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Expand 1. Need for an Online Presence and its comparison with Print Media | Collapse 1. Need for an Online Presence and its comparison with Print Media | Toggle 2. Online emerging as the media for business promotion in future.
1. Need for an Online
Presence and its comparison with Print Media
Time has come where more and more businesses are
understanding the importance of having an online presence. Online Communication
has also been gaining the attention of advertisers, entrepreneurs, marketers etc
in India, day by day companies are entering the virtual world and have started
giving more importance to online media over the print media. Few of the reasons
why online media is getting the attention is due to its extensive shelf life ,
unlimited virtual space, instant results and MOST important is that
communication can be made interactive, thus responses can be analyzed in no time
to plan marketing policies and strategies.
When we talk of print media it is bound by the number of pages in
publications, and to some extent to the additional face covers, inserts, book
marks etc. The Space to communicate in online world is unlimited. An online
communication if done properly, surfaces in searches, gets visible on linked
websites, is offered through newsletters, community sites, tag sites, and what
not. The reach is practically endless and is not bounded by area or boundaries
as not only one can get local but international exposure. In real terms, the
landscape of online outreach has drastically changed.
The biggest factor getting the attention of advertisers is the cost
effectiveness of the medium in terms of its execution and declining costs of
computer memory and secondary storage. We have a firm belief that very soon
there will be a mass shift from print to online medium. Now that does not mean
that print media will loose its charm but on the contrary online media will
catch the equal attention and importance. These days newspapers have increased
their cost so much that for SME's and SMB's it has become practically impossible
to maintain a long and continuous presence in print media. To compare the two
mediums in terms of its reach and cost we can easily say that what one pays for
a one day ad in a newspaper can offer him 1 week, 1 Month or even 1 Year of
presence in Online Media.
Another great reason for having an online presence is that, nobody reads
yesterday's newspaper. However, a piece of online communication stays,
typically, anywhere more than a day to years together. Probably, online presence
stays till the storage runs out, more importantly, it just doesn't stay, appears
in searches and catches eye balls too.
The internet users in India are close to 42 million as per the IAMAI & IMRB
reports. Out of the 42 million, 27 million are considered active
users. Reaching out to the 27 million prospective customer base is what online
communication is all about.
According to the Interactive Advertising Bureau (IAB) 2007 Internet
Advertising Revenue Report, online ad revenues totaled $21.2 billion
last year. That was 26.1% higher than the previous year.
2. Online emerging as the
media for business promotion in future.
The print media consist of all newspapers,
newsletters, pamphlets, magazines, and other printed publications, especially
those that sell advertising space for raising revenue. Most print media, with
the exception of magazines, are local except some national newspapers and trade
publications. Also included in print media category are directories, yellow
pages, yearbooks, and programs at sporting events.
Print media is traditionally used by marketers to promote their products and to
reach target customers. Online advertisement is the emerging and hottest medium
of advertisement in recent time. And with the number of Internet users fast
growing across the world, new media advertisement has a bright future. In fact,
it is just a matter of time when new media or online media advertising will
experience a boom all over the world.
Online media is much cheaper than print advertising (news papers and magazines).
Small businesses owners find this medium as the most convenient way to promote
their brand as they find print advertising outside their budget. Compared to
newspaper advertising coverage in online advertising is not limited. The number
of people surfing the Web is not limited and thus an advertiser can reach more
customers using online media. Another factor favoring online advertising is its
edge over print advertising as it can give the surfer both visual and graphic
treats. It combines the advantages television and print advertising.
Newspapers involve themselves in political, as well as the social activities. By
using online media news papers can create new identity, value and can involve
themselves (and their readers) in political and social activities. Based on this
realization most of the news papers made themselves available online.
Above discussed points shows that online emerging as the media for business
promotion in future.
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