Online Marketing

Written by Jeremy Horelick
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If online marketing hasn't already become a college major in its own right, it's well on its way. The traditional avenues used to promote products--newspapers, radio, TV, movies, and magazines--are growing more and more outmoded each day. And those who can still afford to advertise through these channels are rewarded with an increasingly segmented audience.

In the olden days--well, about 30 years ago, anyway--television advertisers could expect to capture roughly one-third of the TV-watching audience with one spot. Granted, the national population was considerably smaller, but there were also fewer distractions competing for viewers' time. These days, a media-savvy kid might be busy listening to MP3s, watching online movie trailers, and text messaging his or her friends while your $100,000 ad is droning on in the background.

Turn to Online Marketing

For far less money, you can design a run-of-site campaign on a major web destination, place banners and buttons throughout, or simply bid on rankings for search engine keywords. You can also hire website design services to help you build online visibility by getting your site more prominent placement in the directories that matter most. You may not reach the sheer number of consumers as you once might have, but your leads are likely to be better qualified since the Web becomes more personalized every day.

In the course of your online marketing campaign you're bound to hit upon a strategy that works. By measuring your metrics, namely the number of visitors you receive and the percentage who are "converted" into sales, you can track the success of your various campaigns. This lets you continue to hone and revise your online marketing plan until you're receiving the greatest return on your investment.


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