Online advertising expenditure grew 4.6% to £1.75 billion in H1 2009, overtaking TV for the first time.
IAB figures show ad expenditure online up £82m to record market share of 23.5%.
Wednesday, 30 September 2009
In the first half of 2009 internet advertising weathered the recession and grew by 4.6% to £1,752.1m, despite the entire advertising sector contracting by 16.6% during the same period.
According to the bi-annual online advertising expenditure study from the Internet Advertising Bureau (IAB) - the trade body for digital marketing - in partnership with PricewaterhouseCoopers (PwC) and the World Advertising Research Centre (WARC) - the internet has now overtaken TV advertising to become the UK’s single biggest advertising medium.
The UK remains the world leader in terms of market share for online, with the medium accounting for 23.5% in the first half of 2009. The results signal a significant restructure of marketing budgets as advertisers follow their audiences online and look to the internet for even more measureable and accountable methods.
Search, classifieds and online display
Paid-for search continued to grow, proving itself a mainstay of marketing budgets with a 6.8% increase from H1 2008 to H1 2009. As the purest form of direct response advertising, search is proving recession-friendly with marketers investing £1.05bn during H1 2009, which equates to 59.8% of all online advertising expenditure.
Despite the property market crash and stalled automotive and recruitment sectors, classifieds grew by 10.6% to £385m – or 22% of all online ad spend – reaping the benefits of the continued migration of advertising from print to online formats.
Online display was down 5.2% year on year to £316.5m, with an 18.1% share of all online advertising revenues. Online display buoyed a tough year as all other mainstream media saw a double digit decline.
More: IABUK : Internet ad spend grows 4.6 per cent
Thursday, October 1, 2009
Monday, September 28, 2009
The 14 Ps of Mixed Media Marketing - Part 14
Performance
The most important indicator in marketing is, of course, performance. After planning and implementing your marketing strategy; you should determine how well it performed. Monitoring your marketing performance will help you tune your marketing into the future. It is crucial to more effective and efficient marketing.
The key area that you should monitor in a mixed media marketing campaign is the placements. If the message has been distributed properly and has reached your target audience, then the placement has performed well. Poorly performing placements will not reach your audience. This comes with precision. The more precise your placements are, the more efficient your marketing will be. If your marketing is being wasted on those who are not at all interested in your offer then it will not perform.
Invest marketing into a product that serves the market’s needs. Any advertiser can bring prospects to learn about your product and make enquires, but you will have a difficult time selling if the product does not live up to its expectations. Performance must also be measured by actual sales in volume (units) and value ($) or ROI (profit).
Promotion can be measured in coverage, visits, impressions, clicks, enquires and actions. If you reach the anticipated numbers in any of these areas, then your promotion has been successful in that respect, regardless of sales. If the sales are low, then you need to tune your marketing. It could be the messages, placements, people, price, brand personality or environmental factors that are preventing people from buying. Continue doing market research so you can identify what needs to be improved.
The most important indicator in marketing is, of course, performance. After planning and implementing your marketing strategy; you should determine how well it performed. Monitoring your marketing performance will help you tune your marketing into the future. It is crucial to more effective and efficient marketing.
The key area that you should monitor in a mixed media marketing campaign is the placements. If the message has been distributed properly and has reached your target audience, then the placement has performed well. Poorly performing placements will not reach your audience. This comes with precision. The more precise your placements are, the more efficient your marketing will be. If your marketing is being wasted on those who are not at all interested in your offer then it will not perform.
Invest marketing into a product that serves the market’s needs. Any advertiser can bring prospects to learn about your product and make enquires, but you will have a difficult time selling if the product does not live up to its expectations. Performance must also be measured by actual sales in volume (units) and value ($) or ROI (profit).
Promotion can be measured in coverage, visits, impressions, clicks, enquires and actions. If you reach the anticipated numbers in any of these areas, then your promotion has been successful in that respect, regardless of sales. If the sales are low, then you need to tune your marketing. It could be the messages, placements, people, price, brand personality or environmental factors that are preventing people from buying. Continue doing market research so you can identify what needs to be improved.
Friday, September 11, 2009
The 14 Ps of Mixed Media Marketing - Part 13
Processes
To get anything to work in the way you want it, you must follow a process. Although all of these Ps of marketing require their own process, the process behind organizing the promotion, setting the price and deciding the best placements can take a lot of research. Getting these things right is important. You may not get them perfect from the onset, which is why pliability is needed. They may need change depending on the rest of your marketing mix.
Finding the right messages and deciding the presentation of your promotion is a consuming process. What are the most effective messages? What is the best way to communicate it? This requires research and trialing with the market.
What price should you charge? What does the research say? What value does the market see in your offer? Study the consumer behavior around the pricing perceptions of your product and what consumers expect to be buying; are you a quality, fast or low-cost solution or a combination. How are you going to price for your product’s benefits? This is a process.
As your research your audience, you will find the best places to market your offer. Finding placements is a process. What might sound suitable, may not give you the results you expected. There could be issues with your message or the placement. Online placements are faster to test because the results are almost immediate and adjustments can be made quickly and at no cost.
This is where marketing pliability comes in. Processes in mixed media marketing are used to fine-tune your marketing. Establish a method to improve your marketing, one thing at a time so you can see the difference each change makes.
To get anything to work in the way you want it, you must follow a process. Although all of these Ps of marketing require their own process, the process behind organizing the promotion, setting the price and deciding the best placements can take a lot of research. Getting these things right is important. You may not get them perfect from the onset, which is why pliability is needed. They may need change depending on the rest of your marketing mix.
Finding the right messages and deciding the presentation of your promotion is a consuming process. What are the most effective messages? What is the best way to communicate it? This requires research and trialing with the market.
What price should you charge? What does the research say? What value does the market see in your offer? Study the consumer behavior around the pricing perceptions of your product and what consumers expect to be buying; are you a quality, fast or low-cost solution or a combination. How are you going to price for your product’s benefits? This is a process.
