Scribd
Upload
100 views

Ashwini Kumar Sagar Mitra

This document discusses internet advertising. It begins by noting how the internet has grown from reaching millions of people in 2004 to billions today. It then discusses how internet advertising has evolved from being difficult to more focused on timing, relevance and consumer interests. The rest of the document outlines various internet advertising techniques like search engine optimization, pay-per-click ads, banner ads, and email marketing. It also discusses advantages like targeted marketing and disadvantages like measurement problems.

Uploaded by

dilsethi
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
100 views

Ashwini Kumar Sagar Mitra

This document discusses internet advertising. It begins by noting how the internet has grown from reaching millions of people in 2004 to billions today. It then discusses how internet advertising has evolved from being difficult to more focused on timing, relevance and consumer interests. The rest of the document outlines various internet advertising techniques like search engine optimization, pay-per-click ads, banner ads, and email marketing. It also discusses advantages like targeted marketing and disadvantages like measurement problems.

Uploaded by

dilsethi
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
You are on page 1/ 25

ASHWINI KUMAR

SAGAR MITRA
Internet Advertising
 World Wide Web reaches 2004
millions of people 2%
2% 2%
 Advertising on the web 8%
Search
used to be difficult
Display Ads
 Most were anti-business 9% 40% Classifieds
people who cared about Sponsorships
computers and the Rich media
Internet that could not Email
17%
be bought, sold, or Referrals
"infected" by different Slotting fees
types of advertising.
20%
Consumer Expectations
 Less intrusive media types ex. Banner/display,
email

 More emphasis on timing and relevance to


consumer interest ex. Contextual, behavioral,
search, classifieds

 Better use of technology ex. Rich media,


streaming video related to interests
Advertising on Web
 The Internet has
become the fastest
growing advertising
medium
 Millions of different
audiences to reach on
Websites
 Number of advertiser
sites on the Internet
World Wide Web is
fifty times greater
than it was two years
ago.
Objectives of internet Advertising

 Create Awareness
 Generate Interest
 Disseminate information
 Create an Image
 Create strong brand
 Stimulate trial
Who advertises on Net?
 All the companies that can see the
necessity in advertising and promoting
their products
 It’s hard to find one company that doesn’t
have a website or online ad
Who are their audiences?
ANYONE who.. Has access to the Internet.
There is basically no limit in the age, race,
education, or income.
Internet Advertising is separated
into two categories
 Company owned Web  Use of popular Web
sites sites
How Internet Marketing Different
Internet Marketing differs from print advertising and person-to-
person marketing, but there are quite a few strategies to reach
customers and get them to buy online.
Cost Comparisons for Media Alternatives
Medium Measure Average CPM
TV–All Household viewers $12-$20
TV-Targeted Household viewers $45-$100
Magazine Circulation readers $35-$70
Search Engine Impressions $20-$50
City Guides Impressions $20-$75
Content Sponsor Impressions $45-$80
Email Impressions Free-$40
Auction Site Impressions $1-?
Internet Advertising techniques
Search Engine
Optimization:
The more traffic your Website
receives, the more sales you
are likely to close. One way
to increase traffic to your site
is through SEO (search
engine optimization). This
means your Website is clear
of any obstacles that would
deflect traffic and has plenty
of keywords and meta tags to
attract search engines.
Internet Advertising techniques

PAY-PER-CLICK (pop up)


Another way to bring more
traffic to your site is by using
pay per click programs where
you create ads and link them
to keywords. Both Yahoo and
Google have these programs
available. You only pay when
someone clicks on your ad.
The rate may be from two
cents to hundreds of dollars
per click. The more you pay
per click the higher your ad
appears in the search engines.
Internet Advertising techniques

WEBSITE ADVERTISING
Google AdSense is a program
that allows you to generate
revenue by placing other
people's text or image ads on
your website and in turn have
your ad appear on the pages of
sites related to your product or
service. You can filter out your
competitor's ad so it does not
appear on your Website.
Internet Advertising techniques
Banner Advertising
Banner Ads are usually animated,
colorful graphics that go horizontally
across the top of a Web page. Sky-
scraper Ads are similar but they run
vertically on the left or right side of a
page. Both ads link to another
Website (yours) and entice the
visitor to leave the page they are on
to see what the other site has to
offer. These are losing popularity
because people don't enjoy being
distracted by the movement. Ads
that don't move or talk are more
effective.

