In the previous article Vol.25: How to Effectively Integrate Media/Communication Channels (Part 1), how media and communication channels can be effectively mixed and integrated for online and offline synergy was discussed. The pattern 3 (online and offline, clicks and mortar), which is the chart below, integrates online and offline media and communication channels, creates more value from digital marketing, and even can create interesting business models.
This article focuses on driving consumers to main part of your business, which is usually spatial channel, i.e. Attention and Interest of AIDA model.
1. How are consumers/buyers drawn attention and interest and driven to online and offline spatial channel?
With the emergence of the Internet, the options to drive offline and online consumers/buyers to the company’s spatial channel to navigate them down the buying process are available.
2. How consumers/buyers can be attracted and driven to online and offline spatial channel(s)?
This article focuses on driving consumers to main part of your business, which is usually spatial channel, i.e. Attention and Interest of AIDA model.
1. How are consumers/buyers drawn attention and interest and driven to online and offline spatial channel?
With the emergence of the Internet, the options to drive offline and online consumers/buyers to the company’s spatial channel to navigate them down the buying process are available.
2. How consumers/buyers can be attracted and driven to online and offline spatial channel(s)?
Below are possible ways in which marketers, PR & communication professionals and business owners can attract attention/interest to drive consumers to their online and offline spatial channel.
The previous article Vol.11: How to Successfully Drive Web Users to Web Contents also introduces possible methodologies in driving online customer/buyers to online spatial channels (website).
1) Driving consumers by online and offline adverting.
Although traditional media contents are becoming available online as well, traditional advertising here is categorized as offline advertising, and all online advertising regardless of format/vehicle are categorized as online advertising.
(1) Traditional offline mass media: TV, magazine, newspaper, radio (mass advertising)
TV commercial is still an effective mass media to reach and get attention of wide a range of audience. This is visual and audio centric presentation of 15 or 30 seconds so its main objectives are attracting attention of the audience and the very least inspire keywords for consumers to search online.
Magazine and Newspaper advertisements are also effective to reach and get attention of mass audience, in more targeted segment than TV commercial. Visual and catch copy are the key. The main objective are attracting attention of the audience and inspire them to get more information by accessing the URL in the advertising page and/or by visiting directly to spatial channel (trade show, event, seminar, store etc.)
Radio is also still effective as a mass advertising media. This is audio only and its main objectives are same as TV commercial of attracting attention of the audience and the very least inspire keywords for consumers to search online.
(2) Online advertising (mass and/or targeted advertising)
With increase in importance and budget in many companies of online advertising, so is the increase in variety (evolution) of online advertising. In addition to traditional banner advertising and text link advertising came search engine advertising, and now online advertising is linked/integrated with constituents of social media ecosystem mentioned in Vol.5: What Social Media Ecosystem Does Web 2.0 Realize? such as virtual world, gaming, microbrogging (e.g. Twitter) and SNS (e.g. Facebook).
2) Driving consumers by other offline media/communication channel
Here again, some other media and communication channels can be online and offline (e.g. DM) and they have been categorized by online and offline to make discussion simpler.
(1) Billboards and posters (mass targeting advertising)
Billboards and posters are still effective in attracting attention and interest of offline consumers. Due to its geological location, this is mass media targeted by geological factors as well other segments similarly to traditional mass media already mentioned. Being statistic, the primary objectives are same as newspaper and magazine advertising, attracting attention of the audience and inspire them to get more information by accessing the URL in the advertising page and/or by visiting directly to spatial channel (trade show, event, seminar, store etc.)
(2) DMs and flyers (mass targeting advertising)
DMs and flyers are still effective in attracting attention and interest of offline consumers. Flyers usually have geological location restriction so they are basically same as billboards and posters; mass media targeted by geological factors as well other segments. Flyers can include more detailed information and therefore the primary objectives are attracting attention and interest of the audience and inspire them to visit store and or other spatial channel, usually offline. DMs are basically the same as flyers, just that they are usually sent by post so in theory they have less geological location restriction and therefore reach mass audience of targeted segments (segmented by factors other than geological location).
3) Driving consumers by other online channel (mass and/or targeted)
Objectives of these are driving online customers first to reference landing page of the company website. The reference landing page might be online special channel or other page, and if it is the latter, online customers need to be navigated to the online special channel web pages.
(1) SEO (targeted)
SEO is one of the most effective ways of driving online customers/buyer.
There are paid search and organic search, and the choice depends on factors such as budget and timeline. In general, paid search is more suitable if sufficient is available and prominent result needs to be delivered immediately; therefore it might be better for season limited campaigns and events. Organic search is generally used (should be performed) at all times, as SEO from both algorithm (key words/phrases, tags etc.) and content (headline, relevance and targeting, frequency of updates etc.) perspective.
