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History of Online Advertising

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Online Advertising History

The first online ad ever came out in September, 1994 on Hotwired, and ever since then ad agencies have been devising ways to find new ways to reap off of this great medium. In the last 12 years, online advertising has been such a huge part of our lives.  

Let’s look at the timeline for the history of online advertising:

  • The origin of online advertising dates all the way back to 1978 when Gary Thuerk, “the father of spam,” sent out the first spam email campaign. Thuerk, who was the marketing manager at the Digital Equipment Corporation, pulled a recipient list of 400 users from the Advanced Research Projects Agency Network (ARPAnet). His goal was to reach out to West Coast technological enthusiasts to invite them to a product demonstration of the new Decsystem-20 by Digital.
  • The next step forward for online advertising came in 1984 when Prodigy was invented. Prodigy was a user-friendly online service – the first to provide access to news, sports, email, bulletin boards, weather, and, advertising, all in one place. It was the future of online activity, and it caught on like wildfire. Big names like IBM and Sears recognized the potential in Prodigy and backed the initiative. In exchange, their ads were displayed at the bottom of every Prodigy page. While these ads were unclickable, they provided a huge opportunity to reach millions of the service’s users.
  • Prodigy paved the way for online advertising to burst onto the scene. The first commercial website to sell clickable banner ads was Global Network Navigator (GNN) in 1993.
  • In 1994, Hotwired debuted as the first commercial web-based magazine. Like any print magazine, they had a large inventory of ad space to offer to big name companies. Hotwired was also a pioneer on the banner ad frontier.
  • In 1997, GeoCities’ Information Architect and Technical Project Manager, John Shiple, was faced with the challenge of finding a way to make advertisements more effective than traditional banner ads. His solution: pop-up ads that open a new window when a user tries to access a website, making them nearly impossible to ignore.
  • Online advertising revenues hit $1.92 billion in 1998, more than double the $907 million spent in 1997. Total online ad revenues in 1998 surpassed the $1.58 billion spent on outdoor advertising the same year.

Cut to today when we have thousands of online ads, which each company creating individual consumer profile dedicated to each person online. Let’s take a brief look at how advertising online works today:

Text-based ads

May display separately from a web page’s primary content, or they can be embedded by hyperlinking individual words or phrases to advertiser’s websites. Text ads may also be delivered through email marketing or text message marketing. They often render faster than graphical ads and can be harder for ad-blocking software to block.

Social media marketing

Is commercial promotion conducted through social media websites. Many companies promote their products by posting frequent updates and providing special offers through their social media profiles.

Content marketing

Is any marketing that involves the creation and sharing of media and publishing content in order to acquire and retain customers. This information can be presented in a variety of formats, including blogs, news, video, white papers, e-books, infographics, case studies, how-to guides, and more.

CPC (Cost Per Click) or PPC (Pay Per Click)

Means advertisers pay each time a user clicks on the ad. CPC advertising works well when advertisers want visitors on their sites, but it’s a less accurate measurement for advertisers looking to build brand awareness. CPC’s market share has grown each year since its introduction, eclipsing CPM to dominate two-thirds of all online advertising compensation methods.

Pop Up Ads

On your Facebook or Twitter feed always happen to feature something that you are interested in Today, we have companies that follow your every movement on the internet. They look into your interests and sites you navigate to create a very organized profile containing all your likes, dislikes, opinions and whatever you have kept public on your social media. They display only the ads they think you will be interested in and will most likely click on. Evolution of social media and online advertising has come to an amazing period, where for any business to flourish, regardless of whether they are big or small, need social media, and online advertising. Thorough knowledge are the very first steps to success.

Considering that most marketing involves some form of published media, it is almost (though not entirely) redundant to call ‘content marketing’ anything other than simply ‘marketing’. There are, of course, other forms of marketing (in-person marketing, telephone-based marketing, word of mouth marketing, etc.) where the label is more useful for identifying the type of marketing. However, even these are usually merely presenting content that they are marketing as information in a way that is different from traditional print, radio, TV, film, email, or web media.

