For companies to make a strong impact, a considerable bandwidth is not needed.
With a succinct message like, ‘Just Do It’, and a strong call to action, online marketing strategies fuse together the best qualities of the billboard and direct mail formats to develop an intimate relationship with online consumers.
The challenge remains for the marketers to bridge the gap between the targeted audience and their purchase decision.
The following are effective examples of strategies that would help businesses create an impactful online presence.
Never compromise the brand
Giveaways and sweepstakes are effective ways to build a database of prospective consumers, but the integrity of a brand should not be sacrificed for a cheap click. It is perfectly sensible for a financial institution to offer draws for cash prizes, or for an automobile company to give away cars.
However, a business should steer clear of giveaways that have nothing to do with their message. Irrelevant online promotions may generate attention in the short term, but will do very little to attract or inform a customer who has a real interest in eventually buying a product or service.
Mix it Up
When campaigns blend media, chances are that they will hit every touchpoint. Blending media will change the way a brand tells its stories,attract attention, and extend its reach. Combining online channels with offline marketing as part of an integrated and synchronized campaign is critical to creating a long-term impact and improving a business’ presence.
For example, Royal Bank of Canada partnered with lifestyle brand OVO to create an exclusive direct mail piece that combined social media sharing and hashtag tracking. Social media further heightened the direct mail piece, enabling online targeting.
Some of the most common PPC goals are sales, leads, and increasing brand awareness. It is essential that paid marketing goals do not actively go against existing organic marketing activities. Ads should be placed in prominent positions and let the call to action entice visitors to come to a business’ website.
According to a Google survey, 85% of people ignore sponsored ads. The more an ad resembles a regular listing rather than an ad, the greater are the chances of a response.
Define the Key Metric
The key metric may be different for different businesses and their campaigns. For some, clickthrough may not be the prime metric. Some may use survey research to test awareness, subsequent transactions and repeat traffic.
If the aim of the online presence of a business is to ultimately affect long-term purchasing behavior, marketing strategies that offer immediate calls to action may not be required after all.