Publisher: ShaveMagazine.com - Online Men's Magazine

Online Advertising Online Advertising is more measurable, accountable and usually less expensive than traditional channels. It allows for better, more granular targeting than other forms of media. This helps to alleviate media waste and save valuable marketing dollars. Because online advertising is interactive it creates greater engagement with prospects and customers and hence advertisers tend to see a larger return on their investment while simultaneously allowing marketers to reach consumers throughout the entire buying cycle. Because online advertising can easily implement behavioural targeting, you are better able to successfully reach your intended audience. Behavioural Targeting geared toward autos researchers allowed an auto manufacturer to see a 42% lift in CTR, and a travel company saw a 61% increase in CTR. Advertising online shows an average of 27% lift for online sales of that advertised brand. But brand equity cannot be achieved by a one-time campaign because awareness levels fall too quickly – Reinforcement is needed to build the brand association. 95% of users driven to location leave without converting. Online brands are provided with opportunities to be a part of consumer conversations through social media and Re-Messaging gives you the opportunity to continue a discussion with users already engaged with your brand. Leverage Re-Messaging and Behavioral Targeting to drive those purchasers forward and convert customers based on previous engagement. "The findings of a study by a consortium of consumer packaged goods companies [including Nestle's Coffeemate and Kraft's Jell-O] show that online advertising spurred lifts in sales ranging from 7 percent to 12.5 percent, demonstrating the extent to which an increase in the level of online media impacts offline sales." - Tobi Elkin, MediaPost. March 26, 2004