Online vs. Offline Advertising

Let's face it. Email marketing and publishing have became very popular tool for promoting your business, especially in the USA. Many people use email in everyday communication. Email is fast and cheap. What would you like more? Many people subscribe to ezines about Internet, Jokes, Tips, Recipes, Horoscopes... Majority of these emails are free and very quality.

Advertising and marketing online and offline has at least one thing in common - you have to know your target audience. Market segmentation is very important because you don't want to loose your money sending your ads to someone who has no interest in it. Email advertising and online advertising in general is more effective because there are many state-of-the-art techniques which enable that you track every advertising.

Some good services for tracking are:

Web Site Tracking

Stat Counter http://www.statcounter.com
Web Trends http://www.webtrends.com

Email Tracking

Group Metrics http://www.group-metrics.com

In online advertising you can get information where your visitors are coming from, what do they read on your web site, how much is your email newsletter open-ratio, how much is click/thru ratio for every link in your newsletter, also you can get demographic reports about your visitors/subscribers and many other things. Because of that, in online presence you have great options for 1-1 marketing. You can adjust your web site design and content according to your visitor needs.

If you advertise on TV or magazines you can't know exactly how many people actually saw your ad. There are some predictions but not that precise, of course.

One of the main advantages of offline advertising over online is that people still believe more in what they see on TV than on the Internet.

Online promotion has one very big advantage over offline promotion and that is interactivity. In online promotion you can have interactive ads that behave differently based on visitor's behavior. Popular thing in online advertising is making ads like mini home pages. Yahoo! use that technique for advertising their services.

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Dejan Bizinger is a Contributing Editor for Infacta. Infacta is email messaging services company providing powerful, yet easy-to-use award-winning Group Mail, software for sending highly-personalized email messages and Group Metrics, software for email tracking. For more information visit: http://www.infacta.com

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Digital Advertising Specialist  BethesdaMagazine.com

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