As your research your audience, you will find the best places to market your offer. Finding placements is a process. What might sound suitable, may not give you the results you expected. There could be issues with your message or the placement. Online placements are faster to test because the results are almost immediate and adjustments can be made quickly and at no cost.
This is where marketing pliability comes in. Processes in mixed media marketing are used to fine-tune your marketing. Establish a method to improve your marketing, one thing at a time so you can see the difference each change makes.
Sunday, September 6, 2009
The 14 Ps of Mixed Media Marketing - Part 12
Permission
This is very important P in online marketing. “Permission marketing” is a term used to describe the process where customers signup to receive e-newsletters. It is usually a reference to email marketing. However, permission is needed in all forms of effective marketing. You need some form of permission to get your message in front of the customer and another permission to get into the mind of the customer. With full permission, customers actually want to receive your message and are therefore, more willing to respond.
So how do you get this permission? Permission is a result of targeted advertising. Email marketing is the best example because the customer has decided that they want to know more about your product. Displaying your ad or having your message in places where your target market is (both online and offline) is a form of permission.
Think trade shows. People come to your industry tradeshow because they want to get information about that industry. You are in the place where your market expects you to be. It would be inappropriate to have a typical financial services ad on a children’s TV channel. It is equally unexpected to promote toys using financial keywords in Google AdWords. According to the customer, you are not permitted there. Only messages that are relevant to the audience are allowed in that space. This is where mass marketing falls short; it cannot be targeted enough. People switch off ads unless it is relevant and interesting to them.
Your message has to be acceptable to your audience. Analyze their personas, their values and beliefs. This will determine it’s appeal and if people will respond. The way you gain permission will need to be pliable; one appeal will not work for everybody. You may need several approaches, each targeted to different personas and people. Get permission through your promotion so your message will be accepted by your market.
This is very important P in online marketing. “Permission marketing” is a term used to describe the process where customers signup to receive e-newsletters. It is usually a reference to email marketing. However, permission is needed in all forms of effective marketing. You need some form of permission to get your message in front of the customer and another permission to get into the mind of the customer. With full permission, customers actually want to receive your message and are therefore, more willing to respond.
So how do you get this permission? Permission is a result of targeted advertising. Email marketing is the best example because the customer has decided that they want to know more about your product. Displaying your ad or having your message in places where your target market is (both online and offline) is a form of permission.
Think trade shows. People come to your industry tradeshow because they want to get information about that industry. You are in the place where your market expects you to be. It would be inappropriate to have a typical financial services ad on a children’s TV channel. It is equally unexpected to promote toys using financial keywords in Google AdWords. According to the customer, you are not permitted there. Only messages that are relevant to the audience are allowed in that space. This is where mass marketing falls short; it cannot be targeted enough. People switch off ads unless it is relevant and interesting to them.
Your message has to be acceptable to your audience. Analyze their personas, their values and beliefs. This will determine it’s appeal and if people will respond. The way you gain permission will need to be pliable; one appeal will not work for everybody. You may need several approaches, each targeted to different personas and people. Get permission through your promotion so your message will be accepted by your market.
Saturday, August 29, 2009
The 14 Ps of Mixed Media Marketing - Part 11
Perception
Marketing can be seen as essentially the management of how people perceive things. Much of marketing is about creating and shaping an image in the customer's mind. That is why it is important to monitor the perceptions held the marketplace AND of the company.
How does your company perceive opportunities and threats? The way you and your company perceive the current and foreseeable economic climate will have a massive impact on how you will do business today. How open is your company to new marketing ideas? How much research is needed? What do you expect from your marketing efforts? Is the company complacent or fixed in its ways? The way the brand and products are marketed is greatly influenced by the perceptions of the company.
How does your target market perceive your company, products and brand? What do people like about your brand and products? What don’t they like? Why do they choose you and why do others choose the alternatives? Customers form perceptions of the people and brands they do business with. It is the marketers job to align these perceptions with the desired perceptions that the brand should have. It is also the responsibility of each member of the business to create these perceptions as they interact with customers. Whether it be through a marketing campaign, face-to-face, on the phone, email, or online communications such as blogs, social networking or your website.
Market perceptions should be tracked in marketing research.
Perception is built from the personality of the brand, the people who take in your message, the qualities of your product and the effects of your promotion. However, placements, personas and price can also influence perception. We can establish another square of the Attractum® diagram.
Marketing can be seen as essentially the management of how people perceive things. Much of marketing is about creating and shaping an image in the customer's mind. That is why it is important to monitor the perceptions held the marketplace AND of the company.
How does your company perceive opportunities and threats? The way you and your company perceive the current and foreseeable economic climate will have a massive impact on how you will do business today. How open is your company to new marketing ideas? How much research is needed? What do you expect from your marketing efforts? Is the company complacent or fixed in its ways? The way the brand and products are marketed is greatly influenced by the perceptions of the company.
How does your target market perceive your company, products and brand? What do people like about your brand and products? What don’t they like? Why do they choose you and why do others choose the alternatives? Customers form perceptions of the people and brands they do business with. It is the marketers job to align these perceptions with the desired perceptions that the brand should have. It is also the responsibility of each member of the business to create these perceptions as they interact with customers. Whether it be through a marketing campaign, face-to-face, on the phone, email, or online communications such as blogs, social networking or your website.
Market perceptions should be tracked in marketing research.
Perception is built from the personality of the brand, the people who take in your message, the qualities of your product and the effects of your promotion. However, placements, personas and price can also influence perception. We can establish another square of the Attractum® diagram.
Friday, August 21, 2009
The 14 Ps of Mixed Media Marketing - Part 10
Price
Price from the traditional 4 Ps of marketing is still relevant today. Pricing strategies have evolved from loss leader pricing, penetration pricing, price skimming and differential pricing strategies. Because it is so easy to do comparison shopping now, people are looking for a deal. Value pricing is more important than all of these.
