The previous article Vol.32: 7 Requirements to Deliver Consistent Message Online & Offline was about requirements to deliver consistent message online and offline for synergy.
This article discusses developing online and offline contents to deliver consistent message with consistent corporate branding.
1. What kinds of corporate contents are there?
The following are some of the major corporate contents.
1) Company information
This is information about the company. This includes basic information and data of the company, company vision/strategy and statement including message from the top executive and history of the company to name a few. In short, they are the kind of web contents posted in “About Us” section of company websites and information included in company brochure.
2) Information for media - Press/news release
This was originally announcement/information delivered from the company to mass media exclusively but today it is accessible by the general public also with the emergence and proliferation of the Internet. Topics include everything, from management/corporate information such as company policy/strategy, organizational/leadership announcement and financial performance announcement to new products and services announcement.
3) Financial information (IR information)
This is company information focusing on financial information and other information relevant for investment. Topics range from message to shareholders, presentation (webcast, PPT materials etc.) and events schedule to annual reports. Press releases of financial performance announcement also fall under this category as well.
4) Career information
This is information relevant for job seekers. Topics range from basic company information and contents introducing their employees to event schedule and procedures of application. Some companies use basic company information mentioned above while some others tailor basic company information to meet needs of job seekers to make it separate content.
5) Information of other topics
Some companies have independent strategic corporate contents such as environmental preservation, sustainability/CSR, and Diversity & Inclusion. And in addition to annual report, many companies publish other reports of sustainability, CSR and environmental preservation. How they categorize differs from company to company.
2. Who are main targets of corporate contents?
In theory everyone can be target but assumed specifics (buying persona) depend on contents. For instance, it would be financial institutions and individual investors for financial (IR) information, media and journalists for press/news releases, job seekers for recruiting information, and business partners for company information and financial information.
In reality, it really depends on the objectives of the individual audience. What can be said is that people who access to corporate content are mostly current and potential business person.
3. How are branding and style?
From the assumed objective/ setting of usage and target, it is natural that branding and style of corporate content would be rather official (i.e. not too casual and personal). The degree of how much formal depends on the industry and company.
1) Visual
CI (Corporate Identity) logo and colour is usually developed and determined, and are used consistently throughout the content regardless of types of media/communication channels. CI is an intellectual property and the companies usually acquire copy right. And to assure consistent use of CI and consistent branding, most companies produce guidelines/manuals.
Key images are also usually created, determined in line with corporate branding and therefore this is usually of not too casual and personal. This is also used consistently regardless of types of media and communication channel/tools. Many companies include key image issues in their branding guidelines/manuals.
Design and layout is also usually kept conservative and simple compared to product and entertainment contents. Many companies include this issue also in their corporate branding guidelines and manuals.
2) Text
Corporate contents are usually subjective and their style of writing is usually of business writing. Headlines and texts are developed from company perspective. Body texts are usually written usually in third person. Sentence structure is usually kept simple. Clarity is also important and ambiguity needs to be kept to minimum. Some companies have guidelines or rules of text style, at least in writing press/news releases.
One of the possible exceptions of not being written in third person is content introducing employees to job seekers (new graduates). This is when, for example, it is in interview style or strategically written in first person, introducing the company and how it is working in the company from the eye of the employee.
4. What kind of media and communication channels are used?
Both online and offline media and communication channels/tools are used. Most common ones are website, online and offline news releases, and brochures (offline) and PDF files/HTM pages (online) of various reports and company information.
For online contents, use of rich content such as webcast (streaming content) is effective and in fact already used by many companies for delivering financial presentation, often together with presentation materials. This is a good way to deliver offline event information to as many online audiences as possible who cannot attend offline event. This is also a good way of online and offline integrated communication for synergy.
In addition, more and more companies make effective use of webcast (a few minutes online video) for other strategic contents as well with the popularization of YouTube. More use of effective use of rich content in addition to basic text (static) content is one of the assumed trends even in corporate contents.
5. What is the author’s conclusion?
Corporate contents are in general conservative, kept simple and business like because of the target and the nature of the content to deliver consistent message. Contents can be made attractive and effectively delivered by good designing, layout and text style. And for online contents effective use of web 2.0 technologies can make creative, rich contents. This has already been a trend, and is likely to continue in the future as well.