 UNICAST (miniature television


commercial)
 SIDE BAR ADV. (Sky-scraper Ads )
Internet Advertising techniques
EZINE ADVERTISING
E-commerce newsletters allow us
to develop relationships with our
clients and let them know when
we invent something they may
be interested in. When you
advertise in ezines (online
newsletters), you run into the
same factors that you do with
website advertising. Some have
high ad rates, while others do
not. Generally, ezine advertising
rates run in the range of $8 to
$18 per CPM. If a e-zine charges
$8 per CPM and has 700,000
subscribers, then your cost to
have your advertisement sent to
the whole list will run you a cool
$5600 --- 700 x $8.
Internet Advertising techniques
Online magazines offers:
Online magazines offer ad space for a fee (depending upon the
magazine's popularity and traffic) and may appear for the
duration of the current issue of the magazine. By selecting a
magazine that relates to your product you are able to direct your
ad to your target market rather than to a generic audience. With
a free-reprint article, you are doing the publishers a favor by
giving them quality reading materials that they can share with
their readers. At the end of each article is what is called a
"Resource Box".
Internet Advertising techniques
Online City Guides
Online city guides or industry directories such as
Hellometro.com and CitySearch.com are Yellow Pages on the
Internet instead of in print. They feature businesses in a
particular area. For example, if someone in Atlanta is looking for a
toy store, they may use the search engine to browse the online
guide and find all the toy stores within a 10 mile radius of their
zip code. In addition to the general listing which are many times
free, you may purchase an ad for a related page.
Internet Advertising techniques
Lead Generation Services
Website Lead Generation provides
you with qualified leads at a set
price per lead. These are
generated by telemarketing
companies who do cold calling to
find potential clients for you. Lead
Generation Services guarantee a
particular level of ROI (return on
investment) and frees your staff of
marketing efforts.
Online Measuring techniques

 Recall & Retention

 Surveys

 Sales

 Tracking
The Top 3 Myths about Internet
Advertising
 “My business doesn’t need Internet
marketing”

 Internet marketing is too expensive”

 “Internet companies are unreliable; I


don’t know who to trust”
Top 10 internet marketing strategies
 Start with a web promotion plan and an effective web design
and development strategy.
 Get ranked at the top in major search engines, and practice
good Search Optimization Techniques.
 Learn to use Email Marketing Effectively.
 Dominate your marketing niche with affiliate, reseller, and
associate programs.
 Request an analysis from an Internet marketing coach or
Internet marketing consultant.
 Build a responsive opt-in email list.
 Publish articles or get listed in news stories.
 Write and publish online press releases.
 Facilitate and run contests and giveaways via your web site.
 Blog and interact with your visitors.
Top 10 E-Mail Marketing Mistakes

 You do not have a permission-based mailing list.


 Your content is poor or nonexistent.
 Your emails are full of errors.
 You make readers jump through hoops.
 Your "from" and "subject" lines are poorly chosen.
 You do not test them first.
 You do not call to action.
 You have not included landing pages.
 Your graphics are overkill.
 You don't give the people what they want.
Top 5 Internet Market Leaders
 CPC - Cost per click
Through
 CPL - Cost per lead
(lead usually meaning
a free registration)
 CPS - Cost per sale
 dCPM - Dynamic CPM
 CPM - (cost per
thousand
impressions)
Advantages
1. Target marketing.

2. Message tailoring.

3. Interactive capabilities.

4. Information access.

5. Sales potential.

6. Creativity.

7. Exposure.

8. Speed.

9. Complement to IMC ( The Net both complements and is complemented by other


IMC media. As such, it serves as a vital link in the integrative process)
Disadvantages
1. Measurement problems : One of the greatest disadvantages of the Internet is the
lack of reliability of the research numbers generated. A quick review of
forecasts, audience profiles, and other statistics offered by research providers
will demonstrate a great deal of variance—leading to a serious lack of validity
and reliability.

2. Websnarl : Downloading information from the Net takes a long time. When there
are a number of users, the time increases and some sites may be inaccessible
due to too many visitors.

3. Clutter : As the number of ads proliferates, the likelihood of one ad’s being
noticed drops accordingly. The result is that some ads may not get noticed, and
some consumers may become irritated by the clutter. Some studies already
show that banner ads may be losing effectiveness for this very reason.

4. Potential for deception : The Center for Media Education has referred to the Web
as “a web of deceit” in regard to attempts of advertisers to target children with
subtle advertising messages.
THANK YOU

You might also like