(2) E-newsletter and online DM (targeted and/or mass)
E-newsletter and online DM can still be effective and their future lies in integrating with social media, although some people do say with social media these would eventually be diminished. With effective use of DB, these can be mass or targeted, and ultimate targeting is one-to-one (marketing).
(3) Others: e.g. affiliate programme, links (targeted and/or mass)
There are other methods to drive online customers to online spatial channel, such as affiliate programmes and links. A whole book can be written about affiliate programme so the author would like to refrain from going into detail but she would like to emphasize that if planned and implemented strategically based on quantitative and qualitative analysis and other marketing techniques, this can be extremely effective, delivering prominent ROI. There are many types of links and the KFS are relevance, location and link text/icon.
4) Driving consumers by PR activities (mass & targeted broadcasting)
PR activities usually start with news release composition and distribution. Its primary objective might be to drive customers to offline and online special channel of press conference, tradeshow, events, seminars, store etc. because in many cases only some are directly driven to such channels.
This is because in reality, primary objective of PR remains attracting attention of journalists and bloggers (and not directly reaching customer/buyers) so that they would write news and blog articles and/or mention their products/services and company.
News and blog articles can be combined with advertising factors. When news article is combined with advertising it will become advertorial, and when article is combined with advertising (e.g. pay-per-click advertising) it can become an affiliate programme.
What needs to be considered and aimed for include making news and blog articles (and advertising) go “broadcasted” and “viral” by the general public and participate in their conversation. This works the best online, leveraging the following, and therefore the approaches needs to be changed from traditional PR and marketing. (The author would like to focus on viral marketing in one of her upcoming article).
(1) News site: e.g. Digg (mass and/or targeted)
Besides monitoring and aiming increase exposure in traditional news media (as done by “clipping”), PR professionals need to do the same for online coverage of traditional news media and news sites. News site is effective because with sufficient information and reliable reviews by experts, online consumers are attracted and interested in the content and be driven to the website.
(2) MicroBlogging: e.g. Twitter (mass and/or targeted)
Microbrogging is extremely effective today to spread the information and get the news go “viral”, as proven by how President Obama leveraged to win the presidential election last year.
(3) SNS: e.g. Facebook, LinkedIn (targeted and/or mass)
SNS is also effective today to get the news go “viral”. With different philosophy and concept of networking (making friends and connection, how information can be delivered in the online community etc.), MicroBlogging might be getter to make news “viral” to wider audience from PR perspective, as pointed out by Greco (2010) in her article “Why We Have Such a Crush on Twitter (and Not On Facebook)”. It seems that SNS is more suitable to make “viral” in more “focused” and “deep” manner
Further discussion of the pattern 3 (online and offline, clicks and mortar) will be continued in the next article.
References:-
Edelman, David C (2010), Four ways to get more value from digital marketing
https://www.mckinseyquarterly.com/Marketing/Digital_Marketing/Four_ways_to_get_more_value_from_digital_marketing_2556
Greco, Jess (2010), Why We Have Such a Crush on Twitter (and Not On Facebook)
http://prbreakfastclub.com/2010/03/30/why-crush-twitter/
The previous article Vol.11: How to Successfully Drive Web Users to Web Contents also introduces possible methodologies in driving online customer/buyers to online spatial channels (website).
1) Driving consumers by online and offline adverting.
Although traditional media contents are becoming available online as well, traditional advertising here is categorized as offline advertising, and all online advertising regardless of format/vehicle are categorized as online advertising.
(1) Traditional offline mass media: TV, magazine, newspaper, radio (mass advertising)
TV commercial is still an effective mass media to reach and get attention of wide a range of audience. This is visual and audio centric presentation of 15 or 30 seconds so its main objectives are attracting attention of the audience and the very least inspire keywords for consumers to search online.
Magazine and Newspaper advertisements are also effective to reach and get attention of mass audience, in more targeted segment than TV commercial. Visual and catch copy are the key. The main objective are attracting attention of the audience and inspire them to get more information by accessing the URL in the advertising page and/or by visiting directly to spatial channel (trade show, event, seminar, store etc.)
Radio is also still effective as a mass advertising media. This is audio only and its main objectives are same as TV commercial of attracting attention of the audience and the very least inspire keywords for consumers to search online.
(2) Online advertising (mass and/or targeted advertising)
With increase in importance and budget in many companies of online advertising, so is the increase in variety (evolution) of online advertising. In addition to traditional banner advertising and text link advertising came search engine advertising, and now online advertising is linked/integrated with constituents of social media ecosystem mentioned in Vol.5: What Social Media Ecosystem Does Web 2.0 Realize? such as virtual world, gaming, microbrogging (e.g. Twitter) and SNS (e.g. Facebook).
2) Driving consumers by other offline media/communication channel
Here again, some other media and communication channels can be online and offline (e.g. DM) and they have been categorized by online and offline to make discussion simpler.
