Online Marketing: Welcome

There are many forms of marketing. My background includes mass media for consumer packaged goods, out of home, direct mail and telesales for a local theatre, yellow pages and sales. But none of these areas have the qualities of Online. With Online, you can measure, very concretely the results of your efforts. In paid search, you have a great deal of control, even with the quality score ranking systems in place. In organic search engine optimization, or SEO, there is a bit less control on your results, but they are no less measurable. With advances in targeting, display advertising it presenting great potential. Of course, as mobile advertising expand, particularly with location aware technology, our ability to reach consumers at the time they are making decision has improved greatly.

While I like the control, measurability and immediacy of online, I greatly appreciate the mass advertising impact on our programs. We do not compete with off-line advertising, we leverage it.This is particularly true with local online. Today, more brand advertisers, as well as small businesses that have marketed in other ways, are taking online more seriously.

The site has some basic online marketing marketing information, with a lot on search in particular. Through the blog, user feedback and comment, this information will continue to expand and make us all better.

A final thought before you move on. Before you can do online marketing, or any marketing well, you need to have a firm handle on your objectives. Usually, that means make money at an acceptable margin. So, if you are not sure how your efforts will result in increasesed sales and profits, figure that out first. It will make the decisions you have to address much clearer.

Steve Haar
Editor

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