The Growing Importance of Internet to the Digital Advertising World

ANYONE who has ever used the internet will be familiar with the feeling of déjà vu. You land on a website you might never have been to before, only to see advertisements that show something familiar: a pair of shoes you have shopped for, for example, or a hotel you looked up but did not book. Are advertisers psychic, or snooping?

Technology has greatly changed how advertisements get around to consumers. Digital publications mean advertisements can be targeted more accurately than ever before. As people spend more time online, they share more of their data with websites, e-mail services and social networks. Google has a big business delivering advertisements from digital publications related to the topics people search for, and facilitating targeted ads on websites owned by others.

Social networks like Facebook and Twitter track people’s movements around the web and enable advertisers to reach users via tailored advertisements. This is why digital publications today reach even the social media so that more probable consumers will be targeted.

Thousands of other firms track where people shop, what they buy online and infer other information about them, such as their job and income. One way they do this is through “cookies”, tiny snippets of data stored in users’ web browsers that allow websites to identify those users (not by name, but by a unique ID). Firms can then track what sort of articles people read, where they shop, their location and other details, and can build up profiles of consumers.

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This high technology that we have today allows advertisers and digital publications like Magazines Today to reach people they think are most likely to be interested in hearing from them – which explains web users’ frequent sense of déjà vu. For example, advertisers and digital publications like Magazines Today can decide to show ads only to people who have shopped on a particular website before but left before clicking “buy.” In industry parlance, this is called “retargeting”. Advertisers and digital publications like Magazines Today know the cookie IDs of users who have come to their website, or can buy that information from another firm, and then advertise only to those users. Increasingly this is done via an automated auction process, called “real-time bidding”.

The website where an advertising slot needs filling sends information about the user and the page where the ad would run to an online advertising exchange, where advertisers and digital publications like Magazines Today decide whether they want to bid on that particular slot, usually offering more if it is a user who has shown interest in their product in the past. The entire process happens in a fraction of a second; and that is how ads appear to read your mind, and follow you around the web.

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Clever (and spooky) though that is, online advertising technology is becoming even more sophisticated. In addition to being able to reach particular users, advertisers can modify their ads to make them even more relevant. For example, if a user has browsed a carmaker’s website and looked at a particular model, the advertiser might put a picture of that type of car in the ad. In the winter, a fashion retailer might show images of heavy coats to users in New York, but sandals to people browsing in Hawaii. Advertisers now have more control, too, about the time of day their ads appear and which sort of devices they want to send ads to. They can infer income, for example, from what sort of device or operating system a consumer has: people with Apple computers tend to be richer than those with PCs. Advertising is not exactly a science yet, but it is becoming more of one.

Advantages of E-NewsLetters to Advertisers

Business marketing departments today are always looking for new ways to promote and attract customers to their businesses. This goes the same with publishers like Magazines Today who are being signed to do the ads of businesses. One marketing tactic that continues to gain momentum is advertising though e-newsletters. Sending targeted messages to a select group of customers can increase your bottom line while building awareness and loyalty to your business. For these reasons, advertising through e-newsletters that can be created by Magazines Today has some important advantages over other types of advertising.

Cost

Perhaps the biggest advantage of e-newsletters is cost. While a traditional newsletter or advertisement with Magazines Today requires an investment for printing and mailing, and in some cases, design, advertising in your e-newsletter is inexpensive. The primary cost associated with e-newsletters is engaging the services of an e-mail service provider. Avoid using your company email system or personal email addresses to send e-newsletters. A commercial e-newsletter service from Magazines Today provides cost-effective templates and mailing services that allow you to design professional-looking newsletters and track your results. In most cases, these services are far less expensive than traditional advertising media.

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Targeted Marketing

Using your company e-newsletters for advertising helps you reach your targeted market, often customers who have already expressed an interest in your product or service. Customers who sign up to receive the newsletter, whether through your website or social media feeds, or agree to receive future communications when they make a purchase, already have a relationship with your company and may appreciate receiving advertisements about special offers or new products via email. Take care when collecting email addresses, and respect customer requests to be removed from mailing lists. If you’re company is blacklisted by an ISP for sending spam, your e-newsletters campaign is not going to be effective. Hence, it is best to leave the job to experienced publishers like Magazines Today.

Added Value

An effective email newsletter engages customers with your company and brand, and gets them to pay attention to the advertisement. Consumers often receive dozens of email pitches every day, all from companies who want them to purchase their product or service. Combine these messages with the hundreds of TV, radio, Internet and print advertisements customers see and hear each day, and it’s easy for your message to get lost in the chatter. However, providing useful and engaging e-newsletters through Magazines Today content keeps customers interested, and helps build loyalty to your company. Fill your newsletters with content that provides tips, instructions or ideas on how to use your products encourages customers to read further, and add value to the communication.

Reputation Management

If you aren’t sending your own e-newsletters with information and advertising, you can often purchase ad space in other established newsletters like the Magazines Today. Purchasing ad space in another newsletter offers the same advantages of designing your own newsletter, including cost effectiveness and a targeted audience, all while taking advantage of the established reputation and customer base of another business. This is especially useful for new or lesser-known businesses. Purchasing advertisements in outside e-newsletters also helps you conserve internal resources. You do not have to manage the email list, and in most cases, the newsletter provider will write and design your ad.

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