Is online advertising working?
If you’ve ever spent a reasonable amount of time on any sort of social networking site or any other website that hosts advertisements, you probably get annoyed at the endless number of ads that appear all over your page. Sometimes when I have been trying to read an article on a site, I have actually had to press the back space bar because a stubborn ad would appear in the middle of the text.
Online advertising experienced a significant drop in revenues during the recent recession, which was as a result of the fall in retail sales. Meanwhile, many businesses have struggled to gain much profit from this marketing venture because they have not targeted the correct audience. For example, a company advertising self storage services on a website that is predominantly visited by young students is unlikely to gain much, since the cost of self storage is well out of reach from the majority of young undergraduates and postgraduates. However, a company advertising hair loss products on a hair loss forum is far more likely to benefit in terms of revenue.
The main problem with Internet marketing is that when people become bored with an advert, they can escape it at the simple click of a button. Whereas an advert on TV is more likely to be viewed, seeing as it is more time consuming to go to the kitchen or to find the remote at the other end of the living room to change the channel. Many people rarely notice online adverts since they are so numerous, fewer people are likely to notice a specific link on an individual page.
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