Out of sight, out of mind. It's a common phrase and one that has a great deal of relevance to the Internet marketing techniques that you may be trying to employ. The customers online are a fickle bunch, and there are strategies that you must use to get before their eyes so you can stay in their minds.
This is not a quick process, and Internet marketing requires completely different strategies than more traditional advertising campaigns. The end result and goal is the same, to place yourself first in your customers' minds when they want to purchase a product or service.
Traditional advertising uses a push marketing strategy. Which is to say that the intent is to convince you that you want and/or need their product. They do this by creating “memorable” songs, images, commercials, and other media to devise lasting impressions. The idea is that if they can get these concepts into the customers' heads they will be the first choice when it comes time to make a purchase.
Internet marketing relies on some different factors. One of those is the extreme short attention span of the average Internet shopper. Studies have shown that most searchers will look at the first page of results and some will go to the second, a few will even make it to the third, but it's a very rare case that a searcher goes further than that. If you want to be the one they choose, you have to appear on those pages. They are not going to search through a large number of results to find a listing that may or may not match an advertisement they may or may not have seen in the past. Internet marketing strategies must be targeted at consumers who are living in the moment.
It sounds tough, and Internet marketing strategies can take some time to properly implement. That being said, the benefits to Internet marketing can easily offset the time requirements. The reason is because Internet marketing is pull marketing – the direct opposite of traditional advertising campaigns. No longer are you trying to convince the customer that they want or need your product. Now your are simply making yourself available to those who already know they want it. You just have to pull them in.
And that is why staying in their sight, in front of their eyes, is so crucial to an Internet marketing strategy. When someone is shopping online they are in the mindset to buy something immediately. They have chosen the Internet for convenience, and searching through countless results does not figure in to it.
So getting to the top of the search engine results pages should be a top priority for any company who wants to take advantage of online marketing. There are a number of ways to do this, some good and some not so good, often referred to as White Hat and Black Hat SEO respectively.
Some companies turn to the Black Hat techniques in order to reach the top quicker than would naturally happen. This is a bad idea for a number of reasons. The first being that the search engines frown greatly on that sort of behavior. But just as important is the fact that customers can spot bad SEO behavior. When they see a page covered in tricks and cumbersome procedures, well, you will certainly be in the customers' eyes and minds, but the associations that will go along with it will make sure that they quickly leave the site and choose the next highest result.
Internet marketing also requires a certain level of maintenance that traditional advertising doesn't need. For online marketing your ratings can slip at any time if you give up on link recruitment or other activities. Advertising can count on those annoying or catchy tunes to leave a more lasting impression.
There are differences to these approaches to marketing, but if you keep your goal of staying in the consumers' eye, you'll be on their mind when they're ready to make a purchase.
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