Traditional advertising and online advertising

Seven characteristics of online advertising

Because the Internet has unique characteristics of interactivity, multimedia and efficiency different from traditional media, online advertising has the following characteristics different from traditional media advertising:

(A) extensive exchanges

The spread of online advertising is extremely extensive, and it is not limited by time and space. The Internet has covered 175 countries and regions around the world, and online advertisements can spread to all involved areas through the Internet. Internet advertising has broken through the shortage that traditional advertising can only be limited to one region and one time period. It spreads advertising information to all parts of the world 24 hours a day. Moreover, online advertisements can be posted on internet websites at any time and any place, and viewers can browse advertisements at any time in any networked place.

(2) Strong interactivity

On the Internet, when the audience of an advertisement is interested in an advertisement, they can click on the homepage of the advertisement to learn more about the relevant information, or even directly consult and negotiate with the merchants. It is one-to-one direct communication, and manufacturers can also get valuable user feedback information at any time. Online advertising provides information according to personal needs and displays different information according to different interests of individuals. In the face of advertising, the audience has greater autonomy. Internet advertising has changed the disadvantages of one-way information circulation, mutual isolation and time difference in traditional advertising communication, and formed an instant interactive relationship between advertisement publishers and recipients.

(3) It is flexible and fast.

In traditional advertising media, many links need to be coordinated from planning, production to advertising. Once the advertisement is published, it is difficult to change the content of the information, and the change cost is expensive, so it is difficult to adjust the advertisement information in time. Online advertising can change advertising information in time as needed, and it is easier to correct errors in advertising. This enables the changes in business decisions to be flexibly implemented and promoted. At the same time, the information feedback of online advertising is also very fast, consumers can communicate directly with manufacturers, and manufacturers can also understand the effect of online advertising from the statistics of online advertising.

(D) the combination of pull and push

The interactivity of the network makes the network advertisement change the simple promotion mode of the traditional advertisement. The audience takes the initiative to ask for specific information from the enterprise, and the strong promotion of advertisers is transformed into homeopathic pull, forming a combination of promotion and pull. Usually, users can use keywords to view advertisements without "matching" what they are not interested in. From the various forms of online advertising, websites, corporate websites, banner advertisements, activity pages, sponsored content and download buttons all need to arouse consumers' interest in order to attract them to enter, which is a pulling situation; Plug-in advertisements, e-mail advertisements, etc. It belongs to push mode. The initiative of consumers does not mean that advertisers are in a passive position from now on. On the one hand, they seem to passively wait for consumers to come to the door. On the other hand, they also actively collect customer information, establish databases, wait for opportunities and push information to consumers.

(E) low advertising costs

As a new media, the charge of online media is lower than that of traditional media. At present, the cost of online advertising is about 1/5 for newspapers and 1/8 for TV. This is because online advertisements have automatic software tools for creation and management, which can change the contents of advertisements in time at low cost as needed. If we can directly use online advertising to sell products, we can save more sales expenses.

(6) Targeted audiences.

Internet advertising can provide targeted content environment for consumers and specific audiences; It is possible to send the right information to the right person at the right time. Because people who click on information are interested users, online advertising can directly hit potential buyers. Especially for e-commerce websites, the browsing users are mostly business people, and online advertisements are more targeted in the audience range.

(7) The communication effect is easy to control.

Using traditional media to advertise, it is difficult to know exactly how many people have accepted the advertising information, and it is also difficult to evaluate and control the advertising. Online advertisements can conveniently, timely and accurately count how many users have seen each advertisement, as well as the time distribution, geographical distribution and feedback of these users through the relevant access traffic statistics system. Advertisers and advertising operators can evaluate the advertising effect, and then examine the rationality of their advertising strategies and make corresponding adjustments to avoid the out-of-control and ineffectiveness of traditional advertisements.