Advertising the websiteWebsite advertising
How advertising on the web doesn't work
Due to the dramatic difference in website ratings, only the top 0.01% of web pages can earn enough advertising revenue: by and large, advertising is almost insignificant to the web's overall effectiveness. At the moment, web advertising attracts a lot of interest in the news media for two reasons: At present, advertising is the only way for web pages to create a source of income directly (with the exception of web pages supporting online sales).
However, this position will evolve as we receive payment for site visits (micropayments) and alternate sales schemes such as the Amazon paying links commission. com for individuals redirected to their site from other websites. Perhaps we can pardon advertising companies who don't know any better, but an old-media outlook is also typical of many so-called "new-media analysts" who take an unbelievably unstrategic look at the web and analyse it pure in the form of "eyeballs" and a TV tapher (even though the phone is a much better web and web individual and network metaphor).
There' s an old proverb in advertising: "I know that half of my advertising money is squandered - I just don't know which half! Advertising web should be evaluated in the light of the value of the company it is creating from the new user it draws to your website. Usually this value is very small, which is why web advertising works poorly and will (though not entirely useless) be one of the smallest players in the web's evolution.
Single click is usually in the 1% area, which means that 99% of those who see an ad don't even take the trouble to click it. It' astonishing how little most web advertisements work to attract clicks: they should realize that they are one end of a hyperlink and that they need to generate expectation regarding the value of going to the other end of the hyperlink.
According to orthodox theories this is referred to as 'rhetoric of departure'. At the other end of the hyperlink of the ad is the target page. These pages are usually very frustrating and cause the users to withdraw immediately. Web is very different from television: it is mainly a cultural media, while TV is mainly an emotion media.
That makes television much more suitable for the conventional way of advertising, which is conspicuous and enhances the surface quality of the product. During television, humans are approaching a vegetative state and the primary objective of a spot is to minimise interactions by holding the user's hands away from the radio.
So long as the users are watching, they can be occupied with high output figures and a slogan that says very little besides "We are good". It' a user-driven learning process where the active role of the users is in deciding where to go next. Users are usually on the web for a specific reason and are unlikely to be diverted by advertising (banner blinding is one of the major causes why click-through is so low).
Users' involvement makes the Web more insightful as they have to think about which hyperlinks to click and how to use them. This, in turn, makes the web less suitable for pure emotion advertising. Users are not on the web to "make an experience", but to do something.
Back belongs to the end users. Currently slower downloading speeds counteract the effects of emotive advertising. Everything on the Internet is sluggish, and folks don't like to wait for a flashy badge to get across. Although it is of little use to place advertisements on other websites, there are many ways in which the web can be successfully used in your advertising campaigns.
The most important are coporate web pages, where an whole web site can be dedicated to advertising a company's own brand. They should not be sales-oriented, but should be focused on providing services and assistance, complete with details of specifications and supportive information to help make the purchase easier. While banner advertising is useful in that it leads skilled visitors to such business pages, there are many other ways to attract traffic: a poll of those who actually purchased things on the Internet showed that only 12% of purchasing consumers had come from an ad to the vendor's website - 88% of buyers had been navigating there in other ways.
The most important mechanism are searching machines and hyperlinks: They provide pages full of contents, and other pages provide hyperlinks to you. Be sure to always add a web address to your printed advertising (and keep in mind to hyperlink to a pay-off page that follows the news in the ad; never to your home page).
After all, rubric advertising on the web works better than in print papers, which is why I predicted a prosperous career for web-based classifieds: the kind of ad that fits the web perfectly. Advertisement still does not work on the web and more and more advertisers are beginning to realize this. The UPSIDE Magazine said the click-through is now 0.7% and that the only e-commerce websites where individuals can buy things are the only ones with track records.
SEO advertising is the last exception where web advertisements work: the only way why humans go to a SEO is to abandon it and find another website. So if you promote what your customers are looking for, they are very likely to click on your offering and try it out.
This is the most abhorrent advertising technique - at least try to prevent it from being allowed on your site if you want your visitors to keep returning. To what degree do advertisements and other promotions actually promote new businesses - just that you are paying additionally for activities that already took place?
Rates of conversion - where can you concentrate to get more value out of the users who come to your website?