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Online Advertising Shows Continued Growth in 2012

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Online Advertising Shows Continued Growth in 2012

According to data collected by the Nielsen Quarterly Global AdView Study, spending on online advertising was still going up in the first 6 months of 2012. This confirms that businesses around the world are putting in more money in digital advertising and that the fears that some had of a coming slow down weren’t warranted.


In general, internet advertising spend grew by 7.2 percent during this period. But what is interesting to know is that there are regions in the world where online ad spending is growing far more than the average. While many studies focus almost exclusively on North America, Europe and sometimes Japan, the Nielsen report monitors ad spending around the world.


In the Middle East and Africa, businesses spent 30 percent more on online advertising. Latin America also saw a significant increase, with a rise of 20.5 percent. Internet ad spending in Europe was above average too, with an 11.2 percent growth level. There are a few reasons behind this growth in those regions of the world. The increase in use of the internet by the general population means that companies in these regions are increasingly using it to target local buyers. The availability of cheaper electronics that can get online, such as PCs, smart phones and tablets has helped the internet advertising market in these regions. This explains why many online advertising agencies and other solutions providers are increasingly looking beyond the “traditional” markets of North America and Europe and expanding their customer base into other parts of the world.


The advertising report has also taken a look at how spending has evolved for other types of advertising during the first half of 2012. Here are some of the results:


Television spending is up by 3.1%

Radio went up by 6.6%

Outdoor advertising (such as signs and billboards) went up by 4.7%

Newspaper ads saw a more modest growth by 1.6%

Cinema ads grew by 6%

Magazine advertising spend was the only one to go down slightly by 1.3%


While some may see the slow down in magazine advertising as a sign that magazine ads are starting to lose their relevance, this is not entirely the case. Many businesses are opting out of advertising in “general” publications, but are instead focusing on some more industry specific magazines. In fact, magazines that are specifically targeted to a precise niche, such as industry related publications, often have healthy advertising revenues. Now that many magazines are also published online, with their PDF versions having links embedded in their advertisements, the line between traditional magazine based marketing and online advertising.


Furthermore, while television advertising saw a moderate increase, it should still be known that it is the world’s leader in terms of advertising spend. In fact, figures currently show that TV ads represent over 60% of all advertising dollars spent around the world. With internet enabled TV use growing, it is possible that television ads will also change slightly to be adapted to this new reality, but in any case TV ads are here to stay.

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Are You Looking for Low Cost Marketing Methods?

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Are You Looking for Low Cost Marketing Methods?

If you use the internet to advertise your business, one of your main concerns would probably be the cost of the advertising and whether it would actually be profitable for you, in the sense that your online ads bring you more sales than what you’ve spent on them. There are many types of companies that use the internet for advertising purposes. This ranges from individual marketers, small businesses, to multinational corporations. If you operate a small business, some would say that you’re already at a slight disadvantage when it comes to advertising. See, large companies such as Coca Cola or IBM have dedicated teams which work around the clock to design, test and run online advertisements. They can afford to burn through millions of dollars in advertising budgets simply to “try” whether a certain strategy would be successful or not. Obviously, you don’t have this privilege.

However, this doesn’t mean that you won’t succeed. There are some advantages with are unique to internet marketing and that you would not find in any other type of advertising solution. First is the exposure. In developed countries, nearly everyone has access to the internet in some way or form. This means that no matter who your target audience is, whether it’s young adults, business men, car owners, retirees, people who travel a lot, etc. they will be found online and there is a high chance that many of them use the internet to find information or to buy products or services that they would need for any reason. The second advantage of online advertising is the accessibility. In theory, anyone can advertise in any form. Sure, television ads, billboards or full page magazine ads don’t have a rule attached to them that they’re limited only to large corporations or to brands that are already famous. But the main barrier here would be the cost. Few small businesses can afford to make extensive use of these advertising methods, mainly due to the high cost of designing and publishing these ads. But with online advertising, everyone has the chance to put their message out in front of millions of viewers, all of that at a much lower cost than with any other method that you can use. You will also find that there are certain advertising methods which cost nothing in terms of money to use. The only thing that you would need to invest is your time, which will help you make the right choices as far as advertising your business online goes.

The main question remains: how do you find advertising solutions online which are both low cost and profitable. There are various ways to do so. However, business owners need to understand that saving money on online ads goes far beyond simply looking for the cheaper prices and also involves reducing wasted money. There are certain things that you, as a business owner, should do before you even look for ways to market your business in the online world.

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Find Your USP

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Find Your USP

We talk a lot on this site about finding your niche, and understanding who you’re marketing your product to, so there’s a good chance you probably have a good idea of who your niche is. You might know your niche, but do your know your USP?

Your USP is your Unique Selling Proposition, or Unique Selling Point. Each time you talk to your customers in any way about your product, you’re making a proposition to them. By talking about your product and it’s benefits, you’re essentially making a sales pitch. You’re trying to convince your customers that they should buy from you instead of someone else. When you’re trying to convince your customers to buy your product, your sales pitch should be different in some way from your competition’s pitch. That way, you can set yourself apart from the competition in some meaningful way in the eyes of the customer.

Take a look at your competitors, and their sales pitches. Look at their TV or radio commercials, internet ads, billboards, Facebook pages, Twitter accounts, and websites. Think about how they are positioning their product, and what selling points they’re pushing. Now think about what you can do differently. If you sell energy drinks, and all of your competitors are pushing the high levels of caffeine in their product, consider pushing how cool and refreshing yours is.

It’s also important to keep an eye on what your competitors are doing over time. Your sales proposition might be unique today, but two months from now, you might find other companies have begun pushing the same features you are. If that happens, you’ll have to reevaluate your USP, and make any necessary adjustments so that your product will still stand out from the crowd.

If money is no object, you don’t have to worry about a USP. You can just push your message out to as many people as possible, and hope for the best. Most companies don’t have that luxury, so they have to work at setting themselves apart from the crowd, and using a strong unique selling proposition is a great way to do that. If you can find a selling point for your product that no one else in your niche is using, you can give your customers the impression that your product is different from the rest, and as such, more desirable.

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