Why Global Online Advertising Is Powering Ahead

If you are keeping track of what goes on on the internet, you will readily observe that online advertising is simply powering ahead. The powerful growth of advertising on the web, when evaluated properly, would probably rank as one of the most profound business events of this era. Don't judge by what happens in Nigeria and most other African countries, possibly excepting South Africa that has a bit of foothold in it, just as it has in other key areas where the others remain excluded. Like the global financial system, for example. For the rest, you must imagine that they think the world will wait and beckon until they think it fit to rise and integrate. Recall that people in these parts missed out on the industrial revolution. So, let it not surprise you if they look poised to miss out too on the power of the knowledge-economy, largely driven by computers and the internet. The reality is that the world is never going to wait. Simple.

Perception Problem?
Well, this is really about internet adverting, not the slumber of African leaders and governments. Not even of their private sector operators that are yet to wake up to the reality of internet advertising and online business. Or, if they thought access was a hindrance, wouldn't it be good business to invest in the provision of internet infrastructure and then go ahead to tap the business opportunities it provides? Well, the Nigerian adverting industry, to my judgement, has simply decided not to attempt it - you wonder if there is something scary about a business that commands billions of dollars, globally. What depicts this more than the decrepit website of the advertising regulatory agency, APCON?

Unstoppable Growth, for Now
Anyway, internet advertising is on the rise. And, as it stands, that trend is sure to continue in the foreseeable future. The reason is that the conditions for its success remain strongly favourable.

Growing Global Usage
Firstly, the use of the internet is rapidly growing in many parts of the world, putting many more people within the hitting range of online advertising, each passing day. More people are acquiring PCs too, improving the prospects of more internet access. In most parts of the world, the growth in internet usage is boosted by the growing awareness of the extensive value of the internet and the increased investments in the provision of needed internet infrastructure. So, more eyeballs are getting on the internet, each day. In places like the US, statistics show, today, that there is more eye-contact with the internet than TVs by the average citizen. As you will realise, the commercials go where the eyeballs are.

Broadband and Video
Also, the quality of internet service platforms is changing rapidly as better technology is deployed. Broadband internet access has not only become pervasive in advanced environments like the US but is indeed available in less developed countries. In Nigeria, a number of service-providers now offer broadband internet access. This trend is only expected to accelerate. That simply means faster downloads, more flexibility of use and - you guessed - the big role of video. With broadband, video on the internet has become, not just a reality, but a tool that is maturing rapidly and already giving regular TV and satellite broadcasting a run for their money. That's why advertising is today settling powerfully into the internet marketing matrix.

Clickability, Automation and More
While video is giving enormous power to the internet to command advertising influence, don't yet forget other highpoints of the internet when it comes to marketing. Think of clickability, for instance. Where else do you get such compelling opportunity to get your audience into immediate action?. They see a billboard and pass. Maybe they remember, maybe not. TV ads fly past and may just be remembered. Print media? Not too different. The internet is clearly different. You not only have a strong opportunity for a call to action, but, through a link, can immediately take an interested party (hot, qualified prospect, I mean) to your landing page where you, again, have so much room to put up a good showing to convert a sale. This is possible, whether by day or night, whether you are asleep or in hospital. It only takes a well-placed web page to do an automated job that would otherwise require sales officers who probably have gone home. That is, if the viewer of the commercial on TV or newspapers ever decides to visit your office or phone. On the web, it's on the spot! If he wants it, he can act and conclude a transaction. It's all click-click and the business is done.

Email, Still Punchy
If I conclude this without a mention of email marketing, I possibly can't justify that. Email is still powerful, spam or no spam. That stealthy entry into your box, delivering a message you can carefully examine at your convenience. It is not played (as on TV) when you are out at work or doing something else. It doesn't pass in a fleeting moment as on radio. It stays there, right in your mailbox, to be looked at whenever you are ready. There are issues of deliverability, open-rate and so on with email. But when properly done, a lot of it gets through and does the job. At little or no cost. Advertising you business using emails is still one of the special blessings of the internet that you can leverage to boost bottom-line.

Global Reach and More
You can continue, but it's clear that many strong factors are sustaining the power of the internet as an adverting and marketing tool. The most important is, of course, its global reach and the instantaneous dimension. All these are features that only point to prolonged staying power for this medium. It's a bit unfortunate that these facts don't yet seem quite obvious in our part of the world. Or, if they did, somehow we don't seem to desire to tap seriously into them. Well. if you run a business, do you need to wait for a trumpet by somebody before to initiate action that will benefit your business? Not the wisest thing to do. Even within our shores, internet usage is growing. We think businesses should begin to show perception about this. The advertising industry seems laid-back on this. For how long that will be is the puzzle to crack. For now, let the rest of the world rock with this far-reaching tool, while we watch.

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