4 1.2 default 0.02 700 http://www.grovo.com/asset/gplayer/skins/default/watermark.png Helvetica, Arial, Sans Serif Ever since the Parisian newspaper La Presse published the first paid advertisement in 1836, the media channels with the widest reach have been the costliest messengers.

Newspapers, magazines, radio and television broadcasts--they are the mouthpieces for marketing departments on massive budgets.

Every year, marketers pay media providers hundreds of billions of dollars to disseminate advertising messages to as many people as possible.

Sheer size matters most.

It’s why Super Bowl commercials, front page advertisements, and highway billboards are the status symbols of traditional advertising.

They reach the largest audiences, and so they cost the most.

But what are marketers paying for? Most people notice the spectacle, but many ignore the message.

The wider and more diverse the audience, the more money spent on people who are tuning out.

Many businesses, large and small, cannot afford the inefficiency of grand advertising gestures, and they are taking their dollars to the Internet.

Online marketing now accounts for 15% of total media advertising spending, a growth of 166% and over 25 billion dollars in just five years.

There are good reasons for the boom.

The Web has as wide of a reach as any other medium - there are over two billion global Internet users - but its true value to marketers lays beyond the size of its user base.

The Internet has enabled marketers to target users who visit specific web pages, exhibit specific character traits, or search for specific topics.

Now only people who match the criteria a marketer has selected will ever see a particular ad.

And analytics applications give marketers the advantage of tracking, measuring, and testing all aspects of an online marketing campaign.

If a strategy fails or stops paying dividends, it can be altered almost immediately.

The benefits of increased focus, understanding, and flexibility come at no extra cost to businesses used to the expense of traditional marketing.

In fact, marketing is on average much cheaper online than off.

And often, it’s free.

Any business that can afford it stands to benefit from traditional marketing; but the cost-effectiveness of online marketing makes it valuable to everyone.

And the value only increases the more acquainted a business is with its options.

There are many types of online marketing and many apps that help kickoff, track, and optimize your efforts.

There are also agencies that can do much of the work on your behalf.

The types of marketing you engage and how you manage your efforts will depend on research and planning.

Watch the remainder of this course to learn how to run the online marketing campaign best suited for your business.

Once you have a strategy in place, explore the sites and apps under the Online Marketing heading in the Grovo library.

146Online Marketing2098What is Online Marketing and Why is it Valuable? standalone11111high

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