In the current economic client, many businesses are focusing on efforts that contribute to high ROI (return on investment). High overhead departments and marketing campaigns are getting slashed as managers tighten their belts. This emphasis on “low costs, high returns” can mean a shift in focus away from traditional marketing & sales efforts (such as maintaining an army of reps out in the field) and towards interactive marketing campaigns. By interactive marketing, I’m referring to the collective group of newer, “next-gen” techniques such as search engine optimization (SEO), pay-per-click or cost-per-click (PPC or CPC, respectively) advertising, email and newsletter marketing, social media marketing, and mobile marketing.
So why is this industry one of the few currently experiencing growth? It’s simple, really – when done correctly, interactive marketing provides some of the lowest-cost, highest-yield returns. By and large, this is because of a) the ability to accurately & precisely target the segments that will generate the most revenue and b) the immense amount of data that can be used to track, analyze, and refine the campaign(s). These two factors (combined with the relatively low overhead of running most of these campaigns) are why the web marketing sector is still growing.
But for folks that have limited experience with these marketing techniques, choosing the right avenue to reach potential customers can be pretty overwhelming. By forgoing research and strategy, many companies end up choosing tactics that won’t work because they simply do not fit the firm’s objectives – in fact, sometimes folks forget to even define these objectives!
Below is a quick run-down of the biggest names in web, search, and mobile marketing. Many companies apply these jointly, but the ones that are successful know what to expect from each campaign. If you’re just jumping into the stormy seas of interactive marketing, read on – you’ll get a brief description and some examples of what you can accomplish with each technique, if applied successfully.
1. Search Engine Optimization (SEO)
Search engine optimization is a comprehensive technique to move a website “up” in search engine results pages for certain queries or phrases. The vast majority of search users never move past the first page of results (usually 10 listings) – for example, Coca-Cola being listed on the 4th page of results for the search “best soda pop” would obviously limit their reach & visibility to potential customers. SEO work involves, among many other things, making a site simultaneously user-friendly and “search engine friendly.” Use caution! Some firms or individuals offering SEO services often make guarantees or promises that seem too good to be true – choose wisely.
Ideal for:
Businesses seeking high visibility & credibility in the minds of potential customers
Companies attempting to gain long-term visibility, especially in a highly competitive market
Firms interested in being viewed as an authoritative source in their field or industry
Can be deployed on both national and regional scales
2. Pay-per-click/cost-per-click (PPC or CPC)
Pay-per-click (also called “PPC” or “CPC” for cost-per-click) advertising is based around sponsored links to your site that typically appear alongside “natural” or “organic” search results in search engines such as Google and Yahoo. These links can consist of a few lines of text, or can include images and even video. Companies bid on which search queries they would like their ads to appear, and are charged every time a user clicks on the ad and arrives at their site – hence the “pay per click” name. However, this relatively simple bidding system can get very expensive when inexperienced advertisers bid on the wrong keywords or don’t craft their ads properly.
Ideal for:
Quickly gaining visibility near the top of search engine results pages.
Seasonal products or time-sensitive campaigns where SEO may not be effective
Like SEO, can target customers on a national level, down to an individual city
Often used in conjunction with SEO services to extend reach
3. Email Marketing, E-Newsletter Marketing
Email marketing & opt-in electronic newsletters boast some of the highest purchase rates amongst online shoppers. When customers make a purchase or visit your site and sign up for your company’s newsletter, you immediately have a highly-interested segment of potential customers. By harnessing graphic-rich messages, dynamic content and advanced segmenting tools, newsletters can deliver the right content to the right people. The best email management tools boast extremely high deliverability rates and provide a great deal of power & flexibility while still remaining extremely user-friendly.
Ideal for:
Businesses that want to engage customers and encourage repeat purchases
Maintaining “top of mind” in potential customers
Companies that want brand consistency and close contact with subscribers
Low cost, high returns – but building up a subscriber list can take time, especially if there’s no incentive to sign up
4. Social Media / Social Network Marketing
First, some numbers:
MySpace boasts over 200 million users – greater than the population of Russia or Brazil
It’s not just for college kids – currently, Facebook’s fastest growing demographic is the 35 – 55 age group.
An amazing 120,000 blogs are created per day
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