Difference between Marketing and Advertising

Why Money for Online Ads Might be Wasted

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Rob Eagar, a book publishing consultant, author of “Facebook is holding your Readers Hostage”, wrote another eye-opener about online book advertising and why it doesn’t work.
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Ad-Blocking Software is Growing Rapidly.
The Wall Street Journal recently reported, that “Over 25% of U.S. internet users now employ online ad-blocking software on their desktop computers, according to new research commissioned by the Interactive Advertising Bureau.”
The New York Times reported that ad blocking software is even more popular overseas: “The figures are even higher in Europe, where 77 million people use versions of the software.”
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People Don’t View the Ads They’re Supposed to Receive.
A pioneering online eye-tracking study by the U.K. research company, Lumen, revealed that only 9% of online ads are viewed for more than one second by consumers.  In other words, 91% of online ads were never seen at all or they were scanned in less than a second without any cognitive connection or engagement occurring.  How is this possible?
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According to the Lumen Research, the Online Advertisement

  • May not load in time.
  • It may be ‘below the fold’ where it can’t be seen.
  • It may be the result of fraudsters who send a pixel that registers as a ‘response from a web server to a page request from the user browser’” trying to simulate human behavior.
  • 46% of online ads that Lumen studied were not even visible to consumers.

Just because publishers are buying online ads doesn’t mean people are looking at the ads.  To make matters even weirder, what if the “people” viewing the ads aren’t really people?”
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The Robots are Taking Over.
Fans of science fiction like to fantasize about doomsday scenarios where robots take over the planet.  We’re getting close that reality on the Internet.  In the end of 2015, robots or “Internet bots” accounted for almost half of all Internet traffic according to a study by Imperva Incapsula.

Some marketers mistakenly believe that dedicated advertising platforms, such as Facebook Ads and Google Adwords, are less susceptible to bots and fraudulent behavior.  Again, the research paints an ugly picture.  A study of Google, Yahoo, and Facebook by Oxford BioChronometrics in January 2015 yielded these results:
“Between 88% and 98% of all ad-clicks were by a bot of some kind, with over 10% of these bots being of a highly advanced type, able to mimic human behaviour to an advanced extent, thus requiring highly advanced behavioural modelling to detect them.”
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So, what can you do as an Advertiser?
Rob Eager provides several steps that advertisers can use to make sure their marketing dollars are not wasted.  It’s time for the online ad industry to admit the corruption that exists and clean up their act!  Read the full article here
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My own advice for years to our clients has been: CONTENT MARKETING.
It doesn’t cost a cent if you are a writer: to “advertise” your books just write more.

  • Write short e-books (free or 99cents)
  • Write magazine and newspaper articles
  • Write useful email newsletters
  • Write guest blogs
  • Write lots of reviews for other writers
    … and most important: write your next book.

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Difference Between Marketing and Advertising

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Advertising / free day campaigns are just a very small part of marketingAs very well described here, it is only a tiny slice of the “marketing pie”.  A humerus approach to illustrate the difference between Marketing, PR, Advertising, and Personal Branding can be found in these examples. The huge variety of Online Marketing approaches are shown in this wheel-shaped graphic below. 

Continue reading after the graphic
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The Noob Guide to Online Marketing - Infographic
Unbounce – The DIY Landing Page Platform

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Book Marketing Strategies
Selling your book for a very low price or for free is not really a marketing strategy, unless … And it should only be done and only works well in these circumstances:

  • when you have already a name,
  • when you have several books or
  • when you are a well established as a writer.

It costs money to advertise and then you loose sales, the sale of a couple of books short after the free days will soon be over and the book will turn back into it’s old Amazon rankings. See also a former blog post blog post “Free Days on KDP Select - is it for you?

Consider this too:  You must commit exclusivity with Amazon for 90 days, which means that you must remove your e-book (NOT the print version!) from all other retailers and give up your e-book royalties from Barnes & Noble, Kobo, Apple iBook store and Sony’s Nook eBook store or wherever else you sell it.
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Giving away a short story (1000 to 1,500 words) or writing guest  blogs is a much better approach – and publishing stories on a high-frequented magazine or newspaper websites helps to find new readers (and you might get even paid for it). You can split your book into many short stories (re-write or spin it a bit to make it “new-looking”).  Tweeting or posting about these free short stories will bring you even more additional promotion for you book – and links to your sales page and your own website, where you hopefully have an opt-in form for your email newsletter to invite readers to your next book.

Most Successful KDP Free Day Campaigns
Authors with multiple books or a series of books use promo days to give away the first book in a series (or the third or fifths, hoping that customers will come back and buy the other books from that series. Which they often do. You can use each of your books to advertise everything else you have written.
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Don’t forget:  If you have only one book there is nothing that readers can actually buy from you, after they received your book for free! The only benefit is the lending program for Prime Members that bring you some revenue – but only if you have priced it higher than $2.99, as readers usually prefer to borrow higher-priced books.

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If you would like to get more support in all things publishing, have your book intensively promoted and learn how to navigate social media sites – or to learn how you can make yourself a name as an author through content writing: We offer all this and more for only $159 for three months! Learn more about this individual book marketing help: http://www.111Publishing.com/Seminars
Or visit http://www.e-book-pr.com/book-promo/  to advertise your new book, specials, your KDP Select Free Days or the new Kindle Countdown Deals.

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Tagged: clever marketing, content marketing, Difference between Marketing and Advertising, Huffington Post, Marketing mix, nouns in books, short stories, teasers, write for blogs and newspapers


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