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Traditional
Advertising
The sale of advertising is not new, however the Internet is. Traditional
marketing companies have not realized that Internet advertising and
traditional advertising have no common ground. The principals are similar
but the methodology is completely different and very complex. A
traditional advertising professional, without expert Internet knowledge,
will have no alternative but to advise the client of the Internet strategy
of search engine ad banners or advertising on another site. These costs
are huge.
Does
your mechanic do your taxes?
It
is assumed that the company computer tech (who is the only one with a
basic understanding of HTML) is also a professional Internet Web Designer
and Internet Sales and Marketing Expert. This is like saying the
electrician who hooked up the stove in a fancy restaurant is qualified to
be the CHEF. In fact many high school students are producing
quality looking Web Sites as class projects. Many of today's Web
developers are taking advantage of the “drag and drop” functionality
of "Web Design Software Editors", which allow for
"cut-and-paste" Web Site construction. The end result is a great
looking, informative Web Site that cannot be found! "Oh Yeah,
my brother-in-law does web pages" is a phrase heard all to often in
the Web Development business.
"Keyword"
Advertising
Search
engine “Keyword” advertising banners are in reference to the company
business. Search for "jobs" and notice the owners of the ad
banners. (Monster.com, HotJobs.com etc.) Both Monster.com and
Hotjobs.com had 1999 Super Bowl advertising television spots at a
published rate of $2.3 million for a 30 second commercial. To companies
such as these, search engine ad banner rates of $1 million per year each for 4
or 5 search engines possibly seem justified in comparison to Super Bowl
rates, but how many local businesses can afford this price range
Search
Engine Ad Banners
Search Engine advertising banners are the number 1 advertising method of
large and medium sized Internet businesses, however the costs are in some
cases prohibitive. The ad banner does two things,
-
A)
Places the
company one click away based on the keyword purchased and,
-
Eliminates
the competition from the same keyword or phrase. With front-page
advertising banner "rates" in many cases priced over one
million ($1,000,000.00) per year, iXML.net offers offer a realistic
and cost effective alternative.
Competitive
Advantage
When your company spends less than your competitor for Internet
advertising to reach the same "targeted" audience the balance of
revenue potential is shifted. This is just basic business: spend less =
greater profit.
Link
Exchange Programs
Link exchange programs for Internet advertising do not (in most cases)
work because...
- Advertising
on another web site which cannot be found provides no real benefit.
- You
must advertise someone else's business on your web site with no
control of substance of content.
- FREE?
You get what you pay for. You may attract "lookie-loos" out
of curiosity, but not "hits" that can be converted to sales.
If this program made money do you think they would just give it away?
Advertise on the same Search Engine front
page as your largest competitor for $Thousands less. These results are
guaranteed! You pay only when you find yourself at the top of your
category.
If you want to play in the Internet Lottery...you have to buy a ticket.
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For
information contact an Internet Advertising professional e-mail richard@ixml.net 