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The rise of the internet has been the first truly new, big opportunity for marketers in many years, offering a wide range of marketing functions, some of which were simply unavailable in the past.
Many advertisers often wonder how to effectively use it to accomplish their goals. The following are just a few of the ways today's marketers are using the internet:
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Advertising company products and services.
- Sales channel for new products.
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Building customer loyalty with email marketing.
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Generating leads and driving traffic both online and offline.
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Shortening the sales cycle by providing purchase information, such as where and how to buy.
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Collecting customer information.
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Communicating company information.
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Performing and enhancing customer service with the potential to up-sell products.
Depending on the application and the creative, internet ads can simulate many of the benefits of other media.
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Internet Ad Type |
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Most similar to... |
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Billboards, out of home, small print ads, (Yellow Pages,
small newspaper units), back of book magazine ads
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Larger billboards, fractional ads in magazine,
newspaper
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Sponsorships of public radio, TV, sporting events, print
advertorials
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Similar to real estate available in print
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Depending on ad functionality and design, this option
can effectively compete with many different types of
media
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Questions to ask when considering the internet as an advertising medium:
- Environment: What is your creative message, desired surfing environment, content?
- Purpose: What is the consumer there for?
- Format: The internet cannot be defined simply by ad types as they relate to other media. Think of ad types according to marketing goals and not in terms of what is possible on other media.
- Creative: What does the ad need to do or look like? What depth of information needs to be communicated? What emotional reaction is desired?
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