The previous article Vol.30: How to Deliver Consistent Message by Online & Offline Media (Content) was about planning developing contents to deliver consistent message by online and offline media. This article focuses on how to integrate contents developed with advertising to deliver consistent message by integrating each media while maximizing effectiveness of each media for online and offline synergy.
1. Design big picture of integrated communication
Design the total plan of integrated communication leveraging online and offline media based on AIDA (Attention, Interest, Desire and Attention) model. This has already been discussed in the previous articles through Vol.25: How to Effectively Integrate Media/Communication Channels (Part 1) to Vol.27: How to Effectively Integrate Media/Communication Channels (Part 3). Always carefully select optimum media and communication tools and integrate them based on the objectives and available resources.
2. Plan and execute one-source multi-use of materials
Use the same visuals (photos and images) and videos for every possible media, whether it is online or offline. For photos, images and videos uploaded online, always tag with the search terms for SEO (Search Engine Optimization).
3. Integrate offline events with online content
Upload event information on the Internet. It could be streaming content/webcast (e.g. tradeshow, seminar, shareholder meeting) on leveraging web 2.0 technologies. This is not only a good way of integrating contents but also would deliver the content to wider range of audiences. It would be helpful for web users if presentation materials (PDF files) are also posted.
Movie does not have to be the entire presentation/show. Webcast (e.g. YouTube) can be used for uploading highlights of events, demonstration of seminar, and for all other occasions that are effective to be delivered by video & audio.
If webcast and/or presentation material information cannot be uploaded, at least post event information web content in the text format.
4. Integrate TV commercial with online content
Upload TV commercials on the web (embed on YouTube or shown by Flash animation) which can be used as online advertising and/or as an online content of the website. There may well be people who find the advertising movie or flash animation interesting but those who happen to be at the outer rim of the funnel.
5. Include links in all possible media/communication tools
Include links to the optimum web page (e.g. company and product information, social profiles) in the offline advertising of printed media and TVCF as well as online advertising. Links can also be included in other media/communication tools such as flyer, DM, e-newsletter followed by a simple explanation to attract attention of audience to make them want to know more.
6. Make news releases “social”
Make news releases “social” by leveraging characteristics of the Internet such as effective use of mutual links to other online contents including social media, movie and so forth, as discussed in the previous article Vol.17: How to Make Social News Release.
7. Use same search terms (trigger words) in all media/communication tools
Define the search terms to deliver the core message of the company or products/services and integrate them into headlines and catch copy of advertising and contents (articles, company and products/services/promotion information etc.). Also integrate the search terms defined into descriptions/bios of company profile and products/services information contents of online and offline media/communication tools including social bios.
Although it might be difficult, try to make the search terms the same as trigger words for the audience. At least always tag the search terms in web pages.
8. Integrate social media, advertising, search and static web pages
Write blog posts on current events and promotions without being too “selling”. Simply give the facts of the events and promotion and link to the pre-sell or landing page for the event information page and promotion. Similar tactics can be used in all social media such as status updates on Facebook, Twitter and LinkedIn, LinkedIn discussion.
Marketers and PR professionals need to be strategic and be careful not to be too “pushy” and “selling”. This is because engagement is what blogs and social media are all about, not direct “selling”.
9. Never use printed content as PDF files as the sole online content
Never use PDF file of the printed content as it is as the sole web content, such as uploading only PDF file of product information and annual report on the website. PDF file is not suitable for SEO not cannot leverage “including links”, one of the characteristics of the online content. Moreover, PDF file is not user-friendly for online audience because it is not suitable to be read online as it is but usually needs to be printed out.
It is best to either make the same online content in HTML format or develop new web content with the same images and information leveraging the characteristics of the Internet.
10. Use appropriate style for online contents
Define and use appropriate style for online contents, which is different from those of printed contents in many cases. Unlike printed contents (e.g. magazine and news articles) web contents including e-newsletter and e-DM are far better and are more likely to be read if the “flow” and “style” is rhythmical, with short and brief paragraphs and sentences, and with sub headlines and bullet copy. This is because people tend to “scan” the contents online more than on printed media. In addition, most online contents such as e-newsletter, e-DM, blogs and social media are better if their style is not too casual with some personal touch.
Thoughts and discussion developed from the author's MBA thesis titled "Concept and Miximization of Web Equity" submitted in March 2006. The objective is to make an attempt to clarify her awareness and quest, and share with marketing professionals about recent Web 2.0 and social media issues and ideas.
Saturday, 29 May 2010
Sunday, 16 May 2010
Vol.30: How to Deliver Consistent Message by Online & Offline Media (Content)
The previous 2 articles focused on advertising. This article and the next focus on content.
