More Diverse Crops Yield Wider Results
Over the years I have helped many companies venture online. I have also spoken with many people who have the impression that having a web site is some sort of magic pill.
Several companies have literally thrown themselves fully into online advertising. They have used all of their budget to fund their web site and related online advertising such as pay-per-click.
As the old saying goes, "Don't put all your eggs in one basket." This is especially true when it comes to advertising.
Whenever anyone tells me they want to transition their advertising to totally online, I always advise against it. I outline the basic differences between online advertising and real world methods such as print, radio and TV.
The basic psychological differences between advertising media are very simple, but often overlooked.
Real world advertising reaches a very different audience consciousness level than online, purely because it has become so commonplace that it is almost subliminal. It plants a seed for the consumer to want something they were not even looking for.
If you have the television or radio on at home, commercials, while an inconvenient interruption to your show, are expected.
Sometimes you may leave the room to make a drink or let the dog out, but if you can still hear it in the background, your brain still registers the ad's content, even more if the ad has a catchy jingle that you associate with a particular company.
Print media is similar. When driving past a billboard or reading a magazine, even if you only glance at an ad, or column in this case, your brain still acknowledges it because it is expecting to see it. This happens almost behind the scenes, and you don't really notice it. The effect also goes deeper. If you repetitively see or hear ads for the same company, it can subconsciously affect your product association for the future.
Real world advertising reaches a very
different audience consciousness level than online, purely
because it has become so commonplace that it is almost subliminal.
It plants a seed for the consumer to want something
they were not even looking for.
I usually ask clients a test question: "Say you need a new bedroom set - where would you shop?" In my experience, most people will say the name of a furniture store that does constant TV advertising. With online content, generally, a person is looking for something. They already know what they want. They are looking for who can deliver. Online is a very demand oriented, I want it now, environment. You have access to everything at your fingertips, so unlike TV or radio, you don't have to put up with ads while you wait to see the next part of the interesting web site.
Online advertising requires someone actively looking for what you offer. If you have good search engine results and can be right there when they search, that is great. However, the rest of the time, you cannot expect to be noticed.
Understanding these advertising differences is crucial if a company is going to reach as many potential customers as possible.
Being both online and in the real world gives you both sides of the advertising coin, so you can reach the most people possible.
This is why you are reading this in The Shopper now, and we are not just relying on a "web designers in Chesapeake" online search to generate clients.
Your web site is one among thousands offering the same products or services. Believe it or not, you can look your best without breaking the bank.
If you have concerns with your web presence, now is the perfect time to look into our WebUpdate system sites, which take advantage of advanced marketing, SEO and promotion features to give your business the best competitive edge online.
What our clients are saying ...
Kathy McLaughlin - Owner Irish Isle Bed and Breakfast
"Internet Marketing and Design did an excellent job on our Bed and Breakfast website.
We are constantly getting compliments on the design and how easy the website is to navigate. "
"If you are looking for someone to create a unique website that will increase your business activity, then you need to call Terry Young."
- Kathy McLaughlin, Owner
Terry Young is the founder and CEO of Internet Marketing and Design,
the award winning web and multimedia design agency in Chesapeake.
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