ONE side of the internet equation is the capacity to reach unprecedented numbers of potential customers, whether across the street or across the world. The other side is the huge number of potential competitors, with everyone searching for those who want to buy.
"The answer to winning attention in such a crowded marketplace lies in integration of advertising media, with a focus on the keywords which will lead customers to your website," says Charles Ryder of White Chalk Road, a Perth-based firm specialising in net-based marketing and search engine technology.
"With search engines becoming the main driver of the internet, the focus is moving towards an approach blending organic and paid searches under specialist management."
Paid search is mainly pay-per-click advertising -- that is, the sponsored ads that appear down the right side or top of the page when a Google search is performed -- which is driven by keywords applicable to the company, usually the result of specialised research.
"But you still have to get people interested in doing a search in the first place," Ryder says.
"The best method is to tie online marketing to advertising in other media, such as print and television. Traditional ads should cite the website address, but they should also feature the search keywords. Potential customers are far more likely to remember a few words about a place or product than a website address.
"If you are about to start running ads in a newspaper, or if you know there is going to be a mention of your company on a television program, then it might be a good time to increase your spend on ad-words.
"Research in the US shows that exposure through more than one channel relates very strongly to increased sales."
Google is by far the most popular search engine in Australia, attracting about 90 per cent of searches.
Ryder notes that in the US, Google offers a service for the online management of radio advertising, underlining the way in which one media can leverage another.
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