Transcript Future trends in advertising

Future trends in advertising
• Advertising has come a long way today. More
and more new medium is being explored each
day to make a successful ad campaign. Internet
that has in recent times picked up as an
advertising medium in no time has become the
favorite of the advertiser. Internet not only helps
capture maximum audience but also broadens
the exposure. Internet today, undoubtedly is one
of the best mediums for brand promotion and
advertising.
• In a country like India where in we are not
dominated by a monopolistic market and have
new products popping up each day advertising
gains a whole new perspective. Today the
contemporary market scenario is demarcated by
cut throat competition where in each competitor
tries to bet the others in the race. To carve a
niche for themselves one needs to be on their
toes and for that knowledge of the latest
advertising tools is inevitable.
• Internet as an advertising medium is versatile and this is
it where it sands apart from the conventional advertising
medium. It is a highly flexible medium that allows you to
make changes during the course of the campaign as and
when required without incurring much additional cost.
This makes internet all the more important in a country
like India where the business scenario is highly dynamic
and changes with each passing day. Online media
advertising allows you to make changes as and when
required to meet the latest demands of the market.
• Internet advertising is on an all time boom and is bound to take
Indian advertising on an all-new level. If we are to believe the results
of a latest research facts show that that approximately 30 million
dollar is solely generated by online advertising. Going by this fact
one can have an idea of the immense potential of advertising
medium Internet and the future of online advertising.
• The main strength of Internet as an advertising medium is its ability
to reach out to a vast audience at one go. Internet advertising is also
not bound by limitations such as time and accessibility as one can
surf the net at any time of the day making your advertisement
available 24*7 unlike television ads to which the viewers can’t go
back or the newspaper ads that go in the waste once they are read
in the morning.
• There are two primary ways to advertise
on the Internet:
• Register your Web site with major search
engines so Internet visitors can find you.
• Place a banner ad for your site on another
Web site that has a lot of traffic (viewers).
Banner ads allow viewers to visit your site
when they click on the banner.
• Advantages
• Relatively cost-effective. The costs can also be
independent of the size of the audience. For example, a
Web presence will cost the same regardless of how
many viewers your site has. (You will, however, need to
make sure your Internet Service Provider can handle the
volume of viewers you anticipate having.)
• Advertisers can target specific types of viewers by
positioning a banner ad on related Web sites. For
example, if you're targeting people seeking information
on a specific topic, you can purchase ad space on Web
pages that are related to this category. So, an organic
herb farmer selling through mail order might advertise
through the "organic foods" or "gourmet cooking"
category. You can also target your audience by
geographic location and related interest area.
• Messages can be timely because editing the
content is often easy and instantaneous.
• Ads on the Internet can be interactive. You can
request viewer feedback, take orders or answer
questions instantly.
• Ad banners can run with as much frequency as
you choose. The Internet is constantly available.
• Internet advertisers can potentially reach a
global audience. Aside from language barriers,
anyone at any location in the world can access
information about your products or services.
• Disadvantages
• Internet advertising should not be approached in
a vacuum. Instead, it should be one component
of a comprehensive Internet marketing strategy.
• Although the popularity of the Internet is rising
remarkably, it is difficult to gage the impact of
advertising on the Internet.
• The range of costs to advertise on the Internet
can vary greatly. It is best to compare a number
of highly-frequented sites to determine the best
way to spend your advertising dollars.