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[M258]Marketing Advertising Pr Jobs

by Joaquin Maldonado, Joa

Google earned over three billion dollars through Internet advertising in the previous year, while the corresponding figure for another technological behemoth, yahoo, is in the range of about eight billion dollars. And a back of the envelope calculation, assuming that these are just the tip of the iceberg, reveals that the total ad spent in the World Wide Web should be in excess of twenty billion dollars.

This clarifies to a large extent the amount of money pumped into this medium by the Goliaths of the industry. In that case, one might be tempted to assume that Internet marketing and advertising is all about spending millions of dollars and getting loads of eyeballs and mouse clicks. Thankfully, reality is far from this.

As a matter of fact, Internet is one of the few media where millions of dollars of ad spending can very much be, balanced by smart thinking and good strategy. You do not always need to spend millions to attract viewers. You can actually channel hoards of visitors to your site by a combination of shrewd planning, meticulous execution and a long-term approach, like with for example- marketing articles online.

Information is the king, and there are about a billion unique queries in Google alone searching for all sort of information. And that is just a single day statistics. The alternative method to capturing mindspace of the consumer, as you guessed it, is by providing him or her relevant, updated and focused content.

Internet marketing, advertising, promotion and specializing in marketing articles is much more effective, cost and otherwise, when the consumer is led to believe that the advertisement is contextual, and is in sync with the requirement of the information need of the prospective consumer. The more unobtrusive and subtle advertising is- the better are the chances of a consumer endorsing the product.

Subtlety and unobtrusiveness goes hand in hand with cost efficiency, and that is what makes Internet a great place to hawk your services or products. While millions of dollar spends on snazzy advertisements with attractive models do manage to attract visitors attention, the attention spans generally tends to be short term to extremely short term. Additionally, the brand recall is minimal, and scratchy at its best.

However, an intelligent approach to occupying the consumer mindspace by providing them required content is inexpensive, as well as a long lasting process. A satisfied visitor will revisit the site, and in all probability, recommend the site within his or her social circle. And added benefit of a brand or site loyalty is always going to add to the return on effort and time invested.

The World Wide Web is still in the evolution phase, and is experiencing a lot of fluidity in its dynamics. New trends and consumer preferences have rocked old and well-established concepts about advertising and consumer psychology. Whatever may be the changes- the Internet and Internet marketing, advertising and promotion will remain as the great leveler.

Most website owners spend hundreds, if not thousands, of dollars (or hours) trying to get their websites to appear on the first page of Google's natural search results and, more often than not, their placements are restricted to a number of obscure keyword phrases few use to find related products and/or services. What may come as a surprise to many, the expense could have been avoided had they taken a simple but dramatically different approach to online marketing.

In a recent article published by OneUpWeb® of the Fortune 100's websites only 13 have "properly optimized" their websites for natural Google placement. Of the remainder, 42 have only done a partial job, while 45 have done little or nothing. Why aren't the ‘big boys' participating in the game? "The answer," says Ron Scott, an internet publicist, "is really quite simple - they don't see the need.

"The 'big boys' have wisely chosen to focus their marketing efforts on branding and brand recognition," Scott says, "and the logic behind the strategy is certainly understandable when you think about it. You don't need to "compete" if you can induce consumers and B2B prospects to conduct their searches using your brand name(s) instead of generic keyword phrases."

Scott points to Microsoft as a perfect example. "Overture reports over 100 different keyword phrases that currently include the company's name and they generated over 2,500,000 inquiries last month," he says. "Yet, when one enters the keyword phrases ‘word processing software', ‘operating systems', and ‘software' and Microsoft's site is no where to be found.

Googling a brand name instead of a generic keyword phrase, the consumer will, if the company has taken steps to even nominally optimize its site for that brand name, see its site as well as the websites of its dealers, distributors and affiliates sitting pretty on the first page of search results. If trademarked, no one outside "the family" can use that brand name without violating the company's exclusive right to use it so the only results to be found are going to be directly related to that company and its products/services.

Frustrated by the unpredictability of search engine algorithms, Scott decided a few months ago to trademark a brand name he could use to promote his services as an internet publicist.

"Admittedly, I winced when a colleague suggested ‘The PR Guru Guy' - I'm sure it gives most a sense that I am full of myself - but it didn't take long for me to realize that it was ideal - it's a brand that is directly related to my profession and easy to remember," he says.

"Now, if any B2B prospects recall the brand name and enter ‘the pr guru guy', ‘pr guru guy', or ‘prguruguy', they'll find my site (Fasttrackrankingandplacement.com) occupying the top position on MSN as well as all Google driven search engines - Google, AOL Search, Alexa, Netscape, Information, A9, Amazon, Att.net, Compuserve, and Earthlink," he says.

Scott, of course, had to optimize the company website for the keyword phrase and its variations, but the process only took four days from start to finish - finish meaning that's the length of time it took Google to cache and index the changes.

Once the branding concept is understood, business owners need to think about how they're going to develop brand awareness, ultimately getting B2C and B2B prospects to call to mind their brand when they are in need of a particular product and/or service. Obviously, it's not enough to just select a clever name.

To succeed, prospective clients have to not only call to mind the brand, they have to correlate it to a particular need or desire because the real value of branding lies in the prospect's perception that the product or service associated with the brand name is the ultimate solution to a particular problem. "Building brand awareness 100,000 or more prospects at a time, this is where an internet public relations program can be of immense value," Scott says.

Branding, of course, won't work for everyone but those in highly competitive industries or who have a unique product or service, might well consider branding as a viable alternative to traditional website optimization and the hit-and-miss marketing strategies they're been using to date.

"For those who have a unique product or service that consumers and B2B prospects are unfamiliar with, it's a strategy that shouldn't be dismissed," Scott says.

Article Source : Internet Marketing Online

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Both Joaquin Maldonado & Ron Scott are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.

Joaquin Maldonado has sinced written about articles on various topics from Business Promotion, Social Issues and Body Building. Marketing Articles online are one of the business components Joaquin services and provides each month to both gold and limited prestige members. His goal today is giving a c. Joaquin Maldonado's top article generates over 246000 views. Bookmark Joaquin Maldonado to your Favourites.

Ron Scott has sinced written about articles on various topics from Internet Marketing, Food and Drink. . Ron Scott's top article generates over 246000 views. Bookmark Ron Scott to your Favourites.