Increase Web Site Traffic with Targeted Internet Marketing

Internet Marketing & Advertising on the Web makes sense. As an advertising medium, the Web outperforms all traditional print, direct mail and broadcast media. If you are trying to increase web site traffic, the most effective and immediate marketing is driving traffic through other websites. It is good to reference your web site if advertising by print, mail, or broadcast media, but those require someone to take multiple steps (go home, turn on computer, log on to internet) before they can reach your website and increase web traffic. In addition, online advertising offers targeted internet marketing, so you can focus on the consumers you are trying to reach. Let's take a closer look at traditional media for a comparison.

Daily-Use Print. Among the world's most widely used advertising media are printed newspapers and directory ads (like the Yellow Pages). Although newspapers offer editorial copy and news content that attract readers, its advertising offers very few targeting options. Directories are helpful to consumers because they categorize goods and services. Both are expensive media and require expensive set-up of the advertisement or insert.

Periodical Print. Because magazines are "niche" publications, they have distinct targeting advantages over newspapers and directories. Being published periodically gives them a longer "shelf life," making it more likely that someone will see your ad. Zonal publications allow you to geographically target your ad. However, magazines have two disadvantages: two-three month "out" booking lead times, and costs of creating the ad and running it.

Direct Mail. This media exploded in the 90's because it was an extremely target-oriented medium. But for many consumers, unsolicited "junk mail" went from being annoying… to a nuisance… to being nearly totally ignored. Disadvantages of direct mail include high print costs, mail costs and a low response rate (around 2% or lower).

Broadcast Media. Radio and television ads can be relatively inexpensive to create and run, or they can be outrageous. Even though they provide instant exposure, since viewership is limited to the broadcast range of the station, advertising "reach" is limited. The largest negative about TV and radio is that you waste 60-70% of your advertising dollars on listeners/viewers you don't want to reach.

The Web. In comparison to other advertising options, targeted internet marketing outperforms all traditional print, direct mail and broadcast media. It is fast, inexpensive, and has a greater reach than any other traditional medium. In addition can be channeled or targeted. Its best features, however, are threefold:

1. The Web delivers the opportunity for instant interactivity with the consumer.
2. The Web offers immediate insertion capabilities.
3. The Web offers real-time reporting of ad performance.

Media Comparison Summary