Online Marketing Campaigns: The Internet Marketing Scalpel
Online Marketing Campaigns: The Internet Marketing Scalpel
As various and complex Internet Marketing strategies
continue to evolve and gain acceptance and increased usage in the business world, marketing executives are beginning to look for increasingly targeted and specific models for
achieving rapid success on short term marketing goals. Tailored and precisely targeted campaigns are
the key to meeting this developing demand.
Typical Online Marketing strategies are focused on the long term where Marketing Campaigns tend to be based on the immediate realization of short term goals, such as boosting attendance to an event or increasing seasonal product
sales. While the lifespan of these campaigns may be shorter than traditional Search Engine Marketing (SEM), it is crucial that the same careful planning be done beforehand. Several of the characteristics of these multi-channel
methods are also similar:
* a well defined product or service to promote
* a specific target audience
* a distinct geographical area
* a selected period of time to start and end
* a clear call to action
The tools involved, however, differ notably. Large scale Search Engine
Optimization (SEO) is not the
course of action here, and broad link building is not involved. Rather,
Pay-per-Click (PPC) ads, targeted
link buying , Optimized Press
Releases (OPR), and eNewsletters
become the weapons of choice. These
media can be implemented very quickly and provide fast, wide exposure while
encouraging quick action and allowing for clear analysis and response.
The top priority of Marketing Campaigns is often an immediate increase in
sales of a particular product or service, generating a pool of visitor
feedback, or building rapid registration for a business event
or promotion. The long term benefits
of increased traffic, additional marketing material, larger contact lists,
and helpful feedback on areas such as response features, make using these
targeted Marketing Campaigns even more attractive. Remember that, in short
term strategies, proper analytics are of even greater importance.
.jpg)
