Bridging The Gap Between Off-Line And On-Line Advertising :: A Superbowl Case Study

I just don’t get it. Advertisers spend millions of dollars for a 30 second or 1 minute spot in a football game yet in many cases they fail to follow through online.

I mean, if you are going to spend that much money to get your product visible wouldn’t you want to back that up somehow?

In this article I look at some of the shortcomings of a Super Bowl campaign and what I think advertisers should be doing about it.

So, Super Bowl 40 (sorry XL) has come and gone. Like so many other people I of course watched the game. Not so much for the game but for the commercials.

You see, Super Bowl Sunday is the time of year when many companies launch their year’s advertising program starting with an inaugural Super Bowl commercial.

And like every year, the usual suspects were there – Budweiser, GoDaddy, Pepsi and Coke to name just a few.

Now, there are some interesting things that took place with the commercials this year. For one thing, there were a lot of web properties hosting the ads online. Last year there were only a handful, but this year big names like Yahoo! and Google got into the ads.

Even the NFL website had the ads on its site appearing immediately following the game.

But what perplexes me is that none of these advertisers (except perhaps for GoDaddy) attempted to relate the offline advertising done during the game with anything they did online.

For example, if you were to take a look at any of the Pepsi, Coke or Budweiser websites before the game, you'd find no mention of the Superbowl. Pizza Hut did a little better job with the givaway of the boots Jessica Simpson wore during the commercial but that’s about it.

In today’s era of cross platform marketing I’m surprised that none of these sites really tried to build buzz leading up to the Super Bowl with their websites.

Further, there was little change to these sites during the game or even after. It’s as if the advertising during the game happens in a vacuum with no consideration for other media.

Granted they are spending millions for the right to have their ads show up during the game but in light of that I would think spending a few thousand to ensure the website helps further promote their message would be in order.

In fact it’s always bothered me when a company does TV advertising and the website doesn’t reflect the message found in the advertisement. There are only a few cases where I’ve found the website and the advertising work well together.

Geico, for example does a great job of tying their TV ads to their website. When you go to http://Geico.com one of the first things you see is the Gecko – their mascot.

So if Geico can do it, why don’t other companies?

I mean, if you look at the Coke or Pepsi websites you see they keep the branding intact but that’s about all they do. They don’t seem to reflect any current television promotion.

So while I was entertained by the commercials that weekend, I was also a little disappointed because that’s all they were – isolated bits of entertainment with little residual value because they didn’t tie in other forms of promotion. Namely their websites.

Really, when you look at how other TV ventures are embracing the web – with TV shows crossing over and working with web properties like AOL and Yahoo! you begin to wonder why advertisers don’t also integrate more fully.

I guess maybe it has to do with the whole marketing industry and the fact that they still don’t fully “get” the web. They know their clients need a website, but some of them don’t know why yet.

Many marketing execs fail to see the value of any type of online marketing even though it’s easier to measure the impact of an SEM campaign than any TV advertising campaign. With SEM, both Paid and SEO, you can track and measure visitors, impressions and conversions. With TV all you get is an estimate of total reach.

So to any Super Bowl advertisers who may read this please listen to this – to make your campaign really successful, why not try and integrate some of the marketing message into your website? You may be surprised at how successful it is.

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What Strategic Link Building Is All About

Strategic link building can fulfill your dreams to make it big, online. Although, you might feel that even a slight tweak in your site can get you with enough traffic through search engines, there are other more intelligent ways to use your time and money to ensure a high inflow of target traffic. For one, you could combine your link building campaign with competitive intelligence and see the difference. Doing this will not double, but triple your conversion rate!

Strategic Link Building: How To Use It?

We all know that link building is related to SEO. This is why many web users also fail to see that link building can have a separate strategy away from search engine optimization as well. By itself too, strategic link building can get you a lot of traffic for your website. Let us know how:• The first method is easy to use. Go browsing the net and zero in on the sites you like. If you like them, in all probability your visitors will like them too.

Once you have a list of some great sites, set them in priority and choose the number of sites you would like to link with. Request them for a reciprocal link or a one-way link. As all websites might not respond positively to your request for links, it is advisable to request a number of sites. With time and effort, you will notice that websites will not refuse your requests.There is another thing, while you send out your requests for links, ensure that you let those sites know that you have visited their site, liked what you saw and find that a link with them would benefit both sides. This will make your email sound sincere and not a spam.

• The second strategic link building method involves submitting articles to free content sites. By doing this, you will reach those sites, ezines and newsletters, where you will get a wonderful means to market yourself- ‘the resource box’. Through each article that you write, you can do some strategic link building by placing your website name and link into the resource box. Your prospective clientele will read your articles and if they like what they see, will click over to your site.

• The third strategy involves writing a press release. If it is good and gets published on many websites, you might even get to publicize your work and website on TV or in a national magazine. You could begin with writing press releases for the local media at first.

• The fourth strategy entails posts to forums and news groups. It is an easy and fun way to make strategic links. While going about it, be honest. Seek to post in only those forums that you like and those that deal with topics you believe in.

• The fifth strategy is to use competitive intelligence to give a boost to your strategic links. You could use the Google toolbar to know the keywords that your competitors are using and also to know the websites that are sending target traffic to your competitors. You will have to use the link called “Backward Links” on the tool bar for this work. Many of such competitive intelligence tools could help you to monitor your competitor’s traffic sources.

All in all, strategic link building can make you a favorite with search engine spiders and help your website pages to rise in ranking as well. It’s all too good to be true, but yes, it is true.

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Link Popularity Building – Make Your Site A Star.

Link popularity building plays a vital role in bringing your website in the limelight of search engines. When on web, you cannot ignore the influence of Google Page Rank. Page rank is the value that Google gives to your site. And links are the keys to making your site valuable enough for Google to notice.

