Advertising on the Internet: opportunities and difficulties

Advento
Advento
Sep 6, 2018 · 4 min read

The Internet provides great opportunities in terms of advertising activities. In fact, when we use the Internet as an advertising platform, there are a number of serious advantages. Here are just some of them:

1. Relatively low cost of advertising campaigns. You can spend any amount of money to advertise your product on the Internet, but in comparison to the traditional advertising with the same audience coverage, the cost of Internet ads will be significantly lower.

2. The speed. Just think about how many steps does an advertiser have to go through to place an ad in a traditional media. When it comes to the digital media, however, an advertiser’s idea can be embodied in the form of an advertising product almost in real time. Advertising banners, posters and commercials can be created on the computer screen much faster than in any material form.

3. Interactivity and the ability to connect with the consumer. If a potential buyer is interested in information from your advertisement, he can learn more by clicking on the link, and also express his wishes more specifically through the feedback form, as opposed to a lengthy processes of calling/visiting your office.

4. Rapid analysis of the advertising components and the entire promotional campaign as a whole. For these purposes, statistics are being collected on the actions of consumers regarding advertising.

5. The ability to immediately make adjustments based on performance analysis. Once again, the use of digital media makes it very easy to make corrections in real time. This can be done with both the content of advertising materials as well as the target audience.

6. High flexibility of targeting by time, geography, age, interests, etc. Modern analytical tools allow advertisers to monitor the network activity of users and to accurately deliver the ads to the customers with the highest likelihood of interest in the advertiser’s product.

However, where there are great opportunities, difficulties soon arise. These stem primarily from the large number of people willing to use digital marketing and the competition that it nurtures. The consumer is a vital aspect of the existence of any company producing goods or services, and the struggle for his attention only gets more fierce with time, turning the Internet network into a real battlefield of all kinds of advertising technologies and products. With what problems do you have to deal while advertising a product in the worldwide network?

1. Continuous rapid growth. New websites, pages and entire portals steadily continue to appear, stretching the electronic landscape. To understand clearly which websites suit your advertising campaign, you may need many hours of serious, thoughtful analysis.

2. Ad Blockers. The software that protects the user from obsessive advertising, however, does not distinguish between unwanted advertising and one that could potentially interest the consumer. Thus, the advertiser is deprived of the opportunity to talk about his product, or to pass the information about it to the consumer.

3. Reducing the use of social networks as free tools for promotion. At an early stage of its existence, social networks were an excellent opportunity for business to tell everybody about itself and its product. However, over time, the creators and owners of social networks took note of this aspect, and currently the opportunities to advertise for free or at low cost are minimized. Now the advertiser is required to pay amounts comparable to the price of conventional advertising campaigns on the Internet.

4. The price of online advertising is increasing. Owners of websites and portals, bloggers with a large audience and forum administrators understand that their traffic is a valuable resource, and do not hesitate to raise prices for its use. The budgets allocated for advertising, are compelled to grow, which presents a huge problem for advertisers, who struggle to find more effective use for their marketing budgets.

5. The audience has becomes more uncertain and elusive. Modern consumer does not have a lot of free money, and his attention span, which is also limited, is stretched between a large number of sources trying to attract him. Various companies are actively battling each other for the the audience’s attention who, because of the workload, often do not have time for commercials.

Thankfully, Advento has the power to solve most of these problems. It can bypass most adblockers, and it’s advanced targeting system allows the advertiser to not only choose the best-suited audience for their particular product, but also prevents budget leaks, drastically reducing the marketing costs and raising it’s efficiency.

Advento
Welcome to a place where words matter. On Medium, smart voices and original ideas take center stage - with no ads in sight. Watch
Follow all the topics you care about, and we’ll deliver the best stories for you to your homepage and inbox. Explore
Get unlimited access to the best stories on Medium — and support writers while you’re at it. Just $5/month. Upgrade