Online Advertising 101
In recent times many advertisers who have been advertising offline are getting online. One would think that hosannas would be called for. Alas, the lack of intelligence on display in advertising online, is a poor advertisement for online advertising!
At its worst, this new breed of online advertisers seem to see online advertising as one would a hoarding – and - just slightly above it – as a mini-TV commercial. Much of today’s online advertising , to borrow a phrase from DO, is like a ship passing in the night.
These are squandered opportunities. This is a recipe for disaster.
Soon one can hear these worthies muttering, “we went online but did not get any results”. One shouldn’t be surprised by this. After all, if the advertising wasn’t designed for results, results will not be forthcoming.
More is the pity, because this need not be the case at all, if putative online advertisers understand one basic axiom: Online is an interactive medium. Advertising online represents an opportunity to engage with the audience.
A click on the remote when a tv spot is running is a desire to escape the advertising.
A click on an online ad is a desire to know more/better. Use this desire to further the brand’s cause, and, not to turn away a potential customer.
And, measure it to improve it … online advertising can be measured till the cows come home – so measure it and improve customer engagement.
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