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BizReport : Advertising archives : September 24, 2009

Why you should consider a multi-platform approach

Search marketing produces high click through. Rich media delivers deeper engagement. Social marketing offers communication. When it comes to online marketing there are a plethora of options for reaching consumers, engaging them and creating conversions. But, using only one marketing platform could keep campaign ROI lower than using multiple platforms and pairing different types of advertising.

by Kristina Knight

Despite the economy, marketers continue to turn to online marketing to engage consumers and boost revenue.

"They need the outlet and they're spending. We are seeing customers coming to us who need to reduce advertising costs and they are looking to the Internet for a better ROI for the ad dollar," Rich Kahn, eZanga CEO said. "So, they are cutting back on traditional ad formats - radio, newspapers, mailers - and are putting that money into online areas."

Is there a 'best option' for marketers coming into the online ad market? What about marketers who have been in the online arena for a while but who aren't seeing the boost to their bottom lines just yet.

One pairing that has been shown to work is the pairing of search marketing and display advertising. Kahn suggests that this pairing could lift conversion rates by 20% to 30%.

"Display ads have always been high on branding but haven't been high on conversions. Search has been high on conversions but not on branding. When you combine the two, they are very powerful," Kahn said. "It all comes down to the budget of the customer."

Recently eZanga paired its SEM platform with display to give marketers a simpler way of getting the boost from a search/display combination. The platform gives marketers the ability to run display ads, targeting specific audience segments and then retargeting ads to non-converting consumers. For example, if a consumer clicks on a site via a paid listing and then leave the site, a new display ad is retargeted to that consumer, increasing the possibility that the consumer will return to the site.

"It's the rebranding and targeting that gives the conversions. [This type of advertising] gives the consumer the impression that you're everywhere. They see an ad, leave a site and see another ad on another site," Kahn said. "Several clients [using the platform] are seeing conversions increase from 20% to 30%. Without spending more money they are getting more sales."

Even in the tight economy Kahn says advertisers continue to invest more budget amounts to online advertising, particularly search and display.

Tags: display ads, eZanga, online advertising, online search, organic search, paid search, search marketing

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