With the technological and conceptual breakthrough that internet has offered, internet advertising has become a full time employment option not only for companies, but for persons like you and me alike. Because most companies choose to go online with their businesses, the immense market that online advertising offers is like a new gold rush.
There are two primary ways to advertise on the Internet:
1. Register your Web site with major search engines so Internet visitors can find you;
2. Place an ad banner for your site on another Web site that has a lot of traffic (viewers).
Ad banners allow viewers to link to your site when they click on the banner. Internet Advertising Advantages Relatively cost-effective. The costs can also be independent of the size of the audience. For example, a Web presence will cost the same regardless of how many viewers your site has. (You will, however, need to make sure your Internet Service Provider can handle the volume of viewers you anticipate having.)
Advertisers can target specific types of viewers by positioning an ad banner on related Web sites. For example, if you’re targeting people seeking information on a specific topic, you can purchase ad space on Web pages that are related to this category in the major search engines (Yahoo, Infoseek, Lycos, WONET – The Women’s Online Network, etc.).
So, an organic herb farmer selling through mail order might advertise through the organic foods or gourmet cooking category. The indexing structure of these sites allows you to target your audience by geographic location and related interest area. Messages can be timely because editing the content is often easy and instantaneous.
Ads on the Internet can be interactive. You can request viewer feedback, take orders or answer questions instantly. Ad banners can run with as much frequency as you choose. The Internet is constantly available!
Internet advertisers can potentially reach a global audience. Aside from language barriers, anyone at any location in the world can access information about your products or services.
Internet advertising should not be approached in a vacuum. Instead, it should be one component of a comprehensive Internet Marketing strategy. Although the popularity of the Internet is rising remarkably, it is difficult to gage the impact of advertising on the Internet.
The range of costs to advertise on the Internet can vary greatly. It is best to compare a number of highly-frequented sites to determine the best way to spend your advertising dollars. You must research your options and decide to go for an established company.
A successful advertising campaign will inevitably end up bringing you a swarm of visitors to your online store, your website that is. Now it’s your own option if you decide to market your own products, promote someone else’s, or both. There are practically limitless options of affiliate marketing options available out there, it up to you to go out and grasp it. If you do it the right way, internet advertising may just change your life forever.
Tom Sample
http://www.articlesbase.com/advertising-articles/internet-advertising-strategies-for-success-106132.html
1. What have been the key success factors for Sony?
Sony Started as a radio repair shop, founded by Masuru Ikura and Akio Morita after Would War II. The company began its long history of producing compact consumer electronics in 1957, when it introduced the World’s first pocket-sized all-transistor radio. The company’s name, Sony, was taken from Sony, the Latin word for “sound” Sony went on to invest a series of transistor-based TVs and increasingly smaller audiocassette recorders. In 1979, the Sony Walkman introduced the World to a new, portable way of listening to music. Sony became a world leader in consumer electronics and was the first Japanese company to have its shares traded on the New York Stock Exchange.
In the late 1980s, Sony began expanding into media, purchasing a U.S. record company (CSB records for $22 billion in 1988). And a major Hollywood studio (Columbia Pictures for $4.9 billion in 1989). The purchases made Sony a major force in the entertainment industry.
The importance of marketing at Sony started with Akio Morita, who said that for a company to be successful, it must have three kinds of creativity: creativity to make inventions, creativity in planning and production, and creativity in marketing.
Creativity in marketing at Sony means not just cleaver ads, but deep insight into its customers. For example, Sony knows its playstation customers like to find clues and to decode things. So Sony’s ads for playstation 2, like “Signs,” feature a young man walking the streets of a city where he encounters various signs foreshadowing the events. Mannequins appear in a store window, arms outstretched, and point enigmatically to something that’s about to happen. “The lead character is almost in the midst of his own role-playing game. He needs to follows clues to save the heroine”, said Andrew House, Sony’s executive vice president of marketing. In the ads, “we were essentially trying to tap into a range of emotions that we think we deliver in the games – intrigue, forebonding, excitement, panic, relief and achievement at the end”.
Sony’s marketing also includes careful measurement of each campaign’s effectiveness. Foe example, Sony runs 30-second commercials for its Playstation as part of the previews in more than 1,800 theatres and on 8,000 movie screens. The ads appear before such films as “The Cat in the Hat”. Sony Computer Entertainment America has been running movie ads for six years.” Cinema advertising has been very effective for us”, said Amil Blaire, director of product marketing.” The reason why we have committed to cinema every year is the tremendous unaided recall shown by our own research and communicus – commissioned ad tracking”.
Another example of measurement is Sony’s GenY youth marketing efforts. “The online program promoting the NetMD ATRAC CD Walkman and Cybershot U30 ran July 1 through September 30, 2003, and we found that more than 70 percent static banners”, said Serge Del Grosso, Director of Media and Internet Strategy, Sony Electronics”.
In fact, Sony has even developed a direct-marketing solution which it sells to other companies who want to measure marketing effectiveness. The product, called eBridge[TM], allows marketers to use video, measure the effectiveness of the campaign, and gain insight into the target audience, all in one package.
Sony expects that the next big breakthrough will not come from a single new electronic device.Rather, Sony President Kunitake Ando says that the future lies in making a whole range of devices more usefully linking them in a networked home-entertainment system. The company believes that its clout in consumer electronics, combined with its media content, will allow it to steer that convergence in a way that suits it. Whether the future of convergence resides in TV’s or PC’s or devices , $62-billion Sony makes every one of them- with a strong brand name that gives them an extra push off retail shelves around the world.
1. What have been the key success factors for Sony?
2. What recommendations would you make to senior marketing executives going forward? What should they he sure to do with its marketing?
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References :
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