Notes from Jeff York

Small business marketing thoughts from a marketing small business owner

Posts Tagged ‘internet

Advertising Media – Part 4: New Media/Internet

with 4 comments

I’m pushing it a little. What, you might ask. Saying you “advertise on the Internet” is starting to become like saying you advertise in broadcasting. It’s too broad of a statement to really tell anyone exactly what you’re doing.

Once upon a time, advertising on the Internet pretty much meant that you bought a banner ad on someone else’s website. Then came pop ups. And then sponsored links, rich media, and on and on. Now there are whole companies buying other companies just for the ability to gain revenue from ‘Net advertising. Many of us visit sites like Google and Yahoo every day. We use their free services, mostly search, and then leave their site without once thinking about pulling out our wallets. Yet, these are some of the most profitable websites on the Internet. Why? Why would a company like Microsoft even consider having made play at Yahoo to the point of concidering a hostile takeover?

Income from advertising.

In the same way that advertisers should seek to generate compelling content that will cut through the clutter and be retained by viewers, Internet advertising should also be compelling without being overly intrusive. Today we still find the standard banner ads and pop up windows, but there are easy to find, free pieces of software out there that will suppress those types of advertising. That software is used often by most people surfing the web today. In fact, Internet Explorer, Firefox, and Safari all have some type of pop up blocker built in free.

Most of the effective Internet advertising that I’ve seen today is more subliminal in its pitching. A couple of months ago, Wired wrote an exceptional article outlining the concept of free being the new business model. I have successfully seen how a company will generate video or audio podcasts where in they give away 5 minutes of information on a topic related to what they are an expert in for free. By doing so, they are establishing themselves as an expert above their peers by virtue of the fact that they are proving that they know their topic. This is one of the focuses of my company as we work toward helping people grow their business. It is also an excellent way to generate frequent new content on your website creating an excellent reason for your web visitors to come back. Your website becomes a destination and your branding on it gets reinforced through repeated visits.

Other methods for reaching out to customers is via rich media. Since it is not frequently used by many websites, those that do use it stand out from the crowd more. One of my favorite companies that’s doing innovative rich media today is Eyemedia. Check out some examples of work that they’ve done.

Much of this is possible because we have now surpassed the tipping point where more than half of the Internet users today have broadband connections. As the Internet grows and expands, the opportunities and methods for reaching new customers creatively and effectively will also expand. Whatever media developer and provider you choose to partner with, make sure that they are constantly looking at emerging technologies to ensure that you continue to be on the cutting edge of this advertising medium. If you’re wondering if your current partner lives up to that billing, see my post on passion.

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Written by Jeff York

May 4, 2008 at 4:55 am

To blog or not to blog – my answer

with 4 comments

writing-2.jpg

Hello everyone.

The road to that sentence hasn’t been as easy or as smooth as the simplicity of those two words might suggest.  You see, I’ve been resisting blogs.  For the longest time, I’ve been of the opinion that there are so many blogs out there, why add another?

Now I have that answer.  It’s because I have something to say.  I had something to say before.  I just had to believe in blogs as an interesting and viable means to delivering messages.  I’ve seen the light and I’ve come to the church.  I hope people will read.  More importantly, I hope people will write.  I believe strongly in the communications model which includes the concept of “feedback.”  Please let me know what you think of my ideas and concepts.

I’m in marketing.  More precisely, my background is in using mass mediums to get messages out.  I’ve produced pieces that have aired on local television up to national broadcast and cable networks.  The logistics of getting spots to air may differ, but the basic premise is the same; there are typically 30 seconds (900 frames) to use to bombard the sight and sound senses…make sure none go to waste.  Be effective.  Be memorable.  Be good.

Now enter the Internet.  Now the number of seconds and/or frames are almost exclusively up to the storyteller.  So is sorting through the possible methods of delivery.  You can’t just say you make Internet video.  That can mean anything from beautiful sellable HD podcasts to shaky home footage of someone’s daughter dancing on stage uploaded on YouTube.  You have to pick your effective channel(s), pair it with a business model that makes sense, and get the message out.  That last part has been one incredible challenge.  I’m struggling with that last concept.  But I rather suspect the answer lies in our past:

Be good.

Written by Jeff York

March 9, 2008 at 5:47 am