How Online Advertising Works
You May Want Someone in the Know to Buy Traffic for you...
When it comes to technology, we don't over-estimate our prospect's ability to grasp concepts, nor a business person's ability to implement the leading strategies that we teach them.
The truth of the matter is that the internet and new media marketing is at the cutting edge of business practices.
Having coached a lot of businesses in this space, one glaringly obvious common denominator between those who succeed is their ability to implement what we advise. It's a tall order at the end of the day. Especially if it's a small business that's not at a stage where, you, as the principal, have any free time to grow the business because you spend all of your time managing it. If you commit to investing the time needed to get your head around new media to a degree where you're capable of implementing a tailored marketing plan for your business, you may have no time left to manage the business.
A Competitive Field That Knows Their Data and Uses It Intelligently...
Online advertising is a crowded field.
Every marketer utilizing the internet as its message delivery platform has too many opportunities to reach too many people with the click of a mouse and together thousands of them compete with endless variety and duplication.
The volume of ad inventory bought and sold via ad exchanges is always increasing whilst internet audiences are becoming increasingly fragmented, splitting their time online between many different websites.
These facts represent both extreme risk and an exciting opportunity for online advertisers, none more so than the ability to reach the size of audience you once expected only from traditional media channels like television and radio. Forecasting how much inventory they have to sell across their network of publisher sites, ad networks do deals with larger advertisers to pre-sell as much of that inventory to 3rd party advertisers in advance.
Slicing and Dicing...
Slicing and dicing inventory by audience segment, geography, demographics (age, gender etc), behavioral (e.g. by interests in cars or sport), by context (website subject areas taken from keywords and tags) and by domain or specific URL's... ad buyers have budgets to spend and it's the ad networks' job to deliver advertisers' creative across their network of publisher sites to meet each advertiser's targeting criteria.
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