Internet advertising

  • Internet advertising

Online advertising is a marketing strategy that involves the use of the Internet as a medium to obtain website traffic and target and deliver marketing messages to the right customers. Online advertising is geared towards defining markets through unique and useful applications.

Reasons A Company Should Use Internet Marketing To Increase Sales and Business Cash Flow

Kampala 100 envies the manager of today that is just graduating from business school.  They have a tool available to them that we wished that we had for most of our 3 years as a leading SEO Agency in Kampala.  That tool is the Internet.  We can only imagine how this productive tool for generating sales will evolve over time.

It is an exciting time to be the Director of Marketing of any organization.  If your mission is to build brand, generate leads, expand a relationship with your customer, or simply surpass a sales plan, then the Internet must be part of an integrated marketing communications strategy.

For you, business owners still not sure whether the Internet is worth spending your company’s marketing dollars this way, and then here are a few thoughts of ours on why the Internet needs to be a part of your future:

  1. Pay for Performance:  As a CEO nothing gets better than this.  Using pay-per-click advertising that is correctly executed allows your company to only pay if a prospect clicks on your ad.  Compare that to a TV spot on the evening news.  You pay for that spot whether your prospect is watching or not.  It’s the same with the newspaper.  Regardless of the location of the ad, you will be writing a check to the newspaper gods even if your prospect is on vacation and did not read the paper that day.  By the way, I predict that all digital newspaper sites will eventually go to pay for performance advertising.
  2. 24 Hour Marketing: With your website, blog or video on YouTube the Internet offers an around the clock opportunity to deliver your message.  The prospect can log on when they want and you know your message will be delivered.  Compare this to event marketing or a showroom with limited hours, or a radio spot that is only for 60 seconds.  You get more bangs for your buck.
  3. Results Can Be Measured: How many readers really saw the newspaper ad?  How many listeners really heard your radio spot?  How many visitors to a trade show really walked down the aisle of your exhibit?  With Google analytics (read more here about Google)  your company can track how many visitors came to your website, how  many seconds or minutes they stayed, what percent were repeat visitors and on and on.  With analytics for the Internet you will know what pages were read and what pages were not visited at all.  You can even determine what part of the page was viewed.  With good timely accurate information, the Marketing Manager can then make the Internet investment more productive than what is happening with your non-Internet marketing today.
  4. Used To Build Database: By using such tools as white papers and giveaways, your company can build a database of interested prospects from your website to then establish a relationship with over time.  This beats buying a list tied to some demographic sampling that maybe could care less who your company is.
  5. Email Marketing: This is possibly the highest return on investment outside of word of mouth.  For pennies a business can send newsletters to a pre-qualified database that you generated.  The newsletters can be segmented based upon the information the prospect wanted so only relevant content needs to be delivered.  The Marketing Manager can judge the performance of this tool by measuring how many readers opened the email and read it.  Email analytics can also tell what day of the week and what hour of the day is best to send the enewsletter.  Probably the most important aspect of email marketing is allowing the company to build a relationship with the prospect or existing customer.  An effective email marketing campaign provides information and a solution to problems of the reader.  It is not just used to deliver a call to action for a promotion.  For more information on effective email marketing go to the website of Exacttarget right here.
  6. Can Reach a Younger Customer: Instead of hoping a younger demographic comes to your website, you can go where they are.  This can be done by advertising on sites most frequently visited by a young prospect group.  For instance, your company might advertise to young males on the ESPN site or to young female entrepreneurs on a women’s business blog.
  7. You Can Target Market to Almost Anyone:  By utilizing keywords in your organic or pay-per-click marketing strategy your company can send your message to a specific segment of customers in almost any defined geographic market for a predetermined price.
  8. Education Based Marketing: The consumer is getting smarter and now controls the buy-sell relationship.  Before engaging the seller, the consumer will first take time to educate themselves thoroughly about the product or service they are seeking.  This will be done primarily over the Internet.  Those companies that will take the time to help the consumer by answering their questions and providing good information will gain credibility in the mind of the buyer.  When she finally decides to purchase, the company that took the time to provide the knowledge she desired will be first on her list to be shopped.  The buying funnel or buying decision cycle has been extended by the consumer spending more time gathering information prior to the buying step.  Make sure your company is the one educating her.
  9. Mobile Marketing: We predict this will be the most dominant marketing channel in the future.  Consumers are already accessing coupons at the checkout counter on their smartphones.  Will you be ready?
  10. Speed of Message: In the past if sales were horrible and I wanted to execute a quick promotion it necessitated producing and sending a direct mail piece or producing a TV or radio spot.  If we moved fast enough it might happen in 7-10 days.  Now, if the marketing team this morning wanted to communicate a promotion, it can be delivered via email to the customer database before the sun goes down.  Maybe they would follow-up with another promotion in a couple of days.  Not only is it much faster than before but it is also far less expensive.
  11. Use of Video:  If you want to personalize the message there is no better way than the owner of the business looking into the camera and speaking one on one to the prospect or customer.  Some consumers do not want to read copy.  The video can be used to create traffic to your website, educate the consumer, or be part of a strong call to action.  Video on the Internet tends to be very short in duration and much less expensive than producing a TV spot.  Therefore, video marketing needs to become a strategy in itself.
  12. Build Brand thru Social Media: All forms of social media such as Twitter or Facebook can be used to build a dialogue with prospects and customers.  This can be the first step in building a relationship that will turn into a sale.  Forums and consumer sites on the Internet can work to the benefit of a business or against it.  Social media is the new word of mouth marketing.  Make sure your company knows how to use it to its best advantage.
  13. Test Headlines and Copy: By combining analytics with pay-per-click, a company can test various headlines, copy and promotions prior to running a newspaper ad or producing a direct mail piece.  For a nominal investment you will know ahead of time which headlines and promotions the consumer will best respond to.
  14. It’s the Future: Internet marketing is less than 20 years old.  Yet the estimated dollars to be spent annually in online marketing is expected to surpass $30 billion in the next few years.  At the same time advertising on radio, TV and newspaper is struggling to show any increase.  The message is clear.  Online marketing will continue to outpace other methods of advertising.  A major reason is simply the ability to better measure results from the dollars invested through the Internet.

