Measuring the success of Television, radio and other accepted mainstream advertising methods is notoriously difficult and companies can only guess what affect, if any, it has on their demographic. Furthermore, there is a spill over of demographic capture: Sure you may get your new beach clothing range exposed to predominantly 16-30 year olds, but half of them are the wrong gender for your product and of the remaining 50% only half are interested in surfwear – that's 75% spill.
Internet Marketing is far more targeted.
- Pay-Per-Click (PPC) campaigns allow you to specify demographic or search criteria so precisely that you can expect less than 10% spill.
- Banner advertisements can be placed on websites where you know your precise demographic will be looking.
- Search Engine Optimisation (SEO) helps your website appear to people specifically searching for your kind of product.
Allow me to elaborate:
Pay-Per-Click (PPC) is a very cost-effective form of advertising where you only pay when a user clicks on your ad. Many PPC providers are extremely accurate in their demographic selection, particularly the social networking sites which gather statistical and personal information about each user.
This would allow your beach clothing range to be advertised only to males 16-24yo in Queensland who like surfing.
Banner advertisements are ads for your product on other websites. Costs vary and usually depend on traffic (hits) to the site. Success can be measured by how many referrals that site sends to yours.
Your beach clothing range might be best advertised on www.surferspath.com (a surfing resource).
Search Engine Optimisation (SEO) is one of the biggest growing industries in internet services. Research shows that Google users rarely look past page 3 of their search results, so it is important for companies to have their websites appear high in the list for their relevant keyphrases.
SEO could help your beach clothing range appear on the first page when people search for “surfwear Australia”.
If your business is looking to spend less money advertising more effectively (and who isn't?) internet marketing might be the solution.
Visit Melbourne Online for more.
