A Marketer’s Life

Conventional advertising consists of adverts in such areas as: newspapers and magazines, on television, leaflet drops to homes, billboards and hoardings in public areas, on the outside of busses and lorries, on parking tickets, and or course Yellow Pages.

These can be dear to produce and then update as business changes require, and so the increasing use of the internet and specific company web sites has brought about an alternative way that is a more sustainable option for a company to advertise its products or services.

A recent study by PricewaterhouseCoopers found that Online spend grew 4.6% to £1.752bn in the first half of 2009, while TV spend dropped by 16.1% to just over 1 ½ billion. They then go on to grade the following types as online advertising; E-mail campaigns, classified adverts, display ads and search marketing.

This shows that some businesses are spotting some of the benefits of online marketing, perhaps on a cost outlay basis or perhaps because it can be easier to track the success of online advertising, e.g. by the number of website hits or email replies.

Most newspapers also have web sites where they can showcase news items and sites such as CNN and the BBC can show latest news from a variety of sources. The use of RSS feeds for news can send this directly to a person’s mobile phone that is web enabled. The knock-on effect here is that sales of newspapers have sunk and so fewer people are seeing printed adverts therefore their value to the advertiser is much less.

Those businesses who use Online Marketing as part of their business plan and want to have their web site optimised for search engine usage will want to be sure that the percentage of their marketing budget spent on this is bringing in business. So they will need to be certain that the search engine placement for their web site will be on page one of the organic results of an engine like Google when a user enters pertinent keyword(s) in the search.

In order to make this a long-term part of the company’s sales volume it is important that they use an ethical Search Engine Optimisation firm for the work, otherwise they may not get the results they want. Or worse still, may get a high Search Engine Placement in the short term but then find themselves ostracised by the search engine company for using unethical or Black Hat processes.

There are many ethical Search Engine Optimisation companies who can offer this service all are staffed by a teams of ethical associates who have improved the web sites of many clients so that their search engine listing in on page one long term. They will not pledge to get a client onto the first slot as this is not always worthwhile depending on the competition.

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