There are numerous advantages of online advertising when compared to traditional marketing or advertising methods. Some of the biggest advantages are that it tends to be less expensive than other methods, and it has the ability to reach a wider, yet targeted and specific, audience. In addition, it is easier to track online advertising conversion rates, and determine which ads were most successful, and which led the audience to click through or make a purchase. It is also a much faster form of advertising; companies have the ability to adjust their advertising methods as needed, or to highlight new products, with very little effort or advance notice.
The lower cost of this marketing method is one of the biggest advantages of online advertising. Companies can really tailor the ads they want to create, from text ads, to banner ads, to promotional spots on websites, and then pay fees accordingly based on this exposure. As in other methods of advertising, space is usually purchased for a particular period of time. Some companies may have the option of purchasing a trial period to determine the success of the ad, and then purchasing a longer term ad space if it is successful. It is much cheaper not only to buy ad space, but to produce online ads as well.
The size and type of audience that is reached is another one of the larger advantages of online advertising. Internet advertising doesn't just reach a local, regional audience, but a global one, making the potential impact that much greater. In addition, as more and more search engines customize the content that is delivered to users based on their previous activities and interests, online advertising reaches a targeted audience that is much wider in scope. This allows companies to get the most return on their advertising dollar investment, knowing that it will reach their desired audience.
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Online advertising also provides the ability to analyze and measure conversion rates to determine the success of the ads, how many people clicked on them, or how many people actually made a purchase. This is one of the greatest advantages of online advertising because it allows companies to see, almost in real time, what is working about their brand and what isn't. They can then modify their advertisements as needed and replace the ones that aren't working. Rather than remaining stuck with an ineffective advertisement, such as a television commercial that cost a great deal of money to produce, online advertising allows companies to respond to the needs of the consumer with greater flexibility.