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project 03 :: Internet Marketing :: Advertising and PR 01
An Approach to Advertising on the Internet
Becoming successful with affiliate program marketing, or marketing on
the internet in general, is governed by numerous dynamics; the item
you come to a decision to push, the kind of advertising you utilize,
the extent of your advertising budget, etc. One hot product in particular
has been in existence since the inception of the net. It has in bygone
days, and still is accumulating great wealth for loads of net savy
persons. The product I am is information. While browsing this site you
will locate a great deal of facts on affiliate marketing programs,
marketing, building successful websites, advertising and more. Enjoy!
Budweiser has the frogs. McDonalds
has Ronald. Goodyear has the baby. Each of these companies has used
different images as a means of advertising with traditional media.
Television, radio, and print ads have been extremely successful in
helping companies develop a successful brand image. With the World Wide
Web, however, marketing departments struggle to incorporate traditional advertising into a high-tech medium like the Internet.
The Internet continues to grow at a rapid pace. Billions of dollars
have already been transacted this year and with the holiday season
approaching those numbers will only increase. The traditional forms of marketing
and advertising still have their place; however, in a world where one
out of every eight dollars is spent online, the traditional 4P’s of
business might not fully apply.
In the past, the business mantra was “location, location,
location.” More businesses have realized that, with the Internet boom,
the new mantra is more like “logistics, logistics, logistics.” marketing
is not an issue of where you are anymore. Instead, companies need to
properly place themselves in the vast World Wide Web so that customers
can easily search for the products and services they are looking to
buy. This becomes difficult because consumers do their shopping from
their computer at home.
According to a recent study conducted by DoubleClick and
Nielson/NetRatings, the last quarter of 2003 yielded amazing results,
up 40 billion impressions from the third quarter. Throughout the year,
advertising volume on the Internet increased by 49 percent—that equals
about 200 billion impressions in the fourth quarter!
Rand Blair, of 10x marketing (http://www.10xmarketing.com),
believes the increased numbers result from the fact that people are
using the Internet more to find products they are seeking to buy. “As
people become more familiar with the Internet, they are becoming more
comfortable searching, learning, and purchasing. As a result, online
advertising is booming!”
Two of the most popular and successful advertising techniques on the Internet are pay per click campaigns and natural search engine optimization campaigns. A brief description of each is listed below:
pay per click
A pay per click
campaign consists of advertisements on the side and top of search
results pages. For example, try searching for a popular item. When
Google, Yahoo, MSN, or any search engine brings back the results, there
will be some links near the top and side of the page. These results are
placed there because companies pay the search engine each time a
visitor clicks through to their site.
When companies pick the right keywords to target and monitor, a pay per click
campaign can be extremely effective. Many executives like this type of
campaign because they only pay for those people who click through to
their site. If nobody clicks on the link, no money is spent.
Natural Search Results
On the other hand, when search results come back from a search
engine, the websites listed in the heart of the page are those pages
that are the most exact match for the keyword. Each search engine uses
complex algorithms so that the most relevant websites will naturally
appear at the top of their results. As consumers realize that pay per click
ads are placed at the very top because companies buy that position,
consumers are looking to the natural results with greater frequency.
It is possible for a company that is nowhere to be found to take
steps to increase their placement on the results page. In fact, those
companies who do nothing to increase their page ranking are giving
potential millions of visitors away to their competition.
Deutsche Safa Rashtchy said last year, “The search market has
become the Holy Grail of Internet advertising and continues to grow
faster than our expectations. Our initial estimate of 7 billion by 2007
is most likely to be too conservative and we believe we are still in
the early stages of an expanding and large market.”
In April, PricewaterhouseCoopers released a study that showed the
dramatic increase in keyword search revenue spent the previous years.
While most other advertising techniques are failing, keyword search
investments and pay per click campaigns are skyrocketing (for more information, please see http://www.10xmarketing.com/internet-advertising-statistics/).
What Does This Mean for Your Company?
As a business owner or leader, you might ask yourself the following questions:
* Where does my business appear in search engine results for keywords associated with our company?
* Are we putting any money into search engine marketing? (Remember that almost 90% of Internet users are using search engines to find products and information)
* How much Internet revenue is our company bringing in?
* How potent is our Internet presence compared to our competitors?
If your company is not competing at the level it should be, perhaps
it is time you looked into focusing more of your time and efforts into
Internet advertising techniques that are successful. Don’t be left in
the dust as your competitors invest and reap the rewards of the
Internet.
About The Author
This article was written by Mike Barton of 10x marketing. Mike works with various companies to help them increase their Internet presence through internet marketing techniques like search engine optimization, link popularity, and affiliate marketing programs. For more information regarding and advertising strategy that will increase your marketing ROI, visit http://www.10xmarketing.com/res/advertising-firm.asp
mike@10xmarketing.com
We hope you found the information on this page useful and will return often to browse
the many articles throughout our site. We will be adding new material on an ongoing
basis in order to keep our visitors up to date on the latest promotion and marketing
information and tools that allow so many marketers to earn a full time living on the
internet.
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