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Online Advertising
Written by: Michele HarrisArticle Overview: When used effectively, the Internet is one of the most interactive, direct response mediums available today. Optimizing your online ads to get the most out of the internet's interaction and direct response will make for an efficient campaign.
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Free Download - Social Media and PR Firms: The Cost of Expertise By Michele Harris |
Online Advertising
Some companies have apprehensions about the efficacy of online advertising. Used effectively, the Internet is arguably one of the most interactive, direct response mediums available today. The key is to leverage the medium for what it does best--interaction and direct response. It’s about the right creative message in the right place. How do you make it work?
Here's our top ten tips for an effective online advertising campaign:
1. Business Metrics: What are your objectives? How much does it cost to acquire a new customer? How are you measuring ROI? Determine your metrics for success.
2. Research: Develop a detailed profile of your target customers and research media to determine optimal sites to reach your audience.
3. Location, Location, Location: Placement is key. Grab your audience while they are in an environment they are interested in, leveraging another company's brand power.
4. Be Creative: Target your audience. Use different messaging relevant to each of your target audiences; ensure the creative fits the media. Work with the media properties to identify creative media opportunities--way beyond banners, to really capture your target. Develop creative based on the media plan (and not the reverse!)
5. Call to Action: You have less than 10 seconds to capture a potential customer's attention. Emphasize what's in it for them! A call to action such as "Download"; "Free trial"; "Buy"; "Only $9.95" help increase response rates; Make sure words such as are visible.
6. Landing Pages: After the user clicks on your ad, do they get sent to your home page only to get lost in your website? Landing pages that guide the customer from the ad through the transaction improve the user's experience, reduce attrition and increase conversion rates.
7. TEST, TEST, TEST: Test multiple creative messages and different placements to get the optimal combination and best results.
8. Third-party Tracking: To ensure data accuracy, use third party ad-serving tracking systems to compile the data so you can make changes and optimize your campaign effectively.
9. Diversify: Diversify and integrate search engine marketing, email, contextual and affiliate marketing for optimal results.
10. Resources: Sounds like a lot of work? You bet it is! Online marketing and optimization requires intense media management to plan, buy, measure, track and optimize the media. Be sure to get a good media partner to assist you with media expertise and negotiation buying clout, and allocate internal resources for a successful program.
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Article Tags: advertising campaign, apprehensions, attrition, business metrics, creative media, creative message, creative messages, data accuracy, direct response, effective online advertising, increase conversion rates, location location location, location placement, media opportunities, optimal combination, response rates, target audiences, target customers, target your audience, test test test
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About the Author: Michele Harris RSS for Michele's articles - Visit Michele's website 
Marketing expert Michele Harris has 20 years experience developing revenue-rich marketing programs for Fortune 500 companies and leading business development and client services for premier advertising agencies. As founder and Chief Matchmaker of Smarti Solutions–the leading marketing agency selection firm for the mid-size marketplace—Michele provides clients with sales and marketing consulting, an unparalleled, intimate knowledge of the boutique and mid-size agency landscape and an expert selection of qualified advertising agencies, PR firms, media and marketing companies across industries, capabilities and other criteria. Michele has been covered by The NY Times, NY Post, PR Week, Inc. Magazine, CNN’s Money Magazine and Crain's BtoB Magazine. To get sales and marketing guidance or assistance finding just the right advertising agency, PR firm or marketing company for your business’ needs, visit http://www.getsmarti.com
Click here to visit Michele's website   Opportunity in a Down Economy Primary Research Development Social Media and PR Firms The Cost of Expertise Marketing Company Search RFP Management Making Power Points |
Related Forum Posts
Top 19 Copywriting books
- 1. Ogilvy on Advertising. David Ogilvy. Wiley.
2. Positioning: The Battle for your Mind. Al Ries and Jack Trout. Warner.
3. The New Positioning. Jack Trout. McGraw-Hill.
4. Tested Advertising Methods. John Caples. Prentice-Hall.
5. How to Make your Advertising Make Money. John Caples. Prentice-Hall.
6. Guerrilla Advertising. Jay Conrad Levinson. Houghton Mifflin.
7. Direct Mail Copy that Sells. Herschell Gordon Lewis. Prentice-Hall.
8. Sales Letters that Sizzle. Herschell Gordon Lewis. NTC Business Books.
9. Herschell Gordon Lewis on the Art of Writing Copy. Herschell Gordon Lewis. Prentice-Hall.
10. Romancing the Brand. David Martin. American Management Association.
11. The Art of Writing Advertising: Conversations with William Bernbach, Leo Burnett, George Gribbin, David Ogilvy, Rosser Reeves. NTC Business Books.
12. Confessions of an Advertising Man. David Ogilvy. NTC Business Books.
13. My Life in Advertising. Claude Hopkins. NTC Business Books.
14. Scientific Advertising. Claude Hopkins. NTC Business Books.
15. How to Become an Advertising Man. James Webb Young. NTC Business Books.
16. The Lasker Story as He Told It. NTC Business Books.
17. Advertising Concept and Copy. George Felton. Prentice Hall.
18. The Copy WorkShop Workbook. Bruce Bendinger. The Copy Workshop.
19. Hey, Whipple, Squeeze This: A Guide to Creating Great Ads. Luke Sullivan. Wiley.
This should keep you busy for at least a year.
Enjoy!
Re: What is your Business?
- We are running a Online Marketing Firm and we have some good clients to which we are offering a complete Digital Marketing strategy like Search, Mobile Marketing, Branding and Design. I think in Online Marketing company online presence can be a wining factor for the success of the company.
Re: Kevin's Case Study #11 - A New Forum Category?
- [quote:31qpen1j]This is just my opinion, but I consider the prospective categories, Online Marketing, Internet Marketing and Online Promotion, as being pretty much one and the same - just different words that different people use.[/quote:31qpen1j]
I completely agree! Those are all just "internet marketing" as far as I am concerned.
And I normally would have voted for internet marketing, however I chose social media marketing simply because there are more than enough IM forums out there already.
Kevin's Case Study #11 - A New Forum Category?
- Hi Everyone,
2009 is a new year and I'd like to create a new forum category to jazz things up! In the past, there's been some interest voiced about adding a "Social Media Marketing", "Online Marketing", "Internet Marketing" or "Online Promotion" category.
I'll implement [u:1g2tv6tf]ONE[/u:1g2tv6tf] of those new categories, but can someone first tell me what the difference would be between the existing "Marketing" section and one of those new options mentioned above?
Thanks
Ideas for developing my business
- Advertising is the life-blood of any magazine. Get some advertisers and you're set. You've got your target market, now start working on the "buzz" around the mag.
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