People will pay more for an item if they can perceive the value in it. What would your market pay for your product? If you are marketing it correctly, selling your benefits, you will often be able to charge more than what a customer says they would pay. Common benefits are convenience, ease, uniqueness, skill, experience, leadership and so on.
The price you put on your products and services will also cause a connotation in different markets. A low price can be seen as a bargain and obvious choice or poor quality and amateur. A medium price can be perceived as reasonable and fair or average quality and not spectacular. A high price can indicate a rip-off or excellent quality and exclusivity.
The message is to make pricing decisions according to the market that you are targeting. You do not need to care about what other markets think. The same price cannot appeal to all markets. This is why there are different brands selling similar, comparable products at different prices. In time, if your pricing is consistent, your brand will connote a certain price bracket in customers mind.
Price from the traditional 4 Ps of marketing is still relevant today. Pricing strategies have evolved from loss leader pricing, penetration pricing, price skimming and differential pricing strategies. Because it is so easy to do comparison shopping now, people are looking for a deal. Value pricing is more important than all of these.
People will pay more for an item if they can perceive the value in it. What would your market pay for your product? If you are marketing it correctly, selling your benefits, you will often be able to charge more than what a customer says they would pay. Common benefits are convenience, ease, uniqueness, skill, experience, leadership and so on.
The price you put on your products and services will also cause a connotation in different markets. A low price can be seen as a bargain and obvious choice or poor quality and amateur. A medium price can be perceived as reasonable and fair or average quality and not spectacular. A high price can indicate a rip-off or excellent quality and exclusivity.
The message is to make pricing decisions according to the market that you are targeting. You do not need to care about what other markets think. The same price cannot appeal to all markets. This is why there are different brands selling similar, comparable products at different prices. In time, if your pricing is consistent, your brand will connote a certain price bracket in customers mind.
Thursday, August 13, 2009
The 14 Ps of Mixed Media Marketing - Part 9
Pliable
Marketing pliability may have come too late for some businesses. Your marketing plan must be flexible to changing market conditions. 2008 and 2009 have been most volatile. Unfortunately, many businesses that have sunk in the previous 12 months and that will go bust in the near future should really attribute their failure to failing to adapt to market conditions.
The ability to adapt is fundamental to survival. In marketing and business, survival does not happen by holding on, it happens because of change. How can a business expect to thrive by doing what it always has done when the economy changes? It cannot. It must change to meet the market and economic climate. This is why the word “climate” is used. Businesses must adapt to the environment.
Similarly, if a new opportunity is found, you may need to shift and change your strategy to make the most of it. Market research will reveal opportunities. Deciding to pursue an opportunity will change the marketing plan.
Marketing plans are meant to be implemented to plan and to schedule. However, if the market is changing for better or for worse, then adjustments to the plan must be made. Pliable marketing will allow for these changes.
You can make your marketing strategy pliable by not being locked into long-term contracts with advertisers or buying into inflexible advertising like expensive printed directories. Yes, a $6000+ ad in the Yellow Pages is expensive for any business; especially when more people are searching online for local services. The message is inflexible, nothing can be changed for a year and often the ad is out of date before the next edition. This is the trouble with traditional media, it is very hard to change and update.
If there was a sudden market-shift that had your customers buying an alternative to your product, how would your business take on that change? How would your marketing change? What markets would you need to pursue? Continuous marketing research will keep you on top of the trends so you have more time to react and be flexible.
Marketing pliability may have come too late for some businesses. Your marketing plan must be flexible to changing market conditions. 2008 and 2009 have been most volatile. Unfortunately, many businesses that have sunk in the previous 12 months and that will go bust in the near future should really attribute their failure to failing to adapt to market conditions.
The ability to adapt is fundamental to survival. In marketing and business, survival does not happen by holding on, it happens because of change. How can a business expect to thrive by doing what it always has done when the economy changes? It cannot. It must change to meet the market and economic climate. This is why the word “climate” is used. Businesses must adapt to the environment.
Similarly, if a new opportunity is found, you may need to shift and change your strategy to make the most of it. Market research will reveal opportunities. Deciding to pursue an opportunity will change the marketing plan.
Marketing plans are meant to be implemented to plan and to schedule. However, if the market is changing for better or for worse, then adjustments to the plan must be made. Pliable marketing will allow for these changes.
You can make your marketing strategy pliable by not being locked into long-term contracts with advertisers or buying into inflexible advertising like expensive printed directories. Yes, a $6000+ ad in the Yellow Pages is expensive for any business; especially when more people are searching online for local services. The message is inflexible, nothing can be changed for a year and often the ad is out of date before the next edition. This is the trouble with traditional media, it is very hard to change and update.
If there was a sudden market-shift that had your customers buying an alternative to your product, how would your business take on that change? How would your marketing change? What markets would you need to pursue? Continuous marketing research will keep you on top of the trends so you have more time to react and be flexible.
Wednesday, August 12, 2009
The 14 Ps of Mixed Media Marketing - Part 8
Placements
Be in the right place at the right time and you are guaranteed results. The mixed media marketing approach opens you up to more placements than traditional marketing. This is important because people are spending more time online on the Internet than they did watching TV, reading newspapers and magazines or listening to the radio. If you are not easily found online, you are missing out on a huge obvious market share.
Placements consider where exactly your brand can be found; on what medium, in what context, at what time. This will determine if you are reaching your market. It is essentially ensuring the distribution of your marketing is effective.
If you are on the radio, you would have your ad on radio stations that your market listens to. You should also make sure the timing is correct. What times of the day does your audience listen? What parts of the newspaper do they read? What other ads and news are around your placement?
Target marketing is about making the right placement decisions. Mixed media will take this online. Where do you customers search? What do they search for? What websites do they visit? Where do they spend time? Use this information to find the best placements. This is how we can guarantee results.
Signup now for our upcoming seminar in September "How To Guarantee More Visitors & Business Through Your Website"
Be in the right place at the right time and you are guaranteed results. The mixed media marketing approach opens you up to more placements than traditional marketing. This is important because people are spending more time online on the Internet than they did watching TV, reading newspapers and magazines or listening to the radio. If you are not easily found online, you are missing out on a huge obvious market share.
