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wlkleo00jah
Wysłany: Śro 21:41, 21 Sie 2013
Temat postu: hollister The New Marketing Landscape
Another key benefit to any business that wants to leverage theshifts occurring in performance-based marketing is its inherentability to be highly targeted. You can tie a marketing process(campaign) to web site, newsletter or pay per click searchengine (Overture and now via Google's Ad Words Program) withspecific demographics that are highly qualified and targeted.Contrast this again with the traditional print medium where youcan target to a certain extent; but
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not like performance-basedmarketing. Consider an add again (for example) in the sportssection of the USA Today - it will clearly deliver a sportsenthusiast, but not a male who plays tennis that lives in theWestern US, etc. And, better targeting will always deliverbetter results, assuming all other issues
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Good Web Site Design increasingly More Important It's imperativefor a company to have a quality web site today - but many firmsare
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still throwing up web sites that are just poorly designed oroverly complex. Poor navigation (menus and overall sitestructure) when coupled with low quality graphics is reallyproblematical (!) - online visitors think less of your companyas a result which will
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hurt revenue in the long run. Many thinkjust doing a minimal job is sufficient but they aren't factoringin how close your competition is! On
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the web any potentialcustomer is only one click away from seeing a high quality website that is well designed and conveys a quality image
Performance Based
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Marketing on Upswing Publishers andadvertisers are more and more willing to accept advertisingwhich is ""performance based"" and/or based on a ""cost perclick"" or even a revenue share basis. Meaning, it's not likeputting an ad in the USA Today and hoping people respond to thepublication - you can now work with list brokers, onlinepublishers and marketing organizations to setup very targetedcampaigns that are based on your paying a small cost for
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anactual response to your message via an opt-in e-mail campaign,text link ad on a web site and/or an insert in a newsletter.
Case in point, companies like Virtumundo, Inc. (they are apioneer in the performance based market) are now willing tocharge nothing upfront in many cases for an advertising campaignand to just do a revenue share with you on the back end; this istypically 20-40% of your SRP, will vary depending upon yourgoods and/or services. And, they will do a test campaign priorto a full-bore campaign to make sure that the response rateswill be worth their investment.
Opt-in e-mail is still a viable and excellent way to market yourcompany but expect less results, lower costs/fees (more vendorsequals more competition which is good) and the need to repeatyour campaigns if you want to see tangible results. And don'tget dazzled by a design firm or your in house marketing staffthat wants to design a fancy HTML e-mail message for you -65-75% of the market today still doesn't want fancy graphics,they want a short message, delivered concisely with shortparagraphs in a text format. Less is more!
"
Be prepared to deploy some marketing resources for qualitySearch Engine Marketing - it's fiercely competitive for web siterankings; you've got 3-5K web sites coming online every singleday of the week
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and many are trying to drive market awarenessvia S/Engine ranking. What's a rule of thumb of what to pay forstandard S/Engine Marketing Services: i.e. Title/DescriptionDevelopment, Keyword Analysis, Content Rewrites, etc.? Costs canvary tremendously, depending on your market segment, web sitesize,
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what type of services you outsource, competitive issues,etc. Generally
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expect to pay $3-6K for a basic 3-4 monthcampaign and then some modest fee for ongoing maintenance (say$200-500.per month). There are alternative sophisticatedS/Engine processes that cost much more than
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this, but these aretypically suited for companies
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that have a good sized marketingbudget and or a large web site that necessitates a differentapproach.
Opt-in E-Mail Trending Down but still Viable Opt-in orpermission based e-mail (meaning people give you ""permission""to market to them) response rates for Business-to-Business andBusiness-to-Consumer are dropping below where they were a yearago by 30-50% on average. What's happening? The ever-increasingdeluge of Spam is negating the throughput (response rates,purchases, etc.) of quality opt-in e-mail.
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Search Engine Marketing still a Mystery to Many I hate to say itbut most of the web sites
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we analyze still don't have the basicHTML fundamentals (Title, Keywords, Description) in-place sotheir sites can/will be indexed (reviewed by an automatedbot/software agent) properly. Their title is wrong (don't repeatyour company name), there are too many keywords (you want 8-12)or the wrong keywords and the description of the company iseither poorly written or reads like yet another ""missionstatement"" that has been developed by the CEO/CFO and threeSenior VPs. This is basic
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block and tackling marketing andshould be setup properly when a web site is designed.
A good rule of thumb when budgeting for a web site is to assumeyou will pay approximately $250-300. USD per page - this shouldinclude your graphics design, content development, setting upregistration forms, etc. This may sound too expensive for manycompanies but for better or worse perception is reality in theonline world! So, don't short change yourself, put someresources into your web site and be prepared to continue to doso - it's now a vital component of any company's ongoingmarketing processes that needs constant upgrading liketraditional marcom (PR, print, etc.) materials.
"The New Marketing Landscape Many of us in the marketingservices and/or agency business are starting to see some realtangible marketing patterns emerging that businesses need to beaware of if they want to leverage their marketing dollars inthis ""post .com implosion economy.""
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