Marketing online

The internet is all pull model

Every year, the importance of marketing online as the contact point with resources is rising. The most distinctive feature of the internet is having the pull model as one form of media. This is a new feature; it was formerly push model advertisement like mass media and direct media. All users access websites with a certain purpose. For this reason, the conversion rate (agreement rate) is higher compared to the conventional media. To illustrate this point, push model media like banner advertisement and opt in mail are costly and ineffective (ROI / cost to effect was poor). In addition, many users consider those as nuisance. For instance, the average banner advertisement clicking rate is 0.25%, which is not a favorable rate. (However, the cost of banner advertisement is continually increasing every year) When finding information on the internet, 80% of users use a search engine. To make the most use of the pull model feature and relate it to business, there are two possible methods: SEO (search engine optimization) and search engine advertisement.

Media mix with the internet can create synergy effect

One of the superior characteristics of the internet is the ability to measure effects in detail. There were limits to measuring CPO (cost per order = cost spent to recruit one customer) with the former measuring method. Being in control of CPR (cost per response) from users' actions became possible with the internet. Before then, even the direct marketing that was considered the most superior in measuring could not do this. Using media mix with the internet, measuring effects of each medium became possible. Thus, synergy effect can be created.