Business to business advertisers which objectively measure the return on their investment in online marketing, believe it is more effective than traditional marketing.
According to a report from AMR International, among B2B advertisers who measure the return on their advertising investment, 64% say the Internet is the media which has given them better performance (ROI). Only 32% that do not measure the ROI, expresses the same opinion.
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.
Online video and display advertising are effective at driving significant uplift in site visitation and advertiser search queries, even in the face of minimal clicks on ads.
Fox Networks and comScore, a leader in measuring the digital world, unveiled the findings of a U.K. study:
-Video and display advertising both successfully increased brand engagement in each of the four campaigns analysed. The average uplift across the campaigns saw site visitation increase by more than a factor of seven over a four week period following exposure to an ad, with consumers three times more likely to conduct search queries using brand or relevant generic terms in the same time period.
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.
Much too often, advertising designers emphasize visual appeal too much, forgetting the most important: efficiently communicating a message.
And that translates into wasting money. With the crisis forcing us to reduce costs in every front, we must demand results from our advertising investment.
Advertising on the web is not only cheaper, it is also much more effective because its impact will be known quickly and it can be changed to optimize it.
Do not spend too much time thinking about “THE big idea” for a campaign. Put different banners on the web in different shapes and sizes, in different mediums, with different ideas and concepts.
Within a week, analyze all the numbers together and find out which banners had the greatest impact. Now simply rearrange your online campaign in accordance with these results.
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