Advertise or Publish for Brand Awareness?

By Frank Reed on April 21, 2009

Advertise or Publish for Brand Awareness?

It’s always interesting to see research confirm something that your gut says is real. Ad blindness is a very real concern for marketers and it is forcing more creativity to get brands in front of the right people at the right time for THEIR right reason. A report from eMarketer shows that Internet users are more likely to act on brand mentions when reading about it in content form rather than advertising form. Not a shock but still good to know rather than suspect. Here’s some info about what is working and what is not.

emarketer-chart

Advertising like banners may be losing some appeal because there is just too much of it. Online it is difficult to find major sites that aren’t littered with ads in all shapes and sizes and everywhere on the screen. Even those sites that do things ‘tastefully’ can feel pushy after a long day of being pelted with messages.

It’s gotten to the point that advertisers are starting to move in on the content concept more by disguising ads as articles. That’s not good news but if it is what people, especially those in the must sought after 18-34 year old demographic, are paying attention to then marketers will be there for sure.

While they still exist most people have had enough with pop up ads which is really no surprise. Some of the other findings show that along with age being a major factor in taking action based on online information there are others. The study showed that African Americans and Hispanics are more likely to take action from online information than whites. Why that happens is beyond me but I am just telling you what was said in the report.

So while there continues to be the push to find ways to monetize everything online there is still something to be said for good old fashioned content. As the consumer gets smarter and smarter the conversation will need to be more than a megaphone like ad screaming “Buy me!”.

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22 comments on “Advertise or Publish for Brand Awareness?”

Kumar Says:

April 21st, 2009 at 1:08 am

Right Question…
Advertise or Publish for My Brand?
Advertising is Traditional medium and easy too.
Publishing with the help of social media is new Trend But Getting very popular.

I think that We Should Use Both. There be a unique method for getting a special types of Leads for your site. It may be the Traditional Ad Banners or Well written Help Articles or A tweet also.

I use All the method ,as far as I can use them easily, For my Site made with smartappsportal.com and makes a lot of Profit by every marketing techniques.
Thanks for This Report.
Jake Says:

April 21st, 2009 at 1:19 am

Thanks for an interesting post. I am surprise to see banner ads and pop-up ads were so high at 25% and 13%. I personal will never click on pop-ups and sometimes banners. The others I do.
Amelia Vargo Says:

April 21st, 2009 at 3:51 am

This is something that I’ve been thinking for a while – Content is the future. Good well written content is what is needed. I never click banners and often don’t even read sponsored listings or ppc ads. It’s all about the organic searches for me.
Rosal Says:

April 21st, 2009 at 11:41 am

Hey Kumar, I agree with you. I make lot’s of profit from smartappsportal.com from last one month. There customer care are excellent. I am very happy with them. ooh.. Franke good informatics articles. I want more articles from you.
Thanks.
shabareesh Says:

April 21st, 2009 at 1:26 pm

Hey Thanks kumar, on your recommendation i also joined smartappsportal.com , very interesting site. Got to know that even we can earn online More than all i liked their concept of win win which makes us to have trust on them. I am just loving it. Let me know if you come across any sites like this.
Kumar Says:

April 21st, 2009 at 3:24 pm

Thanks Shabareesh,
I hope that you are enjoying this great service smartappsportal.com too.
Just spend some there and lean a few tips from the guys behind smartappsportal.com and you will be able to learn a lot.
wishing for Your Success !
Imraaz Says:

April 21st, 2009 at 10:08 pm

Oh ,…. smartappsportal.com has been gaining reputation ……. this article was helpfull
btw i admit shabareesh …..ive been here in smartappsportal.com for more than 2 months
Morgan Says:

April 22nd, 2009 at 2:22 am

Pop ups are annoying me so much. Banners can be still accepted, as long as not too much. Help article containing ads is more interesting, better if it’s well-packaged.
Amelia Says:

April 22nd, 2009 at 9:47 am

Hi guys, I can confirm that smartappsportal.com is really serious. I am a member of different sites like that but until then smartappsportal.com is the best. I wanted to start a successful online business and tried a lot of things that didn’t work out until I found this one.

