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Internet Advertising - Part I
-- by Lisa
Ann Schreier
Yes, we are back to business.
Today, we start a discussion on Internet Advertising. Should you do it? Do people pay attention to it? How should
it be handled? How do you know if it is working?
Internet advertising is without a doubt, the most interesting form of advertising to hit in a long time… maybe
in the entire history of advertising. It has many features and many drawbacks, but I feel if handled properly (more
on this later), it can make a huge positive difference to you and your bottom line.
As with radio advertising, which as you remember was a three-part discussion, I've chosen to break down Internet
advertising into the same three parts: Positives, Negatives, Strategies.
POSITIVE ASPECTS OF INTERNET ADVERTISING
- First and foremost in my mind is that Internet advertising allows you to precisely target
your audience more so than any other media. The sheer volume of avails, i.e. places to advertise, is staggering.
Internet advertising reduces the chances of "spillover". By that I simply mean that there is little or
no chance of people viewing your ad who have NO interest if you target correctly. People who are NOT interested
in timeshare, timeshare products, etc. will not be seeing your ad in The Timeshare Beat for the simple reason that
they don't even know it exists. (Something that we are out to correct starting immediately.)
- Secondly, I am a strong advocate of Internet advertising because it gives you the opportunity
to change and update your message with a minimum of time restraints. If you advertise in Time magazine, there is
no such thing as changing your message the next day. Internet advertising allows you virtually unlimited changes
to your message, something that is vital if you are to keep up with the marketplace and your audience.
- Internet advertising allows you to be more creative by mixing audio, video and the all
important aspect of customer interaction. You can get your audience involved by them simply pointing, clicking
and entering their own information. Again, not only can you target your message by where you place it, but also
the consumer or end user can customize the end result message by the information that they input. If your message
involves the end user, there is far less chance that they will tune you out or simply click to something else.
Get them involved, get their attention. No other media allows for this involvement.
- Internet advertising is generally speaking far less expensive than other media reaching
the same number of people. Of course, blanket statements are NOT what you are looking for. You need specifics.
As I keep mentioning over and over again, you need someone working with you who knows what is out there and what
it should cost.
- Related to the interaction aspect I just covered, Internet advertising allows you more
creativity and more fun. Fun is a word generally not associated with advertising. However, I prefer my advertising,
my message and everything associated with my ad to be fun. Simply put, if the end user is having fun, they are
likely to stay longer, read your message and become part of the fun.
Next time we will look at the negatives and then a suggested strategy for starting or tuning up your Internet
advertising strategy. As always, your questions are welcome. In the next month or so I will be answering some of
your questions that I've received over the past year in a column. Keep writing… I read everything.
P.S. If you really want to check out a terrific advertising opportunity…contact me!
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| Lisa Ann Schreier
is a dynamic, outspoken, devout believer in the power of advertising done correctly. Lisa brings a wealth of advertising,
marketing and promotional knowledge to her many business interests. She is the director of her own marketing/advertising
agency, a full-time timeshare salesperson, a contributing writer and a part time Cast Member of the Walt Disney
World Resort. After one too many long cold winters in Chicago, she now happily lives in the Orlando area where
she is known for her consumer insights and "back to basics" style of business. Lisa writes a bi-weekly
column on the basics of effective advertising. She be reached at GRQ1@aol.com , or read her ad here. |
