Print advertising has its place within a good marketing mix. However, other media like the Internet, specifically search engines, has proven to be a better long term value.
A one-page, four color advertisement in Pharmaceutical Technology or other trade publications as example can cost $10,000 or more for a one time placement. This one time placement is not sufficient to obtain the necessary exposure to reach the maximum amount of readers. Secondly, most magazines are not read cover to cover. In fact, with busy work schedules this month’s issue usually doesn’t get read by the subscriber before the next issue is delivered.
Another area to consider is the readership of the publication. A high readership circulation of a publication does not reflect the actual number of readers that have a true interest or the decision making authority to purchase a product or service. In many cases this figure is less than 20% of the total publication’s circulation. This means that 80% of the cost of advertising is wasted by not reaching potential customers.
Most publication’s circulation does not change more than a few percent in any given year. This means that if a company advertises often, they are reaching the same fixed audience time-after-time. This is good for reinforcing a brand, but not a good way to gain new customers.
Where are potential customers going today to find new products and services? The answer is the Internet. This is especially true for technology products and services. Individuals in all technology fields are very savvy and are big users of the Internet. Google and other search engine have proven this fact.
So what are the advantages of using Search Engine Optimization as part of a good marketing mix? The three most important advantages are: reaching new potential clients, continuous exposure and low cost.
Reaching New Potential Clients
Not all potential customers read trade magazines when searching for products to solve a problem, to replace old equipment or expand production. With the advent of the Internet, more and more potential customers use search engines to find sources to meet their needs. Magazine publishers fully understand the importance of the Internet and this is why most every trade publication has added a website to their media offerings. However, most visitors to a trade magazine’s website are already part of their magazine’s circulation.
To reach new potential customers, Search Engine Optimized web pages are created for specific keyword/phrases that they would likely use when conducting a search. Search Engine Optimized web pages are created in a specific way (the way search engines want them created) to obtain high listings (ranking) within the organic search results of the search engines. Obtaining high search engine ranking on all major search engines, for keyword/phrases related to specific products or services, will allow more potential customers to find your website and the products or services that you offer.
Continuous Exposure
Unlike an advertisement which shows up and then disappears unless the ad is placed every month, listings on the search engines are displayed 24/7/365.
Cost Saving
A one time placement of a full page advertisement cost many thousands of dollars, as compared to professionally optimized web page which cost a few hundred dollars.
