Digital media analysts Outsell Inc. have projected in their annual advertising study for 2009 that some $65 billion (£39 billion) is due to be skimmed off the top of traditional advertising budgets and reallocated online.
Major brands are going through some hefty corporate liposuction, sucking the fat media budgets out of TV and newspaper and plumping up online spending. The trend towards digital has been talked about for quite some time, but according to Outsell, the money will not be transferred directly to an online advertising equivalent of the traditional ads.
Instead of investing in internet advertising, companies are increasingly looking to spend money improving their own websites, with Search Engine Optimization (SEO), web analytics and good quality relevant content.
Chief executive at Outsell, Anthea Stratigos spoke in an interview with Forbes: “The marketing dollars companies now spend on their own sites is equivalent to all TV ad revenue for the year. Eight years ago we said that the Global 2000 would be the dot-coms of tomorrow. That’s what is playing out.”
If SEO copywriting isn’t about the percentage of keywords within the copy, then what is it about? Balance. You have two audiences with SEO copywriting: the search engines and your site visitors. But surprisingly, the balance doesn’t come with serving both masters well. The balance comes in how much you cater to the engines. You see, your site visitors always come first.
However, if you write with too little focus on the engines, you won’t see good rankings. If you put too much focus on the engines, you’ll start to lose your target audience. Balance… always balance.
One of the biggest mistakes many businesses make is focusing the majority of their advertising budget on print ads and local newspapers, fortunately, a new approach is starting to take root to solve this problem.
Local search online is starting to cause a flurry of excitement for some businesses who are taking advantage of the technology.
More and more people are performing local searches on the internet before they ever leave their home. It allows them to do all their research online and make decisions on where to find what they need right from the comfort of their home.
Less and less, people are using the phone book or newspaper because of this. On top of that, there are too many phone books circulating and it makes it nearly impossible to decide which to use.
Companies who still spend hundreds if not thousands on newspaper ads and other print advertising and are passing up on a golden opportunity to get in front of their target audience by using outdated, archaeic methods.
The internet is changing the way people find products and services.
Local search is a form of advertising that allows you to lower your overall costs, it is cheaper than print advertising and gets you in front of more people when they are ready to buy. The overall ROI of leveraging the power of local internet searches are only going to increase and it makes perfect sense to ride the wave.
Recession is a time for battening down the hatches, staying the course and avoiding unnecessary expenses — right?
Not according to Canada’s entrepreneurs, who are in a fighting mood as they await a recovery. In a new survey, 61% of business owners said they are investing in innovation and/or research and development this year, which may surprise business-watchers who think small business owners are innovation laggards.
But business owners are always looking at new product ideas and tweaking their service offerings. Designing a new type of sandal, hiring an SEO consultant to beef up a Web site, or recruiting a student to make cold calls all count as innovation in a small company, where you fall behind whenever you stop moving forward.
The Canadian Small Business Monitor, published last week by American Express, breaks ground by putting a price tag on innovation investment. An impressive 13% of the 500 business owners surveyed said they will spend more than 10% of revenues on innovation or research and development this year; 10% expect to spend between 6% and 10%; and 28% plant to invest 1% to 5%.
Another reassuring finding is only 19% of business owners said they will spend nothing on it “because innovation/ R&D does not apply to my business;” while 13% said they don’t have the budget for it, and 7% were undecided.
(That last group probably includes the dry cleaner that tore your favourite jacket, the e-commerce Web site that lost your order and the ad agency that produced the Stephane Dion video last December.)
Overall, 40% of the businesses surveyed consider innovation a “high priority,” while 8% call it a “top priority.” Generally, the larger the company, the higher priority they place on innovation.
Interactive marketing will near $55 billion and represent 21 percent of all marketing dollars spent in 2014 as advertisers shift money away from traditional media to search marketing, display advertising, e-mail marketing, social media and mobile promotions, according to a recent study.
The trend is already underway, as more marketers this year are taking money from traditional marketing budgets and using it in interactive advertising, as opposed to supporting interactive efforts with new funding, as was the case in years past, according to the Forrester Research report “US Interactive Marketing Forecast 2009 to 2014,” by Shar VanBoskirk.
