Online Advertising

The Internet is one of the most important media for advertising. It not only complements your other forms of advertising, but also reaches a unique, distinctive class of audience. Consumers on the Internet are generally the most sought after because of their purchasing power.

Here's why: National Internet Demographics

• The average age of Internet users is 35.1 years.
• The average income is $52,500.
• 63% of Internet users have attended or graduated from college
• 13.7% have attained Master's degrees, and 5.3% hold Phds, MDs, or law degrees.

For an Average Internet user:

• Has 19 sessions per month
• Visits 10 unique Web sites per month
• Spends approximately 1 hour per site
• Spends 10 hours on the Net each month
• Spends 10 hours on the Net each month --Nielsen/Net Ratings Internet Growth
• Internet traffic is doubling every 100 days
• Internet Transactions surpass $300 billion by 2002.

"The Internet's pace of adoption eclipses all other technologies that preceded it. Radio was in existence for 38 years before 50 million people tuned in; TV took 13 years to reach that benchmark. The Internet crossed that line in 4 years." --From The Emerging Digital Economy Report, US Department of Commerce "

(In 1992), there were only 50 Web sites. Now 65,000 are being added--every hour." --US Secretary of Commerce William Daley

Online Ads Get Noticed!

1. Internet users are 34% more likely to be aware of a brand after only a single banner ad exposure and 44% more likely after two exposures than those who have not seen the banner ad.1
2. Studies show that consumers who visit a retailers Web site spend 33% more annually at the same retailers store.8
3. Online advertising increases off-line sales, with consumer loyalty increasing an average of 4% toward advertised brands after only a single banner ad exposure.1
4. 63% of Internet users believe that companies advertising on the Web are "more forward thinking than other brands."1
5. Online advertising ranks higher than TV in ability to create a brand-linked impression.1
6. Television audiences are migrating to the Internet. Twelve percent of PC users admit to giving up outdoor activities, 17% give up reading magazines, books or household chores, 24% give up eating or sleeping, but 78% admit giving up television watching time to "surf the Web." 3
7. Internet Demographics are an advertiser's dream: Internet users are young, well educated and earn high incomes. The average Internet user is almost 35 years old, and have a household income of more than $60k. 4
8. Internet traffic doubles every 100 days. 5
9. Approaching the popularity of magazine reading, 20% of Americans go online for news once a week or more, up from 6% in 1996.

Advertising Ideas for Small Businesses

Word of mouth is excellent small business advertising – but it’s slow, and may be practically non-existent for new businesses. If you want to grow your customer base more quickly, you have to advertise.
This collection of small business advertising ideas presents both the tried and true and advertising ideas you may not have tried yet – advertising ideas for your small business to effectively reach your target market and attract new customers.

Tried and True Small Business Advertising Ideas:
1. The Yellow Pages - There’s still a lot of people who use the yellow pages to find the businesses they’re looking for – and they won’t find you if your small business isn’t listed there. Get the biggest yellow page ad you can afford; the more visibility the better.

2. Newspaper advertising - Besides box ads and advertising inserts, local newspapers also often offer special advertising features showcasing particular businesses – all powerful small business advertising opportunities. Don’t overlook special interest newspapers as an advertising idea if they exist in your area. They may be delivered to exactly the audience you want to reach.

3. Direct mail - Direct mail can be very effective small business advertising – and is much more favourably received than other direct marketing media, such as email or telemarketing. And even if you don’t have a mailing list, you can still geographically target your mail.

4. Magazine advertising - This advertising idea can be a very effective way of reaching a target market. The trick is to choose the magazines or e-zines that best match the market you’re targeting.
5. Business cards - Sure, they’re advertising. Every time you hand one out to a prospective client or customer, you’re advertising your small business.

6. Joining professional/business organizations - Every professional or business organization offers exclusive advertising opportunities for their members, ranging from free promotion on the organization’s website through special section newspaper advertising. And being a member can be good small business advertising in itself.

7. Vehicle advertising - The reason you see so many vehicles emblazoned with advertising is that it works; vehicle advertising is very visible small business advertising. If you’re not ready for custom graphics or a magnet quad sign that sit atop your vehicle, go for a magnetic sign that you can take off when you want.
Advertising Ideas You May Not Have Tried Yet

8. Sending promos with invoices -
Little advertising ideas can be powerful, too. If you’re sending out an invoice, why not take the opportunity to include some small business advertising? To draw new customers, try something such as a “bring-a-friend” promotion.

9. Cable TV advertising - So you can’t afford to advertise your business during the Super Bowl. That doesn’t mean you have to miss out on the household reach of TV. Cable TV companies offer advertising ideas within the budget of small businesses, from advertising on the TV Guide Listings or Real Estate channels through running infomercials.