ONLINE PAID SPONSORSHIPS
Online paid sponsorships can take on many different forms, the most common of which include content sponsorship and co-promotional sweepstakes.|

There are many opportunities available for an advertiser to provide or sponsor existing content within a relevant Web site. Although, many times the opportunities are not obviously available, most sites will be very receptive to such an idea. Often, all you have to do is ask.

Additionally, there are co-promotional sweepstakes opportunities where an advertiser could partner with a Web site and conduct a jointly sponsored sweepstakes. Typically, sweepstakes are only run on heavily-trafficked sites. As a result, the advertiser receives a large number of impressions for very little or no money, with the stipulation that they give away merchandise.

NEWS GROUPS
While fewer numbers of surveyed respondents said they found Web sites through participation on Newsgroups and Internet Mailing Lists, their numbers are nevertheless significant. Therefore, we believe that occasionally "surfacing" in the appropriate newsgroups can bring quality visitors into a Web site.

Most companies do not have the resources to support a constant presence on all appropriate newsgroups. A few well-timed and informative messages, however, could well draw highly targeted users to their sites. There are also services available to monitor the use of key words such as company or brand names in newsgroups and Internet mailing lists, which can be highly valuable in addressing volatile situations or even averting a public relations crisis.

TRADITIONAL MEDIA
Of course, the Web site address should be included in all traditional media, including television spots and print ads. Special advertising and public relations programs can be very effective in promoting and launching the Website. Additionally, collateral materials such as brochures and business cards should routinely display the Web site address.

We stress, however, the importance of providing an incentive to the potential site visitor. Merely listing the URL will not be enough, in most cases, to draw significant number of visitors.

Remember that there are over 2 million Web sites, and having a Web site is no longer newsworthy in itself. Give the visitor a reason to visit. Offer a Web-only discount, coupon, or valuable information that is only available from the Web site.

Web site marketing is only one aspect of a successful high-tech marketing program. Contact The Oxford Group and let us apply our technology marketing expertise to your product or service. Call The Oxford Group at 760-431-5440.