Chapter 8: Internet Advertising Strategies. Payam Hanafizadeh and Mehdi Behboudi http :// www.igi-global.com/book/online-advertising-promotion/60769. ADVERTISING STRATEGY.
In the advertising context, strategy is developed for broadcasting methods which try to deliver a promotionalmessage to a target audience.
According to Schwartz (1998), the web as it relates to the advertising industry is an enormous challenge and the greatest opportunity for long-term success.
Compared to traditional media, web advertising has reformed the main operational bases like gathering information, cooperation, communication, interaction and transaction(Gretzel, Yuan & Fesenmaier, 2000), and has provided new definitions for some of them.
Levinson an Rubin (1995) stated that in developing an advertising program for any online business, marketers should consider these six stages:
There is an applicable quotation of Cornin by King (2000): "Since each Internet advertising and selling strategy is tailored to fit a special set of objectives and opportunities, there is no universal blue print for implementation" (Cornin, 1996).
To identify advertising goals, there are three main orientations for an advertising campaign:
The push-interactive-pull online advertising strategy
Search Engine Advertising is a strategy where advertisers register their products on a search engine, and when users search for words similar to registered products, the search engine displays the registered links. The search engine fee is based on Pay-Per-Click (PPC).
The process of gathering and selecting keywords for website
Primary assessment and creating wordbook and search for finding new keywords
The main Wordbook
Analyzing database, Wordbook, comparing with competitors, and setting final keywords
The right keywords
An informative strategy is well-suited for those marketers who need high interaction and participation in selling its products.
The website is the main element in an informative strategy because customers who purchase products with high involvement receive their information from complementary sources like the website. The website's design is the winning point in this strategy.
In developing an informative strategy, marketers can provide some facilities on their websites.
Image-making is more related to customers' emotional rather than rational senses. There are two major types of image-making strategies: image-making using online advertising formats and image-making for a company's brand.
The image-making strategy is suitable for those marketers who are introducing a product or service or attempting to increase a product's life cycle.
Therefore, marketers must develop an image-making strategy that focuses on the Internet surfer because Korgaonkar and Wolin (2001) showed that this type of online user is probably going to click on an emotionally based advertisement.
As stated by Belch and Belch (2006), "Direct marketing is in itself a form of advertising. Whether through mail, print, or TV, the direct response offer is an ad"(p. 465) where the customers announce their needs and wants, and ask the advertiser to satisfy their demands.
The online direct selling strategy is appropriate for those industries that need to take customer requirements into consideration in the production process. These industries usually have one standard product that cannot be suitable for all markets, and product design is naturally related to customer orders.
Viral advertising is a marketing phenomenon that encourages people to pass along a marketing message voluntarily. Viral promotions may take the form of video clips, interactive flash games, advergames, eBooks, images or even text messages (Besla. Org, 2010).
The viral advertising strategy is developed on the basis of an advertisement's extraordinaryattractiveness. When an advertisement is designed and publicizedso that it is able to fascinate and influence its audiences, those users convey the excitement of the ad to others, and the result is a new media for broadcasting.
The advertising involves various kinds of information like a product's price, size, color, and delivery time. Publishers earn a fee if the advertisement persuades customers to visit the marketer's websites.
In this strategy, users’ interests are traced through their keywords inserted into search boxes when they are surfing from one website to another. As they search, they receive a parallel banner advertisement on their requested web page.Thealignment between an associated ad and desired content is called associated advertising display.
The End Of Chapter 8