Placements consider where exactly your brand can be found; on what medium, in what context, at what time. This will determine if you are reaching your market. It is essentially ensuring the distribution of your marketing is effective.
If you are on the radio, you would have your ad on radio stations that your market listens to. You should also make sure the timing is correct. What times of the day does your audience listen? What parts of the newspaper do they read? What other ads and news are around your placement?
Target marketing is about making the right placement decisions. Mixed media will take this online. Where do you customers search? What do they search for? What websites do they visit? Where do they spend time? Use this information to find the best placements. This is how we can guarantee results.
Signup now for our upcoming seminar in September "How To Guarantee More Visitors & Business Through Your Website"
Monday, July 13, 2009
The 14 Ps of Mixed Media Marketing - Part 7
Personas
This is one of the mixed media marketing Ps that has not yet been mentioned in marketing school. A persona is a representation of a typical character in your target audience. They are a group of people that you can label (for your own marketing purposes). The people that you want to appeal to should be captured in a persona or several different personas so that your brand can communicate more effectively with each group. It is a way to help you, the marketer, get into the mind of your consumers and understand them; what is important to them and what they like/dislike. Your mixed media marketing campaigns will be built specifically for people who fit within your personas.
A car dealer selling small cars can have several personas to cater for. One may be the elderly person who only needs to drive around town. A name for this persona may be “Nanas”. Another group may be young professionals, mostly females, working in the city. They cannot afford a large car or the petrol that goes along with it. A small car is also ideal for them to park in the city’s small spaces. This persona can be the “Chics” or “Fashionistas”.
Personas take market segmentation to a new level because it requires the marketer to learn about a particular type of person. It is more than demographics. We include lifestyle, values, views and other information to build profiles of the groups.
To get inside these personas and understand your market; read what they read, go where they go, do what they like to do, spend time with them and use what you have learnt to appeal to them in your marketing. To relate to your customers and market successfully you must be able to understand their personas.
This is not a new idea; it’s a fundamental of targeted marketing.
This is one of the mixed media marketing Ps that has not yet been mentioned in marketing school. A persona is a representation of a typical character in your target audience. They are a group of people that you can label (for your own marketing purposes). The people that you want to appeal to should be captured in a persona or several different personas so that your brand can communicate more effectively with each group. It is a way to help you, the marketer, get into the mind of your consumers and understand them; what is important to them and what they like/dislike. Your mixed media marketing campaigns will be built specifically for people who fit within your personas.
A car dealer selling small cars can have several personas to cater for. One may be the elderly person who only needs to drive around town. A name for this persona may be “Nanas”. Another group may be young professionals, mostly females, working in the city. They cannot afford a large car or the petrol that goes along with it. A small car is also ideal for them to park in the city’s small spaces. This persona can be the “Chics” or “Fashionistas”.
Personas take market segmentation to a new level because it requires the marketer to learn about a particular type of person. It is more than demographics. We include lifestyle, values, views and other information to build profiles of the groups.
To get inside these personas and understand your market; read what they read, go where they go, do what they like to do, spend time with them and use what you have learnt to appeal to them in your marketing. To relate to your customers and market successfully you must be able to understand their personas.
This is not a new idea; it’s a fundamental of targeted marketing.
Friday, July 10, 2009
Online Marketing News
Spending on online marketing continues to grow in the midst of the recession. While other advertising channels such as radio, newspaper and TV have experienced decreased advertising spending, a report from the Interactive Advertising Bureau in partnership with PwC confirms NZ businesses are investing more and more of their marketing budget online. Some of the highlights from the 2009 1st quarter report are:
For a summary of the report see the IAB website.
- Spending on Internet advertising increased 7.99% from the same quarter in 2008.
- $49.26m was spent on online advertising in Q1 2009
- It grew 2.14% from the previous quarter.
- Online advertising represented 8.3% of New Zealand's adspend in 2008.
- Search advertising comprised of 38% of New Zealand's online advertising expenditure with $18.77m spent in Q1 2009.
For a summary of the report see the IAB website.
Friday, July 3, 2009
The 14 Ps of Mixed Media Marketing - Part 6
Promotion
This classic P is central to marketing. It is not interchangeable with “marketing”. It needs the guidance of a marketing strategy for it to be effective. Promotions are programs or campaigns designed by the marketing strategy with the aim of achieving the marketing objectives. Usually this means an advertising or PR campaign and running specials or having special events.
In mixed media marketing, promotion is taken online and offline. There are innovative ways of taking traditional promotional ideas and implementing them online, in an environment where the responses are accurately measurable and the promotion can be easily modified. However, offline promotion is also important and complements online promotion.
If you are a retail, B2B, vertical, hospitality, factory or website-based business; think of ways that you can promote more sales. What can you do to move more product? In times like these, every business needs to change something. Re-think your promotions and how your brand interacts with the market.
This classic P is central to marketing. It is not interchangeable with “marketing”. It needs the guidance of a marketing strategy for it to be effective. Promotions are programs or campaigns designed by the marketing strategy with the aim of achieving the marketing objectives. Usually this means an advertising or PR campaign and running specials or having special events.
In mixed media marketing, promotion is taken online and offline. There are innovative ways of taking traditional promotional ideas and implementing them online, in an environment where the responses are accurately measurable and the promotion can be easily modified. However, offline promotion is also important and complements online promotion.
- It is easy to add discounts to your online store with the right software or maybe just offer specials to loyal customers.
- Cheaply and conveniently distribute coupons and special offers using email or announcements to fans and followers.
- Public relations are best performed online where your brand can interact using two-way communication.
- Online advertising is also the most flexible and can be done on a low budget.
If you are a retail, B2B, vertical, hospitality, factory or website-based business; think of ways that you can promote more sales. What can you do to move more product? In times like these, every business needs to change something. Re-think your promotions and how your brand interacts with the market.