Underling the consistency is corporate branding. To assure consistent corporate branding, guidelines and manuals are usually developed and rolled out, covering issues such as CI logo, visuals and design/layout. This is applied to all contents and media/communication channels/tools.
Saturday, 26 June 2010
Saturday, 12 June 2010
Vol.32 – 7 Requirements to Deliver Consistent Message Online & Offline
The previous article Vol.31: 10 Dos and Don'ts to Deliver Consistent Message Online & Offline was about integrating contents developed with advertising to deliver consistent message by integrating each media while maximizing effectiveness of each media for online and offline synergy.
This article presents requirements to deliver consistent message online and offline, i.e. achieving what have been discussed in the last 7 articles from Vol.25 through Vol.31. They are, in essence, the same as developing and executing any kind of strategy; however, there are a few points that are specific to this topic.
1. Big picture including clear objective/vision/goal and strategy
Needless to say, objective, vision and goal are required, and then comprehensive strategy of online and offline synergy, filling the gap between the vision/goal and current circumstance, needs to be developed.
Objective needs to be clear and vision needs to be something that can be visualized and make members feel “wow” and energized. Goal needs to be specific, measurable, attainable, relevant and tangible.
Current circumstance including external and internal environment, past performance and feedback from the market (customer, audience) and all other stakeholders needs to be analyzed (quantitative and qualitative) to identify the problems, together with risk analysis. Then prioritize focuses (problems to tackle/solve), which means strategy. This will be made into action plan in execution.
Benchmarking and learning from best practices of other companies/industries are often helpful for breakthrough, out-of-the box thinking.
Some people may say that vision and strategy comes first and others may say that people (core team) comes first. As the concept of “getting the right people to get on the bus then decide where to go” from the book Good to Great – Why Some Companies Make the Leap… and Others Don’t (Collins, 2001), it is usually better to have the core team first and let them develop strategy led by an individual responsible and accountable for the task. This is because it means fair process and team building, to foster commitment and ownership of the core team members. It is only in an emergency when strategy development and implementation needs to be done 1oo% top down that people comes after.
2. Buy-in from the top and senior management
Buy-in from the top and senior management is required for successful implementation of the strategy. Without buy-in. strong leadership and commitment from top and senior management will not be available, meaning organization (employees/members) cannot be navigated to achieve the goal/mission. Also, necessary resources cannot be obtained.
3. An appropriate individual responsible/accountable for the assignment
Leadership and management skills/competencies, and background covering the overall realm (assignment) are the requirements of the individual responsible and accountable for the assignment. He/she does not necessarily have knowledge and expertise in all detailed aspects of the assignment (or rather, people with such knowledge and expertise are usually difficult to find).
If there is a particular issue that needs to be strengthened (e.g. web marketing needs to be focused, building organization is the weakest, processes needs to be reviewed and simplified, building networks with external stakeholder is vital), an individual who is strong in that particular issue is highly desired.
4. No traditional barriers of functions etc.
Delivering consistent message by integrating online and offline media in web 2.0 world cannot be fulfilled in the traditional framework. PR/communication and marketing needs to be converged as mentioned in Vol.7: The New Rules of Marketing, PR and IR in Web 2.0 Online World. Marketing/communication of corporate and product also needs to be converged and integrated. Moreover, external and internal communication needs to be integrated and aligned.
If all mentioned are converged and integrated, all media and communication tools, whether online or offline, would naturally be integrated with optimization.
This is usually more difficult to achieve in a big organization where division of labour needs to be adopted. Possible solutions include cross-function committee, with defined processes and systems in which all related functions are involved.
5. Resources including acquisition/allocation/management with optimization
Resources include budget, manpower (people and organization), infrastructure (hard such as equipment and soft such as software and systems) and information. These resources can be obtained internally and externally; the latter can be acquisition (e.g. external hiring, purchasing infrastructure) and/or lease and alliance.
Resources needs to be allocated with optimization, and appropriately managed with regular monitoring. This is a big challenge when traditional functional barriers are abolished and the individual appointed for the task needs to be political savvy to overcome this. Resource allocation needs to be flexibility changed based on regular monitoring and changes in environment/circumstances.
It is highly desired that people are diverse in terms of skill, competencies and expertise because the task encompasses wide a range of scope meaning diverse skill set and competencies in total are required to accomplish the task. This has much overlap with the next requirement.
