By Ryan Skinner (email)
With a nod to ShipServ's excellent recent publication "the 10 essentials of online advertising in shipping", I humbly add a few more points.
I start with a broadside at advertising, in general. I feel like advertisements are, by nature, disruptive. That is, an ad gets between a user/viewer/customer and what they're actually after. When you want to read a TradeWinds article about Maersk's efforts to get back to profitability, that advertisement flickering on the right-side of the screen for bilge pumps is simply fuzz, an irritant. Much advertising is, for this reason, inefficient, for the advertiser, the reader and the carrier.
Fortunately, there are ways to reap the benefits of advertising without disrupting, and that's what I'm after in many of these new points. It's what I call trusting your audience. The audience knows what it wants, and it knows where to find it. When we spend money on efforts to increase our business online, we need to help that audience find us, understand us and interact with us, all in the right context. Don't just jump in front of them with jazz hands.