|
Planning an effective means to design an advertising campaign in order to optimize the available resources (budget) to get the best result possible. In our case: to communicate our message to as many people as possible within the potentially affected by the tools of online advertising.
It should be clear that the earlier statement that did not include all the formula: "to bring more visitors to our website! Well not always, visitors will be crucial because our communication strategy to be successful on the web: to learn, therefore, to distinguish from time to time what may be interesting for strategic purposes and that, instead, is absolutely secondary even when it can be considered "objectively" a success. Returning to the schedule, it is necessary to evaluate different aspects of advertising: the content objectives, the target for the media to use the budget to the choice of the most effective.
Clear ideas and objectives contained
Good planning is certainly one of the most important elements contributing to the success of an online advertising campaign. Be clear from the outset is a good starting point to determine immediately which direction will our marketing activities and therefore to use the most appropriate means.
The first point to make the objectives of the campaign. Normally, as traditional in advertising and the web is no exception, it is possible to distinguish at least two types of campaigns at the level of objectives.
* Communication campaign on the mark
* Communication campaign on the product
Before seeing how these two types can be translated into our discourse on the Internet advertising, we try to understand what are the features that characterize them.
In this regard we will give an example to make it more readily understandable concepts that illustrate over time. Consider a hypothetical company, just launched, which produces watches and plans to forcefully enter the market segment in sports and leisure. Our company does not have an established brand (brand), but has already built up their own websites with detailed descriptions of its products and so on, just think now that the Internet should be an integral part of the strategy for corporate communication. We see at this point, support for our driving example, what could be the possible objectives of a communication campaign based on the two types mentioned above.
A communication campaign on the mark serves to raise awareness among potential customers of the existence of the company and to link it to the market sector in which it intends to operate. In our case, a campaign of this kind will increase the visibility of our company we will call from now on, with a fancy name, TIME WATCH, watches in sport and leisure, creating what in publicity jargon is called brand awareness. Basically a campaign of this type should be created in which users can attain a "brand awareness" that will enable each associate that brand to a particular type of goods or services. On the Web, you can plan a campaign with these characteristics, which has the goal to increase the visibility of a website, creating a feeling of confidence among consumers, to prepare the way for any commercial operations also online (e-commerce).
The communication campaign on the product is generally successful in terms logical and chronological relation to the one just discussed: it is said, however, that our TIME WATCH can not, for business needs, out with a campaign about a particular product before they even create brand awareness with a previous campaign on the mark.
In any case, a campaign on the product can achieve different objectives. Può servire a: Can serve to:
* Communicate characteristics of a product to bring it out in its market sector
* Increase sales of a single product or a class of similar products
* Retaining customers trusting in the goodness of a particular product
In terms of Internet advertising these lenses are also more easily accessible. For example, relying on information that can be made available to users on a website (which is most often the recipient of more immediate return of an online campaign) our TIME WATCH campaign could use a product to demonstrate its potential customers the most striking feature of his product, then leaving your website the illustration of other features, and obtain any beneficial effects on other products. A final consideration deserves the goal of increasing sales: It is said that a campaign designed in this regard must necessarily be supported by a website equipped for e-commerce. Sometimes it is sufficient to create "intentention to buy" for conditioning of the consumer following the stage of purchase, which may also be in a place away from the web, like a traditional store.
Given all these considerations it is clear that determining the contents of a communication campaign, whether for the product or brand, is largely dependent on where we want to achieve. On the other hand, there is also vital that we contemplate when we determine the content of online advertising: the message. We will discuss further on the details that characterize this element. However, in the planning stage you will just find a very brief phrase that can then be developed in the creative. In our example this would be: "Our company produces high-tech sports watches."
|
Share this
Mister Wong
Twitter
UpNews
Reddit
Jumptags
Upchuckr
StumbleUpon
Yahoo
TechNotizie
Technorati
Badzu
Fai
Facebook
Wikio
Diggita
OKnotizie
Segnalo
Ziczac
Tags
