Targeted Marketing – an example
We all know that in marketing, top-of-mind recall is very important. So, sometimes, it is better to have a focused marketing approach rather than try to cover the whole world. In that way, not only will you be able to optimise your marketing dollars spent, the coverage will be so much better.
Take for example, Pay Per Click advertising. It covers the Internet. Now, by any measure, that is a pretty big space. But take a look at what Apogee Search has done by promoting their Houston SEO programs. By narrowing down the field, they can be so much more effective in their advertising efforts. Not only does it make promoting themselves easier, it also makes it more believable when they make claims about driving “qualified, targeted traffic”; since they obviously use the same techniques for themselves!
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Technorati Tags: SEO, PPC, online marketing, internet marketing, houston seo
David Neuman said,
September 18, 2007 at 7:40 pm
This is all very true. Using a service like Adsense might be effective if you want to bring in a little extra revenue, but it doesn’t cater to a specific target market. It is important ot find your competitive advantage (or to create one if you don’t have one) and use it to target the market that would most benefit your company. Focusing on the needs of a select few markets will make your company become an expert on these markets resulting in a relationship with your customers that many of your competitors wont’ be able to replicate.
Calvin Warr said,
September 19, 2007 at 2:16 am
Thanks for your comments, David. Many people think that Adsense/Adwords is the only game in town for online marketing, but that is so not true, at least not any more.