NO one should be sur-prised at the fact that brands and companies are constantly seeking more effective ways of communicating with their consumers. Big or small, companies want to reach as many potential customers as possible with their advertising messages. In principle, they need to be in the minds of users to be able to motivate them to buy their products or services and, if possible, to do so on a regular basis, making recommendations to friends and family.
Many of these companies have discovered the internet and online advertising an accessible platform to reach their objectives, leaving behind, or at least in the background, what until now we have known as traditional advertising. This is most evident in small firms that suffer visibility in the monopoly era of traditional media.
Advantages and disadvantages of online advertising and traditional advertising Advertising allows us to reach a large number of potential consumers, however, the differences between online and traditional advertising are increasing. Although the list could cover other areas, below are some of the greater competitive advantages that a brand or company can enjoy with advertising on-line. Coverage Online advertising is available 24 hours a day, 365 days a year, which allows any company to be visible and accessible to millions of people around the world with their offers and promotions.
Time-saving The reality is that with free tools and lots of creativity, we can have our online advertisements available in minutes, something impossible to achieve in press, radio or TV. Varied formats On the internet, unlike any other medium, there is the possibility of using variety of formats. The inventiveness that can be exploited with digital advertising is today much bigger than the one that we can see in the television for example. In addition, with the growth of technology and digital platforms, the barriers of development will continue to be demolished and the possibilities will be virtually unlimited.
Flexibility As true as we can make our online ad in a matter of minutes, it is a fact that we can update or modify it equally fast if what we require is to optimize the results. This is also not possible with traditional means that require additional time and costs, sometimes quite high, to configure changes or adapt strategies. Thus, together with the variety of formats that the medium offers us, today, we can do things that were unimaginable. This flexibility allows us, for example, with the same ad to route the user to landing pages or different landing pages depending on their origin.
Low costs Online advertising is not only faster and easier; it is also much more economical than traditional media. Unless we plan to run a very ambitious online plan, for an investment unthinkable for radio, the press or television, it is feasible to have a presence in digital media and reach thousands of people.
Segmentation The possibility of segmenting the market that we want to target is crucial in online advertising. What is interesting is that in the case of the internet and social networks, this goes well beyond geographic and demographic segmentation, allowing the advertiser to perform psychographic segmentations, which are those that respond to lifestyles, personality and behavioral variables and shopping. Two-way communication and interactivity The possibility that the receiver can respond is another great advantage of online advertising. Understanding that we can receive immediate responses and/or reactions to our advertising messages is a welcome benefit that can reflect in large sales, especially since this information is key to psychographic segmentation and to manage our campaigns based on this data. This can immediately let you know your consumer’s response or reaction.
Effectiveness With the advent of social networks, online advertising has reached levels that no traditional means has reached. With the social networks, we can amplify our advertising messages and reach people who otherwise we would not have been able to reach.Users can even help in magnifying our messages by liking or sharing it so that their effectiveness is well optimised.
Measurable With online tools, it is possible to measure results of posts or ads, something that traditional media have not been able to guarantee with the immediacy and reliability that allow us free platforms like google analytics.