There are several ways for marketers to post advertising messages on the web. Various categories of internet or online advertising are emerging every day.
The use of the internet is increasing very fast in marketing and promotional strategies. Technology changes everything. The Internet is a revolution in advertising.
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Types of Internet Advertising Techniques
Online advertising can be delivered in the following formats:
1. Website (WWW Home Page)
A corporate home page is a website where a marketer provides current and potential customers detailed information about a firm.
The best corporate home pages not only provide corporate and product information but also offer other content of interest to site visitors.
This product-oriented site also allows consumers to request brochures, communicate their comments and questions to the company.
This corporate site focuses on the lifestyle and delivers basic information about the sponsor, and also carries advertising and other sales messages.
Finally, the webpage can identify retailers and other product providers that can prove useful to the consumer.
2. Banner or Display Ads
Banner ads are paid placements of advertising on other sites that contain editorial material.
An additional feature of banner ads is that consumers not only see the ad but also can make a quick trip to the marketer’s home page by clicking on the ad.
It attracts people’s attention to visit the marketer’s home page and stay for a while.
A high traffic site offers a relatively high level of exposure to an advertising message.
A more targeted option is to place banners ads on sites that attract specific market niches.
Related: 19 Different Types of Advertising in Marketing (With Examples).
3. Pop up Ads
The idea of pop-up ads is borrowed from TV. A pop-up ad is an advertisement that appears as a web site page is loading or after a page has loaded.
A surfer wants to go to a certain site but has to wade through an ad page first just as a television viewer must watch a commercial before seeing a favorite show. It is often not merely a word from a sponsor, but invitations to link to another related site.
A pop-up ad opens a separate window. Such windows are known as pop-ups, and they often appear when somebody accesses a certain site.
Pop-ups are usually larger than a banner ad but smaller than a full screen.
4. E-Mail Communication
Through email, the internet is the only mass medium capable of customizing a message for thousands of receivers.
Email advertisers are turning to some traditional message strategies, like humor, to make the email messages more palatable and interesting.
The message is delivered in a unique way, one at a time, which no other medium is capable of doing. The response rate for an unsolicited email campaign is 5 to 15 times higher than for a banner ad campaign.
Unfortunately for email advertisers, generally, people do not welcome unsolicited email, also known as spam.
Permission marketing attempts to address this criticism by asking potential consumers for their permission to send them an email.
Willing customers provide their email addresses when they enter a sweepstake, fill out a product warranty card, or fill out an information card at a trade show.
Related: 16 Practical Tips for Writing Effective Advertising Copy.
5. Skyscrapers or Sidebar Ads
The extra-long, skinny ads running down the right or left side of a web page are called skyscrapers or sidebar ads.
6. Sponsorship or Native Advertising
There are two types of sponsorships. Regular sponsorships occur when a company pays to sponsor a section of a site.
The other is content sponsorship, in which the sponsor not only provides dollars in return for name association but participates in providing the content itself.
In some cases, the site is responsible for providing content and having it approved by the sponsor, in other instances, the sponsor may contribute all or part of the content.
7. Interstitials
These are ads that appear on screen while somebody is waiting for a site’s content to download.
Pop-ups and interstitials account for approximately 7% of all advertising on the internet.
8. Push Technologies
Push technologies, or webcasting technologies, allow companies to push a message to consumers rather than waiting for them to find it.
Push technologies dispatch webpages and news updates and may have sound and video geared to specific audiences and even individuals.
Related: 13 Benefits and Limitations of Magazine Advertising.
9. Links
While some don’t consider it a type of advertising, links serve many of the same purposes as are served by the types discussed above.
10. PPC (Pay Per Click)
With billions of searches per day on the Internet, you can use search ads to make sure potential customers notice your brand, consider your offerings and take action.
For a search campaign, you’ll select a goal, like driving traffic to your website or increasing sales or leads.
And with pay per click (PPC) search ads, you’ll only pay when your ad gets results, like people when people click your ad to visit your website or to call your business.
When you set up your Search ad, you’ll be able to choose the goal you want to achieve, such as:
- Increase your online or in-store sales.
- Get more leads.
- Drive traffic to your website.
11. Video Advertising
Reach potential customers when they watch or search for videos on YouTube – and only pay when they show interest.
Video ads can help you broaden the awareness of your brand by capturing attention and driving demand at scale.
With Video ads, you can define what action you want people to take, such as:
- Visiting your website, so people can see your products and get to know your brand
- Watching more videos on your YouTube channel, so you can broaden your reach and build brand awareness.
Choose who you want to see your video ads based on location, interests and more.
Your video will appear before or next to related videos or in search results. Video ads can create a one-to-one communication with potential customers.
12. Affiliate Marketing
Affiliate marketing is not just as easy as picking a product, slapping up a website and hoping you will get sales and commissions.
There is actual work involved in developing an affiliate funnel. You will not only want to drive traffic to your affiliate offers, but you will want to build out a list (both e-mail and social) to maximize your earnings.
Affiliate Marketing is for: Referring people to products/services that you know/trust, and receiving a commission when they purchase.
Related: 11 Different Types of Outdoor Advertising (With Examples).
13. Social Media Advertising
The primary advantage is the one most companies, miss.
It’s an opportunity to create relationships with your customers and prospects – it’s social. I get to know you (your wants and needs) and you get to know me – who I am and how I can help you.
Most companies use social media as another means of broadcasting a one-way message. Always keep in mind it is SOCIAL media. It’s an opportunity to start a conversation. No other advertising channel enables that with so many people, so easily.
Advertising on social media channels like Facebook, Google Plus, Twitter, Linkedin, Pinterest, Quora, Snapchat, Instagram, etc.
Social advertising can also be very effective for that quick sale.
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