We re talking way beyond banner ads here. The key to a successful portal advertising plan is integration. For example, if you want to heat your home in the winter, you won t stick a small space heater in the largest room without telling your family and hope they will feel from other rooms the heat or subliminally sense there s a heat source somewhere and migrate to it on their own. To maximize your home s warmth at the lowest overall cost you thoroughly insulate, prevent leaks in windows and doors, and install central heat piped directly into each room of the house. It s the integration of methods that keeps your house cozy in the cold of winter.
Portal advertising works the same way in that it s most effective when used creatively and fully.
Your next step is to hone your negotiation skills. You want URLbiquity getting your URL everywhere so your URL or products are woven into the very fabric of the site. This URLbiquity, or contextual integration, can be achieved in a number of ways. Start with your placement within the mall by making sure your company is listed in as many categories as apply to your products. If you re a department store, you would want to be listed under Department Stores, Women s Apparel, Men s Apparel, Shoes, Jewelry and so on.