FORMATE INTERNET SERVICES

Under the term of internet marketing usually the most people are thinking about "internet pages". In the worst case even an advertisement as seen in newspapers. To be on the internet means the have a domain name such as "joe-wanabee.com" and a single page with information that he is a plumer, likes cats and please call him at 555-123456.

Does it remind you of something? Let us speak plain - this is completely wrong. Why? Well, let us skip the details about SEO (search engine optimization), that we already spoke about and let us focus on internet marketing strategy.

Internet is an interactive medium - that means that what we pay for so dearly in newspapers (and are limited in number releases), on the internet we "pay" only once (we will leave the issue that "lifetime" od the design and website itself is approx. 2 years. Afterwards it is as attractive as an out of date cookie in a can). You can communicate with the users directly: register them, send a newsletter, let him choose frome different options, show them a complete product/service range or price lists, interactive maps, e-shops, games, showroom. Why would we use a newspaper ad when we have the possibility to show them much more?

The purpose of real internet marketing is to offer a complete strategic concept, so the end users can get detailed information about what is of their interest. That means a proposal of the client's presentation and its communication to attract users that are interested in his services or products.

What are the steps that lead to a successful internet marketing? A "REDSAT" will help :o)

* Revealed definition of a successfull mission (brand support, gaining leads, direct sales)
* Evaluation of success
* Definition of target group
* Strategic concept proposal according to above mentioned and tuned up with offline communication
* Absolute implementation of online concept
* Targeted communication, online campaign - winning relevant users

According to these steps you are able to process the task successfully. Let us stop at the last of the steps, how to let people know about us, how to communicate the new presentation? If we skip this step, even the best presentation can turn useless - nobody will find our website.

There are three options: Banners, SEO and SEM (Search engine marketing).

Banners - advertisement strips
There are many forms of banners and there is one think in common for them. They can be very obtrusive and tiresome. They are very good for branding campaigns, but useless for selling purposes. Moreover they are very expensive in relation to price/performance (tens to hundreds of thousands CZK for few thousands of impressions on homepages of big sites) - at CTR 0,5% (believe it or not, it is a miracle to get a better CTR = Click through rate) it is a very small number of users (compare to SEM, see bellow).

SEO - search engine optimization
Very briefly, SEO is an optimization of a website in order to show in search engines on top places for specified keywords (see article about SEO - what is it? ).

SEM - Search Engine Marketing
SEM requires a detailed analysis, on its basis a complex strategy is built. The strategy is then used on classic fulltext search engines, also at catalogues, pay-per-click search engines and on Czech market a unique system POTENZA.

Catalogues and fulltex search engines
Catalogues and fulltext search engines are still very frequent and everybody can name at least 3 biggest (Google.com, Yahoo.com, MSN.com). Nevertheless the importance of those is underestimated. For the most of the web developers their work ends with registration of homepage to main catalogues and sometimes even that is missing (client must ask for it). Very often it is done unprofessionally, without the effect on site traffic. Even here the text application must follow the rules of optimization in page title and page description, the usage of all relevant categories is strongly suggested.

Pay-per-click (PPC) search engines
What is a pay-per-click (PPC) and what is the differnce compared to SEO? Simply said: the owners ow web pages are paying for each click and good position. The process is like this: If I am willing to pay 0,5 USD for each user, that clicks on the results to get to my pages and my competition pays only 0,4 USD - I will be in results on top pages and my competition will be behind me. Unless he decides to pay 0,6 USD per click.

There are two main rules for PPC search engines:

* you pay for a click
* the position is secured by the price of the click (in auction)

In this case, even more than in SEO, is very important to form a detailed analysis of the target group. There are keywords that can win 20 relevant users a day but they may be worth 10 USD each. Comparing to competition and your marketing strategy you may find other keywords that will attract only 5 users, but the price would be 0,3 USD each.

POTENZA - online advertising market
This unique system enables the advertisers and servers to find a common language using a simple system of offer and demand that combines PPC and performance fee. PPC has been explained above, so what is a "performance fee"? If the advertiser's task is to collect quality leads (contacts for potential customers) he may promise e.g. 50 USD for each lead to the partner server. Therefore it is up to the server to ensure the relevant users (according to server's content) that will give out their contact information. Server wins more money and advertiser quality leads that secures a higher revenue.

Connecting all these methods into a logical complex will lead into unlimited possibilities of revealing yourself on internet. Forget about newspaper ads and banners, build an effective online marketing! :o)