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Search engine mar­ket­ing (SEM) is the new fron­tier in adver­tis­ing and pro­mot­ing busi­nesses Inter­na­tion­ally and here in South Africa. How does this affect tra­di­tional adver­tis­ing? ( This infor­ma­tion was com­plied from a post by Paul Therond )

SEM as an adver­tis­ing medium is found purely on the Inter­net whereas tra­di­tional adver­tis­ing such as bill­boards, TV adver­tis­ing are pro­motes busi­nesses in the tra­di­tional off line sense

Online Mar­ket­ing and pro­mo­tion is all about con­tent and infor­ma­tion and sat­is­fy­ing  that need in peo­ple who are look­ing for answers. Real world Adver­tis­ing it is all about loca­tion and those who have the best loca­tion and biggest adver­tis­ing spend will get the customer’s feet into their store.

How­ever the beauty of SEM is that it allows smaller busi­nesses to com­pete with much larger busi­nesses as he who pro­vides the most cred­i­ble infor­ma­tion cor­rectly opti­mised for search engines will win the cus­tomer. (Feet through his website)

Let us look at an example:

Client A who is a seller of elec­tric gen­er­a­tors decides to use search engine adver­tis­ing using pay per click and organic search engine tech­niques and is able to get on the 1^st page of Google for 6 of his key­words. In order to achieve this client A is able to gen­er­ate 1000 tar­geted cus­tomers for his sales page web­site where he sells the gen­er­a­tor from. From this he is able to achieve a 3% con­ver­sion rate on sales totalling 30 gen­er­a­tors sold.

Now the true suc­cess of this cam­paign could only be mea­sured by know­ing the costs incurred to sell these gen­er­a­tors and the price he is charg­ing his clients. How­ever I would like to make a key point in how this adver­tis­ing cam­paign dif­fers from a tra­di­tional adver­tis­ing campaign.

What’s the difference?

In tra­di­tional adver­tis­ing the busi­ness would place mag­a­zine adverts, cre­ate bill­boards, hand out fly­ers, glossy brochures etc to sell his gen­er­a­tor. Now one of the dif­fer­ences is that the cus­tomers would not be tar­geted as in the search engine exam­ple. How­ever there would also be a big­ger audi­ence that this adver­tis­ing media reaches.

“Now think about this, if all this tra­di­tional adver­tis­ing cre­ated 1000 leads for the busi­ness and 1000 peo­ple phys­i­cally came into the gen­er­a­tor shop I can guar­an­tee that there would be a higher response rate than the 3%, because those clients would be phys­i­cally invested in the store and make a pur­chase deci­sion. The only ques­tion is how much would the com­pany have to spend on tra­di­tional adver­tis­ing to gen­er­ate all those leads?” And therein lies the fun­da­men­tal dif­fer­ence and ques­tion, as using tra­di­tional adver­tis­ing makes it very dif­fi­cult to mea­sure return on adver­tis­ing spend.

“How­ever using online mar­ket­ing tech­niques like SEM means that we can track every dol­lar spent and deter­mine the best strat­egy for the best ROI. How­ever you might be ask­ing why you would get a lower response rate from the search engine adver­tis­ing com­pared to 1000 peo­ple com­ing through the store.”

“The answer is quite sim­ple because on your Inter­net browser there is a but­ton called back which makes it so easy for your poten­tial clients to com­pare you with your com­peti­tors. The per­son with the best propo­si­tion wins! How­ever when you have 1000 cus­tomers com­ing through your store it is a dif­fer­ent sit­u­a­tion as the next gen­er­a­tor store, who is your com­peti­tor, could be across town.”

“For the best ROI , I would go with SEM as it is a more cost effec­tive solu­tion than other more tra­di­tional forms of Advertising.”

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The big ques­tion I  am often asked and a ques­tion I often ask myself is,  how do I make money from the Internet?

We see the poten­tial of the Inter­net, mil­lions of world wide users, from every nation and tribe and creed,

Will­ing buy­ers of our prod­ucts

We get a web­site, a web presence

We go through the process of get­ting tar­geted traf­fic to our websites

We refine and adapt our Prod­uct, our Sales pitch

We ana­lyze key­words and phrases and get an idea of what peo­ple are doing on our websites

WHAT NOW?

