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Internet Marketing Strategies
My services are oriented towards:
- Business analysis and present its online and offline: how effective and profitable Internet presence is your business and how effective is the marketing business
- identifying strategies to promote ONLINE: What is the best method and how to obtain maximum results with minimum investment
- identifying opportunities for profit growth: how and where you can win in this internet
- Increase in traffic to the website, increasing the number of visits: want more visitors to enter it?
- identifying and implementing OPTIMIZE WEBSITE to get in front of interested in the services / products company: how to get the website to be present on the first page of Google, Yahoo, MSN will look when potential customers?
- Finding and implementing methods of transformation (conversion) of visitors into customers: OK, you have many visitors, but how many of them will become customers? How many of them get to do what you want from them?
- Analyzing, identifying and implementing strategies for improving the functioning of business activity: you are interested to cut costs? Would you like some company business processes work better / easier? Do not know what these pound business that could be improved?
- finding ways to cut costs: you are interested to cut costs? To obtain the same results with less money investment?
- ONLINE comparative marketing analysis (Competitive analysis): To obtain marketing study related online activity your business? Costs are much lower than the same type of study for offline activities. Want to know why and how your competitors have better results on the Internet so? For answers to these questions will stay with pleasure at your disposal. I am sure that once you started working among us can see the opportunities and benefits of a long term partnership. Because I do not want and do not follow just a single collaboration. Value increases with the work of a consultant who takes care of business.
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And here's another example of a profitable business. A good training plan and budget marketing online marketing spend to attract qualified visitors.
7 STRATEGIES to survive in an economy adrift
ECONOMY: It's ugly out there!
It is a fact known to everyone: we are in trouble and chances of recovery (some say) do not appear until 2011. Not much to comment about it.
My intention is to write about the impact this has on Internet Marketing . And I would start with a quote of FD Roosevelt, since its opening (it is quoted that fits the new US President, Mr. Obama: "We have nothing to fear ... But fear itself”
People react differently to 'fear'. But that makes the difference between losers and winners.
Even if you expect a decrease in the shopping, people will still have to buy things they need. But they do much more careful about what they buy, how they buy and what they get from the acquisition.
The challenge, which is more acute now, is for companies to put their offer in front of those willing to buy.
"There are people who buy cars and the idea is to identify and find what makes them buy," said the October 13, Ian Beavis, executive client service director at Carat, part of Aegis Group.
AGLafley, chief executive at Procter & Gamble, on October 15, was quoted by The Wall Street Journal: "We want to help consumers make the decision wise, as long as every dollar you earn counts even more".
In the U.S., sales in the retail network are expected to grow only a 1.5% in this season. It's the smallest increase since 1991. But it is expected that online sales will grow by 10.1% during the winter holidays. And in the field of electronic commerce in 2008 is expected to increase by 9.8% and 9.2% in 2009.
Management orientation will be the processes that you can control:
- There will be (and already) major decisions about massive layoffs, cost reduction and cancellation (delay) acquisitions
- CFOs will impose budgetary restrictions higher than before and will be responsible for each decision maker
- Investments in technology will be delayed, upgrades also will seek more effective solutions
- Employees of the marketing will take measures
Even so, with budget cuts, marketing is working and is quite handy tools and strategies to:
- build and promote brand
- buy 'space' to promote more efficient
- to better engage consumers in a process of interaction with the organization
- to help increase sales
What will now marketing, or will not do will affect not only results in this quarter or next quarter, and positive long-term brand that it is, beautiful days when they return.
"In the recession of 2009 will gather marketing budget, will seek alternative solutions for safe and effective" - Jack Myres, Jack Myers Media Business Report, October 13, 2008.
And Internet Marketing is the solution for many organizations will turn their eyes more carefully than before.
"The First Cut Is the Deepest" - Cat Stevens
Difficult economic times is a good time where you can launch new products ,growing market segment or to improve company image.
But until we get there, you can not ignore the fact that marketing budgets will suffer as meddle that will be promoting.
A study of Epsilon company, in September 2008 shows that 79% of U.S. marketing executives say the marketing budget is the first to be dropped!
