Search
Engines
& Online
Marketing
Lost - and being found
- In CyberSpace
Advertising
Much of the above is worlds apart from traditional marketing. For instance, the
online relationship building and proactive interaction with potential customers
and site visitors is quite different to the more passive and less measurable planning
of offline media campaigns.
However, some similarity exists in the area of online advertising. This mostly
takes the form of a graphical banner intended to encourage people to click through
to your site.
What the ad says, how it's designed, where and how often it appears and what it
costs are all key issues in the campaign creation and planning. Where it differs
is the "messages" can often be much more clearly targeted to meet the profile
and reflect the interest of a specific site user.
And effectiveness is very measurable due to user tracking and reporting functionality.
In addition, depending on the sophistication of the site, it's possible to control
how often any individual may see a particular advertisement and even to specify
your proximity to possible competitors.
With regard to cost, online advertising is most often sold at a Cost Per Thousand.
That is you pay £XX for each thousand times your banner is presented to users.
That guarantees you "eyeballs" on your ad but not necessarily visitors to your
site. Another model is Cost Per Click-Through.
That is you pay so much for each time someone clicks on your ad to visit your
site. While being more effective, this is a more expensive option.
There can also be the opportunity to have your advertisement appear in a given
space for an agreed amount of time - much like print advertising - and sponsorship
whereby your name and branding is more closely aligned to content.
And the devices can vary further … marketing messages that pop-up when a visitor
opens a page, text ads at the foot of email, rich-media banners that do more than
simply present flat words and images...
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Starting
Point
Branding
Domain Name
Search
Engines and Directories
Offline Marketing
Pulling Power
Push But Don't Shove
Advertising
Summing Up |
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