Will the Internet be a part of your company’s future?

It had better be because it definitely will be a part of your customer’s future.

REASONS YOU SHOULD BE ADVERTISING ONLINE

If you’ve been slow on the uptake when it comes to online advertising, you should begin ramping up your efforts. Online ad spend has seen consistent growth and is projected to overtake print, states a recent IAB report. If you haven’t yet familiarized yourself with online advertising, it’s time to do so. If you’re of the belief that advertising online is wasting your ad budget, think again. These are 9 reasons you should be advertising online:

  1. Insight
    Know exactly which ads brought in the highest number of qualifying leads. Know how many impressions were served, where they were served, and when. Identify your optimal channels, ad copy, and ad locations. The metrics and analytics available with online advertising allow you to see the exact cost of acquiring and converting a customer. Advertising online provides you with endless insight allowing you to become a more effective marketer. Marketers went from having no data to more data than we know what to do with. This is a great problem to have.
  2. Targeting
    Do you know the profile of your perfect customer? Online advertising gives you the ability to target and retarget the ideal prospects. Retargeting will serve ads based on prior engagement, enabling you to identify your ideal customer profile. Once you know what your customers look like, you will know just who to target and where to find all similar users online, making sure they too are being served your ads. When advertising online, you have the ability to target a population as specific as “men, age 18-35, who searched for Giants tickets between the hours of 7-10 pm” or as broad as “men, age 18-35” ensuring your message is in front of the right people at the right time.
  3. Creative
    Your ability to target goes beyond reaching the right customers. You can take this one step further and serve the creative that will best resonate with each target. There is a common misconception that online ads are of poor quality, when in fact digital advertising provides the opportunity to be highly engaging with video and other rich media. Using flash and in-banner video ads can increase brand recognition and highlight your competitive edge. Is one of your ads under-performing  A/B test your copy, your image, your headline and serve ads that are as dynamic as the online space in which they are living. A well-designed banner ad can turn your digital campaign from good to great.
  4. Brand Awareness
    Online advertising can be used to drive traffic to your site and build brand awareness. Effectively targeted campaigns can create brand influencers and reach complementary audiences. Use the endless online display space to be creative with rich media, establish your online presence, make an emotional connection, and get online consumers excited about who you are and what you have to offer.Online display enables brands to focus on their ideal audience and tailor messages that improve both recall and engagement.
  5. Flexibility
    Online advertising campaigns can be adjusted with a few clicks or keystrokes. You have the the flexibility to respond to incoming data and make changes instantly. Similarly, you have the ability to pause campaigns or adjust your strategy in minutes. This flexibility allows you to stay in front of your customers– anticipate customer needs and adjust your ads before anyone even notices.
  6. Scale
    Demand-side platforms, more commonly referred to as DSPs, have centralized the buying of auction-based display media across multiple inventories and data suppliers online. Offline, you have to coordinate with multiple providers. As a marketer, DSPs allow you to scale your digital campaigns quickly and strategically, and you don’t even need an agency! Many digital marketers are turning to self-service providers to manage their campaigns– create your own ads, choose your spend, scale and optimize across your networks as you see fit. You can also use a full-service provider who will optimize, scale, and spend accordingly, but this often comes with a monthly minimum. Whichever service you choose, scaling your campaign has never been easier.
  7. Cost
    Digital channels are highly cost effective for marketers. Rates are typically set through a combination of ad size, ad location, performance, and demand. Considering the reach allotted via digital channels, moving your campaigns online is often much cheaper than more traditional offline channels like radio, television, or print. Furthermore, digital campaigns have greater transparency allowing you to adjust your cost easily based on performance. In the offline world, once you’ve paid for the space in a print publication or a spot on the radio, there’s no adjusting your investment after the fact.
  8. Reach
    We’ve heard a lot of this lately —people are watching less live TVand turning to their computers for their favorite shows, music, and to access their news. As marketers, being effective requires staying in front of your customers; as it turns out, your customers are online, so you should be too, and sooner rather than later! Moving online gives you access to a global audience, if you so desire, and it means your ads can be working for you 24 hours a day. The options are practically limitless when it comes to your reach capabilities when you take your campaign online.
  9. Engagement
    Online advertising lets you know a customer’s exact level of engagement. You might have circulation and readership data for a print publication, but you can’t know how much time customers spent interacting with your ad, how much time they spent on your website, if they researched more of your products, and whether that ad led to conversions. An online presence gives you all of this valuable data and places you in a position to learn where your most engaged prospects live.

Online advertising is an essential element of anyone’s marketing mix. It provides you with numerous benefits, including lower costs, robust targeting, and valuable customer insights, that are not available through other advertising mediums. Your customers, competitors, and prospects are online — give them the attention they deserve, while getting more out of your budget.