Friday, June 26, 2009
The 14 Ps of Mixed Media Marketing - Part 5
Precision
One of the greatest advantages of using a mixed media marketing approach for your advertising is the ability to target your market precisely. Online advertising is the only real precise form of advertising. Traditional advertising is a very rough estimate in comparison. If you want to reach women who are 25-35 years and earn between $30,000 and $50,000 and interested in the health of their pet, you can online! And it will cost you only a fraction of what it would to advertise in a pet magazine or women’s magazine! What’s more is that you will get a direct response and the results are available almost instantly!
How accurate do you think the readership, viewer or listener figures are? How targeted are the commercials you see or hear to your needs?
We are overloaded with irrelevant messages – even online. The Internet Age led to the Information Age and now we are in the Attention Age where advertisers are competing for attention. Our local newspaper is still pushing the message “use a medium that will reach the most people” to small-medium local businesses! This works for the masses that need to choose a mobile company and who want to see the latest Toyota but the masses won’t enroll in a teaching degree or buy luxury home floor plans.
If you know your customers well enough you should be advertising precisely to them. Avoid wasting your precious marketing budget.
It is easy for us to guarantee your advertising will work and generate a profit because we only advertise to where your customers are when they want you. This is Precision!
One of the greatest advantages of using a mixed media marketing approach for your advertising is the ability to target your market precisely. Online advertising is the only real precise form of advertising. Traditional advertising is a very rough estimate in comparison. If you want to reach women who are 25-35 years and earn between $30,000 and $50,000 and interested in the health of their pet, you can online! And it will cost you only a fraction of what it would to advertise in a pet magazine or women’s magazine! What’s more is that you will get a direct response and the results are available almost instantly!
How accurate do you think the readership, viewer or listener figures are? How targeted are the commercials you see or hear to your needs?
We are overloaded with irrelevant messages – even online. The Internet Age led to the Information Age and now we are in the Attention Age where advertisers are competing for attention. Our local newspaper is still pushing the message “use a medium that will reach the most people” to small-medium local businesses! This works for the masses that need to choose a mobile company and who want to see the latest Toyota but the masses won’t enroll in a teaching degree or buy luxury home floor plans.
If you know your customers well enough you should be advertising precisely to them. Avoid wasting your precious marketing budget.
It is easy for us to guarantee your advertising will work and generate a profit because we only advertise to where your customers are when they want you. This is Precision!
Friday, June 19, 2009
The 14 Ps of Mixed Media Marketing – Part 4
People
This P has been touted as one for the services industries. However, mixed media marketing does not see any reason why this should not be applied to all marketing. People are always integral. It is people that we target and motivate to respond to our marketing efforts. The behaviours of these groups must be understood by you, the marketers and the business.
The People that must be considered in mixed media marketing are:
Those People who are external and are interacting with your brand or company need to be communicated to effectively about what your business can offer. You can only know this with marketing research. It will reveal how people are receiving and responding to your marketing and the perceptions in the marketplace.
Your mixed media marketing success depends on your ability to win People.
This P has been touted as one for the services industries. However, mixed media marketing does not see any reason why this should not be applied to all marketing. People are always integral. It is people that we target and motivate to respond to our marketing efforts. The behaviours of these groups must be understood by you, the marketers and the business.
The People that must be considered in mixed media marketing are:
- Employees – what are their attitudes towards the company? Are they being used to their potential in their strengths? How do they interact with customers?
- Sales and representatives – are they recreating the desired representation of the company? Are they passionate about the product? What feedback are they receiving from the market?
- Target market audience – what do they need? What is important to them? What message are they receiving from you? What are they thinking? What are their options?
- Consumers – are they satisfied? What are their perceptions having purchased from you?
Those People who are external and are interacting with your brand or company need to be communicated to effectively about what your business can offer. You can only know this with marketing research. It will reveal how people are receiving and responding to your marketing and the perceptions in the marketplace.
Your mixed media marketing success depends on your ability to win People.
Friday, June 12, 2009
The 14 Ps of Mixed Media Marketing – Part 3
Product
The original 4 Ps of the marketing mix are still applicable today in mixed media marketing. However, we look at Product differently than in the old school of marketing.
The old school of marketing analyses:
Mixed media marketing analyses:
The original 4 Ps of the marketing mix are still applicable today in mixed media marketing. However, we look at Product differently than in the old school of marketing.
The old school of marketing analyses:
- Product innovation, features, upgrades
- Product differentiation, comparison, competitors
- Product variation, lines, flavours, colours
Mixed media marketing analyses:
- How a product can solve a market’s problems
- The perception of a product through marketing research
- How the product performs and is received in the market place
Friday, June 5, 2009
The 14 Ps of Mixed Media Marketing – Part 2
Personality
This is part of a review of your company, brand and website. Some of the things that you will need to look at to evaluate your company’s personality are:
It does not make sense to introduce a marketing plan of any type without an understanding of what the market thinks about your brand. With this information, you can focus your strategy on what your company needs to work on, what your market wants and the type of brand personality your market wants to buy from. This is especially important if you are selling online and rely on an ecommerce store.
This is part of a review of your company, brand and website. Some of the things that you will need to look at to evaluate your company’s personality are:
- What impressions and feelings does the market have towards your brand? (primary marketing research will tell you this)
- What are the characteristics, qualities and values of your brand and company?
- How are these communicated to the market?
It does not make sense to introduce a marketing plan of any type without an understanding of what the market thinks about your brand. With this information, you can focus your strategy on what your company needs to work on, what your market wants and the type of brand personality your market wants to buy from. This is especially important if you are selling online and rely on an ecommerce store.
Friday, May 29, 2009
The 14 Ps of Mixed Media Marketing - Part 1
Your business may be familiar with the 4 Ps of marketing: Product, Price, Place and Promotion. Focusing on 4 areas of a marketing strategy simply does not do justice to modern mixed media marketing online and offline. We represent this marketing approach in this image. How many square shapes can you see?
