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Showing posts with the label website marketing

Improving Multi-Channel Outcomes in Online Marketing

Companies don’t always exist exclusively in the real or virtual world and neither should their marketing campaigns. Some consumers prefer buying products through physical channels while others prefer online channels. Companies find themselves managing the complexity of both broad channels to improve sales. These sales may not be based in a single marketing channel and may be more associated with the use of multiple marketing channels working together. An article in the Journal of Marketing Research offers greater insight into cross-channel effects on traditional, online display and paid search advertising. They found that a single marketing channel cannot account for the total purchase rate of products/services (Dinner, Van Heerde, & Neslin, 2014). Consumers may have a particular on or off line preference for purchasing but regularly use the Internet to search out and research their chosen items. The totality of both online and offline purchases is a combination of usi

To Ping or Not Ping Your Small Business Website

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Driving traffic to a website is a process of learning and experimentation. The marketing industry is always changing and even though online advertising is starting to take preference there is plenty of room for those who know how to advertise online in short order. For small businesses that don’t have oodles of dollars to market their products then knowing how to market your business on a shoestring becomes important.  Pinging was once a great way to attract new visitors before there was hundreds of millions of websites. It still holds some benefits for letting search engines, aggregators and other auto update functions to know that you have updated your site. Pinging notifies these services to come and crawl your website to index your site faster.  The downside to pinging is that it takes effort to ping the services every time you update your page or site. I wouldn’t necessarily suggest it either. If you update regularly try pinging once every 1-3 days but don’t go