Tag: online marketing

  • A Brief History of Paid online Advertising Continued

    A Brief History of Paid online Advertising Continued

    We are continuing our blog series on the history of online marketing and we are sharing some excellent information written by Karla Cook for hubspot.com. Paid advertising is only going to get bigger and bigger and any company or institution who is not taking advantage of this targeted marketing tool are sure to get left behind. In order to understand the future of online paid marketing, it is important for us to see how it developed and its origins. The next two blogs will focus on the past 14 or so years to the present and then we will look at the future of online paid targeted online marketing and video production.

    Hot Wired devised a plan to set aside portions of its website to sell space to advertisers, similar to how ad space is sold in a print magazine. They called the ad spaces “banner ads” and charged advertisers an upfront cost to occupy the real estate for a set time period — very different from today’s pay-per-click model.

    WebConnect, an ad agency that specialized in online ads, began helping their clients identify websites their ideal consumers visited. Now, companies could place ads where their target demographics were more likely to see them.  This was nothing short of revolutionary in the digital advertising space. Not only were companies reaching more relevant audiences, but websites hosting the ads were also able to display banners that were more applicable to their visitors.

    WebConnect also introduced the CustomView tool, which capped the number of times a particular user was shown a single banner ad. If a user had already seen an ad a certain number of times, they would be shown another ad instead. Users tend to stop noticing a banner ad after they’ve seen it before, so capping the number of times a user sees an ad helped early online advertisers prevent “banner fatigue”. Ad frequency capping is still a common display ad tactic advertisers use today.

    1996: ROI tracking tools begin to improve 

    In 1996, banner ads plastered the internet, but advertisers still didn’t have a good process to determine if these ads were actually driving tangible results for their businesses. Marketers needed a way to more efficiently manage their display ad campaigns across multiple websites and report on how users were interacting with their ads.

    Doubleclick emerged on the scene as one of the first ROI tools for banner ad campaigns. They offered advertisers a new service called D.A.R.T (Dynamic Advertising Reporting & Targeting), which enabled companies to track how many times an ad was viewed and clicked across multiple websites.

    Craig Kanarick, one of the digital consultants hired to work on the campaign, remembers the team’s goal was to make an ad that didn’t feel like an ad, and actually offered valuable content to users. “Let’s not sell somebody something,” he recalled thinking, “Let’s reward them for clicking on this thing brought to you by AT&T.”

    The banner ad concept blew up as a way for websites to keep their content ungated and free for users, and it wasn’t long before other companies — such as Time Inc. and CMP’s Tech web — were seeking out advertisers to lease banner space as a sustainable way to scale their sites.

    Source: From blog.hubspot.com/marketing/history-online-advertising

    Nexonta Technologies Inc

    On to The Next Level!!!

  • Holiday Marketing Online!

    Holiday Marketing Online!

    Original Blog Posted: 21 Oct 2012

    Posted on October 2, 2012 by Steve
    With more and more business taking place online, internet based businesses will need to do business more like brick and mortar operations. This means identifying peak business times and focusing their sales and marketing efforts accordingly. As such, the holidays are a time of the year that is especially important. The opportunity to produce a final revenue surge to close the year, while also locking in new and loyal customers is too valuable to ignore. Here are five important tips for holiday marketing online.

    Plan Your Promotions Accordingly
    Online businesses should have a schedule to coincide with the holidays. Having special promotions can help to attract traffic and set one business apart from the others. It should go without saying that most business leading up to Thanksgiving should prepare customers for a special promotion of some sort on Black Friday, the day after Thanksgiving.
    This promotion should be the largest one of the season. Necessary measures should also be in place to ensure proper customer support and maximum site up time.

    Begin Collecting Emails and Marketing to Them
    A promotion cannot be successful if it goes unseen. Running display ads on other websites can help to push promotions and special offers, but the return on investment is lower than most would like.
    It is important to collect emails throughout the year. Once emails are captured, it is important to set a schedule for promoting special offers and products to that email list.
    It is important to get maximum value from an email list without abusing it. With that said, during the holiday season, promotions may be increased to improve the chances of competing with competitors for email inbox space. Emails should become more frequent before a major promotion is set to launch, such as Black Friday.

