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Online optimizes advertising effect

出自香港新聞網 - 樹仁新傳系學生實習習作

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Online optimizes advertising effect

1st November, 2011

In the Information Age, surfing the net became a part of the current generation’s daily life. Using the Internet is inevitable for everyone. The shift from print to online media is nothing new. So, how does this shift affect entrepreneurs? Advertising expert reviewed online platforms and found that they provide more opportunities to businessmen. According to expert, the effect of advertising could be optimized under strategic planning.

When there are numerous websites and countless netizens, how can advertisers reach their target audience in the right way and achieve their goals? Samuel Lam, Vice President of the well-known financial website AASTOCKS.COM, said that with new technology, market segmentation is done in a more efficient way, thus, advertisers can reach their target audience more easily.

“We want to show the right product to the right target at the right time, so as to achieve what we want. As technologies develop, we can track the behavior of websites visitors and target the right audiences,” said Lam. He explained that, by tracking the “cookies” on one’s computer, the website provider would be able to know what did the user click or how frequent does the user visit each website.

Lam further illustrated the theory with an example, “if you type in some keywords in a search engine website, the search engine website does not only return the search results, but also relevant advertising generated on the website’s ad space.” He continued, “what’s more is that, advertisement will show up in different major websites which you frequently visit. Marketers know that you may not have the immediate need to buy a product, but they know that you are interested in it and are a potential customer.”

The online platform not only supports different formats of advertisement, but also real-time transactions. Lam pointed out that marketers and advertisers are now trying to integrate transaction with advertising, hoping online advertisements could motivate internet users to have real-time transactions, thus bringing additional revenue to businesses. "Take AASTOCKS.COM as an example, apart from tracking the user's behavior, we try to provide real-time stock quotation to them along with advertisement of some local banks or financial institutions. By doing this, we motivate them to do stock trading right away."

Lam placed a strong emphasis on the proportion of advertisement and the content of the website itself. "You don't want the audience to be distracted by too many ads. If there's lots of ads on one page, the audience's attention is distracted and you cannot motivate them to do real time transactions. It would be better if you place at most two ads per page." He has no doubts that online advertising contributed to the expansion of many business.


Comments from Ms Isabelle Umugwaneza:
Good job! I see that you put a lot of effort in this piece, and it shows. You have a clear news angle, and a lot of supporting details. The reader gets a sense that the writer is informed, and shares the right amount of knowledge with the reader. Be careful with repeating yourself, and proof read more carefully to catch common mistakes (sva, vt, missing words).


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