Investing in Internet Marketing 2.0 | X-Factor

Investing in Internet Marketing 2.0

Has your business begun investing in internet marketing and search engine optimization to stay in front of consumers? If not, it should. Immediately.

Changing Consumer
Before you dismiss the internet as a youthful playground, try thinking of it as a base of business. Consider that while 87 percent of 18-29 year-olds have used the internet (to be expected), the number remains high as age increases, with 82 percent of 30-49 year-olds and 71 percent of those in the 50-64 age group having used the internet, according to Pew Internet & American Life Project.

Pew Internet & American Life Project also reports that:

• 81 percent of internet users have researched a product on the internet that they are considering purchasing
• 79 percent are confident they’ll make the right purchasing decision by researching on the internet first
• 71 percent have bought something online

Another bone to gnaw on – the number of internet users increases exponentially with income and level of education, an indicator that those most likely with disposable income are the ones using the internet.

The facts are irrefutable: The internet has cemented its place in the consumer purchase cycle. Are you ahead of the ball or thinking, “Uh oh, time to catch up!”?

If the meat of your online PR campaigns consists of newswires, press releases and “cost-efficient advertising” (translation: web banners), you’re likely the latter.

Take into account how other marketing specialists are investing in public relations and the internet going forward.

Investing in the Internet
The Association of National Advertisers (ANA) polled attendees of its 2008 Annual “Masters of Marketing” Conference in October about their marketing budgets and plans going forward in 2009.

Following is a sample of the results:

• 67 percent reported they “will spend more” or “spending will be constant/no changes”
• Of that 67 percent, 26 percent plan to increase spending by more than 10 percent
• Attendees included client-side marketers, media, creative and public relations agencies, corporate marketing specialists and others

The trial period is over. Internet marketing, including search engine optimization (SEO), keywords and key phrases analysis, and web copywriting services are the new ingredients to the successful marketing plan. Throw in a couple cups of public relations and bake for 3-6 months. Success tastes good.

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