We keep in touch with friends, expand our networks, read books, watch movies, work (whatever our job is); we learn to cook, write, knit, program, speak Chinese, watercolor, train a dog, dance salsa, grow organic carrots… everything on the Internet. Today we can’t even imagine life without it, and we don’t understand how the world had used to function before the WWW existed. Internet is part of our lives, that’s no news; but in spite of it, advertisers and marketers are just recently exploring the creative new possibilities that the digital world offers.
Until last year, advertisers’ online budget wasn’t more than 15%, but this situation is about to change due to the significant growing of social networking sites and online video. Nowadays, Internet is the only support with accelerated growth, at the expense of traditional media such as TV spots, radio and magazines.
The pitiable situation of today’s economy is also causing the search for lowest prices and production costs with clearest and easy to understand outcome metrics. According to Merrill Lynch, the total growth of Internet advertising will overtake radio and magazines’ ads investments before 2010.
On the other hand, media agencies are changing their structure, creating new spaces for online advertising, changing the way they understand and conceive creative briefs and copywriting, molding their campaigns and messages in order to get the highest impact at the lowest price.
The most important thing when we’re about to advertise online is to think we have no more than half a second to get the user’s attention. When online, they have a whole world of information in their hands waiting to be chosen by a click. So grab attention, create curiosity and call for action is the three steps formula to create effective web advertising.
How to get there? You must combine three ingredients:
• The first one is to know everything about your product. Why is it different, why makes it the best option for the client.
• Second, to think about your consumers, who they are, what Web sites they like, and even what they do/read/watch/play/want/dream/think!
• And third, to understand how the Web works as the biggest world’s marquee. What about users’ behavior? Learn how the message is caught, where to say what you need to say and how to do so.
Online advertising is a big deal and it gets bigger and bigger. We’re experts. We know about it, it’s our thing; so let us help you to cross the line and get into the world of web ads successfully! Just call us now at 1-800-932-2580.
Sources:
- Lynch, quoted by Dans (2008). Transformed by Internet. The Wall Street Journal Media & Marketing.
- Web Source. (2009). Online Advertising.