We often hear the term tar­geted traf­fic, some­thing only clever
eMar­ket­ing can provide.

What do we do with all the traf­fic, how do we Con­vert this traf­fic into sales.

If you are sell­ing some­thing Our Products/Services how do you con­vert this into a Sale

and Make Money.

That is where we come into the pic­ture, we help you con­vert your tar­geted traf­fic into Sales,

Our Approach is Holis­tic, under­pinned by these Key Secrets

• Cre­ative Con­ver­sion Sales Copy
• Effec­tive visual design
• Sim­plic­ity

If you want our expert help, have the free­dom to con­tact us, we are will­ing to Help

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Con­ver­sion Ana­lyt­ics is one the keys to mak­ing money online via your website.

The basic idea is that you have com­plete con­trol over your web­site, and gain clear insight as to what readers/customers/ users are doing on your website.

This is just a sci­en­tific way of deter­min­ing real results of your online pres­ence, left brain­ers love this as the results are in black and white.

• What but­tons they press the most
• What pages they looked at
• What actions they took
• Even how long they spent on your site
• What they bought

As a cre­ative right brainer, I also can appre­ci­ate the value of “sta­tis­tics” in very real terms, were we thrive is find­ing cre­ative ways of adapt­ing the page

• Con­tent
• Visual appeal
• User friend­li­ness
• Sales pitch

Con­vert­ing cus­tomers is the way to do it-results are sci­en­tif­i­cally mea­sur­able– the more traf­fic you gen­er­ate the bet­ter your “chances” of hook­ing fish…customers

You have prob­a­bly heard of NLP… con­vinc­ing sales speak…pressing emo­tional trig­gers etc.

• Social proof
• Color sym­bol­ism
• Brevity of information

These are some of the tools we use, read­ers make up their minds after a few sec­onds so you had bet­ter make the most of it, and what bet­ter way than to get an idea of users are “actu­ally doing on your website”

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Search engine mar­ket­ing (SEM) is the new fron­tier in adver­tis­ing busi­nesses on an inter­na­tional scale. How­ever the ques­tion remains, “how does it com­pare to tra­di­tional adver­tis­ing?” as pri­mar­ily punted by Madi­son Avenue cre­ative agen­cies. A key to con­sider is the loca­tions of these types of adver­tis­ing forms, which I eluded to in the title of this post today. SEM is a vir­tual adver­tis­ing medium found purely on the Inter­net whereas tra­di­tional adver­tis­ing such as bill­boards, TV adver­tis­ing are pro­mot­ing the busi­nesses in the tra­di­tional brick and mor­tar sense. Online it is all about con­tent and infor­ma­tion and sup­ply­ing that need to the peo­ple who are look­ing for answers. In the real world it is all about loca­tion and he who has the best loca­tion and most adver­tis­ing spend will win the cus­tomer by get­ting feet into their store. How­ever the beauty of SEM is that it allows smaller busi­nesses to com­pete with much larger busi­nesses as he or she who pro­vides the most cred­i­ble infor­ma­tion, cor­rectly opti­mised for search engines, will win the cus­tomers hearts.

Let us look at an example:

Client A who is a seller of elec­tric gen­er­a­tors decides to use search engine adver­tis­ing using organic search engine tech­niques and is able to get on the 1^st page of Google for 6 of his key­words. From this achieve­ment client A is able to gen­er­ate 1000 tar­geted cus­tomers to his web­site. From this he is able to achieve 1% sales con­ver­sion rate and makes a total of 10 gen­er­a­tor sales. Now the true suc­cess of this cam­paign could only be mea­sured by know­ing all the costs incurred to sell these gen­er­a­tors and the price he is charg­ing his own clients. How­ever I would like to make a key point in how this adver­tis­ing cam­paign dif­fers from a tra­di­tional adver­tis­ing cam­paign.

What’s the difference?

