Online marketing for a website has the potential for greatness if the site itself is great.
The world’s best paint job on a car won’t matter if the car doesn’t run well. An amazing new 55-inch TV with the latest color, HD and other advances isn’t worth much if the programming stinks. (more…)
An online marketing mix is a strategy that determines what kind of choices to make for building a Web presence.
Marketing mix is a concept with a long history in business. It usually includes four Ps: (more…)
Online brand marketing needs focus and consistency for a long time before a website reaches a key goal — a growth in return visits.
Return visits grow when people start coming to the site by entering the address directly in their browser address window, entering a version of it in search engines or saving it in their bookmark list. (more…)
The best promotional banner ads market an online business with a mix of branding and response.
Promoting an online business is not entirely about pay per click advertising, which in the case of the search engines emphasize text ads. (more…)
During my work on large newspaper and TV station websites, I was surprised at what I discovered in analytic software about the ways people went to those sites. Some of them had been around for many years and were getting more than 1 million unique visitors a month.
It was no surprise that these sites attracted major amounts of traffic from search engines. The surprise was how people used those search engines to reach the sites. (more…)
Pay per click marketing requires a return on investment like any other promotional channel. But what is the right ROI?
A report from The Nielsen Company indicates that online advertising has the highest ROI of any medium. To cut to the chase, it says that the short term ROI on all channels is 109 percent and for online it is 218 percent. (more…)
User-generated content adds value to a site, but it comes with disadvantages for advertising and marketing as well.
The term user-generated content is popular among media sites and closely tied to the hyperlocal concept.
It is helpful to understand that user-generated content is not new or innovative, nor did it originate with Web sites, but it is an important part of any online operation.