19. Writer. Dreamer.I live to create something beautiful.

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Business

Salesforce Predicts Shoppers Moving To Mobile Shopping

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Analytics have confirmed the presence of shoppers to be on their own mobile smartphones. Jeff Barnett, CEO of Salesforce Commerce Cloud, shares his team’s vision on what’s to come for commerce in 2017. Shoppers are spotted to be taking their shopping online, strictly on mobile devices. Reports of a rate of 47% of orders from smartphones on U.S. sites grew in a span of a year alone, with costs of $2.08 worth of average spending on across U.S. E-commerce sites. In total, 4% of total traffic growth are summit to U.S. digital commerce sites. The data is looking at an uprise on mobile shopping, but in a downgrade on traditional brick and mortar retail. 

Discussion on stores making the ultimate decision on either changing their platform or to simply die off are being requested by retailers demanding flexibility in stores. The statics for mobile shopping means a decrease in retail profits. Customers have their attention on their mobile devices, neglecting traditional shopping. This forces retailers to upgrade and expand their business to newer areas.

Traditional brick and mortar retailers should shift themselves to mobile in order for their business to stay afloat. Selling online will keep the business staying competitive and consumer needs met. A majority of customers are already online, all retailers need to do is meet with them there. Distribution is made to be an easier process, with the supply being from one location. Already predicting the end of ATMs, shoppers are beginning to ditch cash with cards. With cards, customers are able to get more purchases to be conducted with extreme convenience. This is a win for both parties.

About 15% of U.S. malls will be disposed or will be converted into non-rental spaces within the next 10 years. Within 15 to 20 years, Howard Davidowitz, a retail consultant expects a near estimate of half of America’s shopping malls to fail. More and more retailers are moving their business online to secure their awareness.

“Three trends are upon us, AI, mobile, and chat, put them together, add water and shake, and what do you get, a long abated killer app for mobile commerce”. Rama Ramakrishnan, the Chief Data Scientist says. 2017 will be the year when AI chatbots for commas will soar and shift into mainstream across all stages of the shopping experience. “This time next year, we’ll look back and wonder how we ever shopped without them”.

With the promise in accelerated delivery, the mobile shopping experience is only improving. Prediction that our own voices will be the next user interface for shopping in 2017. Through services like Amazon Alexa, Google Home, and Siri, consumers can do more than web searches, but can also purchase products and services online as well. Customer centricity is becoming everyone’s main task on the use of mobile shopping. Without predicting what consumers want, through online history and searches customers can get exactly what they want in their own time of need.

The new shopping method seems to be in favor of the consumers, with new features created to cater shoppers. The evolution of shopping has changed drastically due to technology advancements, their efficiency has allowed many opportunities to open. Although the benefits are in reach for most, traditional retailers much adapt well in order to catch up with the competition. Once the adjustment is complete, finding customers and companies will be much easier.

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Getting Recognition Builds Productivity

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Getting recognition is one of the top motivators and drivers among employees in the workplace. According to studies, 78% of employees work harder if they are better recognized. More recognition for a job well done translates to better productivity and happy employees. This sounds very simple, but is actually a bit more complicated to implement. This is because employees today don’t want just compensation as a form of getting recognition. They also want a close-knit office culture, volunteer opportunities, praises, rewards and genuine recognition for their efforts. Here’s how to do it:

Reward the Right Things

Rewarding employees for every achievement is counterproductive. Instead of singing their praises for everything they do well, reward the right things such as:

  • Actions that align with the company’s strategies and goals. Recognize behavior that aligns with the company’s overall mission. If you don’t have a mission statement, now is the time to define it.
  • Big wins and small wins should also be celebrated. Big projects usually have higher risks and setbacks. To keep your team from being frustrated, celebrate the small ones as well.
  • Being a team player is essential to the survival of your organization. As such this behavior is important because employees who work well together do not let their egos into the organization. Employees like this know how to put the team in front of their own personal interests.

Understand Why It Matters

According to a study by BambooHR, 82% of employees feel that they do not get recognition for their work and are considering leaving the company. Recognition seems like a small thing and not understanding why it is needed could hurt an organization’s profitability. Think about it, a few simple words of encouragement or gratitude can save your company thousands of dollars in recruitment and training new talent. Recognition helps revenue. When an employee gets the recognition they deserve they are happy and happy employees are more productive. Companies who recognize their employees have 2.5 times more revenue compared to companies that do not reward their employees. This means that high engagement translates to a third higher profitability.