“This cannibalization of traditional media will bring about a decline in overall advertising budgets, death to obsolete agencies, a publisher awakening and a new identity for Yahoo,” writes VanBoskirk.
She goes on to say that while ad budgets will decrease, marketing investments won’t, as any money saved by using cheaper interactive media will be put toward funding IT technology and staff, customer service and so on.
Given this, traditional ad agencies must include interactive marketing for mere survival. “We’ve hinted before that agencies that can’t transition from pushing out messages to nurturing customer connections aren’t long for this world. Agency readers, heed our warning. Services firms that lack data management, analytics, listening, social media execution, and strategy expertise will dry up,” warns the report.
Social media campaigns are growing into an established part of the interactive ad mix as more companies embrace it — 64 percent of marketers already build social media applications and 22 percent more will by the end of 2009.
Search marketing continues to do well, in both adoption, today 80 percent of marketers use it, and money spent. “Search marketing accounts for 59 percent of the overall interactive pie. We project spend on paid listings, which includes paid inclusion, and search engine optimization (SEO) to grow at a CAGR of 15 percent, to $31 billion by 2014,” according to the report.
The report says advertisers favor pay-per-click over impression-based display campaigns, with 58 percent going to PPC – and the trend is expected to continue. Rich media is also gaining traction, currently about one-third of display spend, rich media will grow to 45 percent by 2014 as marketers use more and pay a premium for rich media.
E-mail marketing continues to grow, with an 11 percent CAGR over the next five years, due to the “green” market campaigns being in vogue and to increased integration with social media sites.
In response to the evolving change in online marketing strategies, Fresh Traffic announces a complete Inbound Internet Marketing package that encompasses everything a business needs in order to become a web marketing powerhouse. Fresh traffic is an Internet Marketing Services company that expertly provides small businesses with the much needed edge in the big world of search engine marketing to increase their customer base without depleting the company’s financial resources.
“Businesses are seeking returns on their marketing dollars and they’re shifting money out of expensive phonebook ads, direct mail, telemarketing, and into website optimization, expert content and social media that help them get found in organic search results.”Marketing your business in today’s online world, forces small businesses to throw out the old handbook and try new strategies. Traditional outbound marketing using direct mail, print advertising, and phonebook ads are becoming more expensive and less effective. Today, consumers use search engines, blogs, and social media to learn about products and services.
“Businesses are seeking returns on their marketing dollars and they’re shifting money out of expensive phonebook ads, direct mail, telemarketing, and into website optimization, expert content and social media that help them get found in organic search results.””These changes are laying the foundation for a new marketing strategy on the web.
To succeed online today, businesses need to adopt an Inbound Internet Marketing Strategy. Instead of pushing a sales message out, inbound marketing is the process of drawing prospective customers into their business by allowing the consumer to choose to learn more about a company’s product or service. Fresh traffic’s Inbound Marketing Services will help small businesses be found on search engines, blogs, the media, and help convert those new visitors into leads.
Winnipeg-based Fresh Traffic has seen the success online marketing can offer as a flexible and affordable strategy to keep your company’s brand message fresh and in front of your target audiences. The advantages to E-mail marketing and internet advertising are the ability for companies to finely tune a brand message to an individual market segments to generate a greater response. Fresh Traffic’s clients have used behavior and buzz measurement tools to their advantage with online marketing.
A good internet marketing strategy focuses on the “communications” part before it tackles the “online” component. “A custom E-mail newsletter demonstrates how internet technology can deliver a powerful brand message at a reasonable cost without sacrificing quality or creativity.”
As a full service internet marketing agency, Fresh traffic helps businesses nationwide define and create brand identity, communication strategies and quality marketing vehicles online. From logos to internet advertising, Fresh works to build brands. Since 1998, Fresh has been making businesses successful through Message, Advertising, Branding, Web Design & Web Development, along with Online Marketing services. For more information, visit www.freshtraffic.ca
Google have announced higher returns than expected this quarter as the online advertising market has stabilised from its little wobble last quarter in the States.
