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Web
marketing is marketing on the internet unlike traditional marketing where marketing
takes place in the real world.
Rules of the game here are very different
and unique. Here, marketing on the Web for a company is taken as the process of
using the Web to market themselves, their products and their services.
As you must have guessed it by now, the very first requirements for Web marketing
is the presence of your web site on the Internet that can compete with other companies'
Websites to promote your products and services.
Given below is the comparison
between Traditional and Web marketing that will signify the importance of Web
marketing in today's world.
| Traditional
Marketing |
Web
Marketing |
| Bound
by geography and location | The
Web market is borderless | | Marketing
costs are relatively high | Web
marketing rates are relatively low | | Lead
times for implementation are substantial | Lead
times are virtually non-existent | | Limited
interactivity exists, if at all | Web
marketing is based on high level of interactivity | | Getting
customer feedback is a painstakingly slow process | Customer
feedback is immediate | | Tracking
the effectiveness of the marketing efforts is relatively difficult | Effectiveness
can be easily monitored | | Marketing
efforts are restricted by time and space | On
the internet, marketing can be carried out 24 hours a day, 365 days a year |
| Traditional
marketing is static | Web
advertising is dynamic and multimedia supported | | Traditional
advertising does not invoke immediate action | Web
advertising requires the user to take immediate action - like clicking on the
banner ad and thus going to your site to learn more about your company |
| Advertisements
are passively received | The
user has a high attention level while he is on the net. Thus advertisements get
noticed, remembered, and acted upon | | Advertisements
are ubiquitous | Here,
while searching for travel sites, ads related to travel agencies are displayed |
| Advertising
does not target a focused audience | Advertisements
are very focused. PC software can be displayed to PC users, while MAC users are
not shown those ads | There
are many different ways of Web marketing. Some of them are listed below:
Web banner and panel ads
These are small rectangular graphic images that usually have a call to action
(Like "Click here"). These banners are placed on other high traffic
web sites like Yahoo!, AOL etc so as to get an opportunity To See (OTS). They
can be placed at the top or bottom of a page., or anywhere you like them to be.
Interstitial
Another model of Web advertising - A short-lived, usually animated ad that pops
up in the browser window for about 5-10 seconds while a page is downloading and
then disappears.
Inline Advertisements
Inline ads provide a way for sponsors to generate leads or deliver rich brand
building messages. Similar to print adversarial, inline ads integrate within site
content, ensuring that a site visitor will see them for sure. Example: When you
search using Metacrawler and get results, you will see such inline ad in-between
search results.
Pop-Up Windows
A pop-up window delivers the advertisement in a new window on top of the site
content. When you visit Homepages on Tripod.com or Geocities.com (Advertisement
supported free homepage sites), a secondary window automatically pops up continuously
rotating advertisement of sponsors.
Website sponsorships
Here, the entire Website is sponsored by an advertiser. These sites are usually
content or service based and has a very high traffic because of their utility
value.
Classifieds
Similar to classifieds in the real world, advertisers in Cyberspace can pay for
their advertisements to be listed in online classifieds. From products and services
to headhunting and matrimonial, any subject is covered.
Mailing list
ads
Mailing
lists are e-mails sent to group of subscribers at regular intervals focusing on
a particular topic. These e-mails can contains tips, hints or even jokes for free
and are sustained by advertisements that are interspersed throughout the body
of the e-mail. Ads are usually in 6-8 line of text instead of graphics and animations
like banner ads.
Ads on Chat
Chat is a service available on the net for two or more people to converse with
one another through their keyboards. Companies that offer these chat services
for free, earn their revenue from advertisements that are displayed to everyone
using these chat services.
So, Web marketing and e-Business, both are new concept of doing the business and
are inter-combined and are irreplaceable part of the cyber world.
They
may be new concepts right now but will be most essential part of business world
in near future. In fact, the future we are talking about is already here! And
to survive in this cut-throat competition, sooner your organization enters cyber
world, better - because in cyber world, it's always a one-way traffic, no looking
back but just zooming ahead - at lightning speed!
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