Posted by Marshall Snedaker on February 19th, 2010
“Targeted Ad Network” is a relatively new web 2.0 concept advertisers must know about. The idea of this strategy stretches the limits in web technology to give you better ROI. Specific algorithms are defined to target behavioral or contextual material relative to a target market. They source active, conversational outlets online. Examples of these are social media sites, user generated news, and blog publishers leading meaningful conversations with targeted key words.
In combination with other websites, a targeted ad network can produce vertical exposure through related websites based on content. Once a target audience is defined, an advertising campaign can produce frequent impressions as the user visits network websites. Ads are database-driven and displayed for your target market to view. If you can define the target market, there are networks pre-established to reach them online.
Advertising can be directed by a genius strategy with an ideal message, but there is still no guarantee. As the Internet continues to grow in technological influence, more capabilities are being established to grant the ROI every business desires. Targeted Networks are discovering ways to reach a specific market, at the right time and place online. Not only can you present the perfect message, but the customer can also act immediately by a simple mouse-click.
Posted by Marshall Snedaker on January 9th, 2010
what you don't see over the phone
It’s amazing how many options a Utah business or any business has for website development online. All shapes, sizes, platforms, and features out there to help. From prior experience, working with other web design companies I’ve noticed a pretty common pattern that I call a “Web Designers’ Quick Fix.” Business owners need to be smart about how they shop around- because most web design companies are a dead-end.
Great salesmen say everything a customer wants to hear. If the customer asks them to jump, the say how high? Unfortunately a lot of business owners that I’ve worked with need insight, consultation, and professional advice. The web appears to be a goldmine with instant success, but any web marketer realizes the challenge at stake. If the customer doesn’t ask about how to be successful- the web design company doesn’t worry about it. If the customer doesn’t ask, “will I even get any results?” The web design company doesn’t respond. The “Web Designers’ Quick Fix” is to simply do exactly what the customer wants- no questions, no advice, no professional insight. The customer is happy once the custom website is up, but for how long? Good luck.
I’m speaking to the businesses that realize they need help. That realize they may not be an expert. I’m also speaking to web design companies who offer the “Web Designers’ Quick Fix” and those who really service businesses to succeed. If you’re the latter – thanks! I dare say that everyone wants success online – so let’s make it happen.
Let’s honestly take care of our customers and lead them to generate results online. At Pivo, we strongly believe in “empowering businesses online.” Give the business owner the tools they need to take off! We admit, Pivo is not the only answer out there, but we challenge all web designers to take our services to another level- especially in this challenging economy when every penny counts.
Posted by Marshall Snedaker on December 20th, 2009
Web analytics is continuing to rise in the online world as an ever evolving strategy in website marketing. Any business should be analyzed continuously to find weaknesses and ways to improve. Imagine owning a grocery store, and having the ability to receive stats on the number of people visiting your store, how many of those walked down the fruits and vegetables isle, how many customers picked up an orange to smell it- returned it and moved on to the apples. Or, even having the ability to find out where they came from and how they were referred to visit your store, what day/time of the week they went shopping, and to even be able to keep in touch through email for reminders of upcoming sales and deals. What if you could get all this information for free?
Although software and online services are readily available at a pretty penny, Avinash Kaushik (a notable web analysis guru) recommends adhering to a 10/90 rule: “10% of the budget should be spent on tools, and 90% spent on people (brains) who will be responsible for insights.” Websites should at least use free services like, Google Analytics, Omniture, or Stat Counter to gather plenty of data of user activities. Once a good amount of information is captured, analysis of that data (90% of your effort) uncovers the “whys” of user shopping habits, and navigational trends through a website. Any website that puts even a minimal amount of effort into web analytics, will quickly find greater success with improved leads or sales.
Posted by Marshall Snedaker on November 17th, 2009
User behavior online can be very predictable. Effective marketers learn to listen and study their target market’s routine for surfing the net. The Internet has certainly made this easier with web analytics. We can use analytical tools to help target specific keywords that convert. Users go through a few phases before committing to a purchase. Here’s how it works:
Education Phase: Initially the user’s search is general. Once they see a few vendors selling different brands, they become educated. A preference is then established.
Preference Phase: Now, they most likely search by a specific preference. Competitors ranked for this phrase are considered. The user may go to a brand’s website for example, to learn more. Now they’re sold.
Conversion Phase: By the time they reach this phase they are ready to buy. At this point they are most likely just considering options like: free shipping, pricing, reputation, or other promotions. At this point do not create any stumbling blocks. These users are easy prey.
Try to focus your SEO / PPC efforts on specific key word phrases during the conversion phase. Let those “other guys” fight over generic keywords. They will only educate the users for you. When your customer is ready to buy, you’ll attract them by a specific key word phrase (that may also be less competitive). Study your target market’s behaviors online and strategize an approach. By doing this you’re customers will convert on the right key words.
