The Internet is the “essential component” of any “major ad campaign”, personal or commercial! Here’s what’s driving this new advertising reality: Customers, Consumers, Employers, and Net-Workers Are Online – All the Time!

The simple truth is: Biltmore Who’s Who Clients need to go where customers, consumers, employers and net-workers are, in order to reach them. Reality is, more and more, customers, consumers, employers and net-workers are online all the time!

*By the end of 2002, Nielsen/NetRatings tallied the worldwide internet population at over half a billion people, and eMarketer projects that number will go up over 3-4 Billion by 2009.

Media Consumption Is Shifting
Your target markets – male, female, young and old — are now spending time “online” that they once devoted to traditional media like magazines, TV and radio.

*When the Online Publishers Association studied the overall media usage of at-work Web users throughout a typical 24-hour day, the organization revealed in its 2002 report that “this affluent, highly educated group now spends more time on the Internet on a typical Monday-Friday than they spend watching television.”

“Online” Works When TV Doesn’t”
How’s this for a shocker? Some sought-after markets barely respond to TV anymore.
*As noted in a McDonald’s 2002 Cross Media Optimization Study conducted by ARF Research Authority, Dynamic Logic and Marketing Evolution, 27% of McDonald’s Grilled Chicken Sandwich campaign target market between the ages of 18-49 with online access were either lightly covered or not touched at all by the campaign’s TV spots.
So, we know advertising “online” is essential, but for which campaign goals?
The fact is, online advertising can improve ROI no matter what the mission of the campaign

Brand Lift (Personal Recognition)
Advertisers are finding that shifting dollars “online” bolsters brand / personal recognition (For Biltmore Who’s Who Clients, it equals “personal” recognition!)

*When twelve companies spent at least $100,000 on Forbes.com media buys, including Acura, AT&T Corp.,,BearingPoint (formerly KPMG Consulting), LG Electronics and Samsung Electronics, market research performed by Dynamic Logic showed message association up 28%, purchase consideration up 14%, aided brand awareness up 11%, and brand favorability up 6%. In your case
Brand – “Personal Recognition”!

*When “The Florida Department of Citrus” used “online” “Eyeblaster Floating Ads” and “Full Page Overlays” to help introduce the new “Best start under the sun” theme and educate consumers about the benefits of drinking orange juice, message association jumped 200% and awareness was up 280% – view case study

Customer Acquisition and Retention
Advertising “online” will not only help build your base of viewers, it will help retain them and allow them to retain your profile. (In your case, “Personal Recognition”!) “Online” allows users to bookmark /save your “Biltmore Who’s Who” profile, to be viewed over and over again and possibly emailed to others…
Data Capture
The Web enables advertisers to capture consumer data that can be used to connect with consumers and build strong relationships later on. (For Biltmore Who’s Who Clients, see and capture who’s viewed you!) What “Online” Does Better Than “Offline” More Messaging

Rich media ads are becoming standard offerings of Web publishers, giving “online” advertisers the ability to feature more information in ads, thus making messages more relevant to target audiences. (For Biltmore Who’s Who Clients, you can add pictures, audio and references about you…)

Related posts:

1. Online Advertising Company: Your Functional Media Partner
2. Paid Tv – Buying Media Online – The Good Virus That Can Help Spread A Marketing Campaign
3. Digital Media Limitations of Online Advertising
4. The Role Of Advertising Agencies In The New Media Marketplace
5. Campaign Media Tool Kit