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Don’t Fumble Your Marketing: Answering the Questions You Should be Asking When Building Online Media Plans

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Feb 2, 2007 

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Jeff Adelson-Yan  |

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Don’t Fumble Your Marketing: Answering the Questions You Should be Asking When Building Online Media Plans

Being from Indiana and having lived some of the best years of my life in the “Windy City”, you can imagine my excitement with having the Bears and Colts make it to Super Bowl XLI. I, like increasingly many other Americans, tune in to the Super Bowl as much for the commercials as for the football.

Television has traditionally been the work horse for many marketers, commanding the lion-share of marketing dollars year-over-year. And don’t get me wrong, it is an extremely powerful channel with great reach. However, I am continually surprised to see so many great offline campaigns fail to make the transition online and in some cases, miss the online opportunity entirely.

To illustrate my point, Ford had one of the more memorable commercials of the 2006 Super Bowl, a spot starring Kermit The Frog for the Escape Hybrid. I’m not a banker, but with production costs for the spot, price to license the rights for the usage of the famous Muppet, and actual media cost for :30 of air time during the big game, I’m guessing that Ford paid out more than a pretty penny, and yet they failed to spend a few thousand dollars online buying search engine keywords around their commercial. Competitor, General Motors seizing the opportunity, bought the keyword, “Kermit” to promote their own hybrid line of vehicles, thus, reaping the benefits of a Super Bowl ad at a fraction of the cost.

This example is not an anomaly, but a sign that there is a growing need for a more diligent online media plan. When it comes to your online marketing efforts, ask yourself (or your agency) these 4 questions:

1. Are my online initiatives congruent with the online behaviors and expectations of my target audience?
Consumers interact differently with different marketing channels. Yet, I see many advertisers simply repurpose their offline content and stick it on the web. A :30 second TV spot during an hour program may be acceptable to a viewer; but that same :30 second spot being pre-rolled before a 1 minute online video, might be more irritating than effective. To market effectively, it is imperative to understand your audience in the context of what they are engaged in.

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