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Today I’ll be telling you how and why Internet based marketing can give you more bang for your buck than the traditional offline advertising and marketing model. For example:

Suppose that you want to place an advertisement in your local paper. You go to their offices and while there, you ask them two questions: firstly, what is their circulation? They will give you a ballpark figure. Secondly, you want to know the demographics of their readership. They will most likely guess here, as they cannot know for sure.

You go ahead and place your ad in the classifieds and hope for the best. You can try to track how many visitors you receive as a result of this ad by putting some code on your website to count visitors who came to your site from the URL in the ad. If there is a phone number in the ad, you can have a code included in the ad so that you can track where you are getting the calls form.

In the interim, you wait for your ad to go out on the next edition of the newspaper. After a week, you start to get some traffic and calls, and then you measure that against the price of your ad. You may find that with ten leads, the ad is costing $5.00 per visitor with a total ad cost of $50.00.

With the above example, let’s say that we make one sale. And of course, you may get other calls over the coming weeks. Oftentimes, people don’t respond to a newspaper ad until a bit after it’s run.

Now, let’s take an Internet advertisement example by comparison. For this one, you start a pay per click campaign. With this method, you determine what keywords are relative to your service or product. You can get as targeted as you want and you can put a few keywords in a broad category, too, to see what keywords you might be missing out on when you try to snare everyone in your market.

With pay per click, you ad is up and being viewed in minutes by millions of people using Google, in this example. Best of all, you only pay when people click on the link in your ad!Suppose that you pay a dollar per click and have a conversion rate of 2% - you will spend $50 per sale that you make.

However the advantage here is that you can track which keywords are leading to keywords, and which are not and refine your ad campaign accordingly to maximize your conversions.This makes your campaign more cost effective, not to mention bringing in more sales than a newspaper ad.

You can also tell with the broader keywords how exactly people are finding you. Additionally, you can place ads on other websites with exact demographic information which are highly targeted to your business.

What’s the point of all this? Basically, when you compare advertising in traditional venues such as the newspaper with online advertising, you can measure your performance with online advertising much more efficiently.

Of course, pay per click is only one form of online advertising. There are many others which are very effective such as article marketing, advertising in ezines which appeal to your target demographic and putting out press releases. Email marketing is one of the best methods out there, if properly done.

Internet based marketing can significantly reduce your costs. It can also provide more information that lets you run more efficient and better marketing campaigns. In addition, your turnaround time is faster so that you get better information much sooner than you do with traditional venues.