The Advantages of Internet Marketing
Internet marketing or online marketing
is relatively inexpensive when compared to the ratio of cost against
the reach of the target audience. Companies can reach a wide audience
for a small fraction of traditional advertising budgets rather than Internet Advertising.
The nature of the medium allows consumers to research and purchase
products and services at their own convenience. Therefore, businesses
have the advantage of appealing to consumers in a medium that can bring
results quickly. The strategy and overall effectiveness of online
marketing campaigns depend on business goals and cost-volume-profit
(CVP) analysis.
Online marketers also have the advantage of measuring statistics easily and inexpensively. Nearly all aspects of an Internet marketing campaign can be traced, measured, and tested. The internet advertisers can use a variety of methods: pay per impression, pay per click, pay per play, or pay per action. Therefore, internet marketers can determine which messages or offerings are more appealing to the audience. The results of campaigns can be measured and tracked immediately because online marketing initiatives usually require users to click on an advertisement, visit a website, and perform a targeted action. Such measurement cannot be achieved through billboard advertising, where an individual will at best be interested, then decide to obtain more information at a later time.
Internet marketing as of 2007 is growing faster than other types of media. Because exposure, response, and overall efficiency of Internet media are easier to track than traditional off-line media—through the use of web analytics for instance—online marketing can offer a greater sense of accountability for Internet advertisers. Online Marketers and their clients are becoming aware of the need to measure the collaborative effects of Internet marketing (i.e., how the Internet affects in-store sales) rather than siloing each online advertising medium. The effects of multichannel marketing can be difficult to determine, but are an important part of ascertaining the value of media campaigns.
Online marketers also have the advantage of measuring statistics easily and inexpensively. Nearly all aspects of an Internet marketing campaign can be traced, measured, and tested. The internet advertisers can use a variety of methods: pay per impression, pay per click, pay per play, or pay per action. Therefore, internet marketers can determine which messages or offerings are more appealing to the audience. The results of campaigns can be measured and tracked immediately because online marketing initiatives usually require users to click on an advertisement, visit a website, and perform a targeted action. Such measurement cannot be achieved through billboard advertising, where an individual will at best be interested, then decide to obtain more information at a later time.
Internet marketing as of 2007 is growing faster than other types of media. Because exposure, response, and overall efficiency of Internet media are easier to track than traditional off-line media—through the use of web analytics for instance—online marketing can offer a greater sense of accountability for Internet advertisers. Online Marketers and their clients are becoming aware of the need to measure the collaborative effects of Internet marketing (i.e., how the Internet affects in-store sales) rather than siloing each online advertising medium. The effects of multichannel marketing can be difficult to determine, but are an important part of ascertaining the value of media campaigns.
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