Characteristics of online advertising
Source: Shangpin China |
Type: website encyclopedia |
Date: September 6, 2012
Before the Internet, the main media forms were newspapers, radio and television. These media could only communicate in one direction and release information by force. The audience could only passively accept the information and could not get or feedback information timely and accurately. On the contrary, because of the extensive use of advanced information technology, and relying on the open Internet, online advertising is different from the traditional Beijing Website Design Advertising forms have the following characteristics. 1. Interactivity of information transmission
The characteristics of Internet information sharing determine the interactivity of online advertising. The information on the Internet is transmitted interactively. Users can get the information they think is useful, and manufacturers can also get valuable user feedback information at any time. For example, when visiting the advertisement publishing site, users can not only selectively read the detailed information about products, but also request special consulting services from manufacturers by submitting forms online or sending emails. Manufacturers generally receive information in a very short time and give positive feedback in a timely manner according to customers' requirements and suggestions. In addition, the personal information provided by many users on the website will also become the basis for advertisers to launch different advertisements. For example, if a user lives in a certain area and has expressed his preference for a certain product or lifestyle, it will also become the information for manufacturers to understand customer needs, and manufacturers will "tailor" a complete set of promotional programs accordingly. Internet advertising improves the interactivity of target audiences. Unlike traditional advertising, the launch of online advertising requires the active search and connection of target groups, which belongs to "software advertising". And the audience who actively search for corporate advertising often has more purpose, thus improving the promotional effect of online advertising. 2. The universality of communication time and space Traditional mass media, including newspapers, television, etc., the advertising time is limited by the purchase period or publication period, the target group is easy to miss, and the advertising information is difficult to retain. Advertisers need to publish and broadcast advertisements frequently to ensure that the company's advertisements are not forgotten by consumers. At the same time, due to the limited communication in a specific region, if you want to publish advertisements published in China abroad, it involves a series of complex work, such as finding suitable advertising agents in the local area, negotiating and purchasing local media, with the approval of the government. The Internet is a network media expanded in a free way, connecting the world. As long as the computers of the target group are connected to the Internet, the company's advertising information can be reached, thus avoiding the problems of the local government, advertising agencies and local media. Compared with media such as television and radio, the communication parties of online advertising need not appear at the same time in the fixed time and space at both ends of the channel, and are more free in time. 3. Comprehensiveness of audio-visual effects
The emergence of almost every new information technology will cause changes in the form of online advertising. At the initial stage of the development of online advertising, there were only static pictures and words. With the development of computer technology, Internet advertising has a variety of advertising forms such as words, sounds, pictures, animations, films, three-dimensional space, etc. The comprehensiveness of audio-visual effects can achieve two purposes: first, it increases the creative means of advertising, which can attract the "eyeballs" of visitors and enhance their memory of advertising. Second, the product display is more authentic. For example, a laptop computer advertisement of Dell adopts 3D animation technology, so that visitors can view the shape and color of the product from all directions, and click a part to zoom in on the shape and structure of the part, and see a detailed introduction to the performance of the part. Some products, such as mobile phones and handheld computers, can also be actually operated on simulators. 4. Economy of input cost
The investment cost of traditional advertising is very high, among which the advertising media cost accounts for nearly 80% of the total cost. Traditional media space is limited and expensive. The larger the purchase space, the larger the advertising space, the higher the charge. The average cost of online advertising is only 3% of that of traditional media., And it can spread globally. Therefore, online advertising is highly competitive in price. 5. Measurability of advertising effect
The marketing effect of advertising through traditional media is relatively difficult to test and evaluate. Advertisers cannot accurately calculate how many people receive the advertising information published, let alone how many people make purchase decisions under the influence of advertising. For online advertising, the response of the audience can be directly learned through the e-mail replied by the audience, and the number of visitors, access process, main information of browsing and other records of the website can be obtained at any time through the access records of the website server, so as to monitor the effectiveness of advertising at any time, so as to adjust the marketing strategy in a timely manner. 6. The pertinence of information demands
The online advertising can well segment the market. Advertisers can launch different advertisements for different consumer groups, so that enterprises can reach target customers and a large number of potential customers, and have the opportunity to establish one-on-one marketing relationships. In the online world, people with common interests, hobbies and topics tend to converge into groups. Online media conform to this "collectivization" trend, making the target audience of specific online media very clear. For example, if a site is dedicated to sports, it will attract people who love sports. If the advertiser who produces sports equipment or sportswear wants to put advertisements on the network, he can consider putting advertisements on such sites. Advertisers put specific commodity advertisements in places with corresponding consumer groups, and their target markets are very clear, so as to have a clear target and accurately put advertisements in the market with a clear target audience. This article was published in Shangpin China SEO website optimization company //ihucc.com/
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