RMC Africa.com

Surfed it”the last year nationwide is less than half of the German Onliners with broadband Internet access, are so 2007 according to (N) Onliner Atlas initiative D21 and TNS infratest now nearly 60 percent. For creative, this means that they can bring their corporate message finally via video stream among the people. The biggest shortcoming of the advertising medium Internet, the lack of emotional effect, is therefore fixed. However, this has consequences for the traditional advertising: many brands and FMCGs, once convinced Web advertising abstainers, their reluctance to give up and shift – to the chagrin of the major television networks in parts of their traditional advertising budgets increasingly on the Internet. But is not the only innovation that the Internet has to offer technically far Internet marketing by moving images. By means of sophisticated targeting tools, it is now also possible to attract Web surfers with the right subject at the right time, regardless of theme environments. Behavioral targeting”the experts call the technology with the marketing managers so to speak across can track their target audiences through the Web.

This is the surf and use behavior of anonymous Internet user on analyzes a Web page or a network of Web pages and it savvy advertising-oriented interests inserted. The result: The losses are minimal, the click-through rates significantly higher than used in other placement strategies and advertising budgets so as efficiently as possible. According to market studies, the interest of the marketer is great: in the United States, so predicts eMarketer, spending on Web advertising on the basis of behavioral targeting from 2007 to 2008 on a billion dollars should almost double itself. Impulses for innovative marketing strategies learn from the join network also Web 2.0 has to offer. Were the users previously rather showered banners, newsletters or search engine ads, so they should deal now active with brands or companies. The so-called engagement marketing is suitable especially for low involvement products such as articles of daily use.

By using polls, forums, contests or background information, consumers in a gentle way become participants in the accompanying issues of the product world. Great potential is but seen also in environments with Nutzergenerierten content, such as blogs, forums or communities. Because the members on social networks sites reveal much of himself, marketing managers can address targeted them, so the promise of the marketer. Many advertisers however are skeptical and mourn the loss of the full brand control. Because the contents of the posted posts does not control, is always the danger that turns the mood. And in negatively stained advertising environments, no company is happy to present with advertising. However, The trend towards online advertising is undiminished. I currently expect that online can achieve a share of the advertising market by 15 percent.