1. What does “content” include in this article?
In this article, content (information) distinguishing from advertising, is company and products/services information, that consumers/audience would see/read/listen/feel after driven to the information available online and offline by advertising and other methods from all media/communication channel (touch points).
2. How to plan integrated communication to deliver consistent message by online & offline media
First, big picture of integrated communication needs to be planned. Framework used in Vol.9: How to Reach Buyers Directly in Web/Internet Marketing for web marketing planning can be applied, and these are the basics of marketing many of which have already been discussed in other previous articles.
1) Key Message
This has already been discussed in the previous article Bol 10: How to Successruly Develop Web Content to Directly Reach Buyers. Key message is about “3) Construct authentic company story to tell directly to buyer/customer persona”; the essence of company story is the key message.
2) Target/audience
This has already been discussed in the previous article Vol.9: How to Reach Buyers Directly in Web/Internet Marketing. Target/audience is about the first “who”, defined by buyer/customer persona for each customer segment.
3) Branding
This has already been discussed in the previous article (Vol.10). The concept is of “2) Define personality of the web content with brand management concept”, just that it is about defining personality of content of all media, which should be consistent throughout media/communication channel if it is the same content targeting same audience.
4) Timing
This has already been discussed in the previous article (Vol.9). Timing is about deciding “when” is the best timing to deliver the key message through all possible media/communication channels to target audience.
5) Media/Communication Channel
This has already been discussed in the previous article (Vol.10). Media/communication channel is about “4) Think and select the buyer/customer persona’s preferred media and learning styles”. What needs to be taken note of is that options of media include all possible online and offline media.
3. How to develop content to deliver consistent key message
Delivering consistent key message from multi-channels does not necessarily mean that content posted in a media/communication channel is rolled out exactly as it is in others. That is unrealistic considering different characteristics of media/communication channels explained in the previous article (Vol.22) as well as ineffective.
What needs to be aimed is developing different contents from multi-perspectives, leveraging the characteristics of each media/communication channels that deliver, support the core message.
The below are a few examples of possible methodologies in developing high quality, unique contents to deliver consistently key messages.
1) Story telling of different narrators
Develop content as if telling a story of the key message to the target audience, symbolized by buyer persona. There could be many options of narrators, including the top executive, other senior management, employee, customer, business partner, investor, job seeker and so forth.
2) Answers to possible/frequently asked questions
Plan content based on frequently asked questions and/or possible questions regarding the key message that may come from the target audience (buyer persona) and every possible stakeholders of the company. Content developed this way would meet the needs of target audience and all possible stakeholders (including potential target audience) while supporting the key message.
3) Problem solving
Find problems and pains of the target market and develop solution content derived from key message. Similarly to 2), content developed this way would meet the needs of potential target audience while supporting the key message.
4) Time frame
Develop content focusing on different timing, making series of contents (points) that makes a flow (line). For example, develop series of content focusing on a buyer persona going through process of buying a product, hunting for a job, making investment and so forth.
When content is developed and becomes available in one form of media, it usually needs to be made into other form of media. For example, content in printed brochure is made into web content/blog article, and/or video, or vice versa.
Rolling out the developed content to multi-media/communication channels is the topic of the next article.
1. What does “content” include in this article?
In this article, content (information) distinguishing from advertising, is company and products/services information, that consumers/audience would see/read/listen/feel after driven to the information available online and offline by advertising and other methods from all media/communication channel (touch points).
2. How to plan integrated communication to deliver consistent message by online & offline media
First, big picture of integrated communication needs to be planned. Framework used in Vol.9: How to Reach Buyers Directly in Web/Internet Marketing for web marketing planning can be applied, and these are the basics of marketing many of which have already been discussed in other previous articles.
1) Key Message
This has already been discussed in the previous article Bol 10: How to Successruly Develop Web Content to Directly Reach Buyers. Key message is about “3) Construct authentic company story to tell directly to buyer/customer persona”; the essence of company story is the key message.
2) Target/audience
This has already been discussed in the previous article Vol.9: How to Reach Buyers Directly in Web/Internet Marketing. Target/audience is about the first “who”, defined by buyer/customer persona for each customer segment.
3) Branding
This has already been discussed in the previous article (Vol.10). The concept is of “2) Define personality of the web content with brand management concept”, just that it is about defining personality of content of all media, which should be consistent throughout media/communication channel if it is the same content targeting same audience.
4) Timing
This has already been discussed in the previous article (Vol.9). Timing is about deciding “when” is the best timing to deliver the key message through all possible media/communication channels to target audience.
