It’s Sunday morning and you’re in the “library” flipping through the newspaper sales ads. Joe’s Furniture Store (Art Van where I’m from) has a full color circular in the mix every week. Why? They’re hoping to catch the attention of someone who might be in the market for a recliner.
It’s the end of April and the temperature is starting to rise. Now’s the time window & siding people come sniffing around. How? Door to door, if you can believe it! This is incredibly intrusive and annoying.
Mail arrives daily with offers from credit card companies hoping I’ll spread some of my debt to them. Like I need help increasing my debt!
What about the phone calls at dinner time? TV ads that aren’t watched because we’ve all got DVR? Radio ads we tune out, billboards we don’t notice anymore The list goes on.
What do these marketing methods have in common? They’re not targeted. They waste a lot of money on consumers who won’t or aren’t ready to consume. They’re fishing for sales rather than strategically positioning themselves where those searching for their product can find it. This is where search engine marketing (SEM) comes in. If the goal is to sell a recliner, money should be spent wooing people who are in the market for cushy seating. Consumers are savvy. They’re online researching products, suppliers and prices. SEM nails them when they’re most interested. Benefits include, but are not limited to; low cost, measurable, and easy to change. Cost is low because you’re only spending money on consumers who are interested in your product. Results can be measured on a number of variables such as click through rate, conversions (did they do what you wanted them to), and at what point shoppers abandon your site. Campaigns are easy to change if they’re not producing desired results. Testing can be done on multiple campaigns simultaneously and results are available in real time. Can’t say that about print ads.
I’m not saying the other methods don’t have merit. If used in conjunction with one another they can be effective, especially if personalization is included. BUT, nothing is as cost effective or has as great a return on investment as SEM. With SEM you don’t have to hope that the consumer seeing your ad might be looking for your product they came looking for you, they want it. And that is the furthest from annoying.
For more information on how Atilus can help with your SEM, please contact us at www.atilus.com