You’ve got a business, you want to increase your sales (duh!) and you want a larger Internet presence and market share. In the old days, you know, circa 1992, you could put an ad in the local paper, you could run an ad on television (1 minute = $$$) or you could try radio (1 minute spot = $+ a half $). As for marketing, you could slap your logo on a hat, pen, refrigerator magnet, tote bag (think PBS’ annual telethon), and then go to conventions and trade shows to give them all away.
Several of these methods still work. Television works, but it’s even more expensive now than it was back then. Same with radio. You can advertise in the local paper, but in all likelihood, the only person who will see it is your grandmother, and unless she’s your target demographic, kiss your ROI goodbye. [Read more…] about Why You Should Use Performance Marketing