If your ads work, if you can measure them and they return more profit than they cost, why not keep buying them until they stop working?

And if they don’t work, why are you running them?

The time-tested response is that you’re not sure, that ads are risky, that you can’t tell. …

Digital ads are different (or they should be). You should know cost per click and revenue per click and be able to make a smart guess about lifetime value of a click. And if that’s positive, buy, buy, buy.

And if you don’t know those things, why are you buying digital ads?

We do a lot of online advertising through various providers and it is amazing how scientific you can get in order to gain real value from the medium. Online ads have totally changed the marketing landscape and we no longer rely on made up stats like “readership” and “circulation” that off line print media rely on the help justify their advertising costs.  I’m not saying don’t use “off line” media, as not all of your target audience are necessarily online, but it sure does help to focus your marketing efforts with stats such as cost per click and revenue per click.

The one thing about online advertising is that you need to actively track them.  Gone are the days of sending off an advert to your favorite magazine and then waiting for the phone to ring. Today, you can see exactly how your online ads are performing, who is viewing them and if they are delivering real business results. All in real time. Its amazing how the Internet is revolutionising marketing and the way we reach customers.

My answer usually hinges around explaining to them how people’s communication choice’s are changing in a similar way to how we changed our method of communicating when we bought our first cell phone. We no longer needed to wait at home for that important phone call, we could just pick up our cell phone at any location and call/text our friends. Twitter and Facebook are the next step in this communication evolution as the Internet allows us through these platforms to communicate for free on a one to many basis, rather than a one to one method like your cell phone. So you can now tell all our friends about the new bike you have just bought or about where we are having dinner tonight. Your friends who are now following you on Twitter have the choice of whether to act on this information or to ignore it.

After dabbling a bit with Twitter I initially wrote it off as a niche teenager communication tool that while sometimes useful would not be something I would ever use, however I am finding more and more business uses for it as I interact with others through it and explore its uses.

So, what is Twitter? According to Wikipedia…

Twitter is a free social networking and micro-blogging service that allows its users to send and read other users’ updates (otherwise known as tweets), which are text-based posts of up to 140 characters in length.

For a business Twitter offers new ways of engaging existing and new clients in a way that was never possible before. Take a look at this short screencast video that explains how to use Twitter in your business. Enjoy!

Screencast courtesy of www.smallbiztrends.com