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Your Business Online: The New Way Or Something to Ignore?

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Standard advertising methods utilised a mix of above the line and below the line marketing techniques. Gaining traction in a mass market through broadcasts via TV, radio and papers to build brand awareness mixed with targeted methods to craft niche messages to specific audiences thru a BTL approach. For many years this has stayed the first system for achieving brand name recognition, for creating prospects and opening up a sales channel.

Then along came the virtual world, the sphere of email, Internet and now mobile gadgets that, though possibly classed as media, don’t quite fit the normal molding of ATL and BTL methods. All of a sudden the consumer audience were inundated with both mass market and tailored marketing campaigns flooding their inboxes, flashing on their work desktops, now following them on their mobile phones.

But what are the consequences of this inundation? What are the effects on standard advertising mediums? Do the conventional forms of marketing still deliver benefits? Is the new way of advertising online merely a bubble? An ineffective technique or a waste of time?

With so many sorts of online advertising popping up, and increasingly brilliant minds figuring out ways to capture eyeballs through viral marketing campaigns posted on YouTube, it is tough to see an end to this new frontier. Still only in early adoption phase, the Internet is still the wild west of faceless firms claiming everything from a guaranteed viral campaign to page 1 rank on Google using only SEO tactics.

Like any startup market, it is full of jargon like backlinks, SEO, SEM, Pay per click, CPM … the list of acronyms just keeps growing. For the somewhat older audience among us, viewing a screen shot of the newest social media platform and understanding the Internet jargon is about as easy as interpreting hieroglyphics.

Though the front-runners have cleared a path, steadily making a tamed model that permits any Tom, Dick or Harry to create a social media page, to create their own online presence, and to foray into the minefield of the web. Yet like any minefield there are mines, some will scare, some will maim, and some will kill enterprises who have not spent time on the right preparation and counsel.

So a note of advice – research, use commonsense and temper your expectations of world domination just by adding a web presence!

dLook are an Online Advertising business directory service providing free and premium listings to enhance your web presence.


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