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The primary goal for me and my partners as an online marketing agency in search engine optimisation (Jared Smith SEO) is to determine the attractiveness of a market, both now and in the future. Organizations evaluate the future attractiveness of a market by gaining an understanding of evolving opportunities and threats as they relate to that organization's own strengths and weaknesses.

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The primary goal for me and my partners as an online marketing agency in search engine optimisation (Jared Smith SEO) is to determine the attractiveness of a market, both now and in the future. Organizations evaluate the future attractiveness of a market by gaining an understanding of evolving opportunities and threats as they relate to that organization's own strengths and weaknesses.


Lets do some initial research first:


Traditionally the most commonly used media for direct marketing has included direct mail, telephone, the press and television. These are still important ways for marketers to communicate with customers and prospective customers; however, the World Wide Web, email and other mobile digital communication technologies are revolutionising the direct marketing industry. With many organisations now trading solely online, digital media advertising or online marketing otherwise known as electronic marketing (e-marketing) is worth tens of billions of dollars annually. The term e-marketing can encompass more traditional media such as network television, radio, cable television, facsimile (fax) transmission and mobile phones. In more recent times the definition of e-marketing ties together the technical and design aspects of the internet.

  • Audience
  • Impact
  • Message
  • Response
  • Internal management

It is commonly used when evaluating traditional media and can also be applied to the evaluation of e-marketing media formats. The strategy involves asking these questions:

Audience

Does the media format reach the target audience? Well the answer is all about the geographical aspects of your business. Whether your in Brendale, Strathpine, Caboolture or any of the northern suburbs of Brisbane. A Localised targeted audience is who Google will want to know about to substantiate your business.

Media choice is heavily influenced by the defined target audience. This is particularly true when choosing electronic media. For example, there is no benefit in choosing the World Wide Web if the target market does not access the internet. In recent times many people routinely access the World Wide Web and email making these mediums highly responsive in terms of direct marketing success. As a result, e-marketing now focuses on broad mainstream audiences, not just technologically knowledgeable audiences. The Nielsen 2010 Internet and Technology Report shows 84% of Australians use the internet. Not surprisingly, the heaviest users of the internet were those aged 16 to 29 years (22 hours per week), compared to 30 to 49-year-olds who averaged 18.2 hours per week and the over 50s who spent an average of 15.5 hours online per week. It is worth noting that internet users aged over 50 now spend almost as much time online as they do watching television.

E-marketing responses can be easily analysed in real time providing opportunities to continually amend and retarget campaigns. This combined with the immediacy of the internet means there is very little wastage of funds on ineffective campaigns. Consider this scenario. A retail chain develops a promotion for a product which involves giving away competition prizes.

Due to poor responses it is decided that different competition prizes will be offered. This decision will mean publicity material such as posters, brochures, and catalogues that have been distributed to branches will need to be changed. This will involve considerable expense. Alternatively, the cost of redesigning and retargeting the same campaign delivered via a website is very low in comparison. The logistics of redesigning campaigns is far easier and less costly when using the internet.

The internet has the shortest lead time when compared to other media. The lead time for placing an advert in the local newspaper or specialist magazine can be anything from a week to months resulting in lost marketing opportunities and campaign momentum. The placement of a website banner advertisement can happen relatively quickly.

assets/img/jaredsmithseobrisbane.jpg The End result

How likely is it that the target market will be reached, taking into account answers to the other questions? What are the projected costs and revenues for using the chosen media? Although there will be some expense involved in employing specialist help to design and develop e-marketing strategies, the return on investment from e-marketing can far exceed that of traditional marketing strategies.

When choosing a media it is important to focus on those media that provide the highest possible response at the lowest cost. The digital media option does not always meet this aim.

Email campaigns when compared to direct mail campaigns are far less costly to implement, yet the effect of spam has drastically reduced email response rates in recent years. Email campaigns tend to be more successful when targeting existing customers rather than trying to generate new customers.

Ultimately digital media format choice will depend on the product or service being marketed, the target audience and specific business situation.

In summary e-marketing offers these advantages over traditional marketing strategies:

  • Selective targeting can be achieved using marketing databases, segmentation analysis and data mining techniques
  • A global audience can be reached
  • The media is interactive and self-paced
  • With a little training it is possible for anyone to upload e-marketing content using email, a website or social media
  • Video, audio, text and graphics are all supported and provide media richness
  • Costs generally tend to be less than more traditional media such as TV, magazines, newspapers and direct mail

The term data mining is used to describe the collection of customer and potential customer data and the analysis of that data with the aim of maximising revenue and reducing costs. Data mining software is capable of collecting and analysing enormous amounts of data and predicts behaviours and future trends allowing business to make sound knowledge driven marketing decisions. Marketing databases, data mining and internet technologies are revolutionising the direct marketing industry.

With the growth and improvement in broadband and wireless technologies, internet weaknesses such as the inability to reach those not online, slow video delivery and problematic audience measurement are largely being overcome.