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Showing posts with the label online advertising

How Keywords Can Help Your Small Business Compete Online?

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You have a business and would like to advertise online but you don’t know how you are going to compete against companies much larger than yours. Many of the keywords you would normally associate with your product have already been widely used by other well known companies leaving your search ranking position further down the page. According to a study in the Journal of Advertising increasing your search position is more likely if you are  very specific with your keywords and phrases (Yoo, 2014). Developing online branding can be helped with specificity of key word choice that leads to higher customers attraction and recall. Small businesses have a hard time competing with larger businesses in branding. It makes little difference if you are discussing traditional forms of advertising or online advertising. As consumers look online to find the products and services they need they will use certain keywords that help them find what they are looking for. Consumers are very specif

Improving Online Brands with Contextual Advertisement

All businesses must advertise to survive and those that do it effectively are likely to draw more business. Building a brand image and getting the biggest bang for your buck can be difficult in the online world where millions of companies are competing for similar markets. However, by engaging in contextual advertising it is possible to raise brand image and purchase rates through pre-selecting candidates that are already interested in your product or service (Chung, et. al. 2014).  Contextual advertising uses content matched with an advertising display such as a banner ad, video, music, etc… to attract visitors. It is most commonly offered through companies like Google AdSense, Amazon, and others that provide contextual advertising on web pages. Those who are reading a page exposed to similar advertisements that are more likely to draw their interest. The authors found that there are two factors in successful contextual advertising. The contextual prime and stimulus a

Targeted Marketing or Brand Awareness? Which Works Better Online?

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Online marketing has travelled a long way over the last decade and now supersedes traditional advertising media in the majority of channel categories. The online advertising world is not yet fully developed and will transform over time to include higher capabilities. A paper by Attia (2014), discusses how metrics will need to change to ensure the current click-through model is replaced by more holistic measurements. Successful campaigns have been built by adding brand image to the overall marketing plan. Is targeted marketing or brand management better? Click-Through is the most common method of online advertising but people have become sensitized to the marketing channel. The rate uses a simple formula like Clicks/Impressions X 100 =Click Through Rate (CTR). As more people click on an impression (showing of ad) the rate moves up and is considered effective.     When customers become desensitized to click-through ads, pop up banners, etc. they begin to ignore the display

Using Behavioral Marketing to Link to Your Customer

Behavioral marketing is the “Holy Grail” of marketing attracting highly motivated customers to increase purchase rates.   Research by Chen and Stallaert (2014) help show how small advertisers are better off with targeted marketing while larger advertisers are not yet able to fully capitalize on the benefits. The study has implications for marketing investment and where they are dollars are likely to be most fruitful.  Behavioral marketing seeks to use technology to better understand the online behavior of consumers and reach those most open to purchase. The information is collected from webpage cookies, search terms, forums, and other behavior to build a marketing profile of customers and then display ads that are relevant to their needs.  Businesses seek to attract customers in the most cost effective manner possible. The further the marketing reach with the least amount of investment the higher return on investment (ROI). Small businesses have limited capital to spend