Marketing has changed dramatically over the
past 15 years. With people using the Internet for all sorts of searches the
need to conduct proper SEO campaigns has shifted the focus of marketing and
advertising professionals to the more precise efforts and effects of online marketing. Where a business
owner was once required to take out ads in the local phone directory to help
drum up customers, the Internet has made the phone book obsolete. Sure there
are some very rare occasions when reaching for the yellow pages might be an
option, but for the most part everyone that owns a computer is looking up the
information that they want in one of the online search directories. With an
estimated 31 billion web searches taking place each month on Goggle alone, the
revolution in how people are using technology has led to a revamping of the
entire marketing industry.
Once upon a time, not so long ago, the
standard approach to advertising was the mass media broadcast and print
productions that send out commercial messages to tens of thousands, even
millions of people at a time. Similar to firing a shotgun and hoping that the
spread of buckshot would hit something the mass media approach was effective to
a very limited extent. By reaching a large audience the advertisers would
expect to make a handful of sales for whatever product they were promoting.
With returns of 4% or less the shotgun approach to advertising to a mass
population was (and continues to be) a high cost, low return investment for any
business that could afford to shell out tens and hundreds of thousands of
dollars for the production and airing of their commercial messages. Television,
radio and magazine ads have lost their mass audience appeal and as the
telephone book is all but extinct the more traditional forms of broadcast and
print media are rapidly losing ground with younger consumers.
Thanks to the invention and innovation of
technology satellite broadcasting, commercial free cable programming, and
downloadable TV shows and music choices that can circumvent the broadcasts of
commercial ads allows users and subscribers to avoid or skip the traditional advertising
campaigns, leaving many advertisers looking for a better way to reach their
ideal consumer. Turning to the Internet for help the solution that has become
the norm for every company of every size in every country throughout the world is
search engine optimization for their
website. About a decade ago it became apparent that the world of marketing and
advertising needed an overhaul. Recognizing a shift was taking place in how
people used technology the online search directories stated listing businesses
and website information. As the trends in marketing continued to change a
number of marketing professionals saw the need to change their approach to
advertising or be swept away into history.
With the changes that continue to be made to
improve the placement of a website in the SERPS (search engine results pages)
consumers have adopted Internet
marketing strategies to help them increase their online sales. Noticing
that they could select a series of keywords that coincided to the parameters of
an online search, the targeting of specific buyers has become the new model for
advertising agents to follow. A directly opposite approach to the broad
reaching shotgun method of mass marketing, keyword optimized website marketing
works like a laser beam to pinpoint the ideal consumer and target the
advertising messages of SEO work
directly. Identifying individuals that are ready, willing and able to make a
purchase; at the exact moment that they find a product or service that they
want keyword targeted marketing strategies have improved the sales revenue of
many online organizations.
This laser beam approach to marketing
identifies a specific group of people by honing in on their interests instead of
generalizing an online campaign. By focusing on the ideal consumer profile instead
of blasting a large audience with commercial messages, businesses that are
laser guiding their marketing efforts are seeing an increase in their sales
from a smaller marketing budget. Returning hundreds of times more revenue than
the investment costs an advertiser the Internet has become the place for
businesses to position their brand and market their merchandise with laser fine
accuracy and some amazing results.
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