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Your website is your front window and the dynamic repository of your latest products, services, company information, marketing messages and product content. An organization’s mission, product and/or service information are all expected to be clearly stated and illustrated on the organization’s website. Website-based marketing has evolved from a “cool” and progressive marketing oddity to a necessary business tool that, today, is expected of any business. To be successful, any organization is expected to have a website as a primary tool to communicate its message, latest product information and mission to its prospects and customers.
Beyond the front window aspect of websites, companies also leverage the web to disseminate internal information to employees and partners. A company without email, websites, and, now, social media presence will fail. Period. Websites are very unique in their unparalleled efficiency: a website address is all one needs to invite a potential prospect to access the company’s information from anywhere, anytime. The new paradigm is already getting old. Companies without websites are simply overlooked.
In the mid 1990s, when the commercial web was just getting started, static websites were good enough and the innovation of web presence tolerated more or less sophistication. Access to the web was also much slower and dynamic content was mostly unavailable, as multimedia web publishing technologies were still being invented. The next decade saw the web mature into a more efficient vehicle of varied content rich sales and marketing tools, including persona-based web site designs and, in the second decade of the century, the appearance of responsive technologies that allow websites to display more effectively based on the device used to view it: large computer screens, tablets, and smartphones. Website programming is still very much evolving and new technologies are being designed today, just as the web’s underlying standards keep being enhanced and refreshed every so often (get ready for html 6.0).
Your online business also needs to be easily found on the web. Search Engine Marketing (SEM) and Search Engine Optimization (SEO) are two essential marketing activities that will help you raise your visibility on the web, both via organic and non organic activities and content authoring. Arguably, SEM is potentially easier to manage than SEO because of the ever changing algorithms constantly deployed by search engine companies to both enhance their services and thwart search engine exploits that could favor undeserving web properties. Google AdWords and Bing Ads are the top two search engine advertising platforms out there [Yahoo and AOL (now Verizon properties) dont really count] that can perform well for you with relatively small advertising budgets. Your website traffic will grow proportionally to your budget, because you only pay for actual clicks. The fundamental trick for online advertising is to narrow the campaign management focus to down to your most likely prospects and to display your ads and search ads only to them. There are many parameters that can be leveraged to achieve targeted marketing thanks to the increasing granularity of online advertising technologies. Try it out, even for a couple of months, you will see results.
Your online business also needs to be easily found on the web. Search Engine Marketing (SEM) and Search Engine Optimization (SEO) are two essential marketing activities that will help you raise your visibility on the web, both via organic and non organic activities and content authoring. Arguably, SEM is potentially easier to manage than SEO because of the ever changing algorithms constantly deployed by search engine companies to both enhance their services and thwart search engine exploits that could favor undeserving web properties. Google AdWords and Bing Ads are the top two search engine advertising platforms out there [Yahoo and AOL (now Verizon properties) dont really count] that can perform well for you with relatively small advertising budgets. Your website traffic will grow proportionally to your budget, because you only pay for actual clicks. The fundamental trick for online advertising is to narrow the campaign management focus to down to your most likely prospects and to display your ads and search ads only to them. There are many parameters that can be leveraged to achieve targeted marketing thanks to the increasing granularity of online advertising technologies. Try it out, even for a couple of months, you will see results.
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