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08.31.05
The
Future Of Advertising
 By
Jon Wuebben
Advertising is a medium that constantly evolves. It changes with the times. It
adapts to new technologies. It is unrelenting in its desire to find new and better
ways to reach an ever-growing consumer marketplace.
But its not simply advertising that evolves. Consumers and consumer behavior are
changing too. As we look at the future of advertising, it's important to look
at how the two interact and change together over time.
Without a doubt, the Internet has revolutionized the industry. It has taken the
world - and the advertising world by storm. And it has only just begun to make
an impact. The Internet has become a global medium with massive potential. Forty
years ago, television was considered new media. Fifteen years ago, it was cable.
Today, people spend increasing amounts of time online at the expense of other
media. The first evidence of this audience migration appeared in 1998 in a Forrester
Research report.
The researchers asked PC users which activities they were giving up to spend more
time on their computers. 75% of the respondents said they gave up television.
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Interactive. That is the real key behind the power of the Internet in advertising.
The Internet is really the only medium where we see true interactivity. In addition:
* It means greater viewer involvement.
* It means users can access services according to their interests and their tastes.
* They can request and receive specialized product information, make an instant
purchase, all the while saving time and expense.
* The effectiveness of Web advertising appears to relate to the fact that surfing
the web is an actively engaging experience, similar to reading magazines.
Consumers also have the choice to "opt-in" to receiving additional information
on a particular product or service. In Seth Godin's groundbreaking book, Permission
Marketing, he said, "By reaching out only to those individuals who have signaled
an interest in learning more about a product, Permission Marketing enables companies
to develop long-term relationships with customers, create trust, build brand awareness-
and greatly improve the chances of making a sale."
All the Rage: Pay Per Click and Natural Search Using SEO
It's no secret what has taken over the business world, in industry after industry.
Pay Per Click and Natural Search Using Search Engine Optimization (SEO). Today,
being on the first page for your most popular keyword phrase is like having the
most memorable prime time television commercial in 1973.
Pay per click advertising on search engines allows you to choose keywords you
would like your site to appear under when a potential customer engages in a search.
You decide how much you are willing to pay each time a person clicks on the search
results. But it can be competitive - and expensive if you are trying to use keywords
that are very popular.
Natural Search or Organic Search is the non-biased, non-paid results that come
up when you do a search. This can be influenced heavily by what's called "Search
Engine Optimization" - the complex and time consuming practice of ensuring that
your website is doing all the right things in order to rank high for certain search
terms. In this arena, smaller companies can out maneuver large corporations, so
there's a lot of excitement generated because of this.
Essentially, that's where the power of advertising is going. It's all about Search.
And Search is only going to become more important over the next ten years. If
you can get on that coveted first page organically, well then, more power to you!
Web Sites, Banner Ads, etc..
The other forms of on-line advertising vehicles are of course, web sites, banner
advertising placed on others sites, newsletters, ezines, and email. They are used
in many different combinations, for different purposes at different times. But
most savvy companies are using all of them. The value of banner ads has been hotly
debated for a number of years. Opponents argue that the click-through rates have
gone down so much, that banner ads are nothing but wasted money. But research
clearly shows that banners are very effective in building brand awareness. On-line
users may not click on a banner, but if they see it enough times, the company's
name is drilled into their head. When its time to shop, that product or service
is first in their mind. Simply being exposed to the brand as one surf's the web
is enough to make a big impression.
Read
the rest of the article.
About the Author:
C2005 Jon Wuebben. Do you need Search Engine Optimized (SEO) Web site copy that
moves customers to buy? Are you looking to create an effective newsletter/e-zine
article or ad for your business? We provide world class copy that helps you to
be found on the web. |
