Drive to the conditions

Recently TVNZ announced cutting something like $25 million before the end of the year. The reason given was s drastic drop in the advertising revenue since the start of the crisis. My immediate fear was whether businesses are pulling down shutters - I don’t think so – we are a small nation but we are a very gutsy nation. Perhaps businesses are driving to the conditions, which is good but that needs to be strategic. I suggest businesses include more Internet Marketing - Search Engine Marketing (SEM) and Search Engine Optimisation (SEO) - in their revised marketing plan. This is one media that allows two-way communication, because of which ROI on every dollar spent can be established. Pay per click (PPC) system of paying for online advertising gives businesses control over their advertisement expenditure. It however needs good marketing knowledge, familiarity with the working of search engines and Internet marketing skills.

Search engine marketing

Search engine marketing, abbreviated to SEM, is a marketing activity aimed at making your website appears in the search engine result pages (SERPs). This may be either to rank top in the natural list or in the list of sponsored links. Marketers achieve such ranking through search engine optimization (SEO), paid placement, in some case paid inclusion.

Search engine marketing is become a powerful function to position and target ones business to potential customers. Targeting can be fine tuned to such precision that your message is landed on the desktops of individual target member. Promotions through Search engine marketing is cost effective and the results can exceed that of other conventional media.

Tools needed to carry out Search engine marketing are publicly available. Its a matter of knowing and learning to use. I will endeavour to write about these tools here.


Watch this space...