Internet bilan birinchi tanishish paytida, an'anaviy ommaviy axborot vositalaridan farqli o'laroq, u iste'molchi tomonidan nazorat qilish va tanlash erkinligini ko'proq ta'minlayotgani aniq ko'rinib turibdi. "An'anaviy ommaviy axborot vositalari" atamasi televizor, radio, gazeta, jurnal, to'g'ridan-to'g'ri pochta reklamasini anglatadi. Yangi vositalar, birinchi navbatda, Internet tushuniladi.
Internetda, televizordan farqli o'laroq, ma'lumotlarning uzatilishi cheksizdir. televizor yangiliklarni kuniga bir necha soat uzatadi, veb-saytida siz ular bilan kuniga 24 soat davomida tanishishingiz mumkin.
Internetning aloqa kanali sifatida tavsiflovchi quyidagi xususiyatlarini ajratib qo'yaylik.
1. Internet muhitida markazlashtirilgan tashkiliy tuzilmaning yo'qligi.
2. Axborotni tarqatish va olishning yuqori tezligi, shuningdek, foydalanuvchilar haqidagi batafsil statistikani avtomatik ravishda to'plash va qayta ishlash qobiliyati tufayli Internetda tezkorlik bilan samaradorlikni aniqlash.
3. Muayyan maqsadli auditoriyaga e'tiborni qaratish qobiliyati; shaxsiylashtirilgan qo'ng'iroqlarni amalga oshirish uchun undagi kichik guruhlarni ajratib ko'rsatish; har bir tashrif buyuruvchining individual xususiyatlari va xususiyatlarini hisobga oling.
4. Vaqt zonalari va tinglovchilarning boshqa xususiyatlarini hisobga olgan holda, ma'lum bir jug'rofiy qamrab olgan holda reklama tarqatish strategiyasini amalga oshirish imkoniyati.
5. Reklama beruvchi va auditoriya o'rtasida to'g'ridan-to'g'ri muloqotni, shuningdek, auditoriya vakillari o'rtasida to'g'ridan-to'g'ri muloqot qilish imkoniyatini ta'minlaydigan muloqotning interfaol xususiyati. Foydalanuvchi to'g'ridan-to'g'ri kompyuter tarmog'ida bo'lgan holda olingan ma'lumotlarning oqimini boshqarishi mumkin. Shu bilan birga, manba interaktivligi egasi sizga aloqani o'rnatish, mavjud vaziyatni etarli darajada tahlil qilish va kerak bo'lganda o'z vaqtida javob berishga imkon beradi.
6. Elektron aloqa maydoni deyarli cheksiz, bu sizga katta hajmdagi ma'lumotlarni joylashtirish imkonini beradi.
7. Boshqa SM K bilan taqqoslaganda ma'lumotni joylashtirishning juda arzon narxi.
8. Resurs egasi va foydalanuvchi uchun eng qulay to'ldirish va ma'lumot jadvalini yangilashni tanlash imkoniyati. Ma'lumotni yangilab turish saytga uzoq muddatli qiziqishni ta'minlaydi.
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During the first acquaintance with the Internet, it is clear that, unlike traditional media, it provides more freedom of control and choice by the consumer. The term “traditional media” refers to television, radio, newspapers, magazines, direct mail advertising. The new tools are primarily understood on the Internet.
On the Internet, unlike television, data transmission is unlimited. the TV broadcasts news several hours a day, on the website you can meet them 24 hours a day.
Let us distinguish the following features that characterize the Internet as a communication channel.
1. Lack of centralized organizational structure in the Internet environment.
2. Determining efficiency quickly on the Internet due to the high speed of dissemination and retrieval of information, as well as the ability to automatically collect and process detailed statistics about users.
3. Ability to focus on a specific target audience; highlight subgroups to make personalized calls; take into account the individual characteristics and characteristics of each visitor.
4. Ability to implement an advertising distribution strategy with a specific geographical coverage, taking into account time zones and other characteristics of the audience.
5. An interactive feature of communication that provides direct communication between the advertiser and the audience, as well as direct communication between audience representatives. The user can control the flow of data received directly from the computer network. However, the owner of the resource interactivity allows you to establish a connection, adequately analyze the current situation and respond in a timely manner when needed.
6. The electronic communication space is almost unlimited, which allows you to place large amounts of data.
7. Very low cost of data placement compared to other SM K.
8. Ability to choose the most convenient filling and data table update for the resource owner and user. Keeping the information up-to-date provides long-term interest in the site.
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