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Digital Marketing and ROI - Digital Marketing Choices
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, John Wanamaker 1838 - 1922, founder of the first American department stores and 35th US Postmaster General. It’s all about moving messages. Momentum in and of itself is the answer. The real question advertisers must ask is; “Who get’s it?” There is only one group of modern marketers who can give a true and thorough response to that question, digital marketers. A second means of passing information is person to person; mouth to ear to mouth to ear. Ideas can spread throughout a community like a virus, hence the name Viral Marketing. This is an especially effective method for moving simple, compact ideas but at some point messages break down to gibberish, just as they do in the “telephone game”. As illustrated in part one of this series, the digital age has rewritten the rules of marketing. Businesses of all sizes are moving vast ad-spends away from print, radio and television and repositioning their efforts towards the Internet. This is the reason the quality of your daily newspaper is receding and why television now relies so heavily on reality type productions instead of professionally produced programming. It’s is also why Google reported revenues of $5.54 billion in the third quarter of 2008. It is easy to suggest someone focus their advertising energies online. A much harder trick is advising them on how to best focus those energies. There are a lot of digital marketing channels to choose from and each business has its own unique set of needs and circumstances. This is where the studied advice of experienced digital marketers becomes crucial. wrote a poll asking professional digital marketers which internet marketing tactics they thought would be emphasized most in the next six months. The survey listed 41 digital marketing tactics and prompted respondents to choose the three they felt their firms would put the most energy into. Search engine optimization is a fairly broad title for a marketing channel made up of several niche tasks. SEO primarily involves taking a preexisting website (or creating a website) and making improvements on it to better its rankings in search engine results. SEO also involves improving the look and feel of the website in a bid to increase the number of successful user-interactions or conversions realized by that website. More clicks equals more site visitors. Attention to the wants of those visitors, as demonstrated by their on-page behaviours, tends to equal far stronger conversions which always equals far stronger ROI. Pay per Click (PPC) marketing is the scientific art of creating and bidding on those text-based ads which appear alongside search engine results or on contextually relevant web-documents. In Q3-08, Google’s pay per click advertising and ad-distribution program, AdWords, accounted for almost 99% of their reported $5.54 Billion in quarterly revenues. PPC is an incredibly cost-effective marketing channel in that advertisers only pay when their text-ads are clicked on. Because each click can be tracked and the behaviours of all site-visitors analyzed, non-converting clicks become learning experiences for savvy digital marketers. Over a short period of time, professional digital marketers can deliver increasingly stronger ROI.
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