By Sandor Panton, Contributor 
USING NUMEROUS alternatives including newspapers, radio, television and billboards, Jamaican companies and advertisers have largely mastered many of the traditional marketing media and techniques. One non-traditional medium that has become increasingly popular over the past year or two is that of 'Online Advertising' (Internet Marketing). While it's safe to say that they're not yet 'masters' of this new domain, increasingly, web-savvy Jamaican advertisers are recognising the potential and value of advertising their product or service online.
From banner advertising on popular web sites to online classified listings, online advertising offers numerous options for advertisers to showcase what they have to offer. Most importantly however, online advertising puts these items on the world stage with a potential audience that is not restricted by the length and width of the island.
Advertising on the Internet does not have to be a complex process. While these are not 'hidden secrets', the tips below should serve as a guide to successful online advertising.
MAKE SURE THAT YOUR SITE
IS READY FOR BUSINESS
Just as if you had a physical store or office, your web site, how it looks and how well it works is representative of you and your business. Ensuring that the site looks as professional as possible, that it's easy to use and navigate, and that its various links and resources work properly are the first basic steps to ensuring that you don't lose a potential customer the minute they step through your virtual door.
UTILISE ESTABLISHED
E-COMMERCE MALLS AND HUBS
In the real or off-line world, many store owners choose to set up business in malls and plazas. The logic behind this is obvious - these areas are a hub of activity, with shoppers looking to buy and explore the great variety of items on offer. Similarly, in the online world, establishing a storefront in an established e-commerce hub such as Go-Jamaica's E-Mall (http://www.discoverjamaica.com/shop/) is a practical option that should work well.
BANNER ADS CAN WORK
Banner advertising is possibly the Internet's oldest, most predictable, and most measurable method for attracting new visitors and potential customers. However, it's easy for your banner ads to get lost or blend into the background of a Surfer's mind. Hence, for your banner advertising campaign to be successful, it's important to remember these three key points:
Price - A pretty obvious point, but a very important one. Stick within your budget, try to negotiate where possible and find a price that suits your pocket.
Market - Advertise on sites that specifically target the market that you yourself are trying to reach. For example, if you're looking to sell reggae CD's online, advertise on web sites that are visited by Jamaicans and/or reggae music lovers from all over the world.
Quality - Dull, unimaginative and generally poor quality banners will not work. More often than not, it's the animated, eye-catching or unique banners that stand a better chance of being noticed by Surfers.
Give first time visitors a reason to keep visiting your web site.
