Internet Marketing Approaches and Strategies
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Internet Marketing Approaches
To accomplish their objectives, Internet marketers use many approaches, some of which include:
Banners
A banner ad is a boxed-in promotional message that often appears at the top of a web page. If a visitor clicks on the banner ad, they are transported to the advertiser's home page. Banners can be used to create brand recall or recognition. Other names given to banners include side panels, skyscrapers, or verticals.
Sponsorships
This is another common advertising approach on websites. The advertiser is given a permanent place on the host's website and pays a sponsorship fee to the host. This site has many sponsors who offer special deals and advice to target visitors. The use of sponsorship sites is increasing and is more popular than banners.
Pop-Up and Pop-Under Ads
When a visitor accesses a web page, sometimes a window appears either in front of or underneath the web page the visitor is viewing. Pop-ups become visible as soon as the website is accessed, and pop-unders become visible only when the visitor closes the browser.
Portal Use
Some portals give a prominent place to a company's offer for a fee. When a visitor follows a directed search, the marketer's name appears prominently at or near the top of the list.
Email Marketing
Companies send emails to Internet users to encourage them to visit the company website. It can be effective only when the target customer is appropriate; otherwise, it becomes "junk mail."
Interstitials
These ads appear on the computer screen while a visitor is waiting for a site's contents to download. Opinion about the effectiveness of interstitials is divided. Some believe they are more irritating and a nuisance than a benefit, but some others believe that the recall rate of interstitials is better than pop-ups.
Push Technologies
Some companies provide screen savers to its website visitors that allow the firms to directly "hook" the visitor to their websites. This is an approach to "push" a message to consumers rather than wait for consumers to locate it.
Sales Promotions
Many companies effectively use sales promotions online.