Online advertising = branding?
For some reason, many businesses are still avoiding online
advertising, instead sticking to more traditional forms such as
newspaper advertising, direct mail or television. While these
are all great forms of advertising, they are also more expensive
and their effectiveness can be very dependant of the budget -
for example, a television campaign with a monthly budget of
$20,000 would usually deliver less than half of the results
compared to a campaign with a monthly budget of $40,000.
On the other hand, online advertising can often reach a large
number of people for a much smaller investment. In many cases,
online advertising can even be more effective than other mediums
because many web sites have regular visitors who will be more
trusting of advertising on a familiar web site than one in a
newspaper or on television.
But online advertising is often ignored when it comes to one
vital component of an effective advertising campaign - branding.
In today's fragmented advertising world where consumers quickly
scan over newspapers, use TiVo to cut out commercials and
subscribe to commercial free satellite radio, there is an
underutilized tool that you can use to expand your brand
exposure and reach beyond your competition. Are you taking
advantage of it?