. 15-20 years back, of all types of advertising on the Internet, advertisers and users knew only 1 option – spam mailing. Today, there are dozens of kinds of advertisements on the World Wide Web. There’s free advertising on the community, paid (professional) advertisements on sites, in social networks. There are online advertising agencies that use the most recent technological advances in their own activities. Internet marketing is the most promising field of Internet marketing today. With its relatively low price, network advertising covers a potentially limitless audience – users of computers, laptops, smartphones, tablet computers, iPhones and other mobile devices.
Effective online advertising is represented by graphic, textual, animated and video materials. This market began to form from the mid-90s of the previous century, but until the beginning of the 2000s, the global network was not considered by advertisers as a priority advertising platform, although the most innovative companies already practiced the advertising of goods and services online as an auxiliary channel to the execution of the advertising campaigns. The rapid development of the World Wide Web has resulted in a change in economic policy. Since the mid-2000s, the Internet has become a major channel for influencing consumers. This simple fact is associated with the following conditions: the steady growth of Internet users and the increase in their time spent on the network; the development of wireless communications technologies; the advent of mobile Internet; the development of the Internet economy and the spread of commerce through the World Wide Web; the emergence and development of specialized platforms for managing network advertising. Moreover, new analytical systems have emerged that allow you to quickly and accurately assess the effectiveness of online advertising.
The basic principles of online marketing are very similar to those in conventional media. The fundamental difference is that in the network space, consumers are nearly always required to engage actively – advertising begins to work when the user performs an action. Usually such an action is a”click”, clicking on a link, registering on a specific site or other types of activity. The most promising area of marketing on the network is targeted advertising: attracting the goal (targeted) audience using highly targeted ads, banners, and videos. There are a large number of forms for distributing commercial messages – browser ads, pop-ups, competitive teaser ads, Google ads, advertisements network – contextual advertisements hidden inside arrays of information, banner ads.
Characteristic features o advertising online We list several essential features of Web advertising: interactivity; the existence of an ever-growing audience; the ability to highlight a target group of consumers (targeting); the ability to conduct accurate media measurements (powerful analytics). Interactivity is understood as the user’s participation in the promotion process: in this case, the person does not behave as a passive receiver of information (such as in outdoor advertising or television), but can actively interact with it taking into consideration personal preferences. In other words, the user selects the tools and their contents, and when he sees commercial supplies relevant to himself, he studies them in more detail.
This feature permits you to select from the vast audience of users only that part that meets the predefined criteria, and demonstrate advertising to her. The Internet provides a more accurate focus of a commercial message, right down to interacting with a specific user. A user registered on a website specializing in cars sees an ad banner promoting expensive gadgets for cars of the exact model that he uses. Naturally, the likelihood he will make an acquisition increases many times: the effect of such advertisements is a lot higher than the marketing of the exact same product in the media. At exactly the exact same time, the price of advertising on the Internet (price ) is many times lower.