Advertising is a fact of business, the objective is to push your message in front of people that would consider purchasing. Organisations achieve this every day and we all are impressionable and susceptible to these marketing messages. Cold calling and mailing does not work as well as including your message where your target audience frequents. Many newspapers have large distribution lists and you could include a advertisement within the local or national press. It could be that while walking around your town someone hands you a flyer, you may not be interested but could refer someone who is from seeing the advert.

Although if you are in the mood or have some free time on your hands one of these messages could work. People generally ignore anything that they do not deem as important. Although the media is such a important part of our society and people seem to react to messages communicated by the media. Probably because the media provides entertainment alongside commercial marketing messages. This truly summarises traditional marketing and highlights why it does not provide the same returns as communicating your message to a pre-qualified audience.

Identifying and pre-qualified audiences are a important part of the marketing mix, it allows you to not waste time money and resources on people who would be less likely to purchase. With traditional marketing pre-qualified audiences can only be segmented into general themes, such as a Photography magazine would be the ideal place to promote a camera accessory. This is a basic level of segmentation, but I would expect most of the readers to have the general accessory’s required, because they already consider themselves experts within the field and this is why they bought the magazine in the first place. However a small percentage of people may not have all the accessory’s they require, so there is potential to sell to these people ifthey see your advertisement within the magazine.

Advertising and promotion on the Internet is a much more advanced form of marketing. People spend a lot of time on the internet since broadband is now readily available at a flat rate fee. The internet is now becoming as much of a social activity as Television and Radio used to be in the past, both of which now have on-line counterparts in this modernised world.

Internet advertising offers two popular methods to promote your marketing messages, Pay Per Click advertising and Search Engine Optimisation. With these methods you can focus your time, resources and money on specific keywords and phrases that people already use to find your products or services. You can even gain estimates on how many people search for a particular phrase or keyword each month. This provides you with strong indications on how to direct your online marketing campaigns.

From promoting your business in this manor you are going to gain pre-qualified traffic that will offer very a favourable return on investment when compared to traditional methods. For example if someone visits your bed and breakfast website from Google, there is a high chance that they are already interested in what you have to offer. Not many people will end up on a B&B website unless they are actually looking for somewhere to stay. This greatly reduces the amount of effort required to generate new business leads, and leaves your website with the challenge of converting these visitors into customers.

Develop your search engine marketing visibility plan for the year ahead and don’t forget that search engine traffic is already qualified and targeted traffic. From effective Search Engine Optimisation and Pay Per Click Management your online presence could shoot to new levels and generate the business your website deserves. Online marketing certainly demonstrates best practice methods that are more intelligent and targeted, which is more than we can say for the TV commercials that interrupt your favourite program.
 

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