9? There are actually 14, so we use the 14 Ps of marketing. This is the unique foundation of mixed media marketing. In our next blog posts we will be introducing these 14 Ps to you. There is no mystery to what each of these Ps mean. It is being able to determine what are the 14 Ps and how each should be implemented into your marketing strategy that is the key to marketing both online and offline effectively. The first P is “Planning”
Planning
This first P is central to marketing. Marketing strategy is about planning based on research. A marketing plan:
Every component of the marketing strategy must be planned as much as possible. This will show that your business knows what it wants because you have researched the options and made a decision. For example; shopping around for printing or radio time at the time you need to implement a promotion will cost the business more than if it were researched and scheduled ahead of time. And the end result may not be as good because it was rushed. Messages, scheduling, design work and distribution for instance, all need planning.
It takes time to plan. But the marketing and the business will run effectively and efficiently with a good plan when it comes time for it to be implemented.
There are different types of marketing plans depending on what you need to focus on and how performance is measured. Some are very financially detailed, market share oriented or sales focused. When you think about marketing your business, think about planning. As the saying goes: Failing to plan is planning to fail.
Remember, Attractum® is right here to advise your business about its marketing plan. With over 20 years of business development experience we can draw up a comprehensive marketing strategy starting from research, product development, branding and advertising including implementation and monitoring. The full package.
9? There are actually 14, so we use the 14 Ps of marketing. This is the unique foundation of mixed media marketing. In our next blog posts we will be introducing these 14 Ps to you. There is no mystery to what each of these Ps mean. It is being able to determine what are the 14 Ps and how each should be implemented into your marketing strategy that is the key to marketing both online and offline effectively. The first P is “Planning”Planning
This first P is central to marketing. Marketing strategy is about planning based on research. A marketing plan:
- Determines the market and people to target
- Understands the business environment
- Organises the marketing activities
- Distributes the marketing budget
- Monitors the results
Every component of the marketing strategy must be planned as much as possible. This will show that your business knows what it wants because you have researched the options and made a decision. For example; shopping around for printing or radio time at the time you need to implement a promotion will cost the business more than if it were researched and scheduled ahead of time. And the end result may not be as good because it was rushed. Messages, scheduling, design work and distribution for instance, all need planning.
It takes time to plan. But the marketing and the business will run effectively and efficiently with a good plan when it comes time for it to be implemented.
There are different types of marketing plans depending on what you need to focus on and how performance is measured. Some are very financially detailed, market share oriented or sales focused. When you think about marketing your business, think about planning. As the saying goes: Failing to plan is planning to fail.
Remember, Attractum® is right here to advise your business about its marketing plan. With over 20 years of business development experience we can draw up a comprehensive marketing strategy starting from research, product development, branding and advertising including implementation and monitoring. The full package.
Tuesday, May 5, 2009
Don’t Be Sucked In
Are you shopping around for Internet marketing services? Don’t be ripped off. Read this article to discover the dirty tricks and appalling approaches to search engine marketing and Google AdWords that so-called experts right here in New Zealand are pushing to you.
In our regular research of SEO services we have uncovered several website marketing companies that practice shockingly deceptive sales pitches with poor results at high cost to their customers. Unfortunately, these customers are none-the-wiser and are so overwhelmed by the concept of Internet marketing that they are easily conned into long-term contracts at extortionate prices because they do not shop around and ask the right questions.
What We Found
We have found the trend is for these search engine marketing companies to prey on the naivety of customers. Business owners and even highly reputable groups of business circles in New Zealand are being conned by search marketing companies.
These companies, usually “one-man-band” outfits, show blaring tell-tale signs of poor ethics, deception and rip-off services. Agencies with these attributes are the ones to steer clear of:
Internet marketing is a process that should be done by marketers; not IT people, developers or web designers. Although all you may want is a great Google ad, experienced marketers can give you better value by advising you on your website, your entire marketing strategy, offline marketing and business processes.
Questions to ask your prospective Internet marketer:
When shopping for online marketing services, be vigilant. Become familiar with how online marketing works and what you should be paying for the amount and quality of traffic you are expected to receive. Choosing proper Internet marketers and actual qualified professionals will save you money and give you better results.
In our regular research of SEO services we have uncovered several website marketing companies that practice shockingly deceptive sales pitches with poor results at high cost to their customers. Unfortunately, these customers are none-the-wiser and are so overwhelmed by the concept of Internet marketing that they are easily conned into long-term contracts at extortionate prices because they do not shop around and ask the right questions.
What We Found
We have found the trend is for these search engine marketing companies to prey on the naivety of customers. Business owners and even highly reputable groups of business circles in New Zealand are being conned by search marketing companies.
These companies, usually “one-man-band” outfits, show blaring tell-tale signs of poor ethics, deception and rip-off services. Agencies with these attributes are the ones to steer clear of:
- No physical address or landline phone number on the contact page of their website.
- The agency emailed potential clients without prior permission (breaching the Unsolicited Electronic Messages Act 2007) and indicating ignorance of Internet law.
- The AdWords Qualified badge does not link to a Google page certifying that individual’s professional status. Some agencies refer customers to this link instead to deceive customers into thinking they are qualified. If they are qualified the badge will link to a page like this.
- The site of the agency has not been optimised. It does not have keywords or descriptive title tags itself. (Check this by right-clicking on the web page and selecting “view page source” [Firefox] or “view source” [Internet Explorer] and view the
tag. Check the title tag at the top of the browser window). The agency has a complicated fee structure or charges clients by the keyword. You may be offered a trial period and must cancel (often in writing) before a certain time or else you are automatically locked into long-term contract at a much higher price. The agency has tried to take the form of Google or appear as it is working for Google. The agency does not offer other Internet marketing services or offline marketing services to help further promote your business. This indicates they are not familiar with marketing strategy, product development, branding and advertising.
Questions to ask your prospective Internet marketer:
Are you a qualified Google AdWords Individual? see the unique link on their badge for proof What is your marketing background? What is the marketing experience of those working on my campaign?
