Internet Advertising & Online Marketing

What is Internet Advertising?

The development of software/rich media has introduced a myriad of new and innovative advertising techniques. Technology now enables online advertising to be interactive, behaviourally targeted and even geo-targeted.

Internet advertising is no longer about the simple placement of simple banner ads.

Internet Advertising

Why do it?

 Similar to traditional advertising, internet advertising puts your message in front of an audience.

As with any advertising, the skill is to ensure your audience:

	Is stimulated enough by your message to respond (Strategy)
	Is the right audience to respond to your message (Targeting)
	Is sufficiently captivated by your creative to cut through the clutter (Creative)

The principal benefit with online advertising is measurability.  Every interaction with your advert can be measured allowing the campaign to be adjusted in real time to maximise your ROI.

Internet Advertising

How? 

Developing, managing and interactive media buying requires an increased level of expertise due to the complexities involved.

The skills required include:

	Media Buying (best banner from best site?)
	Strategy (what are we looking to say where and how?)
	Design (does the banner do the job?)
	Direct Marketing (how are we going to generate a response?)
	Web usability (is the methodology appropriate?)
	Statistics (is it working ?)

As time goes on and the choices become greater, executing an effective Internet advertising campaign is becoming more and more challenging.  For these reasons many organisations outsource this part of their marketing mix.