5.4.2. Traditional ways to promote products on the Internet
In the conditions of the development of information and communication technologies, traditional advertising is gradually being replaced by advertising via the Internet. Print advertising, various directories, leaflets and booklets, of course, still attract customers, but more and more serious success can be achieved if the media plan includes measures to promote the company and its products on the network. This can be done both with the help of virtual analogues of traditional advertising (for example, banners and ads), and through promotion of the company's website in the network, including using search engines. Consider traditional ways of promoting products on the Internet (Figure 5.6).
Fig. 5.6. Traditional ways to promote products on the Internet
Website (English Website, from web - web and site - place ) - a collection of private documents or a single address (a domain name or an IP address) organization located on the Internet. Organization of representation on the Internet is a common tool for doing business. Certainly, person any company on the network is its website.
The tasks that the websites solve are diverse - from the organization of internal or external communications of the company (corporate resources) and Internet commerce (online stores) to personal self-expression (network diaries) and associations of people by interests (community-building resources). The main goal of the site is to provide visitors with information about the company, brand and product range, i.e. about everything that a potential client might need when making a choice.
Search Engine Optimization search engine optimization, (content), site structure, control of external factors to meet the requirements of the search engine algorithm in order to raise the position of the site in search results in them for specific user requests. The goal of search engine optimization is to make the content of the site indexed by search engines. Companies hire experts or buy contextual advertising from search engines directly. Contextual advertising is inextricably linked with the keyword entered by the user. Companies have begun to hire specialists to analyze and purchase keywords from search engines, so that when a company's website is requested, they go to the first page in the search results.
Text Ads on the Internet is text ads (text blocks) integrated into the general text on the site page. Such advertising can look like a component of the page. Since many users block the ability to display banner ads, text ads can be more effective. In addition, it loads much faster. A particular manifestation of text advertising can be contextual (search) advertising in the form of text messages. But one site creation is not enough to learn about the company. A large number of potential customers use various search engines (Yandex, Google, Rambler and etc.) to search for products and services.
Search engines ( search engine) are tools for searching information on the Internet. They index sites using special programs (search robots). When visitors to a search engine ask a particular question, the search engine ranks the indexed sites according to their relevance and other metrics.
In order for the site to go to the first page for certain search queries for customers, it is necessary to optimize it for a search engine and to implement a set of measures aimed at its promotion in the network.
Contextual advertising - the type of placement of Internet advertising, which is based on the principle of the content of the advertising material. This is a more intelligent approach to the placement of advertising, more relevant than banner advertising. Context can be textual, and also include images or media. It is often found on websites or blogs, as well as email services.
Catalogs and rubricators sites are a systematized selection of links to Internet sites with descriptions. They are divided into general-purpose and thematic (specialized, sectoral) catalogs, and can also be subdivided into regional, national and global. Unlike search engines, where the index is created automatically, compiling a directory is a manual job of classifying and annotating resources. They are convenient to use in cases where visitors are not looking for an answer to a specific question, but sites for a specific topic. Within the catalog categories, sites can be sorted in various ways: alphabetically, the time of adding a link, attendance or citing.
Display Ads on the Internet is a form of advertising on Internet resources, aimed at visual perception by the user and the recognition of the advertised brand. Banner advertising is a fairly common method related to display advertising.
Bonner (English banner banner - banner) is an advertising image of a fixed size, like a rule that contains an animation that acts as a hyperlink to a particular Internet resource. Banner advertising helps to increase the number of visits with significant financial investments. As a rule, it is suitable for advertising promo-resources, which are a beautiful advertisement of a separate service or product - an analogue of a television commercial. Recently, instead of a banner, the so-called corner (peel down), has incredible flexibility and reaction to the slightest movement of the mouse by dropping the shadow. Corner Simulates the bending of plain paper and does not irritate site visitors. It occupies the minimum area in the collapsed state. As soon as they click on it, it unfolds and demonstrates the advertising module. One of the advantages of peel dozen in front of a traditional banner is that it is another additional ad slot on the site where it's hard to add a new ad unit to the grid.
Rich-media - a new generation banner format, which is an interactive commercials created using Flash technology. Thanks to rich-media , you can use animation, sound, multi-link (from one banner links can lead to different sections of the site), interactive communication with users and many other advantages not available for traditional banners.
In addition to the listed ways of promoting on the Internet, there is also the so-called aggressive marketing tools presented by Pop-ups and Pop-Unders), trojans (virus programs), tracking programs. Aggressive methods of attracting the attention of customers or collecting user data are used quite rarely, since users can link the brand and the image of the company itself with what methods of promotion it used.
Speaking about traditional ways of promoting products in the network, you can not fail to mention e-mail marketing. Today's campaigns are a mailing of personalized emails to private addresses on the list.
Advertising in thematic mailing lists is often more effective than traditional banner placement on web resources. E-mail is a push - broadcast technology that works directly and reaches a specific group of users.
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