The reverberations of Wall Street’s ignominious crash have everyone looking over their shoulder to see if the sky is still falling. While we’re probably still in for a few more thunder storms and lightening crashes, there appear to be a few glimmers of light peeking around the edge of the storm clouds. In order to weather the recessive economy, experts say businesses will need to maximize cash flow, hold the line on expenses and make every dollar count until the sun shines through again. A recent study shows that search engine optimized (SEO) Internet advertising could make the difference between weathering the storm and drowning.
In synch with the declining economy, total advertising expenditures fell through the first half of 2008, according to a recent study by TNS Media Intelligence. Interestingly, the study found that Internet display advertising was the only media to show substantial gains, jumping 8% in the first six months of 2008. Newspaper, magazine and television advertising continued to decline, and only small gains were realized by cable and syndicated television. The best return on advertising dollars came from targeted, search engine optimized Internet display ads.
While some argue that advertisers are “just following the eyeballs,” savvy marketers recognize that search engine optimized Internet advertising offers more than just a wider audience. Targeting and measurability provide the one-two punch that allows Internet advertising to beat out other media competition.
- Targeting. A well-crafted SEO program allows businesses to specifically target their most likely potential customers. Unlike traditional media which must be aimed at a more general audience, targeted SEO marketing doesn’t waste advertising dollars on disinterested consumers. SEO makes certain that you reach your probable customer market each and every time, maximizing your advertising investment.
- Measurability. Advertising on the Internet allows businesses to effectively measure the Return on Investment (ROI) of every advertising dollar. SEO programs can even measure the ROI of specific words and phrases, allowing businesses to maximize profitability in creating and targeting ads.
Search engine optimization is the key to a successful Internet advertising campaign. Maximizing your advertising dollar is just one advantage of a comprehensive SEO plan. Using search engine optimization to integrate and link your website, advertising program, newsletter, press releases and all your Internet peripherals is a proven way to expand the scope of your marketing budget and increase sales. Businesses that use SEO to target advertising expenditures and measure and analyze results will weather the current economic storm and prosper. Those who don’t? Well, let’s just hope they know how to swim!
