Online marketing is the talk of the town. A trend which boosts the business in America already for some years and long time simply did not want to slop over to Europe has become the hot topic in this country now, too. Last year the line of business credited dream results.
The also measurable success of professional online marketing should be the main reason for it that the sales will obtain a renewed record standard in the online advertising in expert opinion this year with about 750 million euros.
The growth turns out particularly high at the instruments of performance marketing. Alone the area of search engine marketing credited 46 per cent turnover growth and is therefore wider the most important discipline. Winner of the boom is quite obviously the market leader googles.
A current study of the American Cornell university illustrates the relevance of a placing within the first places of the search engine ranking. According to the study 50 per cent of all clicks are allotted to the first two search strings. 42 per cent of the test participants clicked on the first placing, only another eight per cent on the second.
Although it is known that the front places get in search engines most attention but the study also shows that the users trust the relevance of the search engine obviously what has to do something also with comfort surely.
The search engine googles a central role plays for the online-marketing topic. Googles use almost 80 per cent of the seekers on the Internet. The fight for the first places correspondingly hard rages primarily in the very relevant natural ranking for particularly popular topics.
Large competition, hard disputed markets, restricted budgets and a mostly weak brand fame make the life difficult for small and medium-sized enterprises often. The explosive force increases with the degree of the dependence of the medium Internet.
Online marketing nevertheless is economical and sensible if one follows up concrete targets with his web presence which would be there, for example: Direct sales, new customer acqusition, contact generation, increase of the brand fame, image communication or also customer loyalty.
One must what do to not disappear in the mass? Of course one needs first of all a web presence structured intelligently and optimized for search engines. Web controlling (success measuring of web sites) is one editorial staff must and a good indispensable.
Furthermore one should send newsletter regularly, use technical optimization tools and never trade without a thought-out concept because the net can be used like hardly another medium to this to meet his target group very exactly. An exact positioning is imperative because relevant but the quality is not the mass of the visitors.
Mark Breuer
