Articles Posted in Marketing News & Information

Not so long ago, small business owners had to be very selective about their advertising with their limited marketing budgets. Google AdWords and Internet marketing have leveled the playing field for small businesses substantially. However, unless owners or their Internet marketing expert plan their AdWords campaign carefully, they can quickly find themselves spending thousands of dollars with little return on investment.

First, determine if a Google AdWords campaign is the right choice for your business. For example, if your company produces a new product with very little name recognition, an AdWords campaign centered on a keyphrase like “organic turkey pastrami” might result in very inexpensive clicks, but little traffic to your site.

Next, establish an affordable budget and stick to it. Regardless how competitive your target keywords and keyphrases might be, unless you set a daily and monthly budget and stick to it, you’re setting yourself up to pay an expensive tab for pay-per-click. Instead of focusing on the quantity of clicks on your ad, concern yourself with the quality of those clicks.

Third, consider modifying your selected keywords and phrases with the names of nearby cities or your county. Also, bear in mind that AdWords will let you select a defined geo-specific area where your ads will reach local customers. If your snow plowing business is in Manchester, New Hampshire and you’re trying to attract qualified traffic with a PPC campaign for “snow removal,” it doesn’t do you much good if a user eighty miles away sees your ad. Select Manchester snow removal, Bedford, NH snow plowing services or another nearby community.
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The Mobile Marketing Association (MMA) is expecting that businesses will expand their mobile marketing budgets by up to 26 percent in the coming year, despite evidence that suggests that businesses will be spending slightly less on marketing this year overall. While mobile marketing is still quite small compared to the reach, relevance and revenue generated by Internet marketing, as more and more users use their personal communication devices to browse the Web, the effectiveness and market share of mobile marketing is expected to rise in the foreseeable future.

While mobile marketing currently represents only 1.8 percent of total marketing budgets, the MMA expects that the total spending on mobile marketing will climb from $1.7 billion to $2.16 billion in 2010. Approximately half of the brands and agencies the MMA polled recently said that they were experimenting with at least one type of mobile marketing, with SMS text campaigns the most popular choice, followed by mobile Web sites and mobile email marketing, respectively.

Most often, marketers are integrating their mobile marketing efforts with the Internet as statistics suggest that mobile Internet access increased 36 percent in the United States over the last year. Further, the research indicated that over 18 million Americans currently have mobile Internet access, and 54 million people worldwide enjoy mobile Internet access. Although mobile marketing has steadily gained market share over the last several years, the research also found that slow connections, spotty network connectivity and extra fees are still the principal barriers to entice mobile users online.

Industry experts believe that mobile Internet marketing has been and continues to be effective because it reaches consumers when they are shopping, running errands and making purchasing decisions away from their home. A research study conducted by Universal McCann on smartphone usage patterns found that more than one-third of smartphone users described as “high-use” respond to mobile advertisements. The study found that:

  • 53 percent of smartphone users click on mobile advertising
  • 35 percent request more information or a coupon
  • 24 percent make purchases through their handsets
  • 82 percent said that they use mobile devices while at work
  • 81 percent said that they used their mobile devices while shopping

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