For some businesses, being able to market to consumers anywhere on the planet has been a boon. But a much larger segment of the small business community mostly serves customers in their own backyard. Here is a look at how local businesses can use the power of online marketing to reach their local customers.
As online display advertising becomes more popular with small business, measuring campaign success becomes more challenging. It would be easier if click-through-rates told all that is needed to know about how well display ads work. But clicks aren't really what matter most. Display advertising is underestimated as a means of brand-building. Therefore, many advertisers don't end up using the correct measurement techniques to keep track of the effects of their brand awareness.
Advertisers should look at online marketing as a fantastic opportunity that is only beginning to be used to maximum effect. Internet development has seen many transitions. Search marketing has been consolidated within the industry due to Google page rank becoming the most popular way of measuring relevance of a website. On the other hand, display advertising has not gained this same level of consolidation yet. Today it is still a fractured landscape that includes many types of service providers: ad networks, DSP's, DMP's, CRM, and resellers. This means that there are still opportunities for new companies to make it big.
Display advertising is arguably the most cost-effective way to market your brand as well as to create brand awareness to people browsing and surfing the Internet - but don't look at just the ctr.
Although online display ads have traditionally been thought of as most useful in the first part of the marketing funnel, they have developed into a tool that can be used in every part of the funnel.
Understanding the Basic Funnel
The basic marketing funnel that has been around since the late 1800s and was introduced by Elias St. Elmo Lewis. It has been taught in universities for many years in its most basic from which is summarized in the acronym AIDA, which stands for Attention, Interest, Desire/Decision and Action. In this basic marketing funnel the traditional place for online display ads has been in the first phase, attention. But, as technology advances and marketers get more creative, display ads are being used to impact customers throughout the marketing funnel.
Many people have thought of online banner ads as somewhat of an online equivalent of a billboard. While offline billboards may get your attention, historically, they have been thought to do little more. Online display ads, however, can be much more compelling in a variety of ways including the addition of images, animation, audio or video. These dynamic elements can help get readers' attention and increase the effectiveness of your ads.
Good ad design can... Read more