Marketing Strategy - Buying Marketing Adspace

Just recently, several major American newspapers closed their doors

, and you would have to be living in a cave to not see how poorly the overall economy is! So, what do these factors mean for the small business owner? If you want to survive, you need to buy some ad space as part of your marketing strategy! Your big question is: where to put the ads to give you the best return on your investment? So, step one: figuring out your customer. Whether you are a new business just putting your website online or an established firm you need to know who your main demographic is and then target them. As an example, lets say you have a publishing firm that specializes in romance novels. It may not be PC to say it, but your chief clients are going to be women, and generally older women. You then need to find out what sorts of websites your clients tend to visit. If your website is already up and running, you may have some data to draw on you can ask your clients questions about their likes and dislikes to determine what other websites they visit on a regular basis. If you havent yet opened your firm, then youll need to do some market research. All of this can take time and money, but it will pay off for you in the end. As an alternative to putting in a lot of work, you can go to what is known as an Ad Network. These are so-called middle men; they work with companies that sell ads, and then line them up with potential clients. On the plus side, they do all the leg work for you, and then give you a price for different kinds of ads: banners, pay per click, and so on. These networks often get you a real discount on price. As an example, an ad that might cost you $40 or $50 to reach a thousand people, they can get for half. Or, if the ad is set up as a pay per click that is, you only pay the fee if someone actually clicks on it the cost can drop even further. As these networks deal with hundreds of websites, your ad can have the potential of reaching a huge audience. Finally, the networks can use tracking software to determine what sorts of people are clicking on your ad, and then fine-tune it and the sites the ad appear on to further enhance your potential customers. Now, on the negative side, most ad networks will not tell you what websites they are going to put your ad on! Strange as that may sound, it does have a good reason: they dont want you to know which advertisers are giving them discounts. What this can mean for you is your ad for romance novels could end up on a website for fishing or maybe on a social networking website! While your network may be adamant about not telling you the websites your ad is going to appear on, at least try to determine what types of websites it is going to appear on. If your ad network will not at least tell you that, consider going with another firm. A good way to avoid the potential for trouble is going with a major network. If you sign up with a firm like Yahoo or one of the other main search engines you can be sure your ad will get good placement. However you set up your ads, remember that they are not static. Once youve put them in place, track them to see what sort of response you get, and then fine-tune your marketing strategy over time.

Marketing Strategy - Buying Marketing Adspace

By: Idris Arkette

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