Advertising on the Internet. Myths about advertising on the Internet

Today all large trading platforms are transferred to the Internet, as mushrooms grow online stores, exchanges, auctions … This market needs advertising. It’s no wonder that its new appearance appeared – Internet advertising.

For someone it is an obsessive banners on the pages, and for someone – the opportunity to talk about their product and attract new customers. The advertiser is faced with a world of broad opportunities and proposals, often in his campaign guided by myths, some of which we discredit.

The company’s website must certainly be implemented in a corporate style, it must have recognizable untwisted images and a logo.

The key task is to inform the visitor about the company itself, and not about its specific activities or sales. Such an assertion is true for those sites that managers can leave for contact on their business cards, in the case when cooperation is already established. This myth is distributed by designers-creators. If the site is beautifully drawn, then the guest sees for what it pays money, but in the case of the advertising direction of the web product it is more important to organize a convenient work for the visitor so that he can easily find the information he needs. The introduction of corporate style is recommended in those places that do not interfere with the user’s convenience.

Sites are not used by people for shopping, the main task of the Internet is entertainment and communication, dating.

The bulk of purchases are carried out with the help of advertising outside the Network. Once upon a time this myth was true, due to the fact that online shopping was not justified – there were few network stores, and the prices in them exceeded those in the real world. But in the 21st century the situation changed dramatically. Today the whole range of services and goods is located on the Internet, the prices for them are usually even lower than in ordinary stores. Today, increasingly, sellers have their own trading floors on the Internet, which is due to the demand of buyers for these services. And it is much more convenient to sell and buy on the Internet, looking for the right service at the right price. It’s much easier to spend half an hour and make a choice than to travel all day around the city, painfully bypassing the shops in search of the right product.

With the increase in site traffic, the place in the search engine results is growing.

This myth has its origin from the search engine rambler, which at the dawn of the Russian Internet added a Top-100 site rating to its search part. This system was comfortable with a small number of resources. The audience of such rating in 2003 was small. Today, search engines do not take into account the traffic of websites. In order to get into the search results, it is necessary that the pages are relevant to the user’s request, as well as the correct layout for finding the desired word combination. The search will yield the most relevant results, that’s why in order for the site to be at the top of search queries, specialists often optimize the resource.

For the implementation of a large number of sales, it is simply necessary that the site was vivid, contained beautiful pictures, defined moods.

Sometimes it is even necessary for the creator to be well-versed in Lusher’s work on color perception. It is necessary to understand why a person comes to the site. Its purpose is not to view pictures, but to obtain the necessary information. Usually people have enough of the usual color palette, which would not prevent quietly without stress reading the text. The most successful solution is still the black text on a white background. In order for a person to make the necessary decision, he must be persuaded by his words, that’s why the text should contain information that will enable the visitor to make a purchasing decision.

There should be a permanent audience on the site, this is a necessity.

This statement is valid for an entertainment resource or for those who wait for frequent visits to rivals and unite them into an informal organization of critics.If your website is intended for guests who can use its services every six months, then what is the permanent audience at all? If the resource is dedicated to furniture, it is simply not economically profitable to create a permanent audience of buyers. After all, people visit such resources very rarely, only when they decided to purchase the right product.

The site must necessarily have a news section, a mailing list, a guestbook or a forum.

This myth is a consequence of the previous one. Practice shows that news and newsletters require 10 man-hours per month, and the maintenance of the forum – from 20 hours. Evaluate the direct benefit from investing in such work and decide whether there is a need for it. It should be noted that the development of the same forum can entail additional funds, because few people will be interested in the resource with a few posts. Employees can organize a significant influx of visitors to fill the forum, however this is not a free service.

Advertising on the Internet – it’s all boring banners.

The basis of the myth is the fact that this type of advertising is very well developed, can even be automated for the work of certain marketing agencies. However, today banners do not define network advertising, covering only 10% of this market. At the core are resources that satisfy consumer demands. If the site has helped to make a choice, then the customer will not go to another place, buying a product in a loved store. And the necessary resource is found through the search engines.

There is a lot of space on the site, so it is necessary to place the maximum number of goods on it, this will give the visitor an accurate search for the necessary item.

This approach is applicable to expert buyers who really need to study the entire range. The usual buyer has a weak understanding of the product, so subconsciously expects the store to help in its acquisition. Often, for this purpose, the choice is deliberately limited to 3-5 items. This approach can lead to a loss of 1 to 10% of expert buyers, but will attract the remaining 90% who will choose the product in particular and the company in general.

The site must be registered in all sorts of ratings, catalogs and search engines.