Tuesday, April 14, 2009
It's A Numbers Game
We went to a seminar recently that talked about the return on investment your business can gain through newspaper advertising. The particular newspaper that hosted the seminar has a plausible readership of 49,000 people. Their research claimed that 2% of their readers become spending customers on ads in their paper. So 2% of 49,000 readers equals 980 people. Attendees were then asked to calculate the average customer spend at their business and multiply this by 980 to get an idea of what revenue they could generate from a single newspaper advert! Surprisingly the room buzzed with hope as most of the attendees were amazed at the number of sales they could make by placing a newspaper ad. Newspaper advertising suddenly became small business’ answer to riding the recession.
For those of you playing at home, there are at least 8 things shockingly wrong with this logic:
- Not all of the readers will see your particular ad
- Of those who see your ad, not all will need or want your product
- Where did the 2% purchase rate calculation come from in the first place?
- Perhaps 2% buy something from the paper but not from every business that advertised
- The industry type or demand for the product was not considered
- The size and quality of the ad was not considered a factor in effectiveness
- In short, attendees left the seminar believing that 2% of the readers will buy from them after they place a newspaper ad.
- This means that today, many small businesses who received a discounted newspaper ad on this day are turning away hundreds of customers ready to buy!
Interestingly, the seminar did not give a single mention to the web or Internet advertising! Of course, this would be a careless thing for a newspaper to do.
If this is meant to be a comparison to Internet marketing, then 2% sounds like a possible rate of enquires caused by a newspaper ad – for a very prominent and well targeted ad. In Internet marketing this could be likened to an ad being clicked for more information. An Internet ad can easily achieve 2% of clicks (CTR) but not all of this 2% will buy. This is what the seminar implied.
It is a numbers game in all types of marketing. But in Internet advertising, your impression numbers can be as small or large as required and your response rate is higher – because it is targeted advertising. Unfortunately, at Attractum® we cannot guarantee or even suggest to you that 2% of your ad impressions will be sales. Not without taking into consideration your product and website. But we can get you 2%, 3% or more in CTR (click-through-rate).
Dozens of small business were undeniably deceived on this day - but they will find that out the hard way when they don’t get anywhere near 980 phone calls or even 980 extra website visits let alone 980 sales as a result of their brilliant newspaper ad!
Tuesday, March 10, 2009
Search is a Tiny Fraction of Internet Marketing
There is so much more to the Internet Marketing than Google Search.
Every well marketed website should have achieved the front result page of a relevant keyword search. This is a benchmark for businesses that are taking their website seriously. A high ranking could be achieved either:
But being listed highly on both of these will only give you a fraction of your potential online advertising coverage. These search result pages make up only about 5% of the pages on the Internet and users spend even less than 5% of their time on these pages. People spend most of their time on actual websites.
To be accessible in the remaining 95% of the time when your customers are not searching, you must advertise on other websites.
With Google AdWords we can place your ad on other websites that are part of the Google Content Network. This includes popular websites such as YouTube, About.com, HowStuffWorks; local news websites such as nzherald and 3News; blogs and the websites of other businesses. These sites have signed up to Google’s AdSense program allowing Google to place ads on their site. The sites have been checked for content to ensure the placement of your ad is relevant.
Our Attractum ads are displayed on Google Content Network sites that have content about search engine marketing or optimisation because that is what the ad and our website is about.
Every well marketed website should have achieved the front result page of a relevant keyword search. This is a benchmark for businesses that are taking their website seriously. A high ranking could be achieved either:
- By being ranked in the top 10 natural/organic listings of relevant keywords through search engine optimisation.
- Or with a Google AdWords search engine marketing campaign.
But being listed highly on both of these will only give you a fraction of your potential online advertising coverage. These search result pages make up only about 5% of the pages on the Internet and users spend even less than 5% of their time on these pages. People spend most of their time on actual websites.
To be accessible in the remaining 95% of the time when your customers are not searching, you must advertise on other websites.
With Google AdWords we can place your ad on other websites that are part of the Google Content Network. This includes popular websites such as YouTube, About.com, HowStuffWorks; local news websites such as nzherald and 3News; blogs and the websites of other businesses. These sites have signed up to Google’s AdSense program allowing Google to place ads on their site. The sites have been checked for content to ensure the placement of your ad is relevant.
Our Attractum ads are displayed on Google Content Network sites that have content about search engine marketing or optimisation because that is what the ad and our website is about.
Above: Our ad on a popular web page about search engine marketing (About.com)
Potential visitors that have missed your site on search pages have the opportunity to get to your site via other related web pages; perhaps even competitor pages.
You are missing out on much more valuable traffic by limiting your advertising and optimisation to search result pages.
Contact us today. Ask us to get your ads on more relevant places on the web. When you work with Attractum you will be working with a qualified Google Advertising Professional. We guarantee you more business. And as always, we will not work with any of your competitors.
Potential visitors that have missed your site on search pages have the opportunity to get to your site via other related web pages; perhaps even competitor pages.
You are missing out on much more valuable traffic by limiting your advertising and optimisation to search result pages.
Contact us today. Ask us to get your ads on more relevant places on the web. When you work with Attractum you will be working with a qualified Google Advertising Professional. We guarantee you more business. And as always, we will not work with any of your competitors.
Monday, February 16, 2009
Advertising on Other Websites
If you are relying on your website traffic to come from listings on search engines either through optimisation or pay-per-click advertising, you are missing out!
Only 5% of the pages on the Internet are search engine results! According to search engine giant Google, Internet users spend even less than 5% of their browsing time on search result pages. What does this mean if your website is only promoted on search engines? It means you are getting a small fraction of the possible traffic to your site and are limiting your exposure to when people are searching.
Over 70% of the Internet’s web pages are open for advertising! These are large websites, some are dynamically generated, and many enjoy high traffic volumes. They are the most popular sites on the web where people spend most of their time – potentially being exposed to your message.