In tra­di­tional adver­tis­ing the busi­ness would place mag­a­zine adverts, cre­ate bill­boards, and hand out fly­ers, glossy brochures to sell this gen­er­a­tor. Now one of the dif­fer­ences here is that the cus­tomers would not be tar­geted as in the search engine exam­ple as many peo­ple who received the brochure or saw the bill­board actu­ally did not want to see it. How­ever there would also be a greater audi­ence (mass adver­tis­ing) see­ing these adverts. So let us assume that this adver­tis­ing also gen­er­ated 1000 feet into the gen­er­a­tor store. I can guar­an­tee you that there would be a higher response rate than the 1% that was achieved using the search engines. If there was 1000 peo­ple phys­i­cally com­ing into this fic­ti­tious gen­er­a­tor store. This is sim­ply because of the stick­i­ness fac­tor of being in-store.

Am I say­ing tra­di­tional adver­tis­ing is better?

Not nec­es­sar­ily. Yes if you were able to get 1000 peo­ple into your phys­i­cal store a much higher per­cent­age should buy your prod­ucts, due to the stick­i­ness fac­tor of the store (com­peti­tor might be across town, good sales­man etc). How­ever the ques­tion to be asked about the tra­di­tional adver­tis­ing medium is how much money had to be spent on the adver­tis­ing to get those 1000 prospects in the 1^st place. More than likely it would have been much more than a search engine mar­ket­ing cam­paign. Using online mar­ket­ing tech­niques like SEM means that we can track every dol­lar spent and deter­mine the best strat­egy for the best ROI. This is one of the biggest dif­fer­ences as busi­nesses can now be con­fi­dent in a form of adver­tis­ing where they can mea­sure results. If a cam­paign is not work­ing, weak­nesses can be iden­ti­fied and fixed. This is the beauty of online mar­ket­ing and why we are so pas­sion­ate about it. Do we rec­om­mend can­ning tra­di­tional adver­tis­ing? Absolutely not, how­ever if you are not increas­ing your adver­tis­ing spend on search and inter­net mar­ket­ing, now would be a good time to con­sider doing so. There are mil­lions of peo­ple just search­ing to do busi­ness with you. Do you have any com­ments about this arti­cle, feel free to com­ment below.

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The Inter­net mar­ket­ing indus­try has become very pop­u­lar over the last few years as busi­nesses see the this amaz­ing power that the Inter­net has in the adver­tis­ing and pro­mo­tion of their com­pa­nies. From merely hav­ing “brochure type” web­sites, many busi­nesses have now incor­po­rated Inter­net mar­ket­ing as their num­ber one mar­ket­ing strat­egy.

Africa and the Inter­net Mar­ket­ing Industry

On the con­ti­nent of Africa, Inter­net users have tre­bled to over 12 mil­lion since 2000. South Africa is the lead­ing Inter­net nation in Africa, with a quar­ter of Africa’s Inter­net users found here. With the increased use of the Inter­net in Africa, there has been an increased inter­est in Inter­net mar­ket­ing. Web­sites now offer con­sumers a chance inter­act with prod­ucts and ser­vices in ways which are even more effec­tive than tele­vi­sion com­mer­cials. This is why we believe Inter­net Mar­ket­ing is the key to future adver­tis­ing and business.

How to use the Best Pro­mo­tion Strate­gies of Inter­net Marketing.

When look­ing at how to imple­ment the best Inter­net mar­ket­ing strat­egy for your busi­ness, it is nec­es­sary to have it tai­lored to suit your indi­vid­ual business.

4Front eMar­ket­ing uses clever mar­ket­ing tech­niques and strate­gies to achieve results on behalf of its cus­tomers. Here are some of the ways we go about doing this.

• By apply­ing Search Engine Mar­ket­ing strate­gies your web­site increase its traf­fic, this can be done through either pay per click or “organic” growth, using SEO Techniques.

• Traf­fic con­ver­sion strate­gies which include SEO Copy­writ­ing and Key­word imple­men­ta­tion, and sales copy which com­pel cus­tomers to act.

• Keep­ing cus­tomers, instill­ing a sense of loy­alty and trust for your services.

Search Engine Marketing

A brief explanation:

We use a series tech­niques and strate­gies to increase traf­fic to your web­site, through: Search Engine Opti­mi­sa­tion, Pay-Per-Click, Direct Response Con­ver­sion, and email Mar­ket­ing. Increased traf­fic is the Key, and when we talk about traf­fic we mean Tar­geted traf­fic, ready to buy customers.

If you have any ques­tions and would like to find out more, please con­tact us we would love to hear from you, and help you become successful.

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