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Marketing or Search Engine Marketing... Which Do You Choose?
by Jim Hedger
Advertising
campaigns can only be measured against one standard ruler, the return
on the advertiser’s investment. If spending $10,000 on advertising
your product or service returns $17,000, you’ve probably spent
your money well. If you’ve spent $10,000 and only see $7,000
back, chances are you should question your marketing strategies.
There are dozens of unique facets that go into a well-planned marketing
campaign. For many small to medium sized businesses, the two most
important factors are cost and coverage.
As
the general economy presents another series of poor numbers and
the terrifying face of deflation threatens, mainstream advertisers
are forced to ask themselves some very difficult questions. Limited
purchasing budgets must stretch further and attract a buying public
wary of spending their own limited purchasing budgets. Coupled with
the declining value of the US dollar, many companies cannot afford
a failed advertising campaign but still need to attract new customers
and reach out to past clients.
There
are several forms of advertising media available both in the online
and offline worlds, all of which have shown solid returns for advertisers
and all of which carry their pros and cons. The question is, which
combination of media will generate the highest returns for the advertising
dollar.
Search
engine marketing is the least expensive method of getting the word
out to millions of well educated and often well paid consumers.
The most important fact about these consumers is that they have
taken the time to pre-screen themselves. Every time a search engine
users enters a set of keywords looking for information on products
or services and finds your business website, you can be reasonably
certain they are not simply browsing or window shopping. The search
engine users actually took the time to type those specific keywords
and are definitely looking for your specific product. Take advantage
of their curiosity and be certain you can be found where and when
it counts.
Compared
with other forms of marketing, search engines have a far wider potential
reach, are much cheaper, and allow for the revision of content quickly
without producing cost overruns. Search engine marketing also allows
for a greater number of listings spread over a wider array of keyword
phrases, thus producing far more opportunities to be found by potential
clients and customers.
Compare
the costs and coverage of search engine marketing with the following
other forms of traditional marketing, Yellow Pages, Print and Broadcast...
learn more
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