5) Media/Communication Channel
This has already been discussed in the previous article (Vol.10). Media/communication channel is about “4) Think and select the buyer/customer persona’s preferred media and learning styles”. What needs to be taken note of is that options of media include all possible online and offline media.
3. How to develop content to deliver consistent key message
Delivering consistent key message from multi-channels does not necessarily mean that content posted in a media/communication channel is rolled out exactly as it is in others. That is unrealistic considering different characteristics of media/communication channels explained in the previous article (Vol.22) as well as ineffective.
What needs to be aimed is developing different contents from multi-perspectives, leveraging the characteristics of each media/communication channels that deliver, support the core message.
The below are a few examples of possible methodologies in developing high quality, unique contents to deliver consistently key messages.
1) Story telling of different narrators
Develop content as if telling a story of the key message to the target audience, symbolized by buyer persona. There could be many options of narrators, including the top executive, other senior management, employee, customer, business partner, investor, job seeker and so forth.
2) Answers to possible/frequently asked questions
Plan content based on frequently asked questions and/or possible questions regarding the key message that may come from the target audience (buyer persona) and every possible stakeholders of the company. Content developed this way would meet the needs of target audience and all possible stakeholders (including potential target audience) while supporting the key message.
3) Problem solving
Find problems and pains of the target market and develop solution content derived from key message. Similarly to 2), content developed this way would meet the needs of potential target audience while supporting the key message.
4) Time frame
Develop content focusing on different timing, making series of contents (points) that makes a flow (line). For example, develop series of content focusing on a buyer persona going through process of buying a product, hunting for a job, making investment and so forth.
When content is developed and becomes available in one form of media, it usually needs to be made into other form of media. For example, content in printed brochure is made into web content/blog article, and/or video, or vice versa.
Rolling out the developed content to multi-media/communication channels is the topic of the next article.
Sunday, 9 May 2010
Vol.29 – How to Deliver Consistent Message by Online & Offline Media (Advertising 2)
In the previous article Vol.28: How to Deliver Consistent Message by Online & Offline Media (Advertising 1), objective of advertising and important point in online and offline advertising then possible methodologies of delivering consistent message by offline media advertising was briefly discussed. Possible methodologies of online advertising are the topic of this article.
1. What is online advertising? (recap)
Wikipedia defines online advertising as a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Some of the examples include search engine results pages, banner ads, Rich Media Ads, Social network advertising, e-mail marketing and affiliate programmes (affiliate marketing).
2. What is the competitive advantage of online advertising over traditional offline advertising?
One major benefit of online advertising is the immediate publishing of information and content that is not limited by geography or time, attributing to the characteristics of the Internet explained in the previous article Vol.22: What Distinguishes Internet/Web From Traditional Media? This means that interactive advertising is a fresh yet promising challenge for marketers and advertisers
Another benefit is the efficiency of advertiser’s investment (i.e. ROI = Return on Investment). One reason for this is the fact that online advertising allows for the customization of advertisements, including content and posted websites, enabling targeted advertising. For example, AdWords, Yahoo! Search Marketing and AdSense enable advertisings shown on relevant webpages or aside of search results of pre-chosen keywords. Another reason is the payment method. This deserves much explanation and discussion therefore the author would like to come back to this topic if necessary in one of the upcoming article. Whatever purchasing variation is selected, the payment is usually relative with audiences' response. Whether online advertising can be effective leveraging the competitive advantage or not depends on the ethics as well as quality of strategy, planning and execution of online advertising.
3. How can the core message be consistently and effectively delivered by online advertising?
With so many different kinds of online advertising, it is impossible to discuss all of them one by one; therefore, the author would like to select a few major ones. Having said that, similarly to offline traditional media, the underlying concept is “one-source multi-use” based on the characteristics of the media.
Many online advertising being targeted and interactive, and some uses advanced technologies yet some can be rather plain (e.g. visual only, text only), the game rule in online advertising is quite different from that of traditional mass advertising, meaning requirement (KFS = key factors for success) are quite different from those of offline traditional advertising. Also, marketers and advertisers need to be extremely selective in which online advertising(s) to adopt and effectively leveraging Internet technologies.
1) Search Engine Result Pages
Excellent choice of trigger key words and phrases that are relevant and to-the-point are requirements of successful online advertising of search engine result pages. Being a targeted, interactive advertising without visual and audio factors, KFS of this kind of advertising is extremely different from those of traditional mass advertising. Simply put, requirements of this advertising are all about SEM (Search Engine Marketing) including SEO (Search Engine Optimization) already explained in the previous article Vol.11: How to Successfully Drive Web Users to Web Contents.
