The Internet, as a new sales market and distribution channel, has also become a medium increasingly used by companies to advertise and promote their products. The Internet is a widely accessible and inexpensive medium, which makes it extremely attractive to companies.Therefore, a completely new form of e-advertising had to emerge in the newly created e-market.
E-advertising today possesses many constantly improved and developed tools.
With such a huge influx of them, methods of application, reach, etc., a company must learn to adapt them to its image, the way it conducts campaigns in other media, and the overall vision and impression it intends to create. For example, a stable company with traditions and extensive experience cannot afford loud, colorful pop-ups that will scare away most customers with their intrusiveness.
On the other hand, companies just entering the market that are not yet recognizable will certainly choose these aggressive forms of advertising. Therefore, the key to creating a successful and effective advertising campaign is to familiarize oneself with the tools (forms of online advertising) that online advertising gives us and to select them properly, of course, based on strategies, research, and marketing plans.
Online advertising tools
Mailing. The first and still very current form of advertising on the Internet is sending advertising letters to potential customers who have free email accounts, i.e., so-called mailing. The number of offers sent out is already taking the form of SPAM; customers are literally “bombarded” with a multitude of advertisements, promotions, and advertising bonuses.
Email advertisements are colorful, expressive, with a clearly outlined company logo and an accurate and eye-catching subject line. They can appear in the form of moving or static graphics, where after clicking, the customer is immediately redirected to the store’s website, where they can make a purchase.
Therefore, companies are competing in creating a user-friendly interface, expanding their assortment, adding the possibility of easy and quick contact with an advisor via hotlines, contact forms placed on the website, or “Gadu-Gadu”. They compete with attractive prices, loyalty packages, fast delivery, many forms of payment, etc. In a word, with every element that would be able to distinguish the company from the competition and encourage the consumer to buy. (…)
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Source: Logistyka Magazine 6/2011
E-advertising – a new form of promotion in the online market – PDF file for download