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Benefits of Internet Marketing and Advertising

In the current economic downturn, Internet marketing may be a great tool to reach consumers, including Latino consumers who have a higher purchasing power and a strong education in terms of online shopping.

Of the 45.5 million Hispanics/Latinos living in the United States with a purchasing power of $900 billion a year, more than 20 million are on the Internet on a daily basis.

In 2000 and 2001, many companies wasted a lot of money on the Internet, because most online media were using traditional standards to sell ad space in a new age. At that time, private companies were paying for online traffic coming from Latin America, Europe or Japan, representing a lot of visitors who never bought what U.S. businneses were selling. So the "dot-com bubble" crashed. But fears of wasting money in online marketing and advertising have currently vanished. Why? A new tool is solving the old problem of paying for useless traffic. A concept known as geotargeting helps publishers and advertisers design online ad campaigns only in the United States, only in Los Angeles, Miami, New York or Chicago. Or in a combination of several U.S. cities. It's also possible to run a campaign in several countries at the same time. This tool was created thanks to new technologies and it has been integrated to ad servers that reside in news and entertainment sites selling ad space. This tool also works as a web-based application. It does not stop traffic coming from foreign countries or cities where advertisers don't sell, but it shows banners, videos and other ad units only in the designated cities where advertisers do sell products and services, and want to run their online campaigns. Visitors coming from other cities or countries see a different banner which may be published by other advertiser, or may be a promotional unit published by the news or entertainment site selling ad space.

Technically speaking, geotargeting in geomarketing and internet marketing is the method of determining the geolocation (the physical location) of a website visitor and delivering different content to that visitor based on his or her location, such as country, region/state, city, metro code/zip code, organization, Internet Protocol (IP) address, ISP or other criteria, according to the Wikipedia.

As a general term, Geomarketing is the integration of Geographical intelligence into all marketing aspects including sales and distribution.

According to eMarketer, online ad spending in 2009 will reach $25.7 billion only in the United States.


One of the great benefits of online advertising is that Internet is interactive, so ad banners have an interactivity that traditional ads cannot display. Today, you can run an animated banner or an ad file containing audio and video. As you know, such a banner is hyperlinked to your own website, where visitors can buy your products and services directly, find further information, communicate with you via email or electronic form, or subscribe to your company's promotional newsletters and catalogs. By the way, to publish an online newsletter that helps you establish as an expert in your field, would be also a strong marketing tool.

Many companies and professionals publish newsletters with such a purpose. Restaurants offer recipes, lawyers, realtors, insurance brokers and health organizations offer professional advice to consumers.

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