Online Media
Online media is the Internet distribution of content. Content is information available for retrieval. Broadband proliferation has so enabled consumer acceptance of digital content distribution that today, “digital media hubs” with “placeshifting” ability are in demand.
Technology B to B marketing communications has been revolutionized by these recently experimental, now mainstream media platforms. Online budgets are bulging because of the continuing shift of target audiences to online channels.
Online advertising is highly trackable and accountable. Validation by traceable measurement and analysis capabilities, coupled with precise targeting, make online campaigns cost-effective and powerful.
Internet consumption has passed print consumption. The trend favors increased internet usage. The insight is not lost on trade magazine publishers and direct marketing list compilers, who increasingly offer more highly directed content distribution options.
For the comparative cost of a monthly quarter-page trade magazine print ad you can –
1. Increase your budget for paid search engine marketing. Set goals for lead generation, increasing return on investment and reducing customer acquisition costs. Develop relevant landing pages to boost page position, traffic volume and conversion. Track and optimize results with continual testing and monitoring. Refine, customize and modify campaigns for competitive advantage.
2. Get really effective with e-mail. Communicate with existing customers and acquire new customers at low cost. Leverage your
in-house list regularly and research with due diligence for the better targeted list rental sources. Spam and delivery concerns can be largely overcome with proper formatting and well-purged lists. As always, track and optimize results.
3. Improve your website. Update with new content, new functionality, downloadable material, video and rich media. If you haven’t done a major revamp in 2 ½ years or so, it may be time. Worth repeating, everything you do sends prospects to your website.
4. Start web conferencing. Web meetings and online events can save time and money while significantly improving sales and marketing efforts. Ease of use has increased as costs have dropped.
True before the ‘net and still true, there are endless ways to spend money on Marcom. Add banner ads, e-newsletter sponsorships, blogs, RSS, podcasts, etc., etc. What’s new is how directed your message can be, and how thorough the traceability is with online media.
All content, online or otherwise, needs to clearly distinguish your company’s offerings from competitive offerings to be most effective. This is positioning, the subject of our next entry.
CruzExpo Technology B to B Marketing Communications
Technology B to B marketing communications has been revolutionized by these recently experimental, now mainstream media platforms. Online budgets are bulging because of the continuing shift of target audiences to online channels.
Online advertising is highly trackable and accountable. Validation by traceable measurement and analysis capabilities, coupled with precise targeting, make online campaigns cost-effective and powerful.
Internet consumption has passed print consumption. The trend favors increased internet usage. The insight is not lost on trade magazine publishers and direct marketing list compilers, who increasingly offer more highly directed content distribution options.
For the comparative cost of a monthly quarter-page trade magazine print ad you can –
1. Increase your budget for paid search engine marketing. Set goals for lead generation, increasing return on investment and reducing customer acquisition costs. Develop relevant landing pages to boost page position, traffic volume and conversion. Track and optimize results with continual testing and monitoring. Refine, customize and modify campaigns for competitive advantage.
2. Get really effective with e-mail. Communicate with existing customers and acquire new customers at low cost. Leverage your
in-house list regularly and research with due diligence for the better targeted list rental sources. Spam and delivery concerns can be largely overcome with proper formatting and well-purged lists. As always, track and optimize results.
3. Improve your website. Update with new content, new functionality, downloadable material, video and rich media. If you haven’t done a major revamp in 2 ½ years or so, it may be time. Worth repeating, everything you do sends prospects to your website.
4. Start web conferencing. Web meetings and online events can save time and money while significantly improving sales and marketing efforts. Ease of use has increased as costs have dropped.
True before the ‘net and still true, there are endless ways to spend money on Marcom. Add banner ads, e-newsletter sponsorships, blogs, RSS, podcasts, etc., etc. What’s new is how directed your message can be, and how thorough the traceability is with online media.
All content, online or otherwise, needs to clearly distinguish your company’s offerings from competitive offerings to be most effective. This is positioning, the subject of our next entry.
CruzExpo Technology B to B Marketing Communications
posted by CruzExpo at 1:36 PM