Most of the big search engines like Yahoo, Google, and MSN regard link popularity building as the most important aspect of website. A link implies that your site is good enough. That’s why the link is there! Imagine the impression a site with no links creates. This makes it apparent that the more number of links you’ve on your site, the higher its chances to be ranked among the top.

Getting Links

There are two choices when it comes to link popularity building. You can either buy links from high ranking sites or obtain them free of cost from other websites by posting attractive content. However, don’t think that increasing just the number of links to your site will make it a high ranking one. Quality matters too. Your website should display some useful and relevant content that captures the reader’s interest. And this requires a certain degree of time and effort. So, be prepared for committing to your site.

Advantages of Link Popularity Building

The biggest advantage is already been mentioned – it enhances search engine ranking of your website. Link popularity building involves picking quality websites that are ready to provide you the links and direct targeted traffic towards your site. The reputation of your site also depends on the type of links you get. Therefore, if you link with a brand name, you’ve the advantage of being considered an esteemed site.

Link popularity building makes way for an increased relevant traffic to your site. Again for this, you need to put in a lot of effort to carry out link building campaign successfully. You need to establish your place in the market. It’s important to let the virtual world know that your site exists too.

Search engines don’t just pick any other site. They choose the ones that exhibit successful link popularity building. A site without good links is a dead site. You’ve designed your site with such dedication and expectations. Do you want it to see fading away in the mist of competition? No way! Link popularity building is the answer to the low ranking of your site.

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When Linking Create Powerful Anchor And Descriptive Text

A link is essentially a free advertisement on someone else's site pointing back to yours. So when submitting your link information, write it like a well-thought-out advertisement. Here are some guidelines.

1. Give your link text some length -- at least two sentences. If all "link pages" consisted of a short paragraph or two instead of five or six words, these link pages would have "content" and be more valuable. Most webmasters want substance (content) instead of one or two word descriptions. This will also make your listing stand out from the crowd.

2. Pack your link text with your most important keywords. You don't have to "hype" you site. Just pack your description with your most important information. This is called creating a keyword-rich "context".

3. Make sure your "anchor text" includes your most important keyword. The search engines considers this important because the text that is linked is an indicator of the theme of the site being pointed to. Each time a site is pointed to with a link that says "golden retrievers" that site's importance as a "golden retriever" site is reinforced. See the examples at the end of this post.

4. Create more than one version of this link text. A long one should be roughly 200 characters. A short one might be less than 100 characters. Having two or three different versions and lengths of your link text ready to go will make your life a lot easier when it comes to actually placing your links.

5. Mix up your anchor text. If you are doing some serious link work, trying to create hundreds, even thousands of inbound links, don't use the same anchor text all the time. The Search Engines may interpret repetition of the same link patterns as "unnatural" and manipulative. So use different versions of your anchor text and create different link text "contexts".

Concentrate on building keyword-rich contexts in which your subject matter is clearly stated and your links can be clearly associated with the subject matter that is most "relevant" to your site. This is the best way to insure they will create an impact.

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Increase Web Site Traffic with These 8 Ways

Don't have enough traffic? Then you won't have enough opportunities for visitors to perform your most desired action. This action could range from getting your visitor to subscribe to your newsletter or to contact you for more information about your business.

So how do you get that increase in web site traffic you want? There are a variety of ways, both free and paid, to get more web site traffic. You could go about getting any type of traffic, but that wouldn't help much unless it was targeted. Targeted visitors are more valuable. Targeted visitors come to your site with the right frame of mind. They are hoping that your site will provide them with the information they are looking for.

1. Search engines
Search engines can provide an enormous increase in web site traffic. Search engine spiders can find you through their daily travels on the web. However, it doesn't hurt to manually submit your site to search engines. And if you want to increase the chances that you'll be found in search engine rankings, read up on search engine optimization.

2. Link exchanging
When you exchange links with relevant, non-competing sites, you add value to your web site. If your visitors can't find what they're looking for onyour web site, your links may help them. And if you have only high-quality links, you'll increase the chance that your visitors will come back to your web site.

3. Submit to directories
Submit to major directories like the Open Directory Project and Zeal so that your web site becomes more visible. Also submit to themed directories with topics relevant to your web site. Smaller directories may not be too beneficial in terms of web site traffic but they can give you more inbound links.

4. Pay-per-click advertising
Pay-per-click advertising can help you get more web site traffic. Pay-per-click advertising is a popular form of advertising where you pay for an ad to be included in specific search engine results pages. It's easy to lose money with this type of advertising so get a guide. Pay-per-click advertising can deliver targeted traffic to your site as interested visitors click on your ad. Make your ad specific and bring them to a relevant page on your web site.

5. Submit articles
Write excellent articles about your web site's topic. Articles can increase your reputation and establish you as an expert in your field. Or they can shine a negative light on you if you submit total garbage. If your articles keep readers interested, then they may want to visit your site for more information.

6. Word of mouth
Tell everyone you know about your web site. If your web site is excellent or stands out from the crowd, the word will spread as more and more people hear about it. If it works, the effect can be huge. So do whatever you can to mention your site in your daily contact. For example, add an email signature to promote your web site.

7. Traffic exchange
You have to be careful with traffic exchanges. Some programs tend to be very untargeted as they simply show pages to members. However, there are programs that can bring in more targeted visitors. Some programs let you show ads so only visitors who are interested will come to your web site.

8. Word links
Purchasing Word links is the other way of increasing website traffic and search engine rankings. There are many websites offering One Way Word Links for cheap rates. By Purchasing these word links you will get instant one back links with in a short period of time. Some website Offering word links (one way text links/word links) is mentioned in author profile for your reference.