Targeted internet marketing has vast advantages because when your
marketing messages and advertisements are delivered to the
appropriate target audience, they are much more effective than
they are if they are sent to the masses.Internet marketing is a bit different from traditional marketing
in regard to determining how to best reach a specific target
market.While selecting marketing mediums that appeal to a specific
target audience are one of the greatest aspects of targeted
marketing in traditional business, with internet marketing the
method of delivery of marketing messages isn't so much of a
concern because most likely, advertising and marketing materials
will be delivered via the internet either through the search
engines, placing advertisements on websites or in ezines or
directories, or through email marketing.Selecting the appropriate method of delivery uses some standard
marketing concepts; however, for targeted internet marketing, the
appropriate use of keywords and keyword phrases in marketing copy
can be important.One of the most effective methods of targeted internet marketing
is marketing through the search engines. The reason for this is
that the majority of internet users who search for information,
products or services via the internet use the search engines to
find the information they are seeking.To use the search engines, they type keywords or keyword phrases
into the search bar of their internet browser and the search
engine they are using delivers results based on the keywords or
keyword phrases that they use.Thus, in order for a website to be listed in the search engine
results, it is essential that the website contains marketing copy
that effectively uses the keywords or keyword phrases that are
popular among individuals in the target market that the internet
business is marketing to.Search engine optimization is the key to getting listed in the
search engines without having to pay for the listing.Copywriting is one important factor of search engine optimization
because the copy that is contained within the website contributes
to the ability of the search engine crawlers to determine the
relevance of the website to the search terms used by internet
users who are searching for information.Other tactics that are used in search engine optimization include
the strategic use of the keywords and keyword phrases in the
website's HTML coding, and establishment of link popularity and
link relevance for the website.Another way to get a website listed in the search engines in
order to generate website traffic through targeted internet
marketing is to use pay-per-click search engine advertising
programs such as Google AdWords and Yahoo! Search Marketing
(previously known as Overture).The pay-per-click or cost-per-click programs also rely on
keywords and keyword phrases to provide relative search results
to a targeted market.The differences between getting your website listed in the search
engines through search engine optimization and getting a listing
through pay-per-click advertising is that when you use search
engine optimization to improve your search engine rank, there are
no advertising fees associated with the targeted traffic you
attract to your website.When using pay-per-click advertising for the purpose of getting
your website listed in the search engines, you actually bid on
particular keywords or keyword phrases. Your website is ranked in
the search engines primarily based on the amount of your bid for
the keyword, although Google does use other considerations as
well when determining rank.When an internet user clicks on your pay-per-click ad in the
search engine results and is directed to your website, you are
charged for the click-through based on the amount you bid for the
keyword or keyword phrase.Whether you attract traffic to your website naturally through the
search engines, or through pay-per-click advertising, a well
designed search engine marketing campaign will complement your
targeted internet marketing efforts.
