Internet
Publicity
The Internet
is another means of communication. There are specific characteristics
of this means of communication:
The Internet
allows you to reach a carefully selected public. The Internet is
one of the means of communication that allows a company to reach
a precise group of people.
It
is a quick and interactive means.
You
can measure the results of publicity campaigns precisely and continuously.
You
can modify and adapt the campaigns according to the results.
There are
certain advertising Agencies that specialize in Internet publicity.
Some of these agencies have a network of pages which they represent.
The services that they usually offer are:
They
look for advertisers that want to use the Internet as a means of
communication.
They
advise companies that want to carry out publicity on the Internet.
They
analyze the audiences. .
They
create Internet adverts. Like banners that appear at the top of
the pages.
They
develop Internet marketing plans which include the recomendations
about the type of advert and the pages where to put the advert.
They
control the statistics which correspond to the different advertising
campaigns.
Some of
the fundamental concepts related to Internet publicity are:
Unique
visitors. The
number of computers which have visited a page in a certain moment.
Therefore, for example, the number of visitors, that's to say, the
number of different people which visited Aulafacil the month I was
writing this course was 150.000.
Visits.
Every time a computer goes to a website this counts as one visit.
For example, if you go to the aulafacil website four times in one
month they you will add four visitors to the monthly statistics.
Every unique visitor visits this page usually twice a month therefore
the total number of visits is 300.000.
Sites
visited. This is the total
number of pages that the visitors see. For example, if every time
one visits Aulafacil they see an average of 10 pages then the number
of pages visited will be 300.000 x 10 = 3.000.000.
Click-throughs.
Percentage of times that visitors click on a certain banner.
The traditional
Publicity Agencies usually have departments or specialists that specialize
in Internet Marketing. For example, the agency JWT.
There are
different way of paying for Internet publicity:
A fixed
amount. To sponsor for example a page and pay a fixed amount for
your advert to appear for a certain amount of time.
Paying
every time the advert appears. . Usually you pay a certain amount
for every one thousand banners. For exampe, a site charges $5 for
one thousand Banners put up on the top of a certain website.
Paying
for Click-throughs. The advertiser pays a certain amount only when
a visiter clicks on their advert.
