Isaac Lustig, Director of Operations and Marketing for Watches-and-diamonds.com, is an expert in online marketing. Because of his work marketing the company online, Watches-and-diamonds.com has grown into a major international business with more than 100,000 customers since it began. All of Watches-and-diamonds.com’s marketing takes place online. They are exclusively an online company; with no physical stores and only two offices, the company keeps overhead, and therefore prices, low. They are a great example of how an online company can market itself with a smart online marketing strategy.
How does Watches-and-diamonds.com market itself online? They use a great deal of pay-per-click online marketing. This means that Watches-and-diamonds.com only pays the host agency of an online ad when the ad is clicked. This method means that the host of the ad is incentivized to place the ad in a place that will be most visible to people who are more likely to click on it. For Isaac Lustig and Watches-and-diamonds.com, this is a smart way to spend their marketing budget. They only spend money when their ads actually bring someone to their web site.
Isaac has built strong working relationships with big pay-per-click hosts like Google, MSN, and Yahoo. We asked Isaac if there was a trick to pay-per-click advertising. He strongly recommends that you develop a good relationship with contacts at any company with which you advertise. A personal touch can lead to better prices, and makes the working experience more pleasant for everyone.
Watches-and-diamonds.com also uses a great deal of targeted marketing. Targeted marketing means that instead of placing advertisements all over the web, they advertise to people who have shown some interest in a watch company. This might be people who have done a web search for where to buy watches, or people who read an article on watches.