What are the Advantages of Internet Based Marketing?

29 June 2009 No Comment

by Joe Cotroneo

In this article, I’ll discuss why Internet based marketing can give you a better return on your investment versus traditional, off-line marketing. Let’s start with an example.

Suppose that you want to place an advertisement in your local paper. You go to their offices and while there, you ask them two questions: firstly, what is their circulation? They will give you a ballpark figure. Secondly, you want to know the demographics of their readership. They will most likely guess here, as they cannot know for sure.

Then, let’s say the place an ad in the classified section and then sit back and wait to see what happens. Now, to track this, you put a code on your website URL so you know exactly how many visitors you’re getting from that one newspaper ad. With the phone number, you also include a code, so that you know where the calls are coming from.

In the interim, you wait for your ad to go out on the next edition of the newspaper. After a week, you start to get some traffic and calls, and then you measure that against the price of your ad. You may find that with ten leads, the ad is costing $5.00 per visitor with a total ad cost of $50.00.

Now suppose one of these leads converted into a sale. You may get some more calls of course over the next few weeks. Responses to print advertisements sometimes take a while.

In the next example, let?s say you start a Pay per click campaign. Using this method, you research keywords that are relative to your product or service. You can get as targeted as you want, plus you can leave a few keywords in the broad category to see if there are other keywords you may be missing when trying to capture this market.

With this example, your ad goes live within just 15 minutes, using, let’s say, Google. You don’t pay unless people click on your link; if they do, you pay a dollar. Let’s say that your conversion rate is 2%. This means that you spend $100 to make two sales.

However in this example because of conversion tracking you can tell which keywords are converting to sales and cut out the keywords that do not convert making your ad campaign more cost efficient and effective.

If you’ve also used more general keywords, you can track how much traffic that this approach has netted you. On the other side of the coin, you’ll be able to place ads on websites whose readerships demographics match the market you’re targeting.

The point is this; when it comes to online advertising, your ability to measure the performance of your advertising is far better.

Of course, pay per click is only one form of online advertising. There are many others which are very effective such as article marketing, advertising in ezines which appeal to your target demographic and putting out press releases. Email marketing is one of the best methods out there, if properly done.

Internet based marketing can keeps your advertising costs low while boasting better performance than print advertising campaigns. The tracking allows you to keep on top of your campaign and get information on its effectiveness almost instantly – and this kind of adaptability is just what your business needs in this competitive marketplace.

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