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It is absolutely normal that outdated methods of advertising gradually become obsolete and give the way to more promising and modern methods, particularly Internet advertising. However, though Internet advertising meets the most modern marketing requirements, it can turn into anti-advertising and harm the site if used improperly. How to avoid such situations?
Internet advertising possesses a lot of different tools for embodiment of advertised images in front of the audience. They are: banners (static and animated), teasers (a specific type of banners), contextual advertisements, advertising text reviews with advertising links. The use of each type of Internet advertising can be successful and effective in one case only: if the tools, used for Internet advertising, correspond to the goals and tasks of the Internet advertising campaign.
For instance, visual impact on the visitors by means of using bright graphics and animation is more important for promo sites. That is why in this case banner advertising will be much more effective than, for example, search engine optimization or posting of advertising reviews on topical websites. On the contrary, topical articles, search engine optimization and contextual advertising are quite effective methods of Internet advertising for corporate websites. They will surely yield fruit is used properly.
Internet advertising can turn into anti-advertising of a site, if the advertising strategy has been chosen wrongly at the very beginning. It can happen so if the site owner determines the goals of the advertising campaign incorrectly. The goals can be the following:
- creation and maintenance of the company's image;
- attraction of target visitors to the site;
- increase of the conversion rate (number of visitors who turn into customers).
Incompetently developed advertising modules, such as banners and contextual advertisements, can also serve as anti-advertising of a website.
Development of banners is a task that should be performed by a whole team of specialists. To create an attractive visual image is not enough. You should also take care of development of a corresponding advertising slogan, optimization of the banner for placement on the Web. The attempts to create a banner on one's own, without appropriate knowledge and skills, often develop into not the most attractive “products” with zero effectiveness.
As a result of the so-called “banner blindness”, that is typical for a lot of site visitors, it becomes more and more complicated to attract their attention to an advertising banner. However, it does not mean, that advertising should be imposed (pop-ups, floating ads – all kinds of ads that appear without the visitor's consent and hide a part of content. Obtrusive advertising does not inspire the visitors to click on the link and visit the advertised site!
If the contextual advertisement is inaccurately formulated, it can mislead the visitors; when they visit the site, they discover, that they have been searching for something totally different. Such visitors just “eat” the advertising budget, but bring no benefit – they are non-target visitors.
Internet advertising instantly turns into anti-advertising of a site if you have chosen platforms for its placement wrongly. You should pay maximum attention to the choice of advertising platforms for placement of advertising links, reviews, banners and contextual advertisements. You must not allow your site to be advertised by the platforms with suspicious reputations and platforms that do not correspond to the subject of your site. In this case both the search engines and common users give less credence to your site.
Along with above-mentioned neglects and mistakes, the following actions can turn Internet advertising into anti-advertising of a site:
- attempts to make the visitors click on the advertising module by trick;
- too slow load of advertising modules;
- absence of clear concept of the advertised good/service in the advertising module;
- superfluous animation in the advertising module;
- any disturbances that are created by the advertising module and prevent from normal perception of the site content.
What are the results of incompetent and irrational use of Internet advertising? Firstly, misuse of Internet advertising leads to misapplication of advertising funds. If the advertising does not perform the set tasks, it has no influence on the attendance of the site and increase of its profitability.
Secondly, it is very hard to wash off the shame and return the confidence of the visitors that you have lost. Besides, an insufficiently considered advertising campaign can make the site lose its positions in the search engines (to the extent that the site is excluded from the index). It will be even harder to return these positions. The company will have to invest additional funds and spend a lot of time – as a result, the company may suffer damages.
A site for business is something more than a plain set of html pages. A site for business is an instrument of the company's activity that is as important as its production equipment or personnel. No one will use expensive and complex equipment in a hit-or-miss fashion, without appropriate training. No one will entrust an unqualified worker with, for example, conduct of complex financial operations. The same situation is with Internet advertising – you must not carry out advertising campaigns in the Internet without necessary knowledge and skills...
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internet advertising,
banner advertising,
internet ads |
Internet Ad 
