In recent years, cost-per-click or pay-per-click has been a widely used technique by Internet marketers to try to increase business and the profitability of companies with an online presence. While this type of strategy has been successful by itself, it can work even better when used in conjunction with other complimentary marketing methods. There are many different ways to reach a customer. The most effective marketing campaigns use a combination of marketing resources to gain brand recognition, attract interest and eventually turn prospects into paying customers.
Traditional Types of Advertising
The more traditional types of advertising campaigns generally rely on print advertising, direct mail or TV and radio to get the message out. There are several instances where each marketing channel might be appropriate. When a major corporation wants to reach a large audience quickly, television may be the best option. Why else would Honda, Pepsi or GoDaddy.com spend $3.5 million dollars for a single 30 second TV spot during the 2012 Super Bowl?
Newspapers are the accepted choice for posting legal notices. A full page ad in the NY Times costs plenty, but it also has a big impact. When you hear about a company’s new customer service policy in print, it gives that policy immediate credibility.
People tend to hold on to magazines for a long time. Since there are so many magazines that appeal to very specific audiences, it’s easy to target the audience that you seek. For example, if you sell fishing poles and bass boats, you could advertise in an outdoors magazine or a more specific magazine about bass fishing.
Direct mail works great when you’ve narrowed down your potential customer base. If you’re trying to appeal to professionals who make over $100,000 per year, you might buy a mailing list of doctors and lawyers and send out targeted messages to people most likely to respond.
Online marketing is perhaps the fastest growing and most cost-effective of all types of campaigns. Pay-per-click marketing can be customized to small and large businesses. When used in combination with an email campaign, it can be a very effective tool. You pay for results and you can set limits on how much you want to spend each month on this type of Internet campaign.
In order to know how effective your advertising is at meeting its goals you need to have a way of measuring costs and results. Such metrics as cost per click, cost per lead and cost per acquisition can tell you if you are getting the most bang for your advertising buck.
You can also branch out into affiliate marketing, also known as performance marketing, where you advertise on websites and blogs that are closely tied with your target demographic, but the blog owner decides when and where to put your ads and is then compensated based on how many conversions they garner.
Online Marketing is Highly Customizable
One thing about an online marketing campaign is that it is highly customizable for any type of business or organization. A company can target their advertising to specific area codes. They can pursue people who have responded to an initial email. Marketing managers can get individuals who watch certain types of television shows or read specific magazines to visit their company’s website. If you look carefully, you’ll see that almost every pharmaceutical company that advertises on TV or in magazines has their website somewhere in the ad.
Making Advertising Dollars Count
Marketing is all about getting customers. There’s a balance between the cost of acquisition and the additional revenue generated by each new customer. Most experts would agree that it is better to use not one, but a number of different sources to run the most effective marketing campaign.