Web based marketing strategies are based on the trends set
by traditional broadcast advertising tools: commercials,
radio spots, billboards and print advertising. These
mediums are effective but broad ranging, which can be a
bonus or a setback. These traditional modes are akin to
having a newspaper boy stand on a corner yelling "Extra!
Extra! Read all about it!" to sell the morning newspaper to
passersby. This type of advertising will certainly reach
more people than if the gentleman stood there in silence,
but this form of marketing does not differentiate between
potential clients: it uses the same technique to reach all
customers.
The same is true for other traditional advertising and
marketing techniques. Billboards have the capacity to reach
tens of thousands of people, but only if they happen to
look up and notice the sign as they walk or drive by.
Print advertising is slightly more specialized because the
customer has already expressed an interest in the potential
subject matter that will be advertised by purchasing the
specific magazine or newspaper. Ads in each print venue
generally appeal to a wide target audience previously
identified as interested in the subject matter of the
specific magazine or newspaper in question. We all know
this instinctively: a maker of women's anti-aging wrinkle
cream is less likely to run an ad in GQ than they are in
Vogue, and a maker of men's shaving cream is less likely to
run its ad in Vogue than it is in GQ. Personalized
marketing just isn't possible in such a high volume domain.
Personalizing your advertising online
The benefit of Internet advertising is that it excels at
one to one communication. You are able to reach a much more
specialized audience than has ever been possible with
traditional forms of advertising. You can drive traffic to
your site by advertising in several different ways, at a
fraction of the cost of one television, radio, or print
advertisement.
The Internet has its own form of broadcasting, which can
occupy several different strategies. Web based advertising
allows you to reach small, targeted groups of people, or
even one person at a time, that are already likely to have
an interest in your product.
Targeting your niche customer
There are many ways of targeting specific individual groups
of people, without significant overhead cost. Placing ads
on a website that has a similar client base to your product
is a very effective marketing tool. With this strategy, the
burden of identifying a client base is alleviated, and the
owner of the web site does the work of identifying clients
in the arena where you place ads. In a sense, you piggyback
on the market research that this website has done, and they
gain revenue from your advertising—so it is an even
exchange that benefits both parties.
Direct email is a tool that allows you to market to
individuals - much like direct mail does in the traditional
marketing scheme. This is a more aggressive tactic that
reaches a client in a more personal way, and it is
accessible to the client on his own terms. A direct email
can be read and browsed when a client has time and chooses
to do so, whereas a traditional print ad will be forgotten
as soon as the magazine or newspaper is put aside.
Creating a personalized marketing strategy is what
distinguishes Internet advertising from traditional
marketing techniques. Web based advertising is a
revolutionary way to reach individuals, if you know how to
us it.
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Christian Fea is CEO of Synertegic, Inc. A strategic
Collaboration Marketing consulting firm. He empowers
business owners to discover and implement Integration,
Alliance, and Joint Venture marketing tactics to solve
specific business challenges. He demonstrates how to create
your own Collaboration Marketing Strategy to increase your
sales, conversation rates, and repeat business.
Contact: christian@christianfea.com
http://www.christianfea.com
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