Advertising Online: The Gold Field Or A Waste Of Time?
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Traditional advertising strategies considered a blend of above the line and below the line marketing techniques. Gaining traction in a mass market through broadcasts via tele, radio and magazines to build brand visibility mixed with targeted methods to craft niche messages to specific audiences via a BTL approach. For a long time this has remained the first system for achieving brand profile, for creating prospects and opening a sales channel.
Then along came the virtual world, the new ground of email, Internet and now mobile gizmos that, although doubtless classified as media, do not quite fit the traditional mold of ATL and BTL methods. All of a sudden the consumer audience were snowed under with both mass market and tailored marketing campaigns overwhelming their inboxes, flashing on their work PC’s, now tracking them on their mobile devices.
But what are the consequences of this inundation? What are the effects on traditional channels? Do the standard forms of marketing still remain relevant? Is the new way of online advertising merely a bubble? An ineffectual system or a waste of time?
With so many types of online advertising popping up, and increasingly gifted minds working out paths to capture eyeballs through viral marketing campaigns posted on YouTube, it is difficult to see a cessation of this new frontier. Still only in the early adoption phase, the Internet remains the wild west of unseen companies saying everything from a guaranteed viral campaign to top rank on major search engines using only SEO tactics.
Like any fledgling industry, it is crammed with jargon like backlinks, SEO, SEM, PAY-PER-CLICK, CPM … the list of acronyms just keeps growing. For the more seasoned among us, viewing a screen shot of the most recent social media platform and understanding the Internet language is about as easy as interpreting hieroglyphics.
Though the lead runners have cleared a trail, gradually defining a tamed model that allows any Tom, Dick or Harry to create a social media page, to form their own online presence, and to step into the minefield of the web. Yet like any minefield there are mines, some will scare, some will maim, and some will kill organizations who have not spent time on the right preparation and advice.
So a note of advice - research, use commonsense and temper your expectations of world domination just by adding an internet presence!
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