But beware, for those who think the same!
Specialists in Marketing: Think 2 times before making a decision. If you have a word to say, the decision would be to invest in the marketing . Time and history many examples of companies shows that this is the right decision.
Returning to the example that you give Warren Buffett, billionaire American. He says: "Notice he does most of the world ... and do the opposite "! As he put it into practice? Since September 2008, by way of investing money, and added many millions to his fortune, so great.
Let's learn from the example of those who succeed.
"When we go through hard times, it's time to invest, not cut (marketing budget) .... (All studies done) shows that if you reduce the marketing budget in these periods, the impact is negative and can take a long time before he comes back from where we started" - Sir Martin Sorrell, chief executive, WPP Group, 7 October, 2008, Media-week.
Marketing budget reallocation AND MEDIA
The budgets are smaller firms, and how the money will be allocated will change. It seeks to promote environments that are:
- More efficient
- More focused customer segments
- Which can be monitored better and easier
- That can demonstrate the value of the investment .
Traditional media will suffer. It already seen a decline in TV, radio, newspapers and emphasis and greater investments in Internet Marketing, Internet Marketing because the cost is low and allows for online advertising directly to those interested in the services/products. Too few companies will allow their emphasis on raising the image (brand only).
In a study by eMarketer, online promotion increase is 17.4% in 2008 and will be 14.5% in 2009! ... very interesting, right?
Another eMarketer forecast shows a budget increase in the percentage of Internet Marketing from 8.7% in 2008 to 10% in 2009.
When marketing executives were asked, B2C or B2B, in both cases, the largest increase in marketing expenses will be made in Internet Marketing (between 12.9% and 23.02%).
Why So Much Interest in Internet Marketing ?
Ashutosh Srivastava, chief executive, WPP Group, said in October 2008: "In times of economic downturn, when money invested in the promotion are restricted, they (funds) are directed more direct and measurable medium''.
Here some reasons:
- Promoting the Internet is more easily measured , can more easily allocate responsibilities and, in most cases is cheaper than traditional media
- Internet allows segments of customers to be more easily addressed than other forms of media, which reduces the amount of money that is lost through inefficient segmentation
- The Internet is interactive , allowing a stronger employment potential and current customers
7 Strategies for survival in an economy adrift
If you are a marketing professional, interested not only survive, but also to have success in this difficult time, here are some recommendations (taken from eMarketer )
- Emphasizing Responsibility - even more relevant than ever before, all departments must meet their responsibilities in daily operations, especially in marketing programs.
Responsibility has been defined by marketing professionals as one of the first two points of interest (in surveys done in 2006 and 2007 e-Marketer) affecting marketing plans . Other points of interest in how they affect marketing strategies were to align marketing with innovation and integrated marketing strategy.
Points of interest are current in present times, as elements that are found in Internet Marketing.
In another survey in 2007, the CMO Council identified that the biggest obstacle to marketing professionals in the assessment and measuring the value of marketing programs.
eMarketer, analyzing surveys made by several organizations, found that marketing professionals are at a bigger liability now. And the Internet has a great contribution in this situation.
The question is: are professional responsible of marketing campaigns meeting the expectations? Speaking of liability and responsibilities is one .... acting under their auspices .... is something else.
The good news is that even if there are major challenges in understanding how to integrate, at least there is information that can be accessed.
In a study conducted in September 2008, Epsilon has identified that only 50% of marketing managers to track performance using the methods of marketing strategies, but 31% use methods and tools for analyzing complex client behavior, preferences and demographics.
"I can not live without website reports" was the confirmation of 48% of participants in July 2008, the Chicago Interactive Marketing Association.
But there is much room for improvement: only 25% of subjects of study in September 2008, study conducted among advertising agencies, measuring ROI - to find one of the elements that give the triumphant success of marketing campaigns.
... not reduce everything there? How many and what value we get back the money I use for promotion? "When the going gets tough, the tough gets going" and information is what we confirm that we are on track.
