The latest study by the IAB’s Who’s who in Spanish online advertising 2008 10 reasons to take into account were shown when considering the benefits and advantages of investments in online marketing and publicity.
1- It is the most rapidly expanding medium: In 2007 Internet grew by 55.39% compared to 8.4% in TV and Sunday newspapers, 7.4% in “other mediums”, 6.5% in radio and 4.9% in magazines. TV saturation, rising prices and high cost marketing budgets, makes the search for other alternative channels necessary in order to contact with the audience. These new channels are predominately interactive.
2- For their high penetration: Internet has a notable penetration in all target demographics, especially the younger demographics. The development of broadband has allowed access to other European markets, with higher penetration rates. This is confirmed by rapidly increasing margins.
3- For its outstanding coverage: the Internet, as a medium of information and communication, has supireor coverage especially in highly specific demorgaphics such as 18 to 44 year-olds from middle and upper classes in urban areas, with strong purchasing power an accustomed to new technologies and prescribing trends.
4- For its excellent Affinity: the Internet is the most effective means for affinity with young people and commercial targets. Therefore it is an excellent way to improve profitable marketing variables (memory, notoriety, purchasing intention).
5- For its capacity of segmentation: the Internet, as opposed to conventional media, has the capacity to get to the objective public dreamed in certain way. This media is just now a essential part of life for a lot of consumers, meaning that they can be approached in an unobtrusive way using their language (E.g. through Advert gaming, Blogs, etc.)
6- For its natural Interactivity: Internet allow interaction with the user with the end goal of creating short, medium and long relationships. It is then possible to sell your products/services in a personalized manner.
7- For its limitless creativity: The creative possibilities in this medium are a great way to build experience with the target audience. The development of new formats appealing user as well as video technology makes it possible to create campaigns that are very effective in their objectives, be it branding, brand entertainment, information, distribution or sales.
8- In its capacity of Branding: Internet advertising improves product recall and speeds up the dissemination of advertisements. The possibilities of this online media let you improve the potential of your brand and to fully realize its potential. Without the inherent interactivity of this media, this would not be possible.
9- For being a great channel of information, sales and distribution: Internet is a powerful means of acquiring information prior to the final purchase. As a means of distribution and sales, the internet may be more cost effective than a physical shop and interactivity generates multiple benefits in the relationship with customers (promotions, loyalty, information, etc)
10- The ability to monitor, report and analyze in real time : the advertiser has the capacity to obtain short-term results as they can supervise the campaign in real time and react to them thanks to the flexibility of Internet media.
Source: IAB (Interactive Advertising Bureau) |
