A recent report by the Internet Advertising Bureau and PricewaterhouseCoopers has shown that while overall outlay on advertising is falling, how that expense is being used is altering.
Total advertising spending was down 16% in the first half of 09 in comparison with the corresponding period in 08. In itself the amount spent on TV advertising is down 16%. However during this phase the amount spent on Online Marketing has now grown to ?1.752bn, overtaking that spent on television.
The domestic use of speedier, lower cost (and frequently free) broadband services is becoming more common and this encourages the use of the internet and the need to advertise in that sector. The Internet Advertising Bureau and PricewaterhouseCoopers report notes that the recession has accelerated this alteration in advertising spending.
Online advertising is a general term that covers a number of procedures including direct e-mailing and classified adverts. Banner advertising is probably the most evident but needs careful use and placement. Someone browsing a website will often ignore banner advertising while focusing on the content of a site. A more valuable method of online marketing is an approach known as search marketing. The average online user will use a search engine to find particular goods and services, opting for a possible supplier from the search lists.
The best known search engine is almost certainly still Google, but Yahoo is at the moment trying to remind the world of its existence with widespread advertising. Bing is another search tool that will become more noteworthy because of its links with Microsoft. With so many search engines out there, it makes sense to make the search for a company site more effective and this can be done using a process known as search engine optimisation.
A potential customer will normally make a choice from the first page of search listings. Search engine optimisation methods try to ensure that a business site has a good Search Engine Placement so that it is listed on that first page and that the search result is relevant to the customer’s needs.
A SEO Company using these methods will include making adjustments to a business website so that keywords entered by a customer are likely to be found amongst the text. These need to be relevant as a misleading result could dissuade a potential customer. It may also involve the creation of supporting documents such as this, which promote the company and its site. References from another website will be helpful in increasing visibility.
Correctly arranged optimisation will raise the profile and reputation of a business with the search engines and increase the chances of being found on the first page of search results.
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