Why would you advertise anywhere but on the Internet?
You can target buyers.
And you don’t need to deal with all of the complications of producing a commercial or dealing with a media buyer? Just go to Google AdWords, and voila, everyone can be an advertising genius. Right?
If only life was that simple…
We are the first to agree that there are many compelling reasons why online advertising has become the second largest advertising medium after TV.
• The opportunity to place brand messages in extremely relevant content
• The ability to provide opportunity for immediate brand engagement and interaction
• Cost efficiency
• Delivering selling messages to customers and prospects at all phases of the purchase funnel
• Real-time analytics
And online advertising allows marketers to reach customers and prospects at times of the day when people don’t consume other media (9a-5p), influencing sales either while people are at work, on their way home and at night.
It can seamlessly integrate with other media to strengthen marketing campaigns.
It allows a marketer to drive traffic to a website or landing page designed specifically to act as a transfer step from online to whatever the marketer wants the prospect to do next.
It provides phenomenal creative opportunities for both rich media and video all at costs that are advantaged vs. other media.
And, today, it can finally be managed cost efficiently by your agency by using demand side platforms and real time buying, leading to both campaign implementation and CPM efficiencies.
But, you shouldn’t build a media plan using just one medium. It needs to be an integrated as part of your overall marketing and media strategy. And if you doubt it, then ask yourself, “Why did Google spend over $38 million on television advertising (in the first nine months of 2011) to promote itself?”
Makes you want to say hmmm, doesn’t it?