As a business, it doesn’t matter if you are selling to a
large audience or a niche audience. You will meet your bottom line in either
case as long as your audience is made aware of your existence. Advertising has
been since time immortal a sure means of making your target audience aware of
your product or service and making sure that the right customers – read paying
customers – come to you, rather than you having to go to them. After all… you
are not a travelling salesman.
In the past traditional advertising was the way to go for
all business – big or small. Traditional advertising largely covers print,
radio, television, outdoor, direct mailing, etc. In the past, media planners in
ad agencies would strategize and narrow down on the right medium or a mix of
mediums to reach a brand’s customers. This was a long drawn method used for
advertising and back then it did work. Overtime though, there was a clutter of
advertising. With the rise and increase in variety of brands, businesses and
companies, there began a rise in advertisements. Ever switched on the radio in
recent times? When the radio show goes into a commercial break, you will be
flooded with about 15 ads in that one miniscule tiny minute before the next
song begins. This is what happens when there are many sellers in the market.
The overload of ads also have the drawback of customers tuning out ads and
ignoring commercial breaks. A new generation came about… the Y2K generation.
These are the people who are tech savvy and are always on portable devices or
computers, etc. How will your TV ad or print ad reach them when they consume
traditional TV shows and news using their computers?
This called for a new form of advertising. Online
advertising was born. Online advertising uses the internet to deliver promotional
marketing messages to consumers. And overtime, online advertising has been
developed in such a manner that it can tune out the larger audience and only
reach the target audience. What this means is that if a Mixed Martial Arts
(MMA) accessory company is trying to sell its products online, it will promote
its ads on sites that are dedicated to combat sports. This will ensure that the
company is reaching its target audience and making the most of potential
customers on that site. This sort of narrowed down online advertising is
possible when you employ global online advertising networks to handle your
online presence. A good global online advertising network
would ideally have a sound and simple platform that would work in partnership
with the existing advertising solution employed by your company. Some of the largest
global online advertising networks come from big search engines. These networks
have good leverage and are typically in a better position to sell all of their
ad space to an advertisement network. Hence, it would be a good idea to get in
league with the big cats of advertising. But if budgets are tight, you can do a
recon of other smaller networks that also are quite capable of delivering the
good and you so deeply desire and thus enable you to target your target
audience and make your bottom line.
So, go global and watch the big bucks roll in!
