In this article, I am going to go over a few key points as to why internet based marketing will give you a better return on your investment over that of offline marketing. Let?s begin with an example.
You go to your local newspaper and you tell them you want to place an ad. While there, you ask them how many readers they have or what are the circulation numbers – and they give you a round about number. You also ask, what the demographics are, and they give you a general answer, as they do not exactly know.
So you place the ad in the classified section and wait to see what happens. By the way, on your ad you put a code on your website URL so you know how many visitors you are getting from that ad, and second, with the phone number you also add a code, so you know where the calls are coming from.
You’re also going to have to be patient. Your ad will go out in the next edition. Eventually, you’ll start getting some calls and some additional traffic to your site. Compare this added interest with the cost for the advertisement. Say you got ten leads out of the ad, with the ad costing you about five dollars per visitor; this means your ad has cost you $50 in total.
With the above example, let’s say that we make one sale. And of course, you may get other calls over the coming weeks. Oftentimes, people don’t respond to a newspaper ad until a bit after it’s run.
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 pay per click, you ad is up and being viewed in minutes by millions of people using Google, in this example. Best of all, you only pay when people click on the link in your ad!Suppose that you pay a dollar per click and have a conversion rate of 2% – you will spend $50 per sale that you make.
Here, though, you can tell which keywords are converting to sales because you can use conversion tracking. Then, you can remove the keywords that aren’t converting, so that your ad campaign is both more effective and more cost-efficient.
In addition, because you’ve also used broader keywords, you can see how many people are finding you with this “one size fits most” method. You can also place ads on other websites with exact demographic information, which will be extremely targeted to your business.
The point is this; when it comes to online advertising, your ability to measure the performance of your advertising is far better.
Another point to make is that pay per click is only one way to advertise online. You can also use other cost-effective marketing techniques online, such as targeted article writing relevant to your business, writing a press release, and running advertisements in complementary online e-zines. Perhaps the most effective of these, though, is e-mail marketing, as long as it’s done correctly.
Internet based marketing can cut your costs; provide more information, enabling you to run better marketing campaigns. Additionally, the turn around time is faster and as a result you get better information sooner.
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