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The Internet Advertising Loop |
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For many years in print and visual media, advertisers were forced to
use a fairly primitive advertising model: advertise, then pray. The
only measure of success is the general increase in revenue weeks or
months down the road.
Internet advertising is an entirely new ballgame. Advanced metrics,
user tracking, and careful analysis affords advertisers the opportunity
to directly measure the success of their campaigns. There are four key
components to the internet advertising process which must be present
for a successful internet advertising campaign.
Managed Internet Advertising
Internet advertising is a constant battle. Competition, market newcomers, seasonal changes, sales / auctions, among other factors, all contribute to a forever changing advertising scene. The fact that your competitors can update their bid, and instantly affect your campaign means that managing an internet advertising campaign can quickly become a full time job.
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Targeted Traffic
Unlike many other forms of advertising, success online demands the ability to generate highly targeted traffic to your website. Although it may be easy to send a million visitors to your site who are looking for FREE MP3s, the probability that any of those visitors convert to buyers for any product is miniscule.
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New Sales
Effective advertising is not possible if there are substantial barriers in the sales cycle for your customers. By considering the impact of landing pages, user friendliness, aesthetics, credibility, and other limitations that affect your user experience, you can substantially increase the effectiveness of your Internet advertising campaign.
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Capital
New sales will create a revenue stream that increases capital, but it is important to remember to keep sufficient capital on reserve for fluctuations of the market.
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