    Surprise Customers With a Discount in Exchange For a Promotion of Some Sort
    Social media can be very powerful in this case. Telling your visitors that they can get a discount or even expedited shipping if they “like” or “tweet” your products, can be a great way to further your marketing reach.

    During the holidays, when consumers are looking for trustworthy and reliable retailers to buy from, that social vote can generate a lot of traffic that already has some trust built in from their friend’s endorsement.

    Use Remarketing in Your Advertising Campaigns

    Creating Google AdWords campaigns can be expensive, especially for buying keywords during the holidays. A better way to run advertisements is to use the Google AdWords remarketing tool.

    Other networks may also have a similar tool if AdWords is not appropriate for a particular market.

    This tool lets a site owner show ads only to those who have already been on their site. The increase in visibility can give smaller businesses an advantage over larger businesses. Remarketing gives small brands the opportunity to appear to be bigger than they actually are. It is also much cheaper than the typical AdWords campaign based on bidding for ad space.

    Be Charitable
    The holidays are hopefully when most people feel blessed in one way or another. Pledging a portion of each sale to a charity can help to humanize your business, while also staying with the holiday spirit of giving.
    This is a good practice that can help to build trust and loyalty, while doing a wonderful deed, throughout the year. Making a donation to a specific charity focused on the holidays can be beneficial for your business, as well as those helped by the charity.
    This is likely to be a bit controversial to some, but the positive impact for those in need should not go unnoticed.

    Bonus Gift Tip
    Update your site design to reflect the holidays. Hire a designer to integrate appropriate holiday themed graphics and images into the site design. Instead of the standard website theme, create a festive mood with seasonal design changes.

    Be Prepared For Success
    Following tips like these will help any business to be better prepared to market during the holidays on the internet. The holidays are a joyous time and a great time to make more money. Prepare your company for the rush of sales, and enjoy every minute of the season.

  • March Has Arrived!

    March Has Arrived!

    09 March 2011
    And we are off and running! March marks the beginning of the third month of the business cycle for the calendar year and although this year has been off to a relatively slow start it would seem that there are signs of slow growth in the North American economy. One leading indicator is trucking and transport along with construction. Over the past few years we have seen a slow down in these industries however this year there has been definite momentum in regards to building and the moving of goods across the country. We have also seen a spike in the amount of companies turning to online marketing and advertising for their advertising needs, while traditional forms of advertising still play a fairly large roll for companies going after new business the trend towards search marketing is certainly growing as one client said “it is all about the ROI” and only spending a dollar where you can see 5 in return.

    Search marketing is simply the way of the future that companies are going to market their goods and services in fact the numbers are staggering as to how many businesses and individuals use Google, Yahoo and Bing to find exactly what they are looking for. It all starts with a simple website which can translate into quite allot of revenue depending on the type of product or service that your business has to offer. Here at Nexonta Technologies Inc we build websites from the ground up generally using templates which we customize to the client’s specifications. Some clients like totally custom sites which we will do as well however in order to keep the cost down to meet our price point we will suggest that the client find a really great layout which gives the client a clean professional online presence along with all the proper coding and tags along with white hat SEO so that the client’s site is properly indexed by Google, Yahoo and Bing.

    Here at Nexonta Technologies Inc we cannot stress the importance of a good domain which is getting good traffic on it’s own. Again in order to gain good momentum on the internet it is essential that you start with a good website which is clean coded and you should start by concentrating on a local market in order to eventually go global if you are very ambitious with your company’s product or service. The other thing that is very important when trying to create a web presence are links, you are only as good as the companies or websites that your company links into. To properly position a website on a major search engine it is also important to do some research as to who presently is holding the top spot under the industry or category in which you wish to appear and once you have examined the competition then it is time to devise a plan of attack this should include what your major competitor’s website look like? Who is linking into them? What are their major keywords? And are they doing as much as they can to keep their positioning under relevant search terms.

    Remember Google is an algorithm and does not know you personally and so don’t take it personally if you don’t have the coveted top spot under your desired search term there are only so many places on the first page however if your main terms are already full then it is time to get creative and find some less competitive keywords or long tailed keywords with less competition. Like we say to many of our clients who are on the fence when it comes to online advertising, if you plan on keeping your business going for at least another 5 years then it is time to get off the fence and start making an investment into online marketing.
    Nexonta technologies Inc

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