Even though we are in some of the toughest economic times in my life, (I am 25 years old) and web traffic is the most cost effective advertising, the Super Bowl still reins to be well worth the $3 milllion dollar price tag for a :30 second spot. Advertising Age recently put out an article that showed what the actual return on investment was for certain companies, Super Bowl ad efforts, last year. Here is what they found:
Anheuser-Busch:
Online ad views, week after the Super Bowl: 21 Million.
**Really quick, here is the math; Assuming they spent about $9 million, after running about 3 spots, and including production, they received 21 million web views. This equates to about .42 cents per visitor, Now that is a great cost per click, no matter what market you are in.
Audi:
Increase in web traffic one month after Super Bowl: Up 200%
CareerBuilder:
Increase in job applications: 68%
Now to be fair, this may be due to the current economic conditions as well... just a hunch.
Go Daddy:
Estimated value of publicity from 2008 campaign: 11.7 million
Everyone remembers the godaddy.com publicity, we heard about it for weeks, and EVERY mans between the age of 16-45 got on the computer and check out the ad that was too, shall we say, sexy, to be put on tv.
Hyundai:
Drew 300,000 site visitors who stayed 5.5 minutes and generated $25,000 worth of sales leads.
So, I just wanted to point out a few facts on the impact that these ads have on brands. So many people think about the Super Bowl ads and can't believe the price tag, well I am here to tell you that if executed properly, these ads are well worth the money spent. I hope everyone enjoys the game.
How long are businesses going to hear about how important it is to have Search Engine Marketing and Social Media as part of their Advertising efforts, before they act? As the old saying goes, you can take a horse to water, but you can't make him drink. Well, DRINK ALREADY! Time and time again Search Marketing has proven to be one of the most important marketing mediums known to man... YES, marketing mediums, not advertising mediums. One of the biggest problems business owners are facing is not knowing the difference between marketing and advertising. So, briefly explained. Advertising is the process of making a brand, increasing awareness, or giving customers a certain feeling when they see your logo or hear your jingle. Marketing is efforts made that directly effect your sales. When marketing, companies can put a dollar amount to their efforts. So, at the end they have a set cost, and a set revenue. There is less guessing marketing because at the end of the marketing campaign your accountant can look and see what the project cost and how much was earned from those efforts, simple revenue and expense. When advertising, we put out a message and hope to plant a seed with our customers, so when they do need our services they think of us first.
Now that we cleared that up..... Search Marketing is the most cost effective marketing online, and since online marketing is the most cost effective medium out there, why arn't business throwing their efforts towards learning more about how to do, or have someone do it for them. I am currently working with clients in the Metro-Detroit area, one of the worst markets in the United States, and Search Engine Marketing has been their golden nugget. Week after week I am reading articals about newspaper circulations being cut, advertising dollars being reduced, and companies looking for an answer on where they should spend the little money they have. A bit of free advise, you need to put your money online. ..... Not just Search Engine Marketing, but Search Engine Optimization, display advertising, and social media......
I have seen this work many times for many types of large and small business. But, the only way it is going to work for your business is if you commit. You have to be willing to go against what you have been doing for 30 years and jump ahead of the times. If you make an effort to online, online will pay you back 10 fold. I've seen it happen.
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