Search engine optimization, or SEO, attempts to improve a website's organic search rankings in SERPs by increasing the website content's relevance to search terms. Search engines regularly update their algorithms to penalize poor quality sites that try to game their rankings, making optimization a moving target for advertisers. Many vendors offer SEO services.:22
After your site has been built out, creating a social media presence is the best second step for most businesses. All businesses should have a Facebook Page that’s fully fleshed out with plenty of information about your business. Depending on your audience, you can also start a Twitter, Instagram, and/or Pinterest account. Social media is a long-term commitment that requires frequently updating and monitoring, but it’s one of the best ways to build an online community around your business.
More recently, companies have sought to merge their advertising messages into editorial content or valuable services. Examples include Red Bull's Red Bull Media House streaming Felix Baumgartner's jump from space online, Coca-Cola's online magazines, and Nike's free applications for performance tracking. Advertisers are also embracing social media and mobile advertising; mobile ad spending has grown 90% each year from 2010 to 2013.:13
Companies often use email marketing to re-engage past customers, but a “Where’d You Go? Want To Buy This?” message can come across as aggressive, and you want to be careful with your wording to cultivate a long-term email subscriber. This is why JetBlue’s one year re-engagement email works so well -- it uses humor to convey a sense of friendliness and fun, while simultaneously reminding an old email subscriber they might want to check out some of JetBlue’s new flight deals.
A trick banner is a banner ad where the ad copy imitates some screen element users commonly encounter, such as an operating system message or popular application message, to induce ad clicks. Trick banners typically do not mention the advertiser in the initial ad, and thus they are a form of bait-and-switch. Trick banners commonly attract a higher-than-average click-through rate, but tricked users may resent the advertiser for deceiving them.
My favorite example of this right now is Pepsi’s #FutbolNow campaign. They have installed video games into the front of their machines. The game is a soccer challenge that tracks your real movements and judges how well you can juggle a soccer ball. You are rewarded with a free Pepsi if you reach a certain score. What’s the cost of a few cans of Pepsi next to drawing constant attention to your machine?
You may use both cash or non-cash incentives for referral marketing example, but a Chicago University study found that non-monetary incentives were more effective than cash benefits by 24%. It is also better to not confine referral to customers or employees alone, referral marketing websites can also be used to new customers and lure them into referral marketing programs.