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Internet Advertising Strategies: Reach Your Target Market Effectively

Understand the importance of Internet advertising to drive traffic to your website. Learn about different advertising opportunities available online and how to evaluate and select the best options within your budget. Discover the five-stage process of converting prospects to customers and how to measure success at each stage.

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Internet Advertising Strategies: Reach Your Target Market Effectively

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Presentation Transcript

  1. Finding . . . and Getting FoundChapter 7 • First, of course, know your target market! • Isn’t my business Web site advertising? • Why would I want to put more advertising on the Internet?

  2. Finding . . . and Getting FoundChapter 7 • Your Web site is advertising only to the people who visit it! • "If you build it, they will come" does not apply to the vast majority of Web sites. • You must drive them there. Internet advertising of your Web site is one of the ways you do that.

  3. Finding . . . and Getting FoundChapter 7 • The advertising opportunities on the Internet are nearly endless. • You must evaluate and select the locations and types of Internet advertising that will serve you best and within your budget. • listings and enhanced listings • banner and tile ads • affiliations and sponsorships

  4. Converting prospects to customers • A five stage process • Measure the success of each stage Awareness Attraction Contact Conversion Retention

  5. Caching and undercounting • Previously retrieved pages can be stored in a cache • Server will not record accessing these pages as hits • Undercounting • Proxy servers exacerbate undercounting

  6. Counting • A continuing marketing problem • Readership • Viewership • Caching is a new variation of an old problem • Web is more measurable than most media

  7. Marketing communication Relative Communication Effectiveness Low High Ads PS Web?

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