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       #Post#: 92--------------------------------------------------
       Adapted from direct marketing
       By: Shovo Ray Date: September 2, 2023, 10:35 pm
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       Direct marketing concepts have been around since the 60s, and
       may be more readily understood by some customers than some of
       the arcane terminology sometimes associated with SEO/SEM. Here
       are some ideas on how to link search marketing and direct
       marketing concepts. 1. Targeting & Segmentation A central theme
       of direct marketing is targeting. On broadcast television,
       advertisers show the one advertisement to many people, and hope
       it will be relevant to a small fraction of that audience. Most
       television advertising messages are wasted on people who aren't
       interested in those messages.
       It’s a scattergun, largely untargeted approach. Search
       marketing, a form of direct marketing, is targeted. Search
       marketers target their audience based on the specific keywords
       the audience use. Search marketing is concerned with the most
       likely prospects - a small fraction of the total audience.
       Further, if we analyse the Phone Number Data
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       visitor behavior of
       people using specific keyword terms post-click, we can find out
       who are the hottest prospects amongst that narrowly defined
       group. The widely accepted 20-80 rule says that 20% of your.
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       Customers create 80% of your business. An example might be
       "luxury vacations France", as opposed to "vacations France". If
       we have higher margins on luxury travel, then segmenting to
       focus on the frequent luxury travel buyer, as opposed to a less
       frequent economy buyer whom we still might sell to, but at lower
       margins, might be more in line with business objectives.
       Defining, and refining, keyword terms can help us segment the
       target market. 2. Focus Once you get a search visitor to your
       site, what happens next? They start reading. Such a specific
       audience requires focused, detailed information, and a *lot* of
       it, or they will click back. It is a mistake to pitch to an
       "average" audience at this point.
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