How else can you advertise your Internet resource in real world?

Correspondent – Valeria Shalkova
Chief editor - Vladimir Krylov

It’s not a secret that the Internet is experiencing booming growth worldwide. According to IDC there were 154.6 million Internet users in the USA, 32.9 – in Germany, on 23 – in Britain and France in 1999. The Internet is developing the most dynamically in Asia. The number of Internet users in Japan continued to grow in 1999 increasing 28% to 18.3 million. In China, despite of many limitations, number of the users is already more than 10 million people.

And the more people use the Internet, the greater interest it represents as new mass media for business, advertising and politics. It is also known that one of the main Internet’s users groups is the youth. Really it’s difficult to speak about high incomes of this group, but in this case we have unique opportunity to form future customers. According to the surveys, development of the Internet has changed people’s life.

New possibilities have significantly changed traditional methods of business. More and more companies is moving their activity to the Internet by using electronic ordering systems, booking via Internet, electronic payments, web-based customer support and much more that called e-commerce. For example, each fifth among of living in the USA has found a job in the Internet.

There are also a lot of changes in advertising. The primary goal of advertising in the Internet as well as in the real world is to attract new clients, but the traditional methods of advertising don’t work here. Both the starting web-businessmen and corporations of traditional business tend to attract attention of an Internet-audience. However many don’t realize that creating a site is not enough, you should also advertise it.

According to last data of Gather Group, 75% of all projects in electronic business fail because of bad planning and information shortage about new technologies and possibilities. Everyone knows about the advantages of the Internet. They are effectiveness of the information offered, possibility of direct contacts with the buyers worldwide. In the virtual world the problem of finding out information is decided mainly by resources of the Internet: banners, counters, inclusion in Top-sheets.

Search engines don’t cope with processing of increasing new information. While it is processing, someone can introduce the newest, more interesting or profitable project. But their overload results in the fact that mid-tier portal sites are set to lose out in the battle to attract advertisers according to a new report from Forrester research.

How else can you inform users about the location of your firm in the Internet?

Obviously using the Internet is not enough for the advertisement. To make a web-business it’s necessary to use the traditional advertising methods – press, television and outdoor advertisement. A number of Internet companies have imaginatively sidestepped traditional media advertising in order to increase their brand equity. Internet companies are increasingly turning to that most ubiquitous medium, the TV, to spend their advertising dollars.

The advertisement of the Internet in “real world” is very effective. For example, Monster.com, Hotjobs.com, Etrade Group, Pets.com have paid 20% of extremely expensive advertising time for a final match on Cup for the American football. The number of Internet companies advertising in US traditional media is soaring, according to Competitive Media Reporting. Advertising spending by dotcoms reached USD 755 million in the first half of 1999, nearly three times the equivalent figure for 1998.

An informal survey, which asked advertisers how they spent their advertising budget, finds only 6% are spending more on online advertising than traditional media. One more argument for the benefit of wider advertising of Internet events and news in the real world is “accustoming” the users to domain names, definite conservatism in using resources.

The web-producers continue to search for paths of attracting the user’s attention to their sites and Internet-services. For better results you should take into account the Internet’s main features. It demands the special approaches using new technologies. The misunderstanding of it as the newest, some special product creates bad results.

Let’s estimate the possibility of various advertising resources “of the real world” from these positions. The radio broadcasting advertising is cheap enough, has the very large audience, but features or perception of domain names, as visual object becomes “stumbling block”. In Silicon Valley online retailers were responsible for 17% of spending on radio 11% of outdoor advertising in the first half of the year. The advertising on TV is not always effective because of high charges, especially establishing the new projects.

You can spend like the Amazon.com some millions dollars, but according to a new survey from San-Francisco based Active Research, from 10 persons only 1 could recollect the title of this web-resource. Despite the slew of dotcom advertisements on US TV, a quarter of US adults couldn’t remember a single one. Television advertisements should usually be recalled by 15 to 30% of people to be considered effective. Published advertising is convenient for reading but it’s very difficult to find something necessary in the large volume of the similar information.

The outdoor advertising hasn’t got shortage listed. For example, such original one, as advertising Monster.com the online recruitment firm, has been flying an orange blimp over San Francisco while floating billboards advertising AdAuction.com have been spotted on boats in the Bay Area. But in this case there are problems of updating the information.

The much more possibilities are opened with usage of the newest large outdoor electronic screens, matching a modern level of development of technologies. The screens are installed all over the world – in the USA, Australia, Japan, the UK, Canada, Germany, France, Korea, China, Greece, Brazil, Poland, Hungary, etc. The unique possibilities of the large screens have made them popular all over the world.

The signs harmoniously blend with the image of megalopolis; they decorate and represent such cities as New York, Las-Vegas, Tokyo, Seoul and big companies like AT&T, ITT at Times Square. You can see them at the largest stadiums and stages of the world, at the entrance to Disneyland, at highways with heavy traffic, at office buildings, in front of restaurants, hotels, and casinos.

You can display video, multimedia, and color dynamic information on these large electronic screens. And your main advantage is operative updating the promotional materials. Screens picture doesn’t irritate, but entertains the spectator and makes it more remembering and effective. At any time of day, at any weather, on a background of gray urban buildings, cars and street crowds, the Internet address of your corporation site, the name of the Internet company, portal or search system will shine on the large electronic screen. The people will remember it and will find you easily.

Thus, the usage of the outdoor electronic screens for advertising Internet-resources is one of the most successful solutions from the point of view of the prices and convenience, visualization, effectiveness.