Technology is always evolving, and
advertisers have to be quick and adaptable in order to make sure their message
continues to reach its audience. TV watchers used to get up and do something
else when commercials came on. Now they can pre-record their favorite shows and
simply fast-forward through the ads. No matter how much time and money a
business spends on marketing research and advertising production, it won’t do
any good if no one is paying attention.
Internet advertising companies face an exciting – and often nerve-wracking – world of marketing possibilities. On one hand, online ads cost pennies per day and can reach millions of potential customers. On the other, viewers are just as adept at ignoring ads on the ‘Net as they are anywhere else.
A smart Internet advertising company will invent new ways to reach viewers. In the earlier days of the Internet, web pages were full of animated .gifs and Flash files designed to catch the viewers’ eyes and not let go: pop-up windows, dancing cowboys, simple games, and colorful characters which would sometimes even sail across the screen, obstructing the content the viewer was actually trying to see. While these ads certainly got attention, it was mostly negative. It wasn't long before exasperated programmers developed specialized extensions for browsers that would simply eliminate the advertising code from web pages.
So how do Internet advertising companies deliver ads to a reluctant audience? The first step for any Internet advertising company to meet this challenge is to enlist the help of an SEO company. SEO, or Search Engine Optimization, is not exactly advertising, but it’s an essential part of any online business strategy. Every day, millions of people use the Internet to look for specific products and services. Search engines like Google, Bing and Yahoo! put these potential customers in touch with the ideal providers. The only problem is the search engine results often go on for many pages, and most people won’t look much farther than page one.
Every search engine has its own confidential, proprietary algorithm that it uses to filter the results displayed to users. The experts at an SEO Company know some clever techniques that will help a business get their name right up at the top of those search results. These tricks go far beyond simply sprinkling their sites' page content with keywords. Lots of little details can affect a site’s search engine ranking. The domain name itself, the outgoing links in the pages, the names of the files, and even the structure of the file directories all play their part in determining the search engine rankings. All of these internal factors need to be addressed before one can even begin to think about external advertising!
One of the advantages that smart internet advertising has is that online ads can be precisely targeted toward specific viewers. When people enter keywords into a search engine, the results page that comes up includes advertisements for products that coincide with those keywords. So, for example, if someone is looking for used cars in southern California, Smart Internet Advertising Los Angeles could display ads from local dealerships along with the search results. Of course, now that Smart Internet Advertising Los Angeles knows what this user is interested in seeing, it would also display ads for related businesses in the same area such as mechanics and automobile accessories.
These search engine ads are brief, text-based inserts designed to catch the viewer's eye without being obtrusive. They’re easy to maintain and can be fine-tuned as needed in order to devise the most successful combination of keywords and ad copy. Best of all, the advertiser can choose how much they want to spend on these ads day by day, and whether they want to pay a fixed price per impression (whenever it shows up on a viewer’s screen) or per click (when a viewer actually follows the link in the ad).
Analytics is a catchall term for a collection of tools that assemble digital data which SEO experts use to monitor how well their website is doing. They can tell how many people visited each page of the site, how long they spent looking at the page, the links and keyword searches that led them there, and where they went on the Internet afterward.
Even with the best SEO efforts, though, brilliant marketing campaigns can still fall flat if no one pays attention. Smart Internet advertising companies know that the best way to get people excited about a product is still word of mouth: no ad campaign can round up more customers than personal recommendations from trusted friends and family members.
The evolution of digital Social Media has opened up worlds of exciting new possibilities for marketers and advertisers. It’s imperative for businesses to establish a dynamic presence on popular social media sites. On Facebook, for example, a user may completely ignore the tiny ads on the side of the page. However, if someone “Likes” a business’s page, that thumbs-up will show up in the News feed of all the rest of their contacts, who may be curious enough to go investigate the page for themselves. They may leave a comment on their friend’s recommendation, prompting a whole group of other friends to start an online conversation about the business, which all of their extended friends will also see. Social media has almost unlimited potential for expanding brand awareness.
Popular online video sites like YouTube are another excellent way to generate free, word-of-mouth advertising. Many marketers upload videos to the Internet in the hopes that they’ll “go viral,” that is, be shared and re-shared across extended networks of friends and groups so much that their exposure grows at an exponential rate until almost everyone on the Internet has seen the video, or is at least aware of it.
How much does cost the business to generate this kind of buzz? Nothing! If done right, social media will automatically encourage the best form of advertising – viral word of mouth – for free. What Internet advertising company would turn that down?
However, there’s a dark side to social media. When a business puts itself in such an all-encompassing spotlight, it becomes vulnerable. People may not interpret the message in the way that the marketing department intended. Even if they do understand, public opinion can turn suddenly. A video that gets passed around among a few hundred appreciative fans could be interpreted in a negative light by countless other users. Just like the real world, the Internet has its share of complainers and troublemakers. Advertisements in any format are subject to parody, misinterpretation, severe scrutiny and public rebuttal. It's hard enough to repair a damaged reputation in the real world, but on the Internet, things can get out of control very quickly as vast global connections allow information and trends to spread almost instantly.