6. Knowledge and knowhow necessary to leverage characteristics of each media
Needless to say, knowledge and knowhow of each online and offline media/communication channel are vital as a team/committee. Therefore, necessary skills and competencies, both soft and hard, first needs to be defined, from which requirements of team/committee members are identified, to be assigned.
Knowledge and knowhow often comes from external sources, such as consultants and agencies, online and offline training/education including lectures and seminars, and information in all possible channels and format (publications and online article to name a few).
Having said that, it is through experience that organization and individuals acquire knowledge and knowhow the most. For this reason, assigning team/committee members needs to be done from people development perspective as well as based on their current skills and competencies. This often means succession planning for key roles and positions, which requires defining skills and competencies that becomes necessary in the future although they may not be necessary today.
System that enables continuous obtaining of new knowledge and knowhow is inevitable to keep up with the changing environment and evolution of each media. This is prominent for web/Internet hence the word “dog year”.
7. Change management for right mindset of all individuals
All points mentioned above can only be achieved only with change in mindset and behaviours of all individuals of all levels in the organization. This often means cultural change which requires change management.
This is usually time consuming but needs to be fulfilled with persistence by consistent delivery of message especially to internal stakeholders, actions and behaviours of the management, and celebrating quick wins to gain momentum, all aligned.
This article presents requirements to deliver consistent message online and offline, i.e. achieving what have been discussed in the last 7 articles from Vol.25 through Vol.31. They are, in essence, the same as developing and executing any kind of strategy; however, there are a few points that are specific to this topic.
1. Big picture including clear objective/vision/goal and strategy
Needless to say, objective, vision and goal are required, and then comprehensive strategy of online and offline synergy, filling the gap between the vision/goal and current circumstance, needs to be developed.
Objective needs to be clear and vision needs to be something that can be visualized and make members feel “wow” and energized. Goal needs to be specific, measurable, attainable, relevant and tangible.
Current circumstance including external and internal environment, past performance and feedback from the market (customer, audience) and all other stakeholders needs to be analyzed (quantitative and qualitative) to identify the problems, together with risk analysis. Then prioritize focuses (problems to tackle/solve), which means strategy. This will be made into action plan in execution.
Benchmarking and learning from best practices of other companies/industries are often helpful for breakthrough, out-of-the box thinking.
Some people may say that vision and strategy comes first and others may say that people (core team) comes first. As the concept of “getting the right people to get on the bus then decide where to go” from the book Good to Great – Why Some Companies Make the Leap… and Others Don’t (Collins, 2001), it is usually better to have the core team first and let them develop strategy led by an individual responsible and accountable for the task. This is because it means fair process and team building, to foster commitment and ownership of the core team members. It is only in an emergency when strategy development and implementation needs to be done 1oo% top down that people comes after.
2. Buy-in from the top and senior management
Buy-in from the top and senior management is required for successful implementation of the strategy. Without buy-in. strong leadership and commitment from top and senior management will not be available, meaning organization (employees/members) cannot be navigated to achieve the goal/mission. Also, necessary resources cannot be obtained.
3. An appropriate individual responsible/accountable for the assignment
Leadership and management skills/competencies, and background covering the overall realm (assignment) are the requirements of the individual responsible and accountable for the assignment. He/she does not necessarily have knowledge and expertise in all detailed aspects of the assignment (or rather, people with such knowledge and expertise are usually difficult to find).
If there is a particular issue that needs to be strengthened (e.g. web marketing needs to be focused, building organization is the weakest, processes needs to be reviewed and simplified, building networks with external stakeholder is vital), an individual who is strong in that particular issue is highly desired.
4. No traditional barriers of functions etc.
Delivering consistent message by integrating online and offline media in web 2.0 world cannot be fulfilled in the traditional framework. PR/communication and marketing needs to be converged as mentioned in Vol.7: The New Rules of Marketing, PR and IR in Web 2.0 Online World. Marketing/communication of corporate and product also needs to be converged and integrated. Moreover, external and internal communication needs to be integrated and aligned.
If all mentioned are converged and integrated, all media and communication tools, whether online or offline, would naturally be integrated with optimization.
This is usually more difficult to achieve in a big organization where division of labour needs to be adopted. Possible solutions include cross-function committee, with defined processes and systems in which all related functions are involved.
