An Approach to Advertising on the Internet
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
Latest News
Nationwide Credit Card Processing Provider, BankCard USA, Engages ... MarketWatch - "Internet marketing is a large source of revenue for many businesses today," notes Alan Griefer, President of BankCard USA. "Click-fraud is more prevalent ... |
Reply.com Launches World's First Marketplace for Enhanced Clicks(TM) MarketWatch - "We are on a mission to make Internet marketing available to businesses of any size by making it easy and profitable to generated locally-targeted and ... |
Tripology Appoints Internet Marketing and Lead Gen Expert to Board ... PR Web (press release), WA - "His success as an entrepreneur and innovator in the field of online lead generation and internet marketing means he's done this before. ... |
 Boston Globe | Retailers rejoice: Cyber Monday sales figures rise Los Angeles Times, CA - "All online retailers are doing much more aggressive marketing," said Bernard Luthi, vice president of marketing and merchandising at Newegg, which offered ... Video: Online Retailers See Monday As Black Friday Consumers Benefit from a Frenzy of Around-the-Clock Online Shopping Online Retailers Dangle Free Shipping, Discounts |
Pontiflex Launches ROI Calculator, Enables Marketers to Easily ... MarketWatch - The calculator empowers online marketers and advertising agencies to proactively assess returns on their marketing dollars. This is useful especially in a ... |
Business road warrior opts for Internet marketing to keep family first DeSoto Appeal, TN - Around late April, Stephenson launched an Internet marketing company. Memphis Sudden Values could be coming to an inbox near you. "What I do is help local, ... |
As a Busy Mum of Three, Daniele Launched Her Successful Internet ... PR Web (press release), WA - Daniele started her Business following the Internet Marketing techniques taught in a course. Working from home on an Internet-based business is ideal when ... |
Zeer Announces Formation of Advisory Board MarketWatch - He has spent the bulk of his career in strategic marketing and consulting roles, and has been involved in Internet strategy since the early 1990s. ... |
 Internet Marketing News | Is the internet marketing future mobile? Business Feet, UK - Internet marketing gurus may have to learn how to make their adverts miniature in future, if the latest trends are anything to go by. ... 'Now is the time to address mobile online marketing' |
The new age Internet marketing consultants Live-PR.com (Pressemitteilung), Austria - Ever since the internet has become a source for business, the role of internet marketing consultants has become two fold. While the primary one still is to ... |
Resources
-
Power Profit Marketing
Empowering The Internet Marketing Community With Great Marketing Tools, Manuals & Software
-
35 Products For One LOW Price!
Get 35 Internet Marketing Products For The Price Of One!
-
Make money on the Internet
How to make money on the Internet through Internet Marketing and work from home
-
The Internet Marketing Master Plan!
How To Turn Your Passion or Hobby Into a $100,000 a Year Money Machine on the Internet.
-
The Truth About Internet Marketing.
Discover the astonishing whole truth and nothing but the truth about Internet Marketing!
-
NEW -- Marketing, Internet Marketing, email Marketing, Marketing plan, direct
Marketing, joint vent
Offers Marketing tools, tips, strategies and techniques for Internet, email, direct and joint venture Marketing.
-
The Esuccess Code - A Step By Step Guide.
Newest, Hottest, Most Cutting-Edge Internet Marketing Strategies You Can Use To Earn A Fortune With Little Or No Effort.
-
Internet Business Marketing - Sen Ze's Mini-Encyclopedia Of Low-Cost, High-Profit Internet Business
Discover 19 Top Internet Businesses as practised by Top Internet Marketers and Internet Entrepreneurs from around the world.
-
Internet Marketing - Pro Shop.
Internet Marketing.
-
Web Site Design and Development
Web site design, development, and promotion guide for business and Internet Marketing web sites.