A Smart internet advertising company needs to be familiar with the volatile nature of the Internet and all its facets. Search Engine algorithms change from day to day. Trends come and go. Smart Internet advertisers need imagination, patience and a sense of adventure to keep their business on top.
Internet advertising companies face an exciting – and often nerve-wracking – world of marketing possibilities. On one hand, online ads cost pennies per day and can reach millions of potential customers. On the other, viewers are just as adept at ignoring ads on the ‘Net as they are anywhere else.
A smart Internet advertising company will invent new ways to reach viewers. In the earlier days of the Internet, web pages were full of animated .gifs and Flash files designed to catch the viewers’ eyes and not let go: pop-up windows, dancing cowboys, simple games, and colorful characters which would sometimes even sail across the screen, obstructing the content the viewer was actually trying to see. While these ads certainly got attention, it was mostly negative. It wasn't long before exasperated programmers developed specialized extensions for browsers that would simply eliminate the advertising code from web pages.
So how do Internet advertising companies deliver ads to a reluctant audience? The first step for any Internet advertising company to meet this challenge is to enlist the help of an SEO company. SEO, or Search Engine Optimization, is not exactly advertising, but it’s an essential part of any online business strategy. Every day, millions of people use the Internet to look for specific products and services. Search engines like Google, Bing and Yahoo! put these potential customers in touch with the ideal providers. The only problem is the search engine results often go on for many pages, and most people won’t look much farther than page one.
Every search engine has its own confidential, proprietary algorithm that it uses to filter the results displayed to users. The experts at an SEO Company know some clever techniques that will help a business get their name right up at the top of those search results. These tricks go far beyond simply sprinkling their sites' page content with keywords. Lots of little details can affect a site’s search engine ranking. The domain name itself, the outgoing links in the pages, the names of the files, and even the structure of the file directories all play their part in determining the search engine rankings. All of these internal factors need to be addressed before one can even begin to think about external advertising!
One of the advantages that smart internet advertising has is that online ads can be precisely targeted toward specific viewers. When people enter keywords into a search engine, the results page that comes up includes advertisements for products that coincide with those keywords. So, for example, if someone is looking for used cars in southern California, Smart Internet Advertising Los Angeles could display ads from local dealerships along with the search results. Of course, now that Smart Internet Advertising Los Angeles knows what this user is interested in seeing, it would also display ads for related businesses in the same area such as mechanics and automobile accessories.
These search engine ads are brief, text-based inserts designed to catch the viewer's eye without being obtrusive. They’re easy to maintain and can be fine-tuned as needed in order to devise the most successful combination of keywords and ad copy. Best of all, the advertiser can choose how much they want to spend on these ads day by day, and whether they want to pay a fixed price per impression (whenever it shows up on a viewer’s screen) or per click (when a viewer actually follows the link in the ad).
Analytics is a catchall term for a collection of tools that assemble digital data which SEO experts use to monitor how well their website is doing. They can tell how many people visited each page of the site, how long they spent looking at the page, the links and keyword searches that led them there, and where they went on the Internet afterward.
Even with the best SEO efforts, though, brilliant marketing campaigns can still fall flat if no one pays attention. Smart Internet advertising companies know that the best way to get people excited about a product is still word of mouth: no ad campaign can round up more customers than personal recommendations from trusted friends and family members.
The evolution of digital Social Media has opened up worlds of exciting new possibilities for marketers and advertisers. It’s imperative for businesses to establish a dynamic presence on popular social media sites. On Facebook, for example, a user may completely ignore the tiny ads on the side of the page. However, if someone “Likes” a business’s page, that thumbs-up will show up in the News feed of all the rest of their contacts, who may be curious enough to go investigate the page for themselves. They may leave a comment on their friend’s recommendation, prompting a whole group of other friends to start an online conversation about the business, which all of their extended friends will also see. Social media has almost unlimited potential for expanding brand awareness.
Popular online video sites like YouTube are another excellent way to generate free, word-of-mouth advertising. Many marketers upload videos to the Internet in the hopes that they’ll “go viral,” that is, be shared and re-shared across extended networks of friends and groups so much that their exposure grows at an exponential rate until almost everyone on the Internet has seen the video, or is at least aware of it.
How much does cost the business to generate this kind of buzz? Nothing! If done right, social media will automatically encourage the best form of advertising – viral word of mouth – for free. What Internet advertising company would turn that down?
However, there’s a dark side to social media. When a business puts itself in such an all-encompassing spotlight, it becomes vulnerable. People may not interpret the message in the way that the marketing department intended. Even if they do understand, public opinion can turn suddenly. A video that gets passed around among a few hundred appreciative fans could be interpreted in a negative light by countless other users. Just like the real world, the Internet has its share of complainers and troublemakers. Advertisements in any format are subject to parody, misinterpretation, severe scrutiny and public rebuttal. It's hard enough to repair a damaged reputation in the real world, but on the Internet, things can get out of control very quickly as vast global connections allow information and trends to spread almost instantly.
A Smart internet advertising company needs to be familiar with the volatile nature of the Internet and all its facets. Search Engine algorithms change from day to day. Trends come and go. Smart Internet advertisers need imagination, patience and a sense of adventure to keep their business on top.
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