The inconvenient truth: online ads hardly better than print ads
The over hyped Online Display Market
As the growth of measured-media has come to an end, marketers increase their spending in unmeasured media such as websites, public relations, data base marketing and social-media websites.
However the effectiveness of the online media over the traditional advertising has not been proven. And is now even being challenged by Abbey Klaassen in Advertising Age, declaring that the Online Display Market is over hyped. As these ads appearing next to content on websites, aren’t much more effective than print ads printed next to print content.
Apparently online ads are most effective when complemented with a branding campaign in other media.
Content is king on the Internet
Perhaps the solution is in having content on the Internet:
Instead of advertising, companies need to create and generate their own content, draw their public. Their content should be more engaging.
There are several prerequisites:
Consumers or buyers should:
- Find the content – amongst all the other content
- Keep the content – it should have value
- Have reasons to share the content – be interesting enough
- Be remarkable
Where to publish content?
- Website
- Blog: corporate or product blogging, like this blog
- Online Articles
- Online White papers
- Online Presentations
- Referencing websites
Question
So are you buying ads just now or creating content that will last “forever” ?
More from LEADS Explorer
- Online advertising and email marketing are out – Content marketing is in
- The 3 reasons why your online ad business is doomed !
- Is Google showing us online ads are not effective?
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You know, I have to tell you, I really enjoy this blog and the insight from everyone who participates. I find it to be refreshing and very informative. I wish there were more blogs like it. Anyway, I felt it was about time I posted, I