How to Promote Your Corporation on the InternetBy: Kevin Nunley
The Internet has moved to center stage for corporate advertising. Notice that major TV advertisers no longer hide their website at the bottom of the screen in tiny print. Their URL is now proudly displayed right alongside their corporate logo in the final frame.
But how do you make your corporation stand out among the 200 million web sites and billions of email messages that compete for attention? It can be a bewildering challenge. Call your ad agency and they're likely to be just as confused.
Here's why the Net is such a challenge AND some tips on how to make Internet advertising work for you.
Ad agencies are trying to figure out how to use the Net by the same standards they've always used in TV, radio, and newspapers. BUT, it isn't working. The Internet is a completely different dynamic.
Traditional media is based on a supply and demand principle that has a large number of people consuming a limited number of media outlets. That model doesn't apply to the Internet. On-line there is no shortage of programming. Everyone can be a writer, design a web site, start a newsletter, or build an Internet radio station. Money doesn't necessarily enter the equation. Talent, hard work, and vision can count for everything.
All this leaves the advertising business in a difficult situation. How can they bring in revenue using their usual methods? So far, the answer has been with banners, those rectangular billboard-like ads that pop up on web sites. Banners, along with targeted mailing lists, are expected to function in the same way as print ads and commercials do in traditional media.
That's where the problem begins. The Internet's huge number of web sites and content providers have fractionalized the audience well beyond anything ever known in traditional media. The old media advertising formula simply doesn't apply to the Internet. As a result, most banners and many targeted mailing lists are way over priced.
Your corporation will do much better to imitate the grass roots promotional strategies of smaller businesses. By using these techniques on a larger level, you can send your marketing message to millions of Internet readers each week--without using unsolicited bulk mail.
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