5. Resources including acquisition/allocation/management with optimization
Resources include budget, manpower (people and organization), infrastructure (hard such as equipment and soft such as software and systems) and information. These resources can be obtained internally and externally; the latter can be acquisition (e.g. external hiring, purchasing infrastructure) and/or lease and alliance.
Resources needs to be allocated with optimization, and appropriately managed with regular monitoring. This is a big challenge when traditional functional barriers are abolished and the individual appointed for the task needs to be political savvy to overcome this. Resource allocation needs to be flexibility changed based on regular monitoring and changes in environment/circumstances.
It is highly desired that people are diverse in terms of skill, competencies and expertise because the task encompasses wide a range of scope meaning diverse skill set and competencies in total are required to accomplish the task. This has much overlap with the next requirement.
6. Knowledge and knowhow necessary to leverage characteristics of each media
Needless to say, knowledge and knowhow of each online and offline media/communication channel are vital as a team/committee. Therefore, necessary skills and competencies, both soft and hard, first needs to be defined, from which requirements of team/committee members are identified, to be assigned.
Knowledge and knowhow often comes from external sources, such as consultants and agencies, online and offline training/education including lectures and seminars, and information in all possible channels and format (publications and online article to name a few).
Having said that, it is through experience that organization and individuals acquire knowledge and knowhow the most. For this reason, assigning team/committee members needs to be done from people development perspective as well as based on their current skills and competencies. This often means succession planning for key roles and positions, which requires defining skills and competencies that becomes necessary in the future although they may not be necessary today.
System that enables continuous obtaining of new knowledge and knowhow is inevitable to keep up with the changing environment and evolution of each media. This is prominent for web/Internet hence the word “dog year”.
7. Change management for right mindset of all individuals
All points mentioned above can only be achieved only with change in mindset and behaviours of all individuals of all levels in the organization. This often means cultural change which requires change management.
This is usually time consuming but needs to be fulfilled with persistence by consistent delivery of message especially to internal stakeholders, actions and behaviours of the management, and celebrating quick wins to gain momentum, all aligned.
Saturday, 29 May 2010
Vol.31: 10 Dos and Don’ts to Deliver Consistent Message Online & Offline
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.
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.
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.
Saturday, 24 April 2010
Vol.28: How to Deliver Consistent Message by Online & Offline Media (Advertising 1)
The previous articles from Vol.25: How to Effectively Integrate Media/Communication Channels (Part 1) through Vol.27: How to Effectively Integrate Media/Communication Channels (Part 3), integrating online and offline media and communication channels for synergy based on AIDA model has been discussed.
Topic of this article is hot to deliver consistent core message by effectively integrating online and offline media/communication channels. In doing so, the author would like to discuss advertising and other content (article etc.) separately because they are rather different. This is probably because the objective of advertising and other contents is different.
Before answering to the question “what are KFS (Key Factors for Success) in delivering consistent core message by advertising of online and offline media?”, let us recap on the objective of advertising.
1. What is the objective of advertising? (recap)
Regardless of types of media, objective of advertising is drawing attention and interest of consumers most of whom have not interest in the products and services, and navigate them to the driving point of the persuasion scenario briefly explained in the previous article Vol.13: How is Landing Page Optimization Related to Persuation Scenario? Advertising is either 15 or 30 second visual and/or sound, or a still picture with catch copy.
2. What is important in advertising of all online and offline media?
There are a few important points in advertising regardless of all online and offline media. The first point is branding or identity (consisting of core message, concept, style, image etc.). This is the same for what the author said “other contents” earlier, a topic that a book can be written and this will not be discussed in this article. The second point is (first) impression/impact, and this is what it makes different from “other contents”.
The challenge is delivering the core message based on the brand strategy integrating all online and offline media, while creating each advertisement leveraging the characteristics of each media. This is the focus of this article.
3. How can the core message be consistently and effectively delivered by advertisement, leveraging online and offline media?
The author would like to briefly discuss by each media. The underlying concept is “one-source multi-use”.
