Advertising for Online Businesses
The internet is a huge business and its constant and significant
growth attracts more and more businesses to be online. In 2004, online
sales reached $117 billion (www.comscore.com with more than 812
million internet users (www.internetworldstats.com/stats.htm). All
these internet users are potential customers and it is essential to
exploit such an opportunity.
However promotion is crucial, not only to increase traffic. A basic
principle is: if people do not know you, they can not buy anything
from you. With the incredible increase in the number of existing
websites, it is likely that you may not be noticed. The internet not
only gives you the opportunity to sell online, it also enables to
advertise online and the advantages are numerous. However, there is a
trend to forget offline advertising and its benefits as it is
generally more expensive, indeed not affordable, especially for small
This paper deals with the importance of integrating both online and
offline advertising when running an online business in order to run an
effective campaign which will generate traffic, sales and increase
profits. It first briefly describes what is considered as online and
offline advertising and then goes on to discuss the importance of
combining the two methods.
Online advertising corresponds to advertising done on the web or
through emails. It consists of search engines and directories,
banners, pop-up, emails, newsgroups, affiliate programmes, viral
marketing and the content of the websites. Some of these elements
exist with variations. For instance, banners can be static, animated
or interactive; emails can be in the form of a text or a combination
of text and animation….
Offline advertising (or traditional advertising) is a diverse arena.
In short, I consider offline advertising as communicating through the
mass media that is to say TV (local, national…), radio (local,
national), print (local, national newspapers, directories, magazines…)
outdoors (billboards, bus shelter…) and cinema. These are known as
‘above the line’ advertising. According to me, direct response(without
the use of the internet off course) could be included in the above
definition as it utilises some of the components of mass media.
The primary reason why a company should combine online and offline
advertising is because of the general advantages these two methods
provide. Online advertising enables to one to target an audience with
accuracy, and enables efficient focus on specific segments. With this
method, a company can track how the different users interact with a
brand and in what they are interested. The different ads on the web
can be quickly delivered and are really flexible with few additional
costs and is easily accessible anytime. Online...