Frequently, clients ask how to effectively use internet marketing. \u00a0Let\u2019s first look at some statistics.\u00a0 Research shows that people spend almost as much time on the Internet as they do watching TV.\u00a0 However, advertising spend for the Internet is one third of that spent on TV.\u00a0 Internet is still a new channel to some and thus the marketing budgets are still playing catch up.\u00a0 So in essence the amount of your marketing budget for the Internet should be roughly the same as that of TV. Now that we know what to spend how should someone go about spending that money on the Internet?\u00a0 The one area that just makes sense for any company is search marketing.\u00a0 There\u2019s no doubt about it, people go to the search engines to look for products and even companies.\u00a0 I\u2019m amazed how many people go to Google.com to type in the URL of a company.\u00a0 I\u2019m not sure if they don\u2019t know that you can do that in the address area directly or if they\u2019re just conditioned to use their search engine for navigating through the Internet. Search marketing entails two general areas (SEO\u00a0and Pay-Per-Click).\u00a0 SEO or\u00a0search engine optimization\u00a0is the art of making your site show up at the top of the organic listing when someone enters particular keywords.\u00a0\u00a0Pay-Per-Click\u00a0(also called SEM orsearch engine marketing) involves coming up with a list of keywords that you\u2019re willing to pay a cost for when someone clicks on your ad within the search engine and goes to your site.\u00a0 These ads are usually at the top and to the right of the search engine\u2019s results page. Both of these are tactics that we recommend to every client.\u00a0 The days of looking up a company in the Yellow Pages are gone.\u00a0 Twenty years ago a company would never think about not listing in the Yellow Pages.\u00a0 Today the search engines have replaced that on our computers and mobile phones. We see a lot of companies that try to do SEO or\u00a0PPC\u00a0internally.\u00a0 If you basically have an interactive advertising agency in your company and continually replace those people when they leave your probably fine with doing it internally.\u00a0 We\u2019ve always told clients you should build those things that you can compete on and provide you differentiation in your marketplace.\u00a0 You should buy\/outsource everything else.\u00a0 It\u2019s just not worth the internal hassle of running an interactive agency when you make air conditioners. SEO is not easy and there\u2019s no guarantee.\u00a0 If you see someone offering you first page listing on your desired keywords, it\u2019s a guarantee they can\u2019t keep.\u00a0 A lot of people are using Google\u2019s business listing within their city to provide first page organic results but it\u2019s not full proof.\u00a0 I agree and we do list our client\u2019s in all of the search engine\u2019s business listing and I agree that\u2019s the best way to rank high quickly.\u00a0 It just might not be on the keywords you want. PPC on the other hand is a great tool and cost effective if handled by a certified company.\u00a0 PPC can be turned on and off instantly.\u00a0 You can run seasonal promotions that have a start date and an end date.\u00a0 You cannot do that with SEO effectively.\u00a0 PPC isn\u2019t the only part that figures into the cost per lead\/sale (which is the most important thing).\u00a0 We create, manage and optimize landing pages for our clients within our PPC program.\u00a0 Once you get the prospect to your webpage you have to convince them to take the next step.\u00a0 Sending them to your home page and making them hunt for the specific information they just entered is not going to be successful. I hope this helps and if you have any questions just give us a call and we\u2019d be happy to talk about all the benefits in detail.