The key of successful business is the business how to promote the product and services to all readers by using the online. According to the statistical data, more of the 80% people will everyday surf through the technologically such as internet. So, the internet has becomes an indispensable part of people’s lives. Thus, it can be considered a wide channel for the business which wants to promote their products and services to all the people. The internet advertising method has becomes the most popular method for the business. It is because internet advertising is easy and low advertising cost. Besides that, the internet advertising also have a lot of the readers or viewers.
Internet advertising followed the commencement of the World Wide Web. The World Wide Web was introduced in 1991 by CERN located in Switzerland. It acted as an easily accessible medium for various companies to market their products. Internet advertising experienced a rapid boom and by 2001, top companies like Yahoo!, Microsoft, American Online and Amazon managed to attain a viewership of around 125-442 million viewers. Originally advertisers had to pay to advertise on the internet, mostly in the manner of a banner at the top of a webpage. But nowadays they have to pay depending on the number of clicks their ad receives.
The initial web ads were banners which were nothing but horizontal adverts located across the top of the webpage. But with the rapid evolution of the internet, the concept of banners also progressed. Now the information of the advertiser could be obtained just by scrolling the mouse over the banner. Some banners even contain short videos that show the product in action.
The advertisers and webmasters found new ways of placing the ads on the internet apart from banners. The ads could now be included within the content of the page, vertical banners and small buttons. Vertical banners became very famous with the advertisers as the viewer can see the ad while scrolling down a long page.
Earlier all these advertisements were encoded by the webmaster and then added to the webpage but nowadays there are third party organisations who do the job of putting the ads into the webpage.
Internet advertising has become a necessity for all kinds of organizations, big or small, and it is a rare situation to not find a marketing department of a large firm that does not include an e-Advertising group.
Although it is the most feasible way to advertise, still internet advertising accounts for just 2% of all the advertising spending in the economy today.This is mostly because of the fact that internet advertisements are much cheaper than the television, radio or print advertisements.
Advantages of Internet Advertising
- Target marketing: A real plus point of the Web is the capability to target certain specific gatherings of people with minimal wastage of effort. For those in the business-to-business market, the Internet looks like a blending of trade magazine and trade show, as just those most intrigued by the items and/or services a webpage brings to the table will visit the website (others have next to zero motivation to do so). In the consumer market, through personalization and other targeting procedures, sites are getting to be more custom-made to take care of one’s needs.
- Message customizing: As a consequence of exact targeting, messages can be intended to speak to the particular needs of the intended interest group. The intelligent interactive abilities of the Net make it conceivable to bear on coordinated promoting with more and more success in both the industrial and the consumer markets.
- Interactive capabilities: The Internet as we know is an interactive medium, therefore it gives solid potential to expanding client inclusion and fulfillment and very prompt feedback for purchasers and sellers. A recent study showed that around half of Internet clients multitask. As multitasking expands, the intelligent capacities of the Internet will make this medium significantly more alluring.
- Data access: Maybe the best playing point of the Internet is its accessibility as a data source. Web clients can discover a plenty of data about practically any point of their picking simply by directing a pursuit through one of the internet searchers. When they have gone to a specific site, clients can earn an abundance of data with respect to item details, expenses, buy data, etc. Links will administer them to much more data on the chance that it is wanted.
- Sales potential: We are all aware of the mind-boggling numbers involved in the deals happening in both the business-to-business and the consumer segments. Predictions are for explosive growth in the future.
- Exposure: A lot of small companies with not very big budgets depend on the World Wide Web for increased exposure to potential clients that until now would have been unthinkable. For a small percentage of the money that would have been spent utilizing customary media, organizations can pick up national and even worldwide exposure in a convenient way.
- Speed: For those asking for data on an organization, its items, and/or its service offerings, the Internet is the speediest method for getting this data.
- Supplement to IMC: The Net both supplements and is supplemented by other IMC media. Thus, it serves as an indispensable connection in the integrative process.
Disadvantages of the Internet Advertising
- Estimation issues: One of the most prominent negative points of the Internet is the absence of dependability of the research numbers created. A quick audit of forecasts, surfers’ profiles, and different details offered via research suppliers will exhibit a lot of change prompting a genuine absence of legitimacy and wavering quality. One of the business’ biggest and most referred to trade guides has composed a confession of a vigorously referred to Internet think-tank, alluding to the numbers it gives as “scary.” Others have focused on concerns over the way that most webpage’s figures are not inspected, which may prompt wild fibbing with respect to the numbers reported. Because of trouble included in both measuring and gauging in this medium, it is important to move ahead with alertness when utilizing these numbers.
- Internet speed: Every now and again, downloading data from the Net takes quite a while. At the point when there are a large number of users, the time increases and a few sites may be out of reach because of an excess of guests. For some clients who expect speed, this is a real hindrance. Broadband is serving to solve this issue.
- Clutter: As the quantity of promotions multiplies, the probability of one promotions being recognized drops appropriately. The result is that a few promotions may not get perceived at all, and a few shoppers may be irritated by the clutter. A few studies as of now demonstrate that banner ads are becoming less effective for this reason.
- Potential for deception: The Center for Media Education has alluded to the Web as “a web of deceit” with respect to endeavors of publicists to target youngsters with inconspicuous promoting messages. The Center, among others, has asked the government to manage the Internet. What’s more, information accumulation without purchasers’ knowledge and authorization, crackers, and credit card theft are various issues facing the Internet.
- Limited production quality: Despite the fact that it is improving, net promoting does not offer the capacities of numerous aggressive media from a production point of view. While the approach of cutting edge innovations and rich media is narrowing the gap, the Net still lingers behind some conventional media around there.
- Poor scope: While the Internet numbers are developing by a wide margin, its span is still a long way behind that of TV. Thus, as examined earlier, Internet organizations have turned to customary media to attain reach and awareness objectives. Also, data demonstrates that just a little percentage of sites on the Internet are caught via web search tools and that the main 50 sites account for bulk of the sites visited.
- Irritation: Various studies have given an account of the irritating parts of some Web strategies. These studies have demonstrated shoppers’ discontent with clutter, email SPAM, and pop-ups and pop-unders. These irritating angles will discourage people from accessing the websites.