Professional Quality Video
Why Are Advertisers Still Sticking to the "Web is the Best" Strategy in Advertising?
Google offers a wonderful platform for advertising, among many other things. But, Google introduces a “lowest hanging fruit” strategy. In short, advertising on Google is easy. Everyone is doing it. Eventually, it will turn into a cluttered mess where everyone and their grandmother is advertising there. The advertising space becomes too competitive and the system too burdened.
Many may argue that this has already happened. Regardless, Google is not the only place to advertise. Marketers have dug out many other methods and alternative places that actually beat Google, despite its size and scale. Working directly with media outlets can get advertisers out of the massive wheel of Google, and direct into the fields of the target market.
Now, advertisers could use any media outlet available to them. In the mainstream, there are websites and television. In the smaller (geographic) markets, there are community directories, local newspapers, and radio. These local markets are viable, but many do not see it that way. They get caught up in the infinite spread of the web without realizing that it is the local people who are using the web and finding the information. Marketers are quickly realizing this. Geographic-based advertising is growing fast, and has become the primary focus for most advertisers who have missed out on the top-ranked keywords for “shoes” or “t-shirts.”
Advertisers can’t rank well for generic keywords. They need to add geographic tags to get far in their market. Furthermore, reaching a company who is at the top of the food chain is difficult. For example, Target.com may rank for “t-shirts.” So is it logical for a small business, offering the same products, to reasonably afford media space with Target?
To succeed in obtaining reach and frequency, small businesses must use the web with a geographic approach. This is where the people are. The best video production can have viral potential, and be shared across the globe. But, it may be best to localize the marketing. There are people down the street who are using the web. They can be reached through the Internet using reformed versions of some classic local strategies.