When it comes to marketing your business, it’s super important to know the effect of each online marketing campaign you run, as online branding is becoming much more difficult due to the vast amount of services available on each network that may distract your potential clients.
If your online branding is delivered in a way that persuades people to interact and share, then you will certainly have a much better response than sending the visitors directly to a sales page. As each channel you advertise on has a member base with different demographics and mindset, you must ensure that your marketing suits the users on each specific network.
As content networks are delivered on many platforms such as desktop, mobile & tablets, it can be hard to understand how effective specific advertising is, as people browsing are multitasking and their attention is spread across many different devices and channels simultaneously.
Unfortunately, at this time, there are no metrics that take into account the consumer distraction and attention when it comes to actual pricing the impressions/clicks that are provided to media buyers. Companies such as comScore & Nielsens efforts within this space may bring this metric into action in the near future, after the testing has taken place.
In the past, content was actually written for us. In today’s world, consumers generate a lot of the content surrounding a specific business or service, which is then shared across many different networks. Sometimes it is hard to know who has created the content, whether its premium, niche, user generated or professional, so developing your content for online branding purposes would be much more effective if it involved your consumers and always persuaded them to share their opinions.
One of the biggest issues that companies face when online branding is the fact that people are paying less and less attention to advertising, and will only connect with a company if they find something interesting or the advertisement offers them something of value for nothing. Without some sort of “HOOK” for consumers, even the largest advertising budgets will fail to gain a reasonable ROI.
The best thing for your company to do is have a brainstorming session that focuses on what content you can deliver that will immerse your target audience. Although immersive content is not relevant for every business, but if you can develop something that persuades interaction with your brand then you will be on to a winner and get a much better response and ROI.
Are you using brand marketing AKA online display AKA banners ads in your media mix this year? Why or why not?
About Alan Moore: Alan is an Internet Marketing Consultant with ReachLocal Baltimore. His mission is to help you increase your revenues and decrease unproductive advertising expenses through proven, online marketing strategies. He manages over $1,600,000 in yearly marketing budgets and has worked with local businesses, agencies and the US government. Give him a call at (877)655-3438 to schedule a Free Online Marketing Consultation.
To read more of the article that inspired this blog, please visit: http://www.emarketer.com/Article.aspx?R=1008891