Such proposals are technologically easy to implement, but sound beautifully – who will refuse the tempting offer to get into thousands of catalogs? However, it is not usually explained that these collections are of a worldwide nature, including some of the exotic countries of Africa and South America. Do you think that your advertising will be effective for this orientation? Registration is really necessary in the largest domestic search engines. An experienced resource creator will certainly resort to the services of specialized resources in order to register in a couple of hundreds of basic catalogs available. Registration should be purposeful, otherwise the effort and resources spent will be in vain, and the future promotion of the resource is complicated.

Advertising on the Internet is inexpensive, which indicates its inefficiency.

Even since the appearance of commodity-money relations, the myth “A good thing can not cost cheap” was born. ” With the advent of the Internet, this myth also migrated to Internet advertising. In order to debunk this myth, it is enough to look at the rates for posting banners on the main pages of the largest search engines like Yandex or the Mail.ru mail system, as well as significant figures for the largest Beeline, MTS or General Motors corporations for advertising on the Internet. You can not use the concept of “cheap” without realizing what it is worth cheap. Any advertisement, regardless of location, has common indicators. They are the cost of one contact, the size of the audience, the cost of the client’s treatment, and others.To make full conclusions about the effectiveness of advertising on the Web, you need to compare the audience that covers print and online, assess the cost of contact with this audience when using different communication tools. To understand the real state of affairs, even approximate estimates are enough, and the evaluation of the result of advertising on the Internet is by definition easier to assess, although the evaluation of effectiveness from its application is not so simple.

The most high-quality visitors come with contextual advertising.

This type of advertising has clearly expressed growth trends, which confirms the interest of advertisers to it. This is due to this myth, because of what advertisers do not bother with statistics and detailed calculations. How to measure this notorious quality of the visitor? Typically, they operate by converting a visitor to an advertiser’s site into a real customer. Online stores can easily calculate how many of the visitors who came by an advertising link, bought the goods or put it in the basket. If the site offers subscription to some courses, this will be the number of signers coming from visitors. Another indicator is also applied, CPA (cost per action, price per action). It is calculated as the ratio of the total cost of an advertising campaign to the number of attracted visitors who have committed the required action or purchase. Naturally, companies tend to minimize this figure. It turned out, on the example of large Internet projects, that CPA for contextual advertising is higher than for other types of advertising companies, including for usual banner advertising. So for this indicator contextual advertising is not the most profitable on the Internet. The advertising campaign should be carefully planned on the basis of needs, and not guided by common perceptions and myths.

The best advertising is thematic, cars are better advertised on automobile resources, mobile phones – on resources about mobile equipment.

The reason for this misconception is again the similarity of such advertising with traditional print media. It is worth mentioning that the thematic resources really deal with the target audience. But this fact is well understood by the owners of such thematic sites. As a result, prices for advertising are formed taking this knowledge into account. The advertiser quite reasonably wants to know, how much does it cost each potential customer, how much is a click or even CPA? And to calculate this figure is easy, the more many banner networks often offer advertising with payment for clicks. And here it often turns out that the cost of clicks on the topical resource is higher at times, and even tens of times. The difference in the price of the display on such resources is explained, especially if the advertisement is of an image character, but the significant difference in the cost of the click is perplexing.

The quality of the visitor from the thematic resource is much higher.

In fact, in fact, the quality of the same person is compared, which sees the same banner, but only posted on another site. The quality of the visitor really depends on the quality of the offer, on the quality of this banner itself, on how honest the banner itself is, on its format and only on the last place from the place where it is placed. To dispel any doubts – count the CPA, or the percentage of the profit of a particular purchase, attributable to promotional activities. Online stores usually allow you to generate all the necessary statistics and calculations.

Better place advertising on a popular resource, rather than using banner networks.

This myth refers to the number of professional, therefore there is a particle of truth in it. To understand the true state of things, you could just compare the audience of banner networks and popular sites. Only now not all banner networks can provide accurate information about the portrait of their visitors. If we talk about the leaders of banner networks, then everything is clear with them – their audience is the entire Runet.The situation is more complicated with the audiences of popular resources. In fact, it is clear that the more known a resource, the closer its audience is to the portrait of Runet, but such popular sites are units. Today, the sites themselves are trying to get the most reliable information about their visitors, to make a general portrait, but this task is rather difficult. And only with the arrival of research companies TNS Gallup Media and Gemius in Runet have the opportunity to assess their audience by external observers. Often the data of such studies are published in a public form on the Web. Today, serious customers are increasingly turning to the request to place their ads on a good or well-known resource. There is a clear trend towards the development of contextual advertising (as well as thematic and search), as well as various types of banner advertising with narrow targeting.

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