(1) Billboards and posters (mass targeting advertising)
Billboards and posters are still effective in attracting attention and interest of offline consumers. Due to its geological location, this is mass media targeted by geological factors as well other segments similarly to traditional mass media already mentioned. Being statistic, the primary objectives are same as newspaper and magazine advertising, attracting attention of the audience and inspire them to get more information by accessing the URL in the advertising page and/or by visiting directly to spatial channel (trade show, event, seminar, store etc.)
(2) DMs and flyers (mass targeting advertising)
DMs and flyers are still effective in attracting attention and interest of offline consumers. Flyers usually have geological location restriction so they are basically same as billboards and posters; mass media targeted by geological factors as well other segments. Flyers can include more detailed information and therefore the primary objectives are attracting attention and interest of the audience and inspire them to visit store and or other spatial channel, usually offline. DMs are basically the same as flyers, just that they are usually sent by post so in theory they have less geological location restriction and therefore reach mass audience of targeted segments (segmented by factors other than geological location).
3) Driving consumers by other online channel (mass and/or targeted)
Objectives of these are driving online customers first to reference landing page of the company website. The reference landing page might be online special channel or other page, and if it is the latter, online customers need to be navigated to the online special channel web pages.
(1) SEO (targeted)
SEO is one of the most effective ways of driving online customers/buyer.
There are paid search and organic search, and the choice depends on factors such as budget and timeline. In general, paid search is more suitable if sufficient is available and prominent result needs to be delivered immediately; therefore it might be better for season limited campaigns and events. Organic search is generally used (should be performed) at all times, as SEO from both algorithm (key words/phrases, tags etc.) and content (headline, relevance and targeting, frequency of updates etc.) perspective.
(2) E-newsletter and online DM (targeted and/or mass)
E-newsletter and online DM can still be effective and their future lies in integrating with social media, although some people do say with social media these would eventually be diminished. With effective use of DB, these can be mass or targeted, and ultimate targeting is one-to-one (marketing).
(3) Others: e.g. affiliate programme, links (targeted and/or mass)
There are other methods to drive online customers to online spatial channel, such as affiliate programmes and links. A whole book can be written about affiliate programme so the author would like to refrain from going into detail but she would like to emphasize that if planned and implemented strategically based on quantitative and qualitative analysis and other marketing techniques, this can be extremely effective, delivering prominent ROI. There are many types of links and the KFS are relevance, location and link text/icon.
4) Driving consumers by PR activities (mass & targeted broadcasting)
PR activities usually start with news release composition and distribution. Its primary objective might be to drive customers to offline and online special channel of press conference, tradeshow, events, seminars, store etc. because in many cases only some are directly driven to such channels.
This is because in reality, primary objective of PR remains attracting attention of journalists and bloggers (and not directly reaching customer/buyers) so that they would write news and blog articles and/or mention their products/services and company.
News and blog articles can be combined with advertising factors. When news article is combined with advertising it will become advertorial, and when article is combined with advertising (e.g. pay-per-click advertising) it can become an affiliate programme.
What needs to be considered and aimed for include making news and blog articles (and advertising) go “broadcasted” and “viral” by the general public and participate in their conversation. This works the best online, leveraging the following, and therefore the approaches needs to be changed from traditional PR and marketing. (The author would like to focus on viral marketing in one of her upcoming article).
(1) News site: e.g. Digg (mass and/or targeted)
Besides monitoring and aiming increase exposure in traditional news media (as done by “clipping”), PR professionals need to do the same for online coverage of traditional news media and news sites. News site is effective because with sufficient information and reliable reviews by experts, online consumers are attracted and interested in the content and be driven to the website.
(2) MicroBlogging: e.g. Twitter (mass and/or targeted)
Microbrogging is extremely effective today to spread the information and get the news go “viral”, as proven by how President Obama leveraged to win the presidential election last year.
(3) SNS: e.g. Facebook, LinkedIn (targeted and/or mass)
SNS is also effective today to get the news go “viral”. With different philosophy and concept of networking (making friends and connection, how information can be delivered in the online community etc.), MicroBlogging might be getter to make news “viral” to wider audience from PR perspective, as pointed out by Greco (2010) in her article “Why We Have Such a Crush on Twitter (and Not On Facebook)”. It seems that SNS is more suitable to make “viral” in more “focused” and “deep” manner
Further discussion of the pattern 3 (online and offline, clicks and mortar) will be continued in the next article.
References:-
Edelman, David C (2010), Four ways to get more value from digital marketing
https://www.mckinseyquarterly.com/Marketing/Digital_Marketing/Four_ways_to_get_more_value_from_digital_marketing_2556
Greco, Jess (2010), Why We Have Such a Crush on Twitter (and Not On Facebook)
http://prbreakfastclub.com/2010/03/30/why-crush-twitter/
No comments:
Post a Comment