Advertising Online the Right Way

Moving beyond impressions

Banner advertising is so inexpensive (particularly Facebook and run of site network buys) that just about anyone can afford a million impressions, and a billion isn’t out of reach.

Before you know it, it’s all noise.  Reps will talk about how inexpensively you can buy a million impressions.  But what does that really mean?  What does that buy you?

Far better to focus on two things, both leading to the real goal:

Perception. Does the ad you’re running increase the value of your name? Are you perceived as an annoyance, an interruptor–or are you providing something of value, something worth sharing or taking time with?


Interaction. Not merely a click that leads to a sale. Instead, simply any sort of interaction with your organization, whether it’s an online chat, a phone call or navigating your site. Too often,  marketers are focused on cost per click instead of long-term value per engagement.

Both perception and interaction lead to permission. Permission to deliver anticipated, personal and relevant messages over time. Permission to tell a story. Permission to earn attention on an ongoing basis.