Online Advertising – Dos and Don’ts

There is a great article in this week’s ‘Marketing Magazine’ that discusses online advertising, its future, and how to maximise its potential. As well as the article, they publish their dos and donts when it comes to digital marketing:

Digital Marketing Dos

Do... DO make sure you have a digital strategy in place – you cannot afford not to
Do... DO make sure you approach search laterally. It is about more than keywords
Do... DO invest in the creative quality of online display ads
Do... DO include digital as part of your overall advertising strategy, right from the planning stage. Digital should always be part of an integrated campaign

Digital Marketing Don’ts

Don't... DON’T abuse email
Don't... DON’T be lazy about online; convergence means that all your media communications should come together via the medium
Don't... DON’T forget to track your online campaigns
Don't... DON’T let campaigns run unchanged. Watch your response rates and make the adjustments that can maximise your return on investment

We have published an extract of the article below. You can view the full article by clicking on this link.

Digital marketing can be intimidating. If you are used to employing the stock media of TV, radio or posters to put your message across, reaching people via ‘new’ media presents seemingly complex, uncharted channels.

But new media are no longer new – everybody who is anybody is doing it. The technicalities are simple to master and, as a marketer, you cannot afford to miss the opportunities presented by a channel set to overtake national newspapers’ share of advertising revenue this year.

Digital marketing is a blanket term for a range of techniques: search-engine marketing; viral campaigns; email; display formats, such as banners or other rich-media animations; and mobile advertising. The relationship between marketing and business strategy in the online world is far more intimate than that of offline advertising. Digital signposts such as emails or banners link potential customers direct to websites, where visits can turn into sales. In this way, digital marketing offers you the opportunity to have a conversation with people in an online environment and to take consumers through the full marketing cycle, all the way from awareness to purchase.

As a result, digital consumption and convergence are mushrooming. As broadband penetration increases and people spend more time online, there will be a switch from push to pull marketing. No longer content to be passive, people are proactively finding and pulling up the content and brands they want to interact with. As importantly, the internet increasingly functions as a channel for the delivery of TV and radio content. Both these factors mean consumers can choose the content and, more importantly, the brands to which they are exposed and interact with. This has huge implications for contemporary marketing strategy.

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