Thank you Frank, good article
Atul Chatterjee Says:

April 23rd, 2009 at 2:21 am

The observation about Hispanics and Afro Americans is quite remarkable. If it is factual that would be a signal for a smart marketeer to target those groups. These sort of researches can be valuable if accompanied by the source.
Most Receptive Online Ad Format? — TechCrunchies - Internet Statistics, Figures and Numbers Says:

April 24th, 2009 at 10:27 am

[...] online ad format is most receptive in terms of viewer response? Here is the ranking of the different formats in order of which one invites the best response by the [...]
Eric Says:

April 24th, 2009 at 10:34 am

When it comes to marketing (online or elsewhere), it is always essential to know and publish your product. The answer to our question would be as follows: “Publish and Advertise for Brand Awareness” but each customer chooses. Here, I would urge you to follow my example and the others to enter smartappsportal.com and then enjoy his contributions very interesting: is it advertising? But it is serious.
CLEVE Says:

April 27th, 2009 at 9:39 am

It depends on what your product/service is. I think spending time and energy branding soemthing that will have a short lifespam is a waste of time. That is the sort of product you put 100% of your efforts and resources into advertising and “get while the getting is good”. On the other hand, building a brand on a long-term viable product or service will always outlive the impact an ad will have. But, we all know, branding is an expensive and slow process. I am buidling my brand with smartappsportal.com because I think phone APPS is a product with a very long life that is at the very early stages. Now, will it look and feel different this time next year? Like so many things online it is sure to change, but the overall opportunity will not. Thanks. CLEVE
eMarketer Report on Actionable Branding Says:

May 3rd, 2009 at 10:00 am

[...] Marketing Pilgrim reviews a report from eMarketer that states people are more likely to act on online articles that include brand information. [...]
seo-blog-traffic-tips Says:

May 4th, 2009 at 5:33 am

[...] Marketing Pilgrim reviews a report from eMarketer that states people are more likely to act on online articles that include brand information. [...]
Newsletter Industry » Blog Archive » Internet Users Act On Newsletter Content Over Advertising Says:

May 4th, 2009 at 2:47 pm

[...] Comments [...]
eMarketer Report on Actionable Branding | Web Marketing Watch - Web Marketing Videos Says:

May 15th, 2009 at 9:13 am

[...] http://www.marketingpilgrim.com/2009/… [...]
eMarketer Report on Actionable Branding | News Portal | Lastest News Articles Says:

May 15th, 2009 at 11:15 am

[...] Marketing colonist reviews a inform from eMarketer that states grouping are more probable to behave on online articles that allow sort information. [...]
Britney Says:

May 18th, 2009 at 5:31 pm

smartappsportal.com is a scam! All the people that have been talking about it on the blogs are all part of their marketing team. They are awful people and a guy yelled at me today b/c i wasn't falling for his scam!
so discouraged Says:

May 19th, 2009 at 12:16 pm

so I just paid $ to smartappsportal.com I can't reach anyone by phone or email I can't get help for the life of me I haven't heard a single reply from these guys since I paid them $ 5 days ago I've called nonstop and emailed several help me emails telling them that my activation to get paid and to advertise says its active on the insruction page from them though on the other sites say nothing is activated now i'm @ a stand still broke hopeless and wondering if I've been robbed and if I have how to get my $ back if I can't get anyone on phone or email
Amanda Says:

May 29th, 2009 at 12:09 am

I would like to share my experience on smartappsportal.com. I'm not one of their marketing team but a simple member. Me too, I invested $ on it and after one month of work, I received payment of $2170. On my side, it works perfectly.

By the way, very good article. Thank you.
Annie Says:

May 29th, 2009 at 1:02 pm

Whatever others say but i say from my experience .However i have been doing business with http://smartappsportal.com and i am doing very well. I must appriciate with good technical support.

Marketing Pilgrim