In this blog we will address the issue of using the Internet as an advertising medium for businesses. To address the issue, first talk about the business marketing and advertising behind it via the Internet, highlighting some of the advantages and disadvantages and the types of online advertising. In conclusion we will highlight some ideas personal.
We first define marketing as the process of planning and execution of product design, pricing, promotion and distribution of ideas, goods and services for exchanges to meet the objectives of individuals and companies.
The scope of marketing is known as the four p `s: product, price, promotion and distribution. Within the promotion are advertising, among other instruments such as personal selling, direct marketing ... we are going to focus on advertising.
As a definition we can say that advertising is a form of communication or transmission of information carried out through mass media, by paid by the advertiser inserts and whose message is controlled by him. There are several forms of advertising and other means to accomplish. In our blog we will talk about the Internet as an advertising medium. Today
companies face continuous changes and to an increasingly competitive environment presents major threats. That is why companies are forced to adapt to these new conditions as efficiently as possible in order to achieve competitive advantage, compared to new entrants and new products more competitive. In this context, marketing is an important tool and that it can obtain advantages in setting prices, and the distribution of their products, advertising and promotion.
Looking at the data published in some articles we can see how marketing has become more important in the English economy for some years now.
The English advertising market, marketing unconventional exactly reversed in 2004 6693.6 million euros. (52.1% of total ad spending English). Of this, 3096.89 million euros (24.10%) went to direct marketing media. While other media such as TV only got 2617.8 billion 1583.7 newspapers, radio advertising reached 540.2 million euros ...
The explanation for this may be that companies are facing increased competition in various markets, which has necessitated the individual communication with the customer in order to better understand their changing needs over time.
Experts expect that in the future, 75% of all advertising spending will go to direct marketing, reserving only 25% for traditional advertising.
in recent times has been used as an advertising medium the Internet, are increasingly using the Internet companies as a tool advertising of its bid. Is a foreign media, which unlike the more traditional media such as television, radio or the dam is much more innovative, offering increasingly, companies new forms of online advertising.
Among the advantages and disadvantages I think that companies can take are the following.
As advantages are that when using Internet as an advertising tool allows companies to make known its products worldwide. Companies can raise awareness of the characteristics, properties, the differences in their product compared to competitors' products worldwide. As
also think that companies can get to know their customers better, as surveys or test can meet the needs, dissatisfactions and suggestions from consumers.
Another advantage is that Internet advertising can reach different consumer segments. Because audiences are those who sail.
Internet advertising allows you to perform what is known as direct marketing because it allows the company to maintain a direct relationship with the customer.
Just as a consumer can easily access to certain information (such as location, the evolution of the company, the organization ...) about the company that may be relevant to make purchases. The company may be released in a very broad sense.
As for the disadvantages , like I told you to capture new market segments is also true that there are some that can not be reached, either because they are unfamiliar with this new medium or because they do not have the resources to access it.
Due to the free flow of information can sometimes transmit messages with information that is not correct and that may affect the company's image. In general it is a means young and still has some questions to answer.
Some types of ads that can found on the Internet are
· the banners or advertising banners, usually located horizontally on the website or in the space reserved for them, can have different sizes and most cases are encouraged.
• the e-mail marketing or email, which is intended to address the public to keep you informed, propose alternative offers and other
• the web site or web page, a space network designed to raise awareness of the company, people who run it, its products and services, activities, philosophy ...
· el intersticial , verdaderos spots de 5 a 10 segundos de duración, emitidos en la pantalla de ordenador
· el ciberspot, un spot creado por ordenador que, a diferencia del intersticial, no se descarga sólo, ya que requiere la instalación de un programa que permite su visualización
· la ventana emergente o por-up window, que aparece sin aviso
· el roadblock, que presenta un anuncio en una página web no solicitada
En mi opinión creo que la publicidad es una herramienta muy importante para las empresas porque en la actualidad la competencia a la faced by companies is very strong. Using the Internet as an advertising medium also think it's an activity that companies must take into account when considering their advertising campaigns. It is obvious, the fact that the Internet is the latest revolution in mass communication does not justify that companies do not continue doing advocacy and traditional media advertising, because as I said earlier there are market segments that are not reached with Internet .
A challenge that I think might be important for businesses today is that they could venture into analysis of the behavior of Internet users. In order know their performance profiles and get to know their tastes and preferences, so companies could adapt more effectively to the needs of users who visit the web. This could mean for companies that use the Internet as an advertising medium, attracting the interest of these users to the products offered and who find most appealing and most suitable to what they want. The companies that made these studies find competitive advantages over its competitors because its products have a stronger advertising and more innovative.
Sources: Principles of marketing. Geoffrey Rondalla. Article
advertising in Spain. Ministry of Interior.
