Chapter 12. How the Internet does NOT advertise.
Look Before
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© 2001 - Barry Wroobel - Discovery Data Systems, inc.

Chapter 12. How the Internet does NOT advertise.
(note: Set the left and right printer margins to 0.25" for printing)

As was stated above, except for some special exceptions, the Internet is not a good advertising medium. It is a much better secondary contact or support tool (in the form of a resource provider or information provider) that other more traditional advertising mediums can refer visitors to. Keep in mind, there are usually only three ways for a visitor to get to your website. 1. They already have your address and they deliberately entered it. 2. They were sent to your page via a hyperlink from someone else's page. 3. They found you in a search engine. As you can see based on these three access methods, the Internet makes a better secondary resource rather than a front line, first contact advertising medium. Front line advertising would be more the medium that got your website address to the visitor in the first place.

There is one major exception to this above paragraph and what has been mentioned about this subject. Since this outline started discussing the Internet as both websites and e-mail, the Internet can be a very good source of advertising at rates that can not be touched by any other source on cost-per-contact basis. E-mail advertising, like advertising in magazines, newspapers, and other similar media, e-mail advertising goes to your customer instead of waiting for your potential customer to come to you. This does not help with designing your website, however, it does lend considerable thought to designing a good e-mail advertising message.

© 2001 - Barry Wroobel - Discovery Data Systems, inc.
(note: Set left and right printer margins to 0.25" for printing)