Why Use the Internet for Marketing & Advertising
Why Use the Internet for Marketing & Advertising
The Internet is a world wide computer network. It is not controlled by any one individual, company, or government. Rather it arises from companies, governments and institutions agreeing and cooperating to interconnect their private networks together to form a global network. Thus the Internet is a network of networks.
There was a time when any type of commercial activity was strictly forbidden on the Internet. However in 1991 this changed when the National Science Foundation lifted the restrictions on the commercial use of the Internet. In the same year some programs to allow sharing hypertext documents over the Internet were released. The growing collection of interlinked documents was called the World-Wide Web. In 1993 a popular program called Mosaic was released which provided a graphical easy to use interface to the documents in the World-Wide Web.
These three events combined to trigger a new era in publishing advertising and marketing. Its effects are still propagating and will probably have an impact on many more areas before the dust settles. As a result of these events the Web has become the fastest growing advertising medium ever. The reason why is quite simple. It provides the most cost effective way to target your specific audience. It's high impact advertising at a low price.
To see how cost effective this new form of advertising is; think about how much it costs to place an ad in the yellow pages. If your business wants to stand out among the competition you must take out an ad. Think about how much you are paying each month for that ad in the yellow pages. In most cases even a small ad can cost you about $300/month. Now think about what you might expect to pay for several full color pages (photographic quality even). On the Web your business can have many pages, with color and graphics, for less than what you pay in just one month for a small ad in the yellow pages. Now that's cost effective.
Initially having a Web presence for your company may seem like a luxury. However, this will soon change to staying competitive and will eventually become a business necessity; just like having a listing in the yellow pages. One day conducting business without an Internet presence will be like trying to run a business without a telephone.
So the Internet is the future of marketing and advertising. Your business should proactively take charge and establish a Web presence rather then react after your competitors have done so.
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