Jon Ostler, technical director for First Rate, an Auckland based search engine marketing specialist knows all about generating business through the web. His team works with clients to maximise the performance on online marketing campaigns – campaigns that can often be up and running and returning measurable sales in a matter of hours.
Return on Investment is an often miss quoted and misunderstood measure of marketing effectiveness. Here we will review the calculation and then explore some interesting implications of the resulting figure.
The calculation itself is very simple Return On Investment = Profit/Investment
Ponsonby-based florist Wild Poppies is on its way to becoming an international franchise, reaping substantial online revenue growth by deploying unique New Zealand-developed technology from local website marketing company, First Rate.
Kerry Bradburn founded Wild Poppies in 1990, and quickly grew the business to five retail stores. Five years later, a changing market saw her make a sea change – to a single retail store and a business largely based around a website.
Google made a minor change to its interface last month, streamlining the look of its results and giving it a more corporate face. Results pages now include links across the top of the search box that direct users to other services, including Froogle the new online shopping comparison tool. You can currently get your site listed in Froogle provided you have your prices in US currency as well as your standard NZ or AU figures.
Five years ago, internet marketing via the world wide web meant primarily finding ways to make the underlying HTML of a website best match the expectations of the leading search engine, which at that time was AltaVista.
How things have changed; selling via the web has crashed and risen again since then. As well as that, AltaVista has been eclipsed by newer technology, exemplified (for now) by Google.
As the media space becomes more complex the ability for advertisers to track consumer behaviour keeps on growing.
Auckland-based internet marketing company First Rate has developed the latest new tool for advertisers that might actually provide some useful information.
The company is set to launch Media Tracker, which it says will enable clients to gain a clearer picture of their return on investment by answering two basic questions: where did internet traffic come from and what action resulted from it?