The New Marketing Landscape - Another key benefit...
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Another key benefit to any business that wants to leverage the shifts occurring in performance-based marketing is its inherent ability to be highly targeted. You can tie a marketing process (campaign) to web site, newsletter or pay per click search engine (Overture and now via Google's Ad Words Program) with specific demographics that are highly qualified and targeted. Contrast this again with the traditional print medium where you can target to a certain extent; but not like performance-based marketing. Consider an add again (for example) in the sports section of the USA Today - it will clearly deliver a sports enthusiast, but not a male who plays tennis that lives in the Western US, etc. And, better targeting will always deliver better results, assuming all other issues are on a level playing field.
Search Engine Marketing still a Mystery to Many
I hate to say it but most of the web sites we analyze still don't have the basic HTML fundamentals (Title, Keywords, Description) in-place so their sites can/will be indexed (reviewed by an automated bot/software agent) properly. Their title is wrong (don't repeat your company name), there are too many keywords (you want 8-12) or the wrong keywords and the description of the company is either poorly written or reads like yet another "mission statement" that has been developed by the CEO/CFO and three Senior VPs. This is basic block and tackling marketing and should be setup properly when a web site is designed.
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