Difference Between Web Marketing & Traditional Advertising Methods

By: Kate Henlay

Modern age belongs to internet; the power of internet is so immense that ever since the internet comes in use of a common man it took no time to emerge as the mass medium of communication. The growth of internet is so quick that all other medium of communications have faded away and today everything is available on web even the traditional competitors of net, the newspapers and TV channels are now compel to use world wide web to publish and transmit their programs. In this article we will try to analyze how internet has affected traditional advertising and marketing strategies.
Conventional TV and print advertising media can in fact only hope to create understanding and push consumers to recognize new needs. From then on other elements of the promotional mix take over such as straight marketing and point of promotions. The quantity of each element of the campaign can be focused on the part of the procedure that is being addressed. For example consumer research into brand awareness and attitudes is extremely developed within the TV arena.
Unlike conventional media, the online marketing encompasses the entire 'sales' process. For this reason I have used the term 'marketing' rather than 'advertising' because the internet is so much more than an advertising medium. Marketing campaigns can create awareness then drive consumers all the way through the process to actually making a purchase online. The vital difference is that the internet is a distribution channel for products and services, not just a communication channel.
What then should be measured in order to determine the effectiveness of an online marketing strategy? It is vital that online marketers (just as with any other medium) develop campaigns that have clear objectives and the metrics chosen must reflect these objectives. For example, if the campaign is trying to sell mobile phones online, then the basic measure must be an analysis of the number of mobiles sold against the marketing spend, i.e. return on investment.

While leading Web marketing firms have realized that the Web can work both for direct marketing and brand enhancement, others are struggling to form a coherent strategy. The direct marketing model is legitimate and effective, but we believe that those who are using the Web only for direct marketing may be significantly under-utilizing the medium and leaving themselves vulnerable to competitors.
The proven ability to enhance brands through online ads creates new possibilities, but is fraught with opportunities and threats: opportunities to use online messages to make consumers aware of your product, to change perceptions and to gain market share; and threats that competitors will figure it out first - or be more effective in their execution.
It is constructive for marketers to think of the Internet as a technology that enables information transfer. Because of its unique characteristics, communication can be fashioned along two key dimensions: the first ranges from proactive to reactive communication, the second from broadcast communication to personal dialogue. You can reach your target in many ways - from a broadcast that proactively reaches them on a mass-reach Web site to a personalized e-mail delivered in reaction to a customer's query. Online is multi-faceted and requires a communication mix appropriate to your marketing strategy. Effectiveness depends on the right mix.

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Kate Hanley is an expert on online media solutions, web development and web designing in Dubai. He is associated with Seismology Online; a leading firm deals in search engine optimization in Dubai, UAE along with 360 online media solutions. He has vast experience of working in Dubai online solution providers market.

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