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Posted 22 June 2005 - 08:32 AM
Posted 22 June 2005 - 08:41 AM
<Note: I moved this topic from PR over to Internet Marketing. Public Relations has to do with publication of news of interest to the media and their readers/listeners rather than advertising. >
Posted 22 June 2005 - 10:03 AM
Posted 22 June 2005 - 10:44 AM
On the one hand it's potential business suicide to exclusively focus on achieving all of your traffic and sales through natural search engine rankings. They change daily, so it's not only possible but likely that at some point you're not going to rank as well as other times. If you have a single site and that's your sole source of income, put plainly, you're screwed.
On the other hand almost every business you can imagine can be marketed via the Internet. And can allow you to spread your customer base Nationwide or Worldwide in a very cost effective manner. So the vast majority of businesses would be foolish to NOT have some sort of Internet presence. You can not only advertise that to your Local customers, but can extend to customers that would not have any chance of reaching without the 'Net.
IMHO it's not an Either-Or choice. It's a choice of how much money do you dedicate each year towards the different methods of advertising. Sometimes one will get more funding than the other. Other times the other will get more funding than the one.
In my mind businesses these days absolutely need both, if they're going to have a chance of reaching their full potential.
Posted 22 June 2005 - 10:49 AM
When you can no longer get quality leads from PPC, that's when I branch out into other arenas.
Posted 22 June 2005 - 10:55 AM
I absolutely agree that a well run, well thought out PPC campaign can most definitely produce fabulous results.
But I disagree that anyone should ever dedicate 100% of their advertising budget to one source, be it newspaper ads, magazine ads, natural SEO, PPC, etc.
Just my opinion from having dealt with a lot of different types of businesses, but you have to find a mix for the business to reach its full potential. For each one it's a little bit different, and with every market I've worked with you have to be flexible. Sometimes you end up putting more $$$'s in one pile, while the next year --or even the next quarter-- you may emphsize another arena more.
Posted 22 June 2005 - 11:17 AM
When you discuss newspapers, are you talking about their Web sites?
I'll keep my answer simple. If the activity generates more exposure, and you measure a positive ROI... why wouldn't you do it?
Posted 22 June 2005 - 11:19 AM
And all the PPC advertising I've done, in fact, has been for clients for whom a lead was a lead. That said, I'm quite sure there are businesses where the quality of lead varies and you would want to mix it up. I just can't think of any right now.
Posted 22 June 2005 - 04:47 PM
Believe it or not, I've even advertised on those cable tv public access channels where city/school meetings and such show up. I wouldn't call it extremely effective for my type of business, but it was a cheap buy in and would be a great ad spend IMO if you were trying to reach certain local markets.
Even though I knew my sites weren't a good fit, I still made a small profit from those ads (yes, I tracked the hits and sales) so maybe I should fire up those campaigns again!
Posted 22 June 2005 - 04:52 PM
But, if the goal is also to increase awareness and you want people to remember your product sometime later when they are ready to buy, then IMO that opens the door for mixing in other programs that increase your exposure but do not necessarily create immediate, direct leads. If people run into your brand/business multiple times...on the Internet, then in the paper, on TV, in the mail, etc. awareness is increased. Then, later on they are more likely to remember you and come to your site on their own.
Think about online stock trading, Internet banking, booksellers, and career/resume posting services. There are probably one or two of each that come to mind because we have heard/seen their advertisements multiple times. If these companies only advertised on PPC, then I don't think they would be as top-of-mind as they are.
Really, to me there is no right or wrong answer. It depends on each individual business.
Posted 22 June 2005 - 04:53 PM
Posted 22 June 2005 - 04:55 PM
How did you track them?
Posted 23 June 2005 - 07:47 AM
Have any of you guys tried direct mail to get SEM or web development work?
Posted 23 June 2005 - 08:41 AM
Posted 23 June 2005 - 10:29 AM
Each campaign/region were sent to a slightly different url, which recorded the hit then forwarded them over to the real home page. Pretty typical. The same way I've always done Adwords and the like.
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