2) Banner Advertising
Eye-catching and creative visual/icon, well planned layout/design and catch copy are requirements of successful banner advertising. The requirements might be similarly to those of printed media (especially flyers) but the biggest difference is the fact that banner advertising is of limited space so core message needs to be concentrated in that limited space with visual and catch copy. In addition, banner advertising are not only of still pictures and there would be additional requirements for banner advertising with animation and so forth.
For example, if the banner uses flash technology for animation, the animation (speed, how it moves) needs to match with the total branding and core message. In fact, marketers and advertisers need to think in depth whether such technology use is truly necessary because such advertising would likely to deliver the message that the product/company advertised is technology-oriented and innovative, targeting non-late adopters.
In a case of floating advertising, an advertising that moves across the user’s screen or floats above the content, the speed of movement and design matching with the content underneath needs to be considered. Similarly to banner advertising with animation, this kind of advertising would likely to deliver the message that the product/company advertised is technology-oriented and innovative, not targeting late adopters.
3) Wall Paper Advertising
Visual is the only way to deliver the message, so eye-catching and creative visual is the requirement of successful wall paper advertising. This kind of advertising is about image building and delivery in two dimension online world.
4) Interstitial Advertising
Eye-catching and creative visual, well planned layout/design and catch copy plus text are requirements of successful interstitial advertising. This is a full-page advertising that appears before a web user reaches their original destination, so the requirements are basically the same as a web page.
One thing marketers and advertisers need to study is where to place this advertising, or relevance. If this advertising and destination are of no relevance and/or branding of the two are completely different, the message would be inconsistent leading to negative effect.
5) Rich Media (Video Advertising)
Excellent image building and scenario are requirements of successful video advertising. This kind of advertising is similar to banner advertising except that actual moving video clips are displayed instead of a static or animated image, so requirements are basically the same with those of TVCF.
In fact, many marketers and advertisers use the same clips for both TVCF and online advertising, and they need to check how the same clips would look like in different media/hardware. After all, TV sets and PC displays are rather different and how people enjoy TV and PC are different.
6) E-Mail Marketing
Excellent headline with trigger words, well developed scenario and text are requirements of successful e-mail marketing. This is usually text-oriented so requirements are basically the same as those of text-based web pages.
Points to take into account include timing of distribution and effective use of DB (Data Base) of subscribers (i.e. DB marketing) for effective targeting. For example, in advertising products and services targeting business person, business-like style e-mails in business hours in weekdays would enforce delivery of consistent message under consistent branding.
In the case of advertising toys and related services targeting children for example, distributing casual and friendly touch e-mails with creative design at weekends, long holiday seasons or at a particular timing of the year (e.g. before Christmas, during summer holiday) would enforce delivery of consistent message under consistent branding.
7) Affiliate Marketing/Programme
All requirements mentioned in above online advertising are requirements of successful affiliate marketing/programme, because affiliate marketing encompasses all factors of online advertising mentioned above; it integrates all aspects of online/web marketing and advertising. This is because affiliate marketing is a form of online advertising where advertisers place campaigns with a potentially large number of small and large publishers, whom are only paid media fees when traffic to the advertiser is garnered, and usually upon a specific measurable campaign result (a form, a sale, a sign-up etc). A book can be written about affiliate marketing/programme; therefore, the author would like to refrain from discussing into details.
Now that brief discussion of delivering core message consistently and effectively by advertising, offline and online, is complete, in the next article, delivering core message consistently and effectively by web contents will be discussed.
1. What is online advertising? (recap)
Wikipedia defines online advertising as a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Some of the examples include search engine results pages, banner ads, Rich Media Ads, Social network advertising, e-mail marketing and affiliate programmes (affiliate marketing).
2. What is the competitive advantage of online advertising over traditional offline advertising?
One major benefit of online advertising is the immediate publishing of information and content that is not limited by geography or time, attributing to the characteristics of the Internet explained in the previous article Vol.22: What Distinguishes Internet/Web From Traditional Media? This means that interactive advertising is a fresh yet promising challenge for marketers and advertisers
Another benefit is the efficiency of advertiser’s investment (i.e. ROI = Return on Investment). One reason for this is the fact that online advertising allows for the customization of advertisements, including content and posted websites, enabling targeted advertising. For example, AdWords, Yahoo! Search Marketing and AdSense enable advertisings shown on relevant webpages or aside of search results of pre-chosen keywords. Another reason is the payment method. This deserves much explanation and discussion therefore the author would like to come back to this topic if necessary in one of the upcoming article. Whatever purchasing variation is selected, the payment is usually relative with audiences' response. Whether online advertising can be effective leveraging the competitive advantage or not depends on the ethics as well as quality of strategy, planning and execution of online advertising.