Where can improve accountability? Here are some ideas:
- Measuring the effects of online marketing
- A better connection between marketing strategies online and offline
- Implement a comprehensive model for measuring the sales impact
- Promotion to users looking for info/services/products on the Internet - a necessity for marketers in an economy adrift. "In these challenging times, is oriented toward efficiency. Focus is on maximizing direct response. The Internet is the most efficient machine ever invented direct response "- Guy Phillipson, chief executive, Internet Advertising Bureau, UK, October 2008. Online business optimization for the organization to appear before the interest became a very popular among marketers.
Dan Sullivan: "Ads placed in front of those looking are not breaks, because these ads are exactly what is wanted".
Here are some advantages of this method:
- 'Search' is a strong and measurable ROI method for marketing budget
- 'Search' provides a higher conversion rate than any other form of online advertising
- 'Search' provides opportunities for immediate sale online , but long-term influence offline sales
- 'Search' help to improve brand
- 'Search' plays an important role in influencing the purchase decision
A study by Enquiro, in 2007, B2B environment, the results show that search engines were ranked second after the vendor's website, the top factors influencing purchasing decisions.
In conclusion: if marketers do not promote online business in front of interested, it's like these clients would present competitors.
There are companies that take this into account and this is reflected in increasing online budgets directed towards promotion. Only in the U.S. in the first half of 2008, growth was 23.6%. Although in the second half of the year, increases are smaller ... they exist and this is reflected in figures provided by Google (22% growth in Q3 in the U.S.) and Microsoft (22% increase over 2007).
'Search': ROI on steroids If ROI is a marketing objective, 'Search' is a method that provides a great ROI.
In a survey done by SEMPO (Search Engine Marketing Professional Organization), among its members, the first two places were placed Promotion Paid (Paid Search Marketing) and Organic Search Engine Optimization ('Search'), 54% and 50% of the answers, as best methods for obtaining ROI. The payments to be present in e-commerce portals and directories and Yellow Pages Online are present only 1%!
But there are other surveys that confirm the large share of the two methods above (Sapientia, Marketing Sherpa).
Effect while
When measuring ROI results from 'Search', it must be measured not only the immediate results that lead to conversion, and results that appear later, both online and offline.
In a joint study of companies Score and Google, the role of 'Search' in consumers' purchases, the effects of 'Search' online contributed to 16% of sales figures. Long-term effects, online, brought another 21% of sales figures. Long-term effects, offline, contributed to the remaining 63% of sales (study done in 2006 for a period of 60 days).
In another study done by Yahoo in 2007 for B2C customers who searched online products spent 20% more in stores, in a period of 30 days after they did research online, compared with those who have searched the Internet.
In the B2B category, observed the same trend: 36.4% of those who responded to a survey by Enquiro in May 2007, found future partners online and offline acquisition was a factor.
The impact of 'Search' on brand
'Search' is usually used as a tactic for direct response marketers. But there is information that suggests the effect on brand results appear in 'Search'.
In a study in 2007 Enquiro, marketers have had a presence in both the organic results (SEO) and in the paid (PPC), recorded a significant increase in indices Brand (brand recall, brand affinity, purchase intent).
More than 'Search': Do not ignore the power of brand Online. In the U.S., 40% of advertising are to Search. There is discussion about how effective this tactic is the application of direct response or branding strategies.
But one thing is clear: if marketers rely solely on 'Search' they ignore between 70-80% of the potential market. Search has the best results if complemented by efforts to increase brand online, the interest and excitement among potential customers.
Furthermore: If Search is combined with paid ads, you can see significant results in increasing the conversion, online or offline. "Brands can help you differentiate" - Eric Schmidt, CEO of Google, quoted in Advertising Age, October 2008. Expenses to promote the brand online will continue to grow.
Although these increases were not as large as for Search, all there were over 18% growth for banners, videos. In the first half of 2008. For the full year is expected to decrease, but still, in general, ways of promoting the brand online will benefit from more money than in 2007.
Measuring online efforts to promote brand
In a survey published in PROMO Magazine, the 148 marketers, only 41.5% said they measured results LIMITATION brand awareness, compared with 58% measuring clicks report. It is clear that if marketers will spend money to promote the brand online, you need to measure results. Even if this involved more time and money to be spend.
