Читать книгу Marketing in the New Media - Holly Berkley - Страница 6

Last week I had a meeting with an ad rep from Clear Channel Radio to discuss the new online opportunities they were offering for advertisers. I was disappointed when the presentation largely consisted of banner ads that ran on their radio station websites or alongside streaming radio programs. I pushed the rep a bit further, asking, “Why would I recommend a banner ad on one of your websites, when online marketing options such as pay-per-click are a quarter of the cost and already proven effective?” Although the rep did mention an opportunity to sponsor an original podcast and was open to doing some custom campaigns with me, he admitted that he did not yet have any case studies, rates, or advertisers willing to commit to the newer media opportunities. Most companies considering moving advertising dollars online felt more comfortable with something a bit more familiar, such as banner ads.

I then realized that the radio industry is experiencing many of the same problems as television, with advertisers looking for more new media components for their messages. And like television, most radio executives aren’t quite sure how to combine new and traditional media advertising. However, along with the sales pack, I was given a list of impressive stats proving the effectiveness of advertising on online radio. For example, during a one-week study in 2004, 19 million Americans (8 percent of the US population) listened to online radio. The same group also reported that Internet radio is their soundtrack for online shopping — more than 42 percent of people who listen to Internet radio do so while buying or researching a product or service online.

Given these impressive stats on Internet radio use (and similar stats for online video), why are so many major advertisers so slow to take advantage of new media opportunities? The fact is, new media is still growing, and both advertisers and media giants are continuing to test what works. With new technology constantly evolving, there will always be new ways to generate consumer interest through new media.

Rather than overwhelm you with all the new marketing trends emerging almost daily, this book was written to give you insight into the basics of Internet marketing and the absolutely essential elements that must be incorporated into your traditional campaigns to give you maximum return on investment.