Disadvantages of Online Advertising
Since many consumers spend time shopping online for
everything from groceries and clothing to electronics and cleaning supplies,
many businesses include online advertising in their marketing strategies. While
the benefits of advertising online include the potential to reach a large
market and the ability to measure results, online advertising also presents
some disadvantages.
Customers Ignore Ads
Consumers are so used to seeing advertising on television,
hearing radio commercials and flipping through advertisements in magazines,
they've developed an aversion to all forms of advertising. This is also the
case with online advertising, where consumers can avoid clicking banner
advertisements, bypass ads in online videos they watch and close pop-up
advertisements as soon as they come up on their screens. Customers are in
control of which advertising messages they want to click and respond to.
Viewing Problems
Website downtime, lags in website or video loading and
browser complications can reduce the number of times consumers see online
advertisements and how well they see them. When technical issues occur,
companies lose the opportunity to broadcast advertisements for their products
and services and may lose potential sales. Viewing problems can occur because
of problems with a website or if a consumer is using a smart phone or other
mobile device to view a website, has a slow connection speed or does not have
the correct applications and programs installed on his computers for proper
viewing.
Expensive Ad Prices
Pricing for advertising online can range from inexpensive --
$20-a-month placements on local parenting blogs -- to thousands of dollars on
popular sites such as the New York Times. The cost for banner, text and video
ads vary depending on the amount of traffic and the type of readership a
website or blog receives. Online advertising through pay-per-click campaigns
and social media sites can also wreak havoc on a company's marketing budget,
potentially yielding little to no return on investment.
Consumers Get Distracted
When customers visit a website, they typically have a goal
in mind, whether it's to catch up on the latest celebrity gossip, read the
news, chat with friends, and download music or shop for a specific item.
Websites present customers with various options that can easily distract them
and pull their attention from your online advertisements.
Too Many Options
The Internet offers a wide range of websites on which
companies can place advertisements. This can be overwhelming, especially for
small business owners. With so many options, it's difficult to narrow down the
choices to the websites that will attract the most potential customers and
sales. Once a company selects a website, it is then presented with a variety of
ways it can advertise its products or services on the site, such as through banner
advertisements, video marketing or by sponsoring a post. Companies have to
determine which type of advertisement yields the best response from their
target markets.
Source: smallbusiness.chron.com
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