News of the demise of online advertising have been exaggerated indeed. After the Internet bubble burst and as rational thought returned, many believed online advertising to be a footnote in the history of marketing.
Obviously, as with all bold predictions of the future – they were wrong! Then came the other school of thought where “content” is mistaken to be the free-wheeling, whimsy thoughts of netizens and bloggers. Paid posts were considered inferior content and “experts” have believed that no one clicks on links in paid posts. PayPerPost.com recently concluded a study that demonstrated the power of payperpost as an online advertising channel. With a surprising click through rate of 10.54%, it is more than FIVE TIMES more effective than the average Google Adword advertising campaign(generally accepted to be 0.5 – 1.5%). Of course, in keyword advertising, the numbers do vary widely depending on campaign.
The implications of this study, made against 40,000 bloggers and 8,000 advertisers; tell us that paid postings provide a much more reliable and dependable response than tweaking other keyword-based campaigns.
On a personal note, I do have comments and emails from readers thanking me for this or that post. My friend who runs another blog over at Versa Creations has experienced the same phenomena. In fact, paid posts have been dugged, stumbled and shared. As long as the blogger responsibly writes to the needs of his or her readership, there is no reason why paid posts cannot be yet another source of inspiration for content (as all bloggers are always looking for things to write about!).
Marketers who ignore paid posts as a communications channel are definitely missing out on a key piece of action in the online world today. Just as in the offline world, there is a role for each media to play. Just as you would surely spread your campaign across TV, Radio, print and maybe outdoor advertising; why should online advertising be different?
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[tags]payperpost, paid advertising, online marketing, internet marketing, blog advertising[/tags]
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