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You have to laugh at this
one
1000 people were asked the question,
"Do you like advertisements?"
900 people said they did not
like advertisements. (some used
much stronger words)
99 people said they did not pay
attention to advertisers.
1 person said they loved advertisements
and wanted to see more, especially
when it pertains to online ads.
Let's get serious
The survey is fictitious. But,
I would venture to say that very
few people, if really asked the
question, would say they love advertisements
and want to see more ads online.
Everyone advertises. Even if
your small business is a local business,
you at least place your phone number
in the yellow pages. If you really
hate advertising then you should
never: talk about your business,
ask for referrals, send out direct
mailings, have a link to your website
in an email, give out your business
cards, design flyers and brochures,
and never advertise in the newspaper,
on television and radio, or the
Web.
Forget about the fact that huge
percentages of consumers and businesses
are
searching for products and services
online everyday. Forget about the
fact that buyers and purchasing
managers are using the Internet
to find items online. Also forget
the fact that engineers are searching
and doing research into all types
of products, software solutions,
hardware components, chemical and
manufacturing processes, and a host
of other technology items. Also,
go-ahead and ignore the fact that
consumers are heading to the Internet
in droves to research just about
everything before they buy.
 Do
you use Google, Yahoo, or MSN to
search for a Realtor, Doctor, Lawyer,
Dentist, Carpenter, House Cleaner,
CPA, and Accountants? Millions of
people are in fact using the search
engines to find these professional
people. Should we say to these professional
people that they should not advertise
online because, "we don't like advertising."
As I have stated before, marketing
and advertising concepts are becoming
more integrated with one another.
For an example of how advertising
is becoming intricately linked in
a website, visit
www.apple.com.
Displayed all over their site are
advertisements about their iPods,
iTunes, Macs, iPhoto, iCards, and
other manufacturers' software and
hardware related products. So the
question becomes, which part of
the Apple website is advertising,
and which part is marketing? Is
the fact that they advertise a negative?
Hardly... Advertising on their website
is quite the positive. If you are
a Mac or iPod owner you are much
more likely to return to the Apple
website to see what else is available.
Search advertising is much the
same. Imagine that a person types
in keywords for "you name it," and
low and behold all the pages related
to "you
name it" show up in the results.
In addition to the search results
are also displayed advertisements
related to the same keywords. Is
not the advertisement providing
a integral marketing service by
placing buyers with sellers? The
search engines are in fact providing
a marketing service for people using
search. Don't forget that the results
page is a website page. The simple
fact is most people do not click
on the ads. But, once again this
is not a negative aspect of the
ads but is quite the positive. Typically
when an individual is seeking something
that can not be found in the natural
results they are then inclined to
click on the ad.
There is another type of Web
searcher that could be classified
as the browser. Browsers are individuals
that are really not searching for
anything in particular, but may
be reading information on a website.
They may have a favorite news or
sports website,
interior designer help, or
humor columnist, and go to a
particular website on a regular
basis. Many of these websites provide
an additional marketing service
of advertisements within the site
itself. These sites provide a valuable
service for their readership. It
is a four way win win relationship.
The advertiser wins when someone
clicks on the ad that they are interested
in, the online provider of the ad
networking software wins with a
payment for the ad feed, the website
hosting the ad wins with a percentage
of the payment, and the browser
wins when they click on an ad that
they are interested in.
The simple fact is we are blanketed
by advertisements all the time.
While very few of us would ever
admit that we like advertisements;
the bottom line is they work. The
online advertising model is one
that continues to evolve, but if
you think about it, online advertising
is the one that makes the most sense.
Contact
Far Out Advertising today.
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