Emarketing
e-Marketing -- evolving techniques
Today's virtual marketplace is growing increasingly competitive. This is due to the influx of new products and also the new ways advertisers have devised to market those products. Using the Internet for advertising and to deploy innovative marketing strategies has become almost ubiquitous for cutting edge products and companies in today's day and age. However, the use of such e-marketing techniques as banner advertising, popup windows, permission marketing, loyalty programs, and email marketing has note proved universally effective.
Banner advertising and popup windows
The most popular form of advertising on the Internet's World Wide Web is currently banner advertising, with popup windows ranking a close second. With banner advertising, a banner of graphic image and link are displayed on a highly trafficked web site. The visitors to that site see the banner when the page loads. The banner commonly advertises a complementary product, service, or another web site. Popup advertisements are often similar in content to banner advertisements; only the advertisement's images 'pop up' as individual windows from the site. (Kristula, 1996)
Pros
Banner advertising shows the advertisement's image near the top of the web page in a way that is visually less forceful to a viewer than the imagery of popup advertisements. However, in contrast to popup advertisements, banner advertisements cannot be blocked as readily with technology, as many pop-ups currently are by existing software. With a paid banner advertisement, the advertisement is usually the only banner ad that appears on the page. This type of banner space is usually sold by impressions, or banner views, although it is sometimes sold by click-thru, when the user clicks on the banner for more information. (Kristula, 1996)
Cons
A moving or rotated banner is usually a more effective way of advertising, but customizing the rotator or rewriting such a design can be challenging. If an advertiser is independent, this can be difficult to orchestrate.
Companies using...
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