1) TV
Excellent image building and scenario requirements of successful TV advertising (mass advertising), which is usually 15 or 30 second movie (visual and audio, rich media) TVCF. Being a rich media, creative visual, sound effect/BGM, narration and terop are composites of TVCF. In many cases, TVCF and other mass advertising of printed materials are developed simultaneously. However, TVCF tends to lead/influence advertising creation of other media. It is true that it is easier, logical and effective to develop visuals used in printed and online advertisement from TVCF, which is probably the reason.
What advertising by TVCF is different and challenging from printed and many online advertising (e.g. link banners, search engine result pages, rich media ad) is probably scenario planning/development of 15 or 30 seconds and producing the product of TVCF. 15 and/or 30 seconds are very short nevertheless excellent scenario needs to be planned and developed within that timeframe for effective TVCF together with the detailed planning of each composite. This can be more challenging than those of TV content.
One thing that TVCF could be different from other advertising is that the core message does not necessarily have to be understood at the beginning. In fact, as a strategy of “element of surprises” to maximize impact so that attention and interest of the audience will be drawn, the products and services advertised not clear until the end of the 15 or 30 second TVCF in a few cases. This can be a TVCF strategy, which is not the case for others.
Other well used strategies to maximize impact or news hook to create “buzz” include use of celebrities and famous people in advertising, and use of luxurious setting. These strategies can be used only if sufficient budget is available. These strategies are usually adopted for BtoC product TVCF.
2) Newspapers and Magazines
Eye-catching and creative visual, well planned layout/design and catch copy are requirements of successful printed media mass advertising of newspapers and magazines. In many cases, essence (elements) of the total TVCF are “converted” to 2 dimensional printed advertising consisting of visual and text. This is the “visualized” output of core message and brand image.
Both vertical version and horizontal version are usually created because these printed advertising can be both versions, depending on the space of the advertising.
What makes newspaper and magazine different is effect of colour. This is because of the difference in quality of paper. In general, paper quality of magazines is far better than those of newspapers. This is one reason why advertising of products that colour and texture is vital in branding and core message delivery (e.g. make ups, jewelries), newspaper advertising is rarely used. Other possible reason is the target audience of newspapers is likely to be too wide for such products and advertising by magazine read by target customer is more used.
3) Radio
Well planned scenario, rhythmical narration easy to understand simple words and phrases and sound effect (BGM) are requirements of successful radio advertising. Being the only media delivered exclusively by audio, this is quite different from others, and the success largely attributes to the narrator, i.e. the quality of the voice and the narration skills.
4) Posters and Billboards
Similarly to adverting of newspapers and magazines, eye-catching and creative visual, well planned layout/design and catch copy are requirements of successful printed media mass advertising of posters and billboards. One thing that makes advertising of posters and billboards different from advertising of newspapers and magazines is that it needs to be more visual and catch copy oriented, and cannot rely on detailed texts, because these are usually seen from a distance.
5) DMs and Flyers
Eye-catching copy with trigger words and phrases, well planned layout and attractive visual are requirements of successful DMs and Flyers. This means that creative visual developed for newspaper and magazine advertising cannot be used as it is in DMs and flyers. For this reason, simplified version visual(s) needs to be created in many cases, and complement by texts. Simplified version visual(s) are often used in catalogues.
6) Online/Internet
This consists of variety of advertising and requirements for success depend on which kind of online advertising. What can be said is that rules or requirements for successful online advertising are different from that of traditional media mentioned above. This deserves much discussion and will be the topic of 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
Topic of this article is hot to deliver consistent core message by effectively integrating online and offline media/communication channels. In doing so, the author would like to discuss advertising and other content (article etc.) separately because they are rather different. This is probably because the objective of advertising and other contents is different.
Before answering to the question “what are KFS (Key Factors for Success) in delivering consistent core message by advertising of online and offline media?”, let us recap on the objective of advertising.
1. What is the objective of advertising? (recap)
Regardless of types of media, objective of advertising is drawing attention and interest of consumers most of whom have not interest in the products and services, and navigate them to the driving point of the persuasion scenario briefly explained in the previous article Vol.13: How is Landing Page Optimization Related to Persuation Scenario? Advertising is either 15 or 30 second visual and/or sound, or a still picture with catch copy.
2. What is important in advertising of all online and offline media?
There are a few important points in advertising regardless of all online and offline media. The first point is branding or identity (consisting of core message, concept, style, image etc.). This is the same for what the author said “other contents” earlier, a topic that a book can be written and this will not be discussed in this article. The second point is (first) impression/impact, and this is what it makes different from “other contents”.
