Chapter Four: Generating Advertising that is Free
One of the best ways to get leads on the Internet is by getting a product mention or a free link on another website. Effective Online Marketing is all about putting your product or service in front of potential customers at the exact time that they are looking for it. This technique is known as “pinpoint marketing”. Pinpoint marketing is much different than advertising on radio or television, which are known as “interruptive marketing” techniques. Interruptive marketing costs a lot more than pinpoint marketing and is less effective for the simple reason that you’re attempting to put your product out there in front of everybody instead of pinpointing those potential customers who want to find out more about you and your business.
Pinpoint Marketing : Pinpoint marketing is the process of sending the right message at the right time so that it produces actual results. For example, if you’re at a ball game and are eating a bag of popcorn. Just when you take a handful of popcorn the Coca-Cola logo appears on the big screen. The next you thing you know you’re looking for the first vendor who can sell you a can of Coke. However, if an advertisement for a new car appears on the big screen while you’re watching the game and eating popcorn, you’re less likely to be interested since it’s not something you’re looking for at that moment. Interruptive marketing isn’t really targeted because it’s not something that you are actively looking for. People who use the Internet are usually looking for a solution to a problem. When you put your product in front of them at the right time you’ve reached a potential customer.
Day-part Marketing : The placement and timing of ads on the Internet has become so important to Online Marketing that some companies, such as Yahoo!, are selling advertisements in “day-part”. Day-part is something that has always been done in television advertising. Day-part marketing works like this – specifying at which time of the day certain ads are viewed so that you can effectively target your customers.
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Being more aware creates responsibility. What does responsibility mean? It means the ability to respond. The more conscious you are in your ability to respond, the more creative you'll be. -- Deepak Chopra