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Product Marketing Online - Facts:

Marketers are connecting globally like never before. The global marketplace is tremendously important for U.S. companies, since more than 22 percent of consumer marketers and 44 per-cent of business marketers are doing business outside the United States. U.S. exports of goods and services are climbing dramatically, reaching a record high of $79.41 billion for the month of March 1998.

 

Worldwide marketing opportunities are growing in many areas, including Asia, Latin America, Eastern Europe, the United Kingdom, Germany, Japan, France, Mexico, and Australia. Marketers should not ignore or lose sight of the importance of a global organization.

 

We are surrounded by examples of global marketing. Consider Coca-Cola, which earns more than 80 percent of its profits abroad. Coca-Cola did not achieve such global success without first evaluating numerous global strategies, including the product itself and its packaging, advertising, distribution, and pricing. But for advertisers, this means that Web visitors don't linger over an ad. It's not the way viewers do when a commercial is smack in the middle of a Seinfeld episode.

 

Yet the "Always" theme, showing, for example, aspiring chefs, sumo wrestlers, or a supermom, has been prominent everywhere. In contrast, Pepsi has suffered as a result of inconsistent packaging and taste, earning a mere 30 percent of its profits abroad. Every day 170,000 more pages are added to the World Wide Web, and every day more than two million visitors use the search engine to locate sites ranging from "anagram insanity" to "worm world."

 

And if the $9 million company based in Mountain View, California, has its way, these visitors won't just type in a key-word and vamoose. Instead, they'll stay awhile to catch some music and news, play games, and glean information on topics of interest. Most important for the continued profitability of these visitors will stay long enough to peruse ads from some of its 550 advertisers.

 

The transformation of Yahoo! from a techie tool to a digital destination says a lot about the continuing evolution of advertising on the Web's search engines. Organizations like Yahoo!, Lycos, and Excite sell advertising to turn a profit, and clients pay between $10 and $1,000 for every 1,000 "impressions"—Webspeak for the number of times a page is loaded by a consumer. At the end of 1996, Yahoo! had earned $19 mil-lion in ad revenue, but showing results to advertisers has been much more difficult than the company had imagined.

 

Search engines were designed to get site visitors in and out as quickly as possible.

 

More about Product Marketing Online.   See also: Marketing Plan and Marketing Post Cards.

Response Makers - Product Marketing Online