Find a job - 6 Marketing Case Studies

“As of 2004, 934 million people worldwide had access to the Internet, according to the Computer Industry Almanac.”

Some folks will just read that statistic and pass it by. That would be a mistake… and here’s why.

You likely know several successful businesses in your area. Maybe it’s a restaurant that’s constantly busy and is very profitable; or a tanning salon; or a deli. Yet the potential market size for that business is likely less than 50,000 (based on the demographics of not only how many people are within a reasonable driving radius but also how many competing stores are in that same radius).

I live in a city of approximately 40,000. Based on demographics, there are approximately 4000 residents between the ages of 21-29. That is mainly the target audience for a nightclub. There are three nightclubs in town almost next door to each other and they compete for these same 4000 potential customers. That’s 4000 potential customers.

Here’s the real slap in the face…

With the Internet, a business owner has a potential market of 934 million customers! As if that wasn’t appealing enough, the internet and its technologies (such as pay-per-click as well as other strategies) allow the business owner to “open their virtual doors” only to the exact market that’s a perfect fit for their product or service (and I talked about this a bit earlier in one of the videos).

Now we’ll put this in action with six online marketing examples.

Hint: If you’re really savvy, you’ll start combining this education with what you learned about the leverage and geometric growth potential of a network marketing based company. What effect do you think combining the two concepts would have on your income?

Case Study #1 – Shoe Polish

In this example, you market shoe polish. If you market it online and don’t want to waste time and money on advertising in potentially all the wrong places, your quickest way to a lot of customers is through pay-per-click advertising.

Let’s take a look at some of the statistics of how many searches were made (demand) for the keyphrase “shoe polish” last month alone. We’ll be using the publicly available data from Overture.

What you see above is the approximate statistics of how many searches were performed for our chosen keyphrase “shoe polish” (which is shown as the plural “shoes polish” at the top of the list). On the far left, you will find the number of searches and on the right is the keyphrase. Related key phrases are also listed as part of the query results.

Here’s an important note regarding how to read the numbers listed. First of all, they are statistics for only one month (in this case April 2006). More importantly, these are statistics for only one search engine (Overture / Yahoo). For a more accurate internet-wide number, you’ll want to multiply by 10 (depending on which expert you listen to, some will argue that Google’s search volume is 7 times larger while others say it’s 10 times larger but seeing as there are a host of smaller search engines as well, 10 is a fairly accurate number to use).

Going back to our example, we can see that in April 2006, the keyphrase “shoe polish” was searched an approximate of 14,000 times (1413 x 10 as we mentioned for the internet wide stats).

If you were marketing shoe polish, you would have the opportunity to have your ads displayed 14,000 times (assuming you listed the ad in all of the large search engine pay-per-click programs). Additionally, you could bid on a host of related terms (some of them are provided in that same list) and have your ad displayed for those moderately targeted phrases as well.

If you have a quality ad (that gets a lot of attention and a lot of clicks) and you also have a quality webpage (and quality product) that converts a high percentage of visitors into customers… then you potentially have 14,000+ customers that are brought to your virtual door-step by the search engines every single month. You don’t have to look for them, they come to you.