The challenge is delivering the core message based on the brand strategy integrating all online and offline media, while creating each advertisement leveraging the characteristics of each media. This is the focus of this article.
3. How can the core message be consistently and effectively delivered by advertisement, leveraging online and offline media?
The author would like to briefly discuss by each media. The underlying concept is “one-source multi-use”.
1) TV
Excellent image building and scenario requirements of successful TV advertising (mass advertising), which is usually 15 or 30 second movie (visual and audio, rich media) TVCF. Being a rich media, creative visual, sound effect/BGM, narration and terop are composites of TVCF. In many cases, TVCF and other mass advertising of printed materials are developed simultaneously. However, TVCF tends to lead/influence advertising creation of other media. It is true that it is easier, logical and effective to develop visuals used in printed and online advertisement from TVCF, which is probably the reason.
What advertising by TVCF is different and challenging from printed and many online advertising (e.g. link banners, search engine result pages, rich media ad) is probably scenario planning/development of 15 or 30 seconds and producing the product of TVCF. 15 and/or 30 seconds are very short nevertheless excellent scenario needs to be planned and developed within that timeframe for effective TVCF together with the detailed planning of each composite. This can be more challenging than those of TV content.
One thing that TVCF could be different from other advertising is that the core message does not necessarily have to be understood at the beginning. In fact, as a strategy of “element of surprises” to maximize impact so that attention and interest of the audience will be drawn, the products and services advertised not clear until the end of the 15 or 30 second TVCF in a few cases. This can be a TVCF strategy, which is not the case for others.
Other well used strategies to maximize impact or news hook to create “buzz” include use of celebrities and famous people in advertising, and use of luxurious setting. These strategies can be used only if sufficient budget is available. These strategies are usually adopted for BtoC product TVCF.
2) Newspapers and Magazines
Eye-catching and creative visual, well planned layout/design and catch copy are requirements of successful printed media mass advertising of newspapers and magazines. In many cases, essence (elements) of the total TVCF are “converted” to 2 dimensional printed advertising consisting of visual and text. This is the “visualized” output of core message and brand image.
Both vertical version and horizontal version are usually created because these printed advertising can be both versions, depending on the space of the advertising.
What makes newspaper and magazine different is effect of colour. This is because of the difference in quality of paper. In general, paper quality of magazines is far better than those of newspapers. This is one reason why advertising of products that colour and texture is vital in branding and core message delivery (e.g. make ups, jewelries), newspaper advertising is rarely used. Other possible reason is the target audience of newspapers is likely to be too wide for such products and advertising by magazine read by target customer is more used.
3) Radio
Well planned scenario, rhythmical narration easy to understand simple words and phrases and sound effect (BGM) are requirements of successful radio advertising. Being the only media delivered exclusively by audio, this is quite different from others, and the success largely attributes to the narrator, i.e. the quality of the voice and the narration skills.
4) Posters and Billboards
Similarly to adverting of newspapers and magazines, eye-catching and creative visual, well planned layout/design and catch copy are requirements of successful printed media mass advertising of posters and billboards. One thing that makes advertising of posters and billboards different from advertising of newspapers and magazines is that it needs to be more visual and catch copy oriented, and cannot rely on detailed texts, because these are usually seen from a distance.
5) DMs and Flyers
Eye-catching copy with trigger words and phrases, well planned layout and attractive visual are requirements of successful DMs and Flyers. This means that creative visual developed for newspaper and magazine advertising cannot be used as it is in DMs and flyers. For this reason, simplified version visual(s) needs to be created in many cases, and complement by texts. Simplified version visual(s) are often used in catalogues.
6) Online/Internet
This consists of variety of advertising and requirements for success depend on which kind of online advertising. What can be said is that rules or requirements for successful online advertising are different from that of traditional media mentioned above. This deserves much discussion and will be the topic of 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
Saturday, 10 April 2010
Vol.27: How to Effectively Integrate Media/Communication Channels (Part 3)
The previous article Vol.26: How to Effectively Integrate Media/Communication Channels (Part 2) focused on driving consumers to main part of your business, which is usually spatial channel, i.e. Attention and Interest of AIDA model.
This article focuses on integrating online and offline in the main part of your business, which is usually spatial channel of the chart below, which is Desire and Action of AIDA model.
