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“Cutting the Cord” has been made all the more If you place a video advertisement in a YouTube
possible with the rise of online media services video, there is a relatively easy analytics tool
like HBOGO, Hulu, and others. This trend shows that tells you how many people watched your
no signs of slowing down either as even the ad, how long they watched your ad, and whether
traditional “Big 3” broadcast companies, NBC, or not they responded to the ad by following the
ABC, and CBS—4 if you count Fox—are also link. These analytic tools may vary from provider
providing online outlets for their proprietary to provider, but they generally give you a good
programming replete with traditional idea of how effective the campaign is doing.
commercials but also including the more
conventional online advertising like banners, 5. Changing Marketing
pop-ups, and targeted ads. First they came for Campaigns
the print media, and I did not speak because I
Back in the old days, if you ran a commercial
did not work in print media; then they came for
and it did not perform well, you simply had to
the televised media…
eat the money that you invested in it and move
2. Unparalleled reach on to the next advertising campaign. If you were
not a national or multinational corporation,
This should not even be a question. Billions
a failed advertising campaign may very well
of people use the internet every day. There
ruin you. However, online marketing generally
were actually close to 2.8 billion in 2014. This
does not come with the same kind of restrictive
is not billions of “clicks” or “views”—for which
contracts that classic marketing campaigns
the numbers skyrocket past 100 billion, these
entailed. Today, you are allotted time, or space,
are billions of people, billions of possible
or memory, or all three, and what you choose
customers. Added up, the global internet
to do with it is your business. There is no set
population spends over 35 billion hours on
standard, but development of advertisements is
the internet in a single month. That is almost 4
generally easier as well since they do not require
million years of time spent on a single platform
more than a single person to develop a banner
per month. With those numbers, you could not
or pop up or what have you.
possibly hope to achieve the same potential
reach and exposure if were going through one
6. Social Market Perception
of the more traditional mediums of advertising.
If you are not moving forward, then you are
3. affordability
moving backward. There simply is no room—or
This one has a wide variety of answers time—for companies that are content to stand
depending on your route, but suffce to say, the still. These days, if your company does not have
cost is generally much lower than traditional a strong online presence, many consumers will
marketing outlets—especially when you consider assume there is either something wrong the
your return on investment. Data from SEOmoz company or that it is behind the times. Much like
in 2011 showed that hiring a professional frm storefronts used to be hallmark of a company’s
to market online could cost you anywhere from health, digital presence has likewise become a
$251-5,000 over a two-month period. While similar kind of barometer. If you do not have
that may seem like a chunk of change, the cost a website, strong social media presence, and
of running a national advertising campaign is far online marketing, you are already behind the
greater. Moreover, if you are a small business times.
you may not feel the need to hire a large frm
to market your company regionally, but your There are numerous avenues to market your
exposure is likewise going to reach one or two business online and a plethora of individual
major markets in most cases. digital markets. Whether fnding the right
niche or casting the broadest net, there is an
4. Tracking effect online marketing approach that is right for all

Whereas “old school” marketing provided little businesses. From the largest business that needs
measures to track the success of an advertising to maintain a constant market presence to stay
campaign beyond quarterly reports, online relevant to the smaller businesses that simply
marketing gives you a relatively straight forward seek to expand their market infuence and reach,
mechanism to ensure that your marketing there is no longer a good reason for you not to
campaign is not only being well-received, but be marketing online. Ignore the inexorable climb
that it is appropriately targeted in the frst place. into the future at your own peril.

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