Internet Marketing Services
Internet Marketing can be summed up as simply marketing online. It includes everything from banner advertising to email to blogs and all in between. To be successful at Internet marketing requires both a deep understanding of web technology as well as how potential cutomers use that technology.
Marketing & Customer Research
This is an in-depth analysis of the current marketplace as it relates to your product or service. We identify and assess target constituents and their purchasing behavior. We segment and prioritize viable market groups that have characteristics in common such as age, income, education, and how they shop (e.g. online vs. brick-and-mortar). This would not only dictate how we position your online presence but how we go about fostering brand advocacy.
You want to have a thorough understanding about the needs of each constituent group before exploring the methods and technologies that best address those needs. Having strategic insight into your audience is essential to building memorable brand experience.
answerYES also identify your competitors, both primary and secondary, assessing their strengths and weaknesses to see what has worked and exploit areas in the market unchallenged.
Strategic Planning
Once we have solid marketing and customer research behind us we will get creative. We work with you to develop a tailored online marketing strategy that captivates core constituents, facilitates the purchasing process, and generates buzz. We integrate this strategy into your overall marketing plan to ensure consistency in message as well as capitalize on a multi-channel approach.
Performance Statistics
Once you launch any online (and offline) marketing initiative you need to be able to measure the results so appropriate adjustments can be made intelligently. We have an arsenal of web-based tools to monitor the effectiveness of each campaign as well as the experience to interpret the meaning of all your web statistics.
Search Engine Optimization (SEO)
Search Engine Optimization (SEO) is the process of improving the ranking and relevancy of a web site on search engine result pages. For maximum visibility, a site must contain a healthy density of keywords that match those entered by the target audience. The more relevant your keywords are then the more relevant your site becomes (and higher up it appears on the natural results).
We have extensive experience getting our clients good visibility on search engines. We do this by designing or redesigning sites to have good SEO architecture using a variety of techniques such as keyword density, link popularity, and HTML optimization.
Search Engine Marketing
Search Engine Optimization is only part of the equation; it takes time (often months) for your web site to be picked up by the search engines Even then your site may ranked too low to get noticed, especially if there is a lot of competition for your keywords. Search engine marketing is a much more proactive approach to getting high placement quickly. This is done using a number of tools and techniques, including:
- Free submission to search engines
- Paid for Inclusion
- Pay-Per-Click (PPC)
- Link exchange
- Affiliate programs
- Froogle and Google Sitemaps
answerYES will write up a search engine marketing strategy that combines its own proof-positive methods with the industry’s “best practices” to ensure that your site gets the greatest exposure possible. We handle all the technical requirements as well as manage your PPC advertising campaigns such as Google Adwords and Overture Precision Match. We can even help you design your ads.
Conducting search engine marketing is an ongoing process that requires constant analysis and adjustment for optimal return on investment. A minimum of three months is usually required in order to have accumulated enough data to measure effectiveness and make intelligent adjustments where necessary.
Our services include researching the marketplace, understanding the needs of your core constituents – buyers and consumers -- and optimizing each campaign to reach its audience effectively. We monitor all usage statistics and constantly perform analytics on site performance.
Email Marketing
Email marketing campaigns range from a simple email message to existing (or purchased) customer lists. We recommend using email campaigns only for targeted demographics. We craft campaigns to not only comply with anti-spam regulations but generate optimal response from recipients.
It may also be more advantageous to start a subscription-based newsletter that can contain such useful items as new product specs, maintenance tips, upcoming trade events, and special discounts (if applicable). We create campaigns that engage customers, build trust, raise brand awareness, and encourage feedback.
Email marketing campaigns include all necessary design and scripting required as well as managing distribution/tracking but not the costs for third-party services such a submission or the acquisition of email lists.
Rich Media Advertising
Rich media ads are typically animated, Flash-based ads that contain some form of interactivity, like a game or contest. The benefit of an interactive ad is not only to draw attention but to engage the right individuals with the brand.
Interactive (Flash) & Viral Marketing
Interactive and viral marketing campaigns (a.k.a. virals) are self-contained creative that include a viral element such as a “send-to-friend” email link or form. They may include a game, cartoon, video, or just about anything that can be branded to your business or organization. We often can use the same collateral created for other channels (such as TV) on the Internet, saving you both time and money.
A viral campaign reinforces the brand experience created by your website or extends that experience to a specific program, like a new product line or latest music release.
Viral marketing campaigns are a cost effective way to spread the word about your brand using your target audience as advocates. This often reduces the amount of advertising normally required for traditional media channels but should not necessarily replace those channels entirely. Not only can answerYES create virals as part of your Internet marketing strategy but we have the know-how to seed and monitor the spread of each campaign, measuring the success of each campaign.
In addition to having the “wow” factor virals can be packaged with incentives such as contests or discount vouchers to further encourage distribution. A viral campaign is a very effective way to reach your target audience because the people most interested in your program are passing it on to their friends. That’s the beauty of virals: they are infectious.
