The economy is stale, the unemployment rate is improving at a crawl and consumers have reduced discretionary spending. The good news is there is a type of marketing that brings a more immediate response and while nothing can be guaranteed direct response marketing is measurable and scalable.
Direct response marketing by definition "is a type of marketing designed to generate an immediate response from consumers, where each consumer response (and purchase) can be measured, and attributed to individual advertisements." This is powerful for a small business because every dollar is accounted for; direct response marketing takes the guessing out of what's working and what's not.
The changing consumer landscape has flipped business on its head. What was once a company-controlled marketplace has become uncontrolled (from the business perspective) place where buying decisions are driven by the customer. Instead of being influenced to buy based on fancy billboards and Super Bowl commercials, people are now more influenced by the opinions of the friends, families, colleagues, and others within their network.
Companies are now scrambling to re-orient themselves around customers in order to build a sustainable competitive advantage. This means that marketing needs to move away from being a planned, one-size-fits all experience that is "pushed" to consumers. Instead, companies need to focus on creating a great customer experience in the online world that is inviting and will "pull" them in.
The first step in creating this consumer-centric experience is to learning everything possible about your target market. Most importantly, you need to discover your customer's preferences for how they get the information they need to purchase. Here's a guide to get you started.
The World of SEO has seen an increase of the use of an unethical SEO tactic called Negative SEO. While we at LocalDirective do not support this effort, it's critically important you have an idea of what is this is, or are working with a firm who does, as you may one day be the target of a negative SEO attack.
Knowing the different philosphies of SEO can help protect you from illegitimate SEO firms, but also arm you to deal with potential negative SEO campaigns.
Everyone knows that when determining the value of a marketing initiative they must look at the bottom line or the return on investment (ROI) of the budget. Of course, at the end of the day, the ROI is all that really matters. After working with hundreds of clients, I've concluded that many marketing professionals overlook the performance indicators that lead up to the final conversion. When these key indicators are managed correctly, the highest ROI is achieved in the least amount of time. In their Adwords interface, Google offers several reports to help marketers understand these performance indicators so that campaigns can be tweaked for optimal performance.
Reporting is a very essential part of online marketing. By using reports to analyze performance, search engine marketers can optimize their accounts by changing bids, adding or pausing keywords, rotating in new ad copy, etc. This article will help you to become familiar with the reporting options that are available in Adwords. If you are not seeing the results you want, a Digital Marketing Company may be able to assist.