Don’t Fumble Your Marketing: Answering the Questions You Should be Asking When Building Online Media Plans
2. What opportunities am I missing out on and how can I remedy this?
Consumers are bombarded with a variety of messages from numerous advertisers, through multiple communication channels every day. If consumers can’t find you online, they will surely find your competitors. Use offline marketing efforts to direct consumers to your web site or landing pages to articulate more detailed information. This can be as simple as including a web site address on your TV, print, radio, and other offline advertising. Optimize your web site to improve natural search engine rankings for relevant keywords. Buy keywords (Search Engine Marketing) that consumers might use when searching for your products or services (my experience is that most companies greatly underestimate the number of keywords that are important to their business). Use third-party endorsements, customer testimonials, and real-time customer interaction tools to ease purchase tensions.
3. Am I testing new campaigns on a small scale and making changes based upon consumer feedback prior to full campaign launch?
The Internet is a great sounding board to test new ideas and new campaigns. The cost-barrier to entry is minimal and the feedback is nearly instantaneous. The knowledge that you gain should be used to tailor your online and offline campaigns.
4. Is my message to the consumer creating the most perceived value for the least perceived risk?
Multiple messages and creative should be employed to speak to a consumer at their specific point in the buy-cycle. For instance, a consumer using the search keywords “flat screen TV” might be just beginning the process of shopping for a new TV and would be most responsive to an information-based message heavy with benefit statements, whereas a consumer using the keywords “sony bravia 40″ is likely further along in their buy-cycle and more receptive to a purchase incentive. Understanding the consumer and anticipating the broadest spectrum of consequences from all of your marketing initiatives, will help you to avoid the pitfall that Ford experienced.
The Internet continues to grow by leaps and bounds and advertisers are embracing it more than ever before, yet it still seems to be the channel with the most unrealized potential. Never before has there been a tool more geared for information gathering, commerce, and community. The better you truly understand this channel, the more efficient your online and offline advertising spending will be.
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