In the ever changing world of technology where effective communication has become a key to success for survival for most companies – one way of achieving so is through publishing of information using different mediums. One way of getting the required information to your audience is online publishing. Online Publishing is not limited by time or geography. It is cheap, effective and fast – a good idea for companies with small budgets to promote their brands and market their existence.
Advertising online should be focused and thought out. The intent for advertising is not only to attract traffic or get attention, but to generate revenue by publishing meaningful ads pertinent to your target audience. Ads should be fashioned in a manner that can grab the attention of potential customers, which should be relevant to the subject being discussed.
It is advised to conduct a thorough marketing research before advertising online. Some researches show what different age groups look for in ads and what stimulates their interest. Target audience studies find that younger internet users want to be entertained and older consumers want relevance and usefulness – It is clear younger people are more interested in entertaining adverts, and it is important that marketers adapt their messages to appeal to their target audiences. Also, what exactly are the consumers looking or searching for online: relevance, entertainment and value for the money, which is very important for brands to keep this in mind when planning their digital campaigns. If your target audience are older consumers you may want to re-think your strategy for putting up ads which are best suited to their interests.
Another benefit is the efficiency of advertiser’s investment. Online advertising provides the flexibility for customization of advertisements, including content and posted websites. For example, AdWords and AdSense enable ads shown on relevant web pages or aside of search results of pre-chosen keywords.
It is important to monitor your traffic and generate meaningful reports from the statistics which you gather, it will not only help you improve ads but also would provide insights as to which target audiences visits your ads, which are the most popular brands to promote. Be prepared for uncertainty. Digital media changes fast; therefore you must continually evolve your tactics. As comfortable as it may be to rely on what has been proven to work, you must continue to experiment and learn based on the information and statistics which you gather. Your strategy should include the objective of building trust as a brand attribute.
It is always a good idea to talk to your customers to know what they want and compile their feedback which would help in continuous improvement.
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