July 2nd, 2004

(Continued)

Focussing on your target market
Today, e-Bay and Amazon.com represent just a small portion of the specialized and vertical market search engines available online. Advertising executives and marketers now have thousands of content-relevant websites to start looking and researching for potential advertising channels or networks.

If you want to save time in researching who your potential advertising channels might be and to increase your productivity, an online intelligence company called Hit Wise can help. Hit Wise can supply competitive reports that include detailed traffic data of major businesses which fall into almost 200 different categories. You can then contact the websites within your category about a specific keyword ad program.

If you want to save some money, you can visit the Open Directory Project (ODP or DMOZ) or Yahoo and make a compilation of specialized or vertical market sites that appear to be relevant to your business. Using these resources won't save you time, but they will bring you cost savings, while you consider new marketing channels.

Partner with the leaders and win market share
You can realize important savings by teaming up with the market leaders. As an example to this, more than 900,000 Amazon.com affiliates drive traffic to merchant products on Amazon's website. What's more, Amazon.com buys media ads across the Web, further strengthening their brand and their reach in many market segments, vertical or otherwise.

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Article written by Serge Thibodeau,
President & CEO,
Rank for $ales
Copyright (c) Serge Thibodeau 2004

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