In this new breed of marketing to the “4Ps” (product, placement, price, promotion) the following been added: flow, functionality, feedback and loyalty (“4Fs” in Spanish).
The Internet, new information management tools and methodologies, combined with globalization, are redefining the way products are marketed.
Cristina Vílchez, writing for Americaeconomia.com, comments that, “new tools are available for companies to use to reach customers.
Advertising online is not an option anymore but a necessity, and requires stricter planning than traditional advertising.
Every cent spent in an advertising budget must be carefully planned. These are though times, with fierce competition in all fields. Preparing successful advertising campaigns requires a lot of work, and actions in several fronts. A balanced online marketing plan is much more than just spending some dollars on Google’s Adwords.
When digital advertising fails, do not blame the medium without analyzing if the design of the ad is in line with it.
Phillip W. Sawyer writes in an article in Advertising Age that the effectiveness of an online campaign can be seriously hampered by mistakes made by designers who do not know the specific requirements of digital communication.
Sawyer lists 7 key mistakes when designing online advertising, identified after extensive research.