Culture of Recognition

Create a culture of recognition within your organization. For example, you can ring a bell and call everybody’s attention whenever somebody does a good job. This way everybody knows whenever the bell is rung that something amazing has happened. This action also recognizes the achievement of an employee. Soon your office will associate bell rings for getting recognition and will aspire to have the bell rung in their honor.

Tailor Fit Your Recognition

Teams within organizations can have their own culture. For example, this team loves bowling or comic books. Aside from the usual phrases and accolades typically bestowed on them, go a bit further by tailoring recognition for their internal culture like going on a celebratory bowling game after a job well done or treating them to a couple of comic books. These small actions do not only show recognition but it shows that you respect the individuality of your members as a team.

Link Recognition with Performance

The key is to promote good behavior through recognition. In the long run, the goal is to achieve better attitude and improved performance. Therefore managers should know how to tie recognition, company objectives and individual performance. Connecting behavior with specific behavior helps to drive better performance. For example, your goal as a company is to implement zero accidents in the workplace. Be sure to reward employees for avoiding accidents or coming up with a new system to improve safety. To truly drive behavior and reinforce performance, recognition from superiors should be more than just a few nice words. Superiors, management, team leaders and even the CEO should connect saying thank you (gratitude) with behavior (the purpose). Influencing behavior can boost performance and productivity while boosting morale.

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How To Connect With Employees As A CEO

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connect with employees

Thirty years ago, a CEO’s focus was on customers and profit. Nowadays we know that CEOs have a bigger impact. A good CEO knows that a company is more than just their customers and profits. A good connection with employees is also important to keep productivity and motivation up. CEOs need to connect with employees on a regular basis not only to inspire but also to know what is going on at the company’s most basic level. Here are ways a CEO can connect with his employees.

Social Media

Many CEOs use social media to reach out to their clients and customers in an effort to humanize their company. Why not use the same social media to connect with employees too? Sending a congratulatory tweet to a team or following an employee on Facebook can be very flattering to employees.

To some of them, the boss is on the top floor only accessible to a select few VIPs. Being called to the CEOs office is very rare except maybe if they did something wrong. Social media brings everybody closer together because they are used by all kinds of people. Connect with employees on social media to make yourself more reachable, friendly and more human.

Take Mark Zuckerberg for example. Facebook’s CEO is very accessible to all people on his social media. He shares pictures of his kids and daily activities of their family life. This makes Mr. Zuckerberg seem more relatable, not only to employees but to many people as well.

Family Day

Family day is not only a great way for families to get together on company time (and expense), it is also a good time for the boss to connect with employees. Being called by your boss by your first name can be very gratifying for employees because the CEO remembers you. This simple act of remembering first names can be very inspiring and motivating to employees.

Employees also like to see their boss in casual clothing. To them it makes them look friendly and approachable. You can be surprised how many more employees approach their CEOs when they are seen wearing casual clothing. The friendly setting of family day is also a good way for CEOs and their employees to bond and get to know each other outside the workplace.

One-on-One

Having a one-on-one with the CEO can be very intimidating. What does he want with you anyway?

This is not necessarily true. A good way to get to know employees and make them feel important is to schedule a short one on one. It does not necessarily have to be about work. It can be about getting to know each other or catching up. This has to do with people wanting to feel that they are important. A CEO’s day is full of meeting with important people and spending time with ordinary employees will make them feel special. It is an easy motivational tool that does not cost anything but time

Open Door Policy

An open door policy makes CEOs more accessible to ordinary employees. They understand that a CEO’s time is important but an open door policy also makes them feel welcome. This is one of the reasons why many CEOs prefer to have meetings in a conference room rather than their private offices. This is to ensure that ordinary employees can walk in and talk to them if needed.

The door does not have to be literally open. Just make sure they understand that they can drop in anytime or arrange for an appointment to talk with you.

Share Meetings With Employees

Employees like to know what’s going on in the company. It makes them feel involved and valuable. One of the best ways to make them feel that their contribution is important is to record your meetings and share it with them. Sharing is a good idea because it’s a communication vehicle, it shows employees how decisions are made and it encourages precise thinking, communication that reduces politicking.

Leadership style differs from one CEO to the next. CEOs wear different hats all the time. The key is to remember that employees are the lifeblood of a company and finding ways to keep them motivated is one of the duties of a good CEO.

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