Ads On The Internet Essay Research Paper — страница 3

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in terms of their content, the type of customization they employ, and their delivery to the consumer. The Internet is already changing consumers’ buying behavior, particularly for car purchases. Consumers easily access product information before they purchase a car. The development of new technologies such as virtual reality, combined with a growing consumer preference for material that is directly valuable. The types of ads that evolve may be experiential, transaction-oriented, and have sponsored content. Experiential content will allow consumers to experience the ownership of a product or service. Virtual reality technology will allow consumers to feel as though they are walking down the aisles of a grocery store or test driving a new car. Transaction-oriented content will

invite consumers to purchase directly from an ad. Advertising content will be increasingly oriented toward transactions. The ability to immediately complete the sale from the ad will reduce the chance of losing sales to competitors. Use of sponsored content will make it difficult for consumers to differentiate between editorial matter and advertising. Many advertisers will sponsor information resources that include hybrid commercial-editorial content. Banners with streaming video were introduced in 1997, but they were unpopular because of bandwidth limitations and viewer impatience. As technology advances the capabilities of the Internet, miniature video ads will probably be reintroduced and become commonplace. Advanced technologies will enable advertisers to constantly monitor

the entire Internet, and customize their advertising accordingly. If the topic of discussion in a chat room relates to an advertiser’s product, a customized ad could be immediately delivered to the participants. This approach would likely meet much resistance, because of its many social and legal issues. Technology is being developed to locate interested users through their searches. Today, advertisers cannot reliably determine how many people are viewing their web ads. Technology is currently being developed that allows advertisers to track exactly how many users are viewing their ads, giving them feedback regarding their effectiveness. Technology is also being developed that observes users’ behavior searching and exploring while on-line. The users’ data will be

accumulated and stored in a database. This technology will allow advertisers to specifically target their ads to interested and receptive consumers, and identify web locations for future advertising. As these technologies advance, more advertisers will take advantage of the unique capabilities of this powerful media. In the future, we can expect to see heavy advertising by providers of intangible products. Financial services, insurance services, travel reservations, information services, computer software, computer games, are all examples of products or services that can be wholly or largely distributed through the Internet. Perhaps one day, music and video entertainment will be distributed through the Internet. The Internet is a vast new distribution system for these providers

of intangible products. Consumers all over the world will be able to buy these products and have them delivered almost instantaneously. In summary, the strategic implications of the Internet are far-reaching for global commerce and marketing. The Internet will become the major source for product information, replacing the salesperson. Internet advertising will account for a growing proportion of overall advertising expenditures and become an integral part of marketing. It will replace or compliment other forms of marketing, and become as important as television advertising.