Opening Windows to Online Opportunities...

Interactive marketing is crucial to visibility, branding, customer acquisition and most of all, sales. Web marketing is quickly competing for advertising dollars in the traditional electronic marketing budget. Web advertisements give companies the ability to build immediate relationships with prospective and existing clients. With a click of the mouse a user can be transported to your website or e-commerce store.

Unlike some challenges in measuring traditional marketing vehicles, online advertising now makes it easy to calculate these returns. Web analytics have come a long way from early CPM (cost per thousand) impressions and CTR (click-through rates) analysis. Today, advertisers can measure CPC (cost per click), CPA (cost per acquisition), CPL (cost per lead) and even evaluate the branding impact of interactive ads.

Consider these goals I have seen met by my interactive advertising:

• isolate and reach target customers
• diversify marketing message across products
• maximize customer acquisition rates
• improve advertising conversion rates
• increase return on advertising investment
• grow customer retention metrics

If your target market is online...you should be here. Take a look at the demographics from my recommended resources.

Like all marketing investments, you should identify goals and design a strategy for your interactive marketing. And as I will explain over further posts, many busineses of all shapes, sizes and products or services can benefit from online exposure.