As internet becomes more and more dynamic, more and more companies shifted their marketing strategy onto the world wide web.
Using various tools in applications like facebook, youtube, flickr, twitter, etc. Such applications allows companies to reach out to their consumers faster and easier. Other forms of marketing such as multimedia productions (television commercials and radio promotions) are more expensive to implement partly because the possible high cost in production—but also because their effectiveness is also higher—televised and radio commercials have the benefit of being one-dimensional in presentation: in order to see/hear the next thing, you have to wait through the commercial. For a generally lazy population like us today, waiting through the commercial a consumer is fed information that may very well influence his/her perspective even if unconsciously.
On the other hand, printed advertising is, ironically, multi-dimensional in format because it exists “frozen” in time. To skip over an ad, one must not zone out for a length of time and wait for a page to turn. One simply turns the page. Consumers can even learn to filter advertising out, so that one may read content on a page without even taking notice of the ads.
It turns out that printed advertising, while essential for some markets, is becoming less effective as the consumer public learns to ignore ads. It’s no wonder that companies are seeking ways to maximize exposure while minimizing costs.
Consider the fact that, it is almost free to promote your business, products, services and/or ideas on the web with all the existing applications. There are always cost involved, especially if you want to use third-party promotional systems and services… but really it doesn’t cost much of anything to produce material that anyone around the world can see. Furthermore, you can control the target of your traffic by promoting yourself in the right direction. With server log analysis, it’s a simple task to track the effectiveness of all your efforts—you can see in real time if your efforts are paying off or flopping.
We all cannot predict how long newspapers will remain. But somehow all of us do suspect that the internet will continue to demolish the printed world. And with the advent of new technologies, creating multimedia advertisements inside web pages will make online marketing closer to the highly effective television and radio market strategy. Flash and JavaScript have added visual interactivity—and scripted database functions fill the web with more possibilities than even TV and radio.
In the end, to succeed in an effective marketing, it will have to come down more and more to passion and honesty. As the web becomes more entrenched in the lives of humanity, the democratic nature of the web will force businesses to create newer and better products (and informational content) so as to please the fickle nature of online browsers.
Creating quality content is the key to successful online marketing. Otherwise there is no incentive for anyone to stay on your site or pay any notice to your services, products, ideas or sponsors. That counts for any medium of promotion, actually. Even cool new things will succumb to the reality of survival—if it’s no good, it won’t last.
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