Wall Street forecasts expected further plunges in the online marketing industry as a whole, but Google has once again beaten the trend and exceeded expectations. Total revenues increased to $5.5 billion (£3.4 billion) up by 3 per cent. After removing affiliate fees, Google’s revenue generated from digital marketing this quarter came in at $4.07 billion (£2.49 billion), $10 million ahead of Bloomberg estimates.
Google’s return to form should be echoed throughout the advertising industry online as the market settles from the blip that occurred earlier this year. Google CEO Eric Schmidt said: “We’re not at the moment looking at the downward spiral we thought we might be six months ago,” according to Financial Times.
The uptake of advertising on Google’s video streaming site YouTube has helped revenues across the Atlantic, although at the monstrous rate of growth, YouTube is still much more of a financial burden to Google than a blessing. The company announced in May that they were receiving over 20 hours of uploaded content every minute to the website which is taking its toll on bandwidth and storage capacity.
Google have been smart to take precautions though, axing the unprofitable newspaper and radio-advertising arms of its business and focusing on the online model. “What they’ve done is gone and eliminated the obvious initiatives that were not performing very well,” analyst Youssef Squali told Bloomberg.com.
The market is returning to normality, with Google keeping a firm grip at the top of the online advertising tree.
Like anywhere else, a website requires optimization in order to rank within its own city, and Winnipeg is no exception. Winnipeg is the 7th largest city in Canada and the largest city between Toronto and Calgary.
Home to several internet startups in health, travel, and finance, Winnipeg is an overlooked technical hub with lots to offer. A little known fact, its where a few internet industries were started. Winnipeg also has a small gaming and film community which is thriving as well.
Internet marketing has made location a non-issue, allowing people virtually anywhere to operate a business online.
What is SEO
SEO stands for Search Engine Optimization. Borrowing a definition from wikipedia… “it is the process of improving the volume or quality of traffic to a web site from search engines via “natural” (“organic” or “algorithmic”) search results.” SEO is a process which requires a time investment in order to see results. For faster results, one might try PPC, which you can setup and turn on in the same day.
Search Engine Optimization Winnipeg
There’s a city that lies on the prairies where two rivers meet. Known as Winnipeg, it’s known for hot summers, cold winters, love for hockey, and the great outdoors.
Winnipeg is also a thriving community for business, both online and offline, and has contributed a great deal for a city of barely 700,000. There is a strong community for web developers, designers, and Internet marketers. There is also the Winnipeg SEO and SEM groups as well
A site alone cannot achieve the full return on investment without using certain SEO techniques. Link building, one of the more effective ways of promoting a website on the Web, is an often discussed, and debated subject. There are varied types of link building techniques and strategies which could help in improving your standings within the index. Let’s have a look at different types of link building techniques used in search engine optimization strategies.
One way links
Here one site gets a link on another website due to the quality and relevance, and not for the business purpose. The website whose link is posted, does not need to provide a link back to the site on which it is posted. Best type of linking to work towards.
Another widely used strategy of link building is ‘reciprocal linking’. Here there is link exchange between two websites on one to one basis. Care needs to be taken in choosing reciprocal link partners, as fraudulent webmasters can take undue advantage. It is advisable to review any requests for link exchanges before finalizing. This can be seen as a last alternative if a one way link isn’t in the cards. A little more towards the quantity end of the spectrum.
Article submission in various directories is a sure shot method to build effective link building to your website. You can write one article per day or as much as you want and submit to directories. Submission can be done in many directories altogether, where one-way links are given to your site from the articles. Other sites that use your articles also provide one-way link to your site from other websites. Quantity linking is where this would fall into.
Press release submission in various press release directory and leading news site is a best way to get natural back links from your press release articles. You need to write press release article about your new product launches or news releases in your industry. In the deep end of the quantity pool, great for getting out a blast of information to multiple sources, quickly.
Social bookmarking and Social networking
Social bookmarking and social networking is one of the newest ways to get back links and more visitors to your website. Experience is varied, but on the whole it will send more traffic to your site. If your content is relevant to the readers interest, it’s up to them at that point to provide the link back to your site.
The most important point when it comes to links however, quality link building is far better than quantity link building.