Even though some market segments had seen the writing on the wall long ago and allocated large portions of their marketing budgets to on line (Travel & Employment) still a major percentage of marketers are not seeing the light and aligning themselves for a great fall.

It boils down to accountability, no other medium allows for the tracking of every marketing campaigns expenditure right down to cost of acquisition. No other medium can be tracked to this degree. For a company being able to buy into any marketing exercise CPM, CPC, CPA and have complete understanding and cost right the way through to even seeing problem or weak areas in the campaign is pure gold dust marketing.

According to ABVS figures, on line advertising expenditure in Australia totalled $778 million for the 2005/2006 financial year, an increase of 59.4% on 2004/2005. A growth was experienced across the board in all marketing mediums with search and directory advertising the clear biggest movers with an increase over 2004/2005 by 74.2 percent.

Marketers need to see this as a huge wake up call, and get their heads around it and into it or they will be looking at a bleak future. It is already speculated that Internet marketing will overtake TV advertising in spend and preference within 15 years, according to Frost and Sullivan’s Darryl Nelson. On line marketing is expected to account for 15% of the total advertising market by the end of next year (2009) it is a complete must to include on line marketing as the integral cog in your marketing mix.

Contextual Advertising

Contextual advertising is the displaying of text based ads either as a PPC campaign such as Ad Words by Google or as targeted ads running on high traffic, market relevant websites. Search marketing is gaining wide spread popularity due to its highly targeted nature and customers already being highly qualified in the sale process. ABVS figures show search ads were the biggest movers in the $778 million online advertising market in the financial year of 2005/2006 and the Australian search market is predicted to grow to at least $800 million by 2010, this will also see the rapid increase of the cost of targeted keyword phrases as the demand from marketers increases.

Display Advertising CPM

Display advertising can be seen in many instances as a branding exercise, when the creative is highly visual, this form of advertising works well with a off site campaign to complement the branding objective. Highly visual creative are used and displayed on very targeted relevant websites with high traffic flow.

Performance Advertising CPC/CPA

Performance based advertising guarantees the advertiser a desired response based on predetermined campaign KPIs. Performance based networks sell previously unsold placements on premium websites in bulk buy units. This model gives advertisers a mass market exposure while performance is optimised during the campaign to attain the highest response rate and maximise reach to the market. Biggest bonus for the advertiser with this marketing model is only paying for users that responded to the marketing creative. This gives the marketer 100% accountability while enjoying no wastage to the campaign. Obtaining the cost per acquisition on this type of marketing is simple due to its high accountability.

No company or small business can ignore the on line marketing medium, as times change and evolve marketers need to as well to best suit the needs of their clients. Also with this new age of online marketing sees for the first time the small business owner enjoying accountability as good as the larger players in their market. As market segments become more saturated with larger chains and long term players it is essential for the smaller operator to take every advantage possible in maintaining and expanding their market share. Is your marketing accountable? If not you had better move it on line!
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