designing an online marketing campaign for optimum results
TRANSCRIPT
Our media environment has changed completely Online is fast becoming the key communication medium But the online environment is also changing dramatically A new online user is emerging, that wants to create,
manipulate and dictate content We need to find new and different ways to relate to these
users, to introduce our brands and to develop effective communication
We therefore need to fundamentally change how we research, plan, buy and execute our advertising campaigns
SOME RULES OF ENGAGEMENT
Understand & embrace the differences of the media Tap into your audience’s online habits Choose the most appropriate online marketing channel for
your brand & objectives Be Creative Track, amend and optimise
EMBRACE THE DIFFERENCES OF THE MEDIA Relative to traditional media
- Its younger - Its more ABC1 - Its highly interactive- Very cost effective- Has great targeting potential- Completely measurable and optimiseable
However Relative to traditional media- Smaller spaces- Can’t communicate much within ad- Have seconds to engage the audience
UNDERSTAND YOUR AUDIENCES ONLINE HABITS
User is active not passive Online to
- Communicate- Seek out information- Transact- Be entertained
Time Poor Expects speed, efficiency and value online Need to communicate effectively to this mindset
CHOOSE THE APPROPRIATE CHANNEL
SEO / SEM Display Advertising Advertorials Email Marketing Viral Marketing
Make effective use of standard channels and formats
Peugeot Duoformat
Dulux Overlay banner
Child exploitation
eircom bundles
OPTIMISE, OPTIMISE, OPTIMISE
Tracking is an essential part of any online campaign, as it allows you to measure
- How many times your advert has been seen
- How many times it has been clicked on
- How many users land on your site as a result of clicking on an advert
- Where audiences overlap on a site by site basis
- How many users view your advert and then log on to your site at a later stage
- How many users make a booking as a result of online advertising Campaigns need to be checked and refined to maximise campaign
success