Advertising online is a new trend of the 21st century. Any commercial project has to be promoted and expanded. Today, just about all businesses and organizations have their own representation online in the shape of a resource, site, page on social networks. However, creating a site and even filling it with relevant content doesn’t guarantee an automatic increase in sales and the rise of popularity of a commercial project. We’ve already talked about how to create your site in one of the previous articles. It is necessary not merely to be present on the community, but also to place competent advertising on the Internet, in addition to spend time or money on promoting, promoting and increasing the conversion of the website. 15-20 years ago, of all sorts of advertising on the Internet, users and advertisers knew only one option – spam mailing.
There is free advertising on the community, paid (professional) advertising on websites, in social networks. There are online advertising agencies that apply the most recent technological advances in their own activities. Internet advertising is the most promising field of Internet marketing today. Effective online advertising is represented by graphic, textual, video and animated materials. This market began to form in the mid-90s of the last century, but before the beginning of the 2000s, the worldwide network was not regarded by advertisers as a priority advertising platform, although the most innovative companies already practiced the advertising of goods and services on the Internet as an auxiliary channel for the implementation of their advertising campaigns.
The rapid evolution 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 linked to the following conditions: the steady growth of Internet users and the rise in their time spent on the network; the evolution of wireless communications technologies; the arrival of mobile Internet; the development of the online economy and the spread of trade through the World Wide Web; the emergence and development of specialized platforms for managing network advertising. Moreover, new analytical systems have emerged which allow you to quickly and accurately assess the effectiveness of internet advertising.
The basic principles of online advertising are very similar to those in conventional media. The basic difference is that in the community area, consumers are almost 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 for a particular site or other types of activity. The most promising field of marketing on the network is targeted advertising: attracting the target (targeted) audience with highly targeted ads, banners, and videos. There are a large number of forms for transmitting commercial messages – browser ads, pop-ups, competitive teaser ads, Google ads, advertising network – contextual advertising hidden inside arrays of information, banner ads. Characteristic features of advertising on the Internet We list several basic features of Web marketing: interactivity; the existence of an ever-growing audience; the ability to highlight a target group of customers (targeting); the ability to conduct accurate media measurements (strong analytics).
Interactivity is understood as the consumer’s participation in the promotion process: in this case, the person doesn’t behave as a passive receiver of information (such as in outdoor advertising or television), but can actively interact with it taking into account personal preferences. To put it differently, the user selects the resources and their contents, and if he sees commercial supplies relevant to himself, he studies them in more detail. Targeting is directly related to interactivity. This feature allows you to pick from the vast audience of consumers just that part that meets the predefined criteria, and demonstrate advertising to her. A user registered on a website dedicated to cars sees an advertisement banner promoting expensive gadgets for cars of the exact model that he uses. Naturally, the likelihood he will make an acquisition raises many times: the effect of such advertisements is a lot higher than the marketing of the same product in the media. At the same time, the purchase price of advertising on the Internet (cost) is many times lower.