This amazing invention called the Internet enables outreach to practically anyone who is connected online across the world and at less than a reckonable fraction of the cost of advertising through conventional media such as newspapers, magazines, publications, mailers, satellite channels and so on. Now that this fact is established, you need to know how to go about figuring out what activities will make it work for a business. In other words, what online marketing and advertising works?
I do not think there is one single sure-fire method for a successful online marketing and advertising strategy. In a highly dynamic world with ever-changing and developing technologies, varying nuances in your marketing and advertising approaches and strategies can make a big difference to their impact, end-results and benefits. Let us see how that works.
For starters, the basics of your online marketing and advertising campaign should be put in place, just like you would, for any other conventional campaigns. This includes ensuring the creative elements like picture/visual triggers are effective, the copy grabs attention, and use suitable props and models that will promote your product or service.
Additionally, since your ‘display arena' is limited to the Internet, the real challenge lies in structuring an online marketing and advertising campaign to work optimally in this arena. Make the best use of available technology in getting your campaign off the ground. Some tips in this regard include:
Remember that your audience's attention span is quite limited. Your information must be eye-catching and crisp. Use suitable software that helps generate a webpage with rich content, visuals and graphics, yet is able to load up fast even with slow connections (yes, there are still some places in this world that do not have broadband connections; it is possible your target audience would be from such areas too).
Create web pages that can be easily navigated; links are easy to find and allow the viewer to access required information with minimal clicks. Place hyper-links appropriately across the page. Avoid linking to third-party websites as far as possible, and do so only when such hyper-linking would add value to your initiative.
Ensure that there are sufficient key words embedded in your web pages, which then get submitted to search engines [like Google, Yahoo-search, MSN Live Search, Askme.com, etc]. Today, there are various forms of search, such as searches for key words, image, local search, news, query format, photo search and so on. Embed as many sources in your web page. This could ensure your site appears as early as possible and is in the top-end of most searches. All this and more are covered under "Search Engine Optimization" (SEO) techniques; look up for the methods that are best suitable for your campaign.
Ad-words search is a paid campaign that some search engines offer. You pay them a small amount every time someone clicks on your link. The search engine's software will place your link in as many websites as possible that are relevant or have some connection to your product or initiative.
Lastly, update your web site as often as possible, ensure that the flow of information is consistent and your web site is dynamic and innovative. Give your audience a reason to look it up multiple times in a day, thereby increasing the chances of them purchasing your product or service. Of course, it certainly helps if your product and/or service live up to expectations.
These basic tips should suffice to get you started with planning your next online campaign. As you grow more familiar and proficient with online marketing, you can delve deeper into more intricate strategies and guidelines, to make your advertising and marketing campaigns, even more effective!