3. How can the core message be consistently and effectively delivered by online advertising?
With so many different kinds of online advertising, it is impossible to discuss all of them one by one; therefore, the author would like to select a few major ones. Having said that, similarly to offline traditional media, the underlying concept is “one-source multi-use” based on the characteristics of the media.
Many online advertising being targeted and interactive, and some uses advanced technologies yet some can be rather plain (e.g. visual only, text only), the game rule in online advertising is quite different from that of traditional mass advertising, meaning requirement (KFS = key factors for success) are quite different from those of offline traditional advertising. Also, marketers and advertisers need to be extremely selective in which online advertising(s) to adopt and effectively leveraging Internet technologies.
1) Search Engine Result Pages
Excellent choice of trigger key words and phrases that are relevant and to-the-point are requirements of successful online advertising of search engine result pages. Being a targeted, interactive advertising without visual and audio factors, KFS of this kind of advertising is extremely different from those of traditional mass advertising. Simply put, requirements of this advertising are all about SEM (Search Engine Marketing) including SEO (Search Engine Optimization) already explained in the previous article Vol.11: How to Successfully Drive Web Users to Web Contents.
2) Banner Advertising
Eye-catching and creative visual/icon, well planned layout/design and catch copy are requirements of successful banner advertising. The requirements might be similarly to those of printed media (especially flyers) but the biggest difference is the fact that banner advertising is of limited space so core message needs to be concentrated in that limited space with visual and catch copy. In addition, banner advertising are not only of still pictures and there would be additional requirements for banner advertising with animation and so forth.
For example, if the banner uses flash technology for animation, the animation (speed, how it moves) needs to match with the total branding and core message. In fact, marketers and advertisers need to think in depth whether such technology use is truly necessary because such advertising would likely to deliver the message that the product/company advertised is technology-oriented and innovative, targeting non-late adopters.
In a case of floating advertising, an advertising that moves across the user’s screen or floats above the content, the speed of movement and design matching with the content underneath needs to be considered. Similarly to banner advertising with animation, this kind of advertising would likely to deliver the message that the product/company advertised is technology-oriented and innovative, not targeting late adopters.
3) Wall Paper Advertising
Visual is the only way to deliver the message, so eye-catching and creative visual is the requirement of successful wall paper advertising. This kind of advertising is about image building and delivery in two dimension online world.
4) Interstitial Advertising
Eye-catching and creative visual, well planned layout/design and catch copy plus text are requirements of successful interstitial advertising. This is a full-page advertising that appears before a web user reaches their original destination, so the requirements are basically the same as a web page.
One thing marketers and advertisers need to study is where to place this advertising, or relevance. If this advertising and destination are of no relevance and/or branding of the two are completely different, the message would be inconsistent leading to negative effect.
5) Rich Media (Video Advertising)
Excellent image building and scenario are requirements of successful video advertising. This kind of advertising is similar to banner advertising except that actual moving video clips are displayed instead of a static or animated image, so requirements are basically the same with those of TVCF.
In fact, many marketers and advertisers use the same clips for both TVCF and online advertising, and they need to check how the same clips would look like in different media/hardware. After all, TV sets and PC displays are rather different and how people enjoy TV and PC are different.
6) E-Mail Marketing
Excellent headline with trigger words, well developed scenario and text are requirements of successful e-mail marketing. This is usually text-oriented so requirements are basically the same as those of text-based web pages.
Points to take into account include timing of distribution and effective use of DB (Data Base) of subscribers (i.e. DB marketing) for effective targeting. For example, in advertising products and services targeting business person, business-like style e-mails in business hours in weekdays would enforce delivery of consistent message under consistent branding.
In the case of advertising toys and related services targeting children for example, distributing casual and friendly touch e-mails with creative design at weekends, long holiday seasons or at a particular timing of the year (e.g. before Christmas, during summer holiday) would enforce delivery of consistent message under consistent branding.
7) Affiliate Marketing/Programme
All requirements mentioned in above online advertising are requirements of successful affiliate marketing/programme, because affiliate marketing encompasses all factors of online advertising mentioned above; it integrates all aspects of online/web marketing and advertising. This is because affiliate marketing is a form of online advertising where advertisers place campaigns with a potentially large number of small and large publishers, whom are only paid media fees when traffic to the advertiser is garnered, and usually upon a specific measurable campaign result (a form, a sale, a sign-up etc). A book can be written about affiliate marketing/programme; therefore, the author would like to refrain from discussing into details.
Now that brief discussion of delivering core message consistently and effectively by advertising, offline and online, is complete, in the next article, delivering core message consistently and effectively by web contents will be discussed.