Reducing Online Opacity is a Must do for Tech Businesses

On June 1, 2013, The website reported the estimated size of Google’s index of web pages at in excess of 48 billion. It should not be difficult to understand the enormous challenge facing online marketing efforts, given the size of this index. In 2013 the web is a serious obstacle to business promotion. There are simply too many web pages.

Search Engine Optimization (SEO) and Marketing (SEM) techniques rarely deliver on their promise. Despite high Search Engine Results Placements (SERPs), businesses still fail to magnetize the right visitors. Even Google’s promotional collateral for its pay-per-click advertising product now speaks of online purchasing as a complex process. In an eMail we received on May 20, 2013, from Google Analytics, the call to action, to “Better Understand the Customer Journey to Online Purchase”, amounts to an acknowledgement of the complexity–which this piece now claims to be typical–of the purchase process for businesses looking for technical solutions. The collateral reports on a new depth of buyer scrutiny, which can be challenging for advertisers after a simple return on investment in click advertising. “A user may see a display ad, click on a link from a friend, or do a search before buying something from your site.”

When we put this promotional eMail together with another offer we recently received from Google, this one for a credit card for Adwords purchases, we can’t escape an important conclusion. Fewer online advertisers are realizing a comparatively easy return on their investment.

There must be a better way with a meaningful return on investment than those offered by SEO, SEM and pay-per-click advertising for tech businesses after an effective online marketing method. We think a combination of gaining a better understanding of the Internet as a unique medium for marketing communications, a willingness to act on opportunities for market engagement offered by social media, a highly targeted pay per click advertising campaign, and procedures to capture website visitor data (through a tool like Google Analytics) will deliver superior results.

If you would like to hear more about what we have in mind, please contact us.

Ira Michael Blonder

© IMB Enterprises, Inc. & Ira Michael Blonder, 2013 All Rights Reserved

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