Internet Marketing: Why Conventional Marketing Fails

The usual route for promoting a website and selling products online will be to post advertisements and hyperlinks wherever the site administration or entrepreneur fancy. The motivation being, the website will enjoy more visitors and that people will know the website and its products if they see the advertisements in as many instances as possible. But later on, indiscriminate posting and unguided web promotions are proven foolhardy – internet marketing simply does not work the same way with real world marketing.

The concept of marketing is to bridge the customers and the products. In the real world, this is achieved by bombarding the public good branding, intriguing commercial runs, and scandalous billboards. Generating a talk, setting a trend, or circulating controversy is a standard. But that does not work well with internet marketing – the virtual world is virtually an advertisement landfill crammed to fit a computer screen, where every pop-ups and advertisement placement is screaming for attention.

The difference between internet and conventional marketing does not end there. Big companies able to finance expensive marketing campaign are a handful in real world but online, where advertisement cost range from less to nothing, millions of companies have one or more homepages and links. It is not easy to survive, much more be picked up, among the endless streams of websites.

So how do websites and companies do a successful marketing campaign? One should go back to the concept of marketing, which is to simply make available products to a targeted population. Usually, successful brands are those that were pioneers in the industry, like Gillet and Coca Cola, who have detected the need of the market and responded to provide for that need. Sites like Google and YouTube enjoy undisturbed popularity and sterling business performance for similar reason.

But for the rest of the business whose entry to the competition is a bit later, fighting in the competition online would be extremely daunting. This is the reason why that today, search engine optimization is the springboard for all internet marketing. People would put website or products at the first few pages of a search engine results, making them visible on the user’s eye. Placement advertisement, also called pay per click ads (the reason given is that the advertiser has to pay the host a fee equivalent to the hits to a placed ad) in popular host sites, forum submission, blog posting, chain mailing, and keyword analysis are just some of the few tricks for effective marketing.

More importantly, all these tricks are guided with one idea in mind: target market or niche-ing. Putting advertisements for people across demographics would not only be expensive, but also wasteful. By conducting an internet marketing campaign to the targeted market, the campaign would surely take off, attract the right people who have the need, and the website would end up providing that need for them. This translates to bigger number of hits (or visits) to the sites and increasing revenues. Now that’s what marketing is all for, isn’t it?

Bruno

Tags: advetising, target market, selling products, , internet marketing, placement advertisement