Reflect on your own web browsing habits. How long do you spend on search engine pages? Don’t you find a site that is relevant to your search and spend time on it? Perhaps you do a few more searches to find what else the Internet has?
While you are in these websites you pay a lot of attention to the content. You are looking for special offers and other related links that may help you. While on the net you might even check your webmail, message some friends or relatives on Facebook and check news stories that you are interested in. All of these places can be linked to your site with targeted advertising!
You spend much more time and attention on other sites than on search pages. Search pages are an important starting point, but that is just the start! If someone doesn’t click on your AdWords ad here or on your optimised high ranking link then you have missed out on that customer. Advertising on other sites means you can still reach your market via the sites they visit day-to-day.
Advertising on other websites means you can drive traffic from all over the web. At Attractum™ we drive relevant traffic to your site from the best known sites in the world and those less-known sites with niche interests. Whatever your particular audience is, we drive targeted traffic to your site.
Sites that are related to, or attract the same audience as yours are the best to advertise on. Advertising costs money; so target your advertising placements to relevant sites with the same audience to your site. This will help ensure that those viewing your ad will have greater interest in your product.
If you want more business, talk to us at Attractum™. We can advertise your business more efficiently on other websites.
It is cost-efficient marketing that drives the right traffic because it is highly targeted.
Only 5% of the pages on the Internet are search engine results! According to search engine giant Google, Internet users spend even less than 5% of their browsing time on search result pages. What does this mean if your website is only promoted on search engines? It means you are getting a small fraction of the possible traffic to your site and are limiting your exposure to when people are searching.
Over 70% of the Internet’s web pages are open for advertising! These are large websites, some are dynamically generated, and many enjoy high traffic volumes. They are the most popular sites on the web where people spend most of their time – potentially being exposed to your message.
Reflect on your own web browsing habits. How long do you spend on search engine pages? Don’t you find a site that is relevant to your search and spend time on it? Perhaps you do a few more searches to find what else the Internet has?
While you are in these websites you pay a lot of attention to the content. You are looking for special offers and other related links that may help you. While on the net you might even check your webmail, message some friends or relatives on Facebook and check news stories that you are interested in. All of these places can be linked to your site with targeted advertising!
You spend much more time and attention on other sites than on search pages. Search pages are an important starting point, but that is just the start! If someone doesn’t click on your AdWords ad here or on your optimised high ranking link then you have missed out on that customer. Advertising on other sites means you can still reach your market via the sites they visit day-to-day.
Advertising on other websites means you can drive traffic from all over the web. At Attractum™ we drive relevant traffic to your site from the best known sites in the world and those less-known sites with niche interests. Whatever your particular audience is, we drive targeted traffic to your site.
Sites that are related to, or attract the same audience as yours are the best to advertise on. Advertising costs money; so target your advertising placements to relevant sites with the same audience to your site. This will help ensure that those viewing your ad will have greater interest in your product.
If you want more business, talk to us at Attractum™. We can advertise your business more efficiently on other websites.
It is cost-efficient marketing that drives the right traffic because it is highly targeted.
Friday, January 30, 2009
Getting Your Website Noticed
If your business has recently launched a website or will be getting a website in the future then this article is for you.
In the excitement of getting a new website and having it launched, website promotion is often forgotten. Businesses often assume that once they are online, people will visit the site. With so many websites for your customers to choose from, you must do something to make your business website an option. The "build it and they will come" theory does not work on the Internet.
Many web developers are only interested in developing nice websites. They do not know how to get traffic to your site. This is why it is important to use a developer that understands business needs and not just designs. Alternatively, plan to have your site professionally marketed.
Website Promotion
Any business can get a website. Only a few businesses know how to promote their site - effectively. The most basic promotion is to your existing customers.
- Invite customers to visit your site when you meet them
- Include the URL on all signage and stationery (invoices, letterheads, POS, etc.)
Your company email addresses should share the domain of your website. Example: sarah@businessname.com Customers will assume that you have a website at businessname.com
Search Engine Optimisation
SEO is vital to your site being ranked highly on search engines. Most potential customers will use search engines to find businesses that can help them. This way they can compare you with your competitors.
This type of promotion is the most credible because it is the search engine that determines the sites that are most relevant to the searcher’s query. SEO makes your site more relevant to what your potential customers are looking for so that your site will be ranked higher. There are online marketing professionals that can do this for you.
AdWords and Search Engine Marketing
Just as it was not enough for a business to get the free listing in the White Pages, businesses are expected to be found in the Yellow Pages. This costs money, it is a paid listing - it is advertising. Online advertising is the cheapest form of advertising available today. It also can deliver the highest returns on investment when managed properly by experts who know how it works and can get you the best value placements.
SEM such as Google AdWords uses search engines to place ads in the “sponsored links” column of search results. Websites have paid to be listed here because it gets them to the top or near the top of search results without optimisation.
More than a Website
For a true online presence, a website itself is not enough. Businesses are increasingly using other networks and information services to spread their message. Blogs, social networks and using traditional offline marketing all adds to your online presence and pushes more people to your site.
Blogs give you opportunities to share your knowledge and expertise with those looking for help. Use blogs to educate others, receive feedback and refer interested potential customers back to your website for more information. Writing a blog is also a good exercise for you to research more about what is happening in your industry and tests your ability to write about it.
Social Media is popular for individuals but businesses are also finding it to be an excellent medium for connecting with fans and customers. It is possible to create business pages on Facebook, Bebo and MySpace where you can post your message, send announcements and refer back to your site.
Offline marketing must include your web address. Put it on your Yellow Pages and newspaper ads, mention it on the radio and everywhere you advertise. People will choose to visit your site to get more information before contacting you if they know you have one.
What to do
Get in touch with a web development company that understands your business needs. Do not be immersed into a colourful, dynamic and flash website sales pitch. Your business needs a site that will get you business.
If you already have a site and want more visitors or more qualified visitors, talk to us at Attractum™.
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