In the current economic downturn, Internet marketing may be a great tool to reach consumers, including Latino consumers who have a higher purchasing power and a strong education in terms of online shopping.
Of the 45.5 million Hispanics/Latinos living in the United States with a purchasing power of $900 billion a year, more than 20 million are on the Internet on a daily basis.
In 2000 and 2001, many companies wasted a lot of money on the Internet,
because most online media were using traditional standards to sell ad
space in a new age. At that time, private companies were paying for online
traffic coming from Latin America, Europe or Japan, representing a lot
of visitors who never bought what U.S. businneses were selling. So the "dot-com
bubble" crashed. But fears of wasting money in online marketing
and advertising have currently vanished. Why? A new tool is solving the
old problem of paying for useless traffic. A concept known as geotargeting helps
publishers and advertisers design online ad campaigns only in the United
States, only in Los Angeles, Miami, New York or Chicago. Or in a combination
of several U.S. cities. It's also possible to run a campaign
in several countries at the same time. This tool was created thanks to
new technologies and it has been integrated to ad servers that reside
in news and entertainment sites selling ad space. This tool also works
as a web-based application. It does not stop traffic coming from foreign
countries or cities where advertisers don't sell, but it shows banners,
videos and other ad units only in the designated cities where advertisers
do sell products and services, and want to run their online campaigns.
Visitors coming from other cities or countries see a different banner
which may be published by other advertiser, or may be a promotional unit
published by the news or entertainment site selling ad space.
Technically speaking, geotargeting in geomarketing and internet marketing
is the method of determining the geolocation (the physical location) of
a website visitor and delivering different content to that visitor based
on his or her location, such as country, region/state, city, metro code/zip
code, organization, Internet Protocol (IP) address, ISP or other criteria,
according to the Wikipedia.
As a general term, Geomarketing is the integration of Geographical intelligence into all marketing aspects including sales and distribution.
According to eMarketer, online ad spending in 2009 will reach $25.7 billion only in the United States.
Interactivity
One of the great benefits of online advertising is that Internet is interactive, so ad banners have an interactivity that traditional ads cannot display. Today, you can run an animated banner or an ad file containing audio and video. As you know, such a banner is hyperlinked to your own website, where visitors can buy your products and services directly, find further information, communicate with you via email or electronic form, or subscribe to your company's promotional newsletters and catalogs. By the way, to publish an online newsletter that helps you establish as an expert in your field, would be also a strong marketing tool.
Many companies and professionals publish newsletters with such a purpose. Restaurants offer recipes, lawyers, realtors, insurance brokers and health organizations offer professional advice to consumers.
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