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Targeted Promotion
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Imagine a business that sells refractory bricks for kilns. These are special bricks
that line furnaces and can withstand high temperatures. If that business had a web
site, e.g. AcmeRefractory.com, it would not want people looking for hi-tech lenses
visiting its site. All of those visits would be wasted as the visitors looking for
lenses would be annoyed at finding bricks as they don't refract light very well,
and Acme does not want to expend resources on those who are unlikely ever to become
clients. Even though Acme might see lots of traffic on its web site this is no indicator
of success. It is clear that arbitrary web traffic is neither desirable nor productive. |
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Brand Awareness
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| Large companies such as certain American soft drink and hamburger concerns understand
the value of a brand. Is it necessary to identify them? They spend a vast amount
of money just to display their names. This brand awareness breeds familiarity, trust
and reduced consumer resistance. |
| If your web address and company name were to "pop-up"
all over the Internet, the effect would be similar. The astute reader might argue that promotion of your brand is at odds with the
concept of targeting your customer precisely. If you have advertisements that have
been programmed to appear to people who are likely to be interested in your product,
you are likely to get a good response, however you are very unlikely to get a 100%
response! Your advert will be seen by people who do not click on it. Those people
will be exposed to your brand and your chance of a visit the next time that potential
customer sees your advertisement is increased. |
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Target Your Brand, Products and Services
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If you run a business which manufactures or sells a product or provides a service
you will probably have a very good idea as to who your clients are, where they can
be found and what they would be likely to type into a search engine. Consider, for
instance, how small the return on the advertising budget would be if a coin operated
laundry situated in Auckland were to advertise its services on a bill board
in Christchurch. Obviously, any form of promotion must make sense and should be targeted
as precisely as is possible. Things to consider are geographic targeting, demographics,
key words, key phrases, and your budget. |
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Measure your Success
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| To summarise, in order for any promotion to be successful, it needs to be cost
effective which means that it must be affordable and result in a return that is
greater than the cost. It should also be targeted at qualified potential customers
and promote brand awareness. It seems reasonable to pay a small amount for the delivery
of a potential customer that is pre-qualified in the sense that that customer has
passed some sort of test to ensure that he or she is really interested or at least
has shown some interest in the product or service being offered. How much more valuable
would such a visitor be when compared with the lens seekers visiting the refractory
web site in the example above. Don't forget your statistics page, please contact
us if it has not been enabled. |
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An Overview of AdWords
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| AdWords is an established way of targeting potential customers and building brand
awareness at a reasonable price. You choose a number of keywords and phrases and
when the keywords and phrases are Googled (targeted promotion), your advertisement
appears on the page at the right or at the top of the search results. You might
receive thousands of these impressions per day (building brand awareness) but you
are not charged unless someone actually clicks on your advertisement and is sent
through to your web site.
Learn more... |
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Develec Limited 2269159 |
| contact us at
solutions@develec.co.nz |
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