Most cost-effective form of online marketing

[pfusco]

There's a consistent debate about what's the most cost-effective form of online marketing. Some say the best results come from banner ads and such. Other's say the key is working the search engines and tapping into keywords.

But what about signature lines in business e-mail? Shouldn't this be considered one of the most cost-effective ways to land a message -- with day-to-day business communications?

What's been most successful for your small business?

[eliasche]

I personally believe that u need to decide the mean of advertising based on the service or product u offer. The signature line seems very effective way of spreading the word but it is not the only.

For instance, u can use pop ups or banners for a dating site, but for a b2b site, e-mail marketing would provide a higher return on investment.

[pfusco]

We've used pop-ups quite successfully for things like newsletter registration and surveys in a b2b environment.

But this could change with the advent of pop-up ad blockers. Do you think pop-ups will go the way of the dinosaur?

Is there a future for pop-up ads?

[ujain]

Always look at it from your target audience viewpoint. Pop-up ads are annoying for most consumers - so eventually, if consumers can stop them, they will.

On the other hand if you use permission marketing with your current customers and identified target prospects, then you have a higher chance of being accepted.

[pfusco]

Permission-based marketing being e-mail?

[eliasche]

I agree, permission e-mail marketing would provide with higher return on your advertising dollars, because u can have a hgher response rate even if u send out 1000 e-mails.
However,, with 1000 pop up impressions u will not achieve anything.
But for surveys, as u mentioned, pop up may be doing its job, because a survey does not require any thought, or consideration.

[pfusco]

What about pop-ups for lead generation?

You've know, where the type of message is a "register to win" pitch. Do pop-ups work then?

[eliasche]

Hello again
I do not personally suggest pop ups for lead generation cause they create the image of cheap and short term benefit.
If your target market is businesses then e-mail campaigns, banners on selected highly traffic sites, press releases, sponsorships, would potentially increase your return on investment.

Send me an e-mail if u want to discuss in more details, i would not like to give all info outside.
By the way, we are preparing something new, that is complementary to smallbusinesscomputing.com

THanks

[susu306]

If popups are so universaly abhored, why are they used? Are they actually effective?
Personally, I want to engender trust and good will with my potential customers. Why would I use an advertising technique that I know will result in negative feelings?

[pfusco]

Well said. Why would any business seek to offend a customer?

Personally, I think educating potential customers about something they're eager to learn builds trust.

What type of online marketing do you think builds trust among potential customers?

[pfusco]

Here's an interesting article on SmallBusinessComputing.com that's all about building online trust:

http://www.smallbusinesscomputing.com/emarketing/article.php/2112441

Have you used any of these methods at your small business?