According to recent studies, US online advertising and marketing spending will overtake print in 2010, thus confirming the shift to digital over paper-based, “analog” marketing campaigns.  The survey also notes that advertisers are spending more on search advertising, their own Web sites and Webinars – at the expense of newspapers and magazines.

It’s no surprise that companies are forgoing traditional methods of advertising for online campaigns. With online advertising, content and messages are delivered through a medium that can be highly targeted and not limited by geography or time.  Additionally, online advertising can utilize Google AdWords, AdSense, etc. – allowing ads to appear on Web pages that are relevant to your company and brand.

Another benefit is the availability of tools that can be used to evaluate your ROI.  For example, Google Analytics can provide insight into your online advertising campaigns by offering metrics on Web site traffic, page view stats and many other areas.

At Springboard, we have helped clients – such as Synchronoss Technologies – implement their online advertising campaigns.  We continue to learn about this powerful medium, and how successful advertising campaigns encompass much more than creating clever ads and a compelling call to action.  There are a number of behind-the-scenes initiatives that must be addressed, including evaluating keywords and phrases, researching the appropriate Web sites to advertise, and creating content-specific landing pages to ensure a positive click-through experience.

Online advertising can be a very effective channel, even within a modest budget.  The key is closely monitoring performance and adjusting campaigns with new messages, keywords and media, as your ideal customer can be a moving target.

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