An Online Guide to OSHA Safety Regulations, Standards and Checklist
Occupational Safety and Health Administration, an agency of the United States Department of Labor, was created on December 30, 1970. Formed under the Occupational Safety and Health Act, its mission is to ensure safe and healthy conditions at workplace in order to prevent work-related illness, injuries, diseases and wrongful deaths by setting and implementing safety […]
Levels of Management – Top, Middle and Lower
The term “Levels of Management” refers to a line of demarcation between various managerial positions in an organization. The number of levels in management increases when the size of the business and work force increases and vice versa. The level of management determines a chain of command, the amount of authority & status enjoyed by […]
Types of Sponsorships Given to Individual Players
In the previous article, we have already seen that sponsorship is one of the predominant ways in which a sports league can generate revenues. However, it is important to note that sponsorships can happen at various levels. For instance, sponsorship can be given to an individual, a team, or even an entire sports league. In […]
Procedure of Job Order Costing
Before the Job The first four stages are done before the job is being performed. The final purpose of this is to give a quotation to the clients. The calculation is done based on very little information. However, it needs to be precise. Here is the procedure: Stage 1: List the Cost Objects At the […]
Process of Controlling
Controlling as a management function involves following steps: Establishment of standards- Standards are the plans or the targets which have to be achieved in the course of business function. They can also be called as the criterions for judging the performance. Standards generally are classified into two- Measurable or tangible – Those standards which can […]
Ever wondered how websites give away much for free or for low prices and offer lots of information and other such conveniences? Did you ever felt the need to know how online marketing works with terms such as clicks, click through, eyeball views, and likes and shares indicating how online marketing firms monetize these aspects?
Indeed, online marketing offers website owners, firms, marketers, and advertisers a way to convert the digital footprint of the visitors to the websites into monetary values thereby ensuring that website owners do not lose out on their low cost access and advertisers find new ways to convert clicks and eyeball views into product sales.
If not anything online marketing is similar to Television and Newspaper marketing except that in its case, the number of unique visitors can be measured accurately due to the availability of tools that provide statistics on how many visitors (measured as eyeball views) browsed through, among them how many actually clicked on the ads, and in a more granular manner, how many of them visited the advertiser’s website.
These metrics in turn help marketers and advertisers pick and choose which websites to place their ads in. In a way websites compete with each other to attract the, most number of visitors in a manner similar to how TV channels are geared towards attracting the highest readership possible so that advertisers choose them over others when placing ads.
Thus, online marketing is a relentless race to garner the most eyeballs, achieve the most number of clicks as possible, and to convert such clicks on ads into product sales. In this respect, it needs to be noted there needs to be a “synergy” between the websites on which the ads are being placed and the ads that are being displayed.
A clear example of how successful online marketing works is this website, ManagementStudyGuide.com wherein as you read a particular article, you can see ads that are relevant to the topic of the article.
Indeed, the key to successful online marketing is the complementarities and the supplementarities that the website and the ads that are being placed on it have in common.
This is the reason why many websites and the advertisers who place ads do so with view of attracting what are known as Click Through consumers.
These are visitors who after reading something on the website notice the ads that are related to the specific content and then click on the ads and if enticed and persuaded, buy the product that is being advertised. For successful “conversions”, the website of the advertisers has to be optimized as well.
Talking about optimization, it is also the case that websites can attract visitors only if they are ranked higher than the other pages when browsers search for information on search engines. Research has shown that browsers do not go beyond the first 10 (or more commonly, the first five) results on Google when they search for a particular keyword.
This is the reason why most websites often undertake what is known as SEO or Search Engine Optimization wherein they use targeted language and keyword placement so that they appear on top of the results. Indeed, the better optimized your site, the more chances that you would attract visitors, and the more possibility of conversions.
However, sometimes this race for search engine ranking has the consequence of making the language on the website pretty jumbled and unorganized and hence, not reader friendly, thereby defeating the purpose for which such optimization was done.
Having said that, in recent years, the race for eyeballs and likes and shares has led to what is known as Black Ops Advertising wherein marketing and advertising are so “in your face” that it is almost impossible not to notice or for that matter, not to be bombarded by ads and escape the incessant buzz of notifications and alerts.
You may have noticed how most websites ask whether you want alerts to be sent, and how they place ads almost everywhere to the point where it becomes irritating, and how intrusive such ads are as you browse through the website.
Indeed, this type of advertising is known as Black Ops Advertising and it has got some consumer privacy advocates and other well meaning stakeholders worried about how to protect consumers from this so that they are not tricked into buying because the ads are so invasive.
Moreover, there is also the concern that in the race for eyeballs, clicks, and views, marketers are unduly targeting the consumers and in some instances, collecting data that includes personal and confidential data as well. Indeed, in an age where Data is the New Oil, such nefarious access to data might do more harm to everyone than good.
Thus, there is a need for regulating online marketing in the same manner in which print and visual media marketing is regulated.
Of course, one must also consider how online marketing helps businesses lower costs of website access for users as they gain on ads and then pass on the benefits to the users by charging them low costs for access.
Thus, there are advantages and disadvantages of online marketing and much depends on how website owners allow their websites to be used or misused as far as the race for eyeballs, clicks, and likes and shares are concerned.
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