In theory a case in which online or offline exclusive is possible, but in reality such are of minority and integrated use of online and offline media and communication channels is usually more effective today. Having said that, all 3 possible patterns, including offline exclusive and online exclusive patterns, are discussed.
1. How consumers/buyers used to go through the buying process before the emergence of the Internet? (Pattern 1: offline, bricks/mortar and bricks/mortar)
Before the emergence of the Internet i.e. in offline only world, consumers/buyers driven to the main part of the buying process by offline media and communication channels used to go through the process offline to finally take action = buy.
For example, they would go to offline store, see demonstration, get more detailed information by face-to-face communication with staff, try and compare products and services etc. and finally decide to buy. They might have visited and experienced some parts of such processed in other offline spatial channel such as tradeshows, seminars and events. Other possible examples include mail order in which consumers/buyers go through such process by printed materials (catalogues, forms etc) and phone, and direct sales by sales staff which is face-to-face offline communication channel.
Today when many people use the Internet everyday in obtaining information and comparing to make decision although the degree of the Internet use depends on person and other factors, this pattern is probably rare in reality.
2. How consumers/buyers can go through the buying process using the Internet 100%? (Pattern 2: online, click and click)
This pattern, although it might be minority, is possible, such as online shopping and enjoying online trading of foreign exchange. In many of such cases of, online consumers/buyers are driven to the buying process by online media such as the methodologies mentioned in the previous article Vol.11: How to Successfully Drive Web Users to Web Contents.
The online consumer/buyer would go through the buying process similarly to pattern 1 online, but experiencing similar processed by visiting web pages/contents, free from time and location restraint. They would first access reference landing pages, which is Desire part of AIDA model, the topic of the previous article Vol.15: How to Effectively Optimize Reference Landing Page. When they have decided to “buy”, which is Action of AIDA model, they would then be navigated to transactional landing pages to finally to complete “call to action” step, the topic of the previous article Vol.16: How to Effectively Optimize Transactional Landing Page.
Such online consumers/buyers might have visited and experienced some parts of such process in other online spatial channel such as tradeshows, seminars and events web contents available online. Such web contents, if posted after they have been taken place (e.g. as archive), enable consumers/buyers to re-visit and help then to recap.
3. How consumers/buyers can leverage integrated online and offline media/communication channels in going through the buying process? (Pattern 3: online and offline, clicks and mortar)
This pattern, the mixture of the other 2 patterns, is the ideal and is probably most common today. There are so many versions in this pattern and it is impossible to list up all. Some of the main versions are as below.
1) Online (reference information) > Offline (store)
This is the basic and the simplest version. Customers/buyers would obtain information, compare etc. online such as product information pages and then go to the nearby offline store to see and try actual products and services, ask questions to staff, and when convinced that this is the product/service they have been looking for, make decision to buy.
2) Offline (store) > Online (reference information) > Offline (store etc.)
This is also a possible version. For example, customers/buyers might have seen and became interested in a product/service when he/she visited an offline store but want to compare with other products/services provided by other companies and went home and accessed related websites for comparison. Then when he/she knows which product/service provided by which company is his choice, he/she would go back to the offline store again, and go through the process mentioned in 1).
3) Offline (tradeshow, event, seminar, forum) > Online (reference information) > Offline (store)
This is another possible version, which might be the most popular among version that consumers/buyers visit spatial channel besides store. For example, customers/buyers attend offline tradeshow, event, seminar or forum and having obtained primary information of products/services, get interested in them and decide to buy and do so then. But such is not always the case, and they may well get more information online for comparison and then finally decide to buy and visit the nearby offline store to do so.
4) Online (tradeshow, event, seminar, forum) > Offline (store)
This is another possible version, the basic version when customers/buyers are first navigated to spatial channel excluding store. For example, customers/buyers attend online tradeshow, event, seminar or forum instead of those of offline for reasons such as time and location restriction, and when the get interested in products/services, visit nearby offline store, and go through the process mentioned in 1).
5) Online (tradeshow, event, seminar, forum) > Online (reference information) > Offline (store)
This is another possible version based on 4). For example, customers/buyers attend online tradeshow, event, seminar or forum get interested in products/services and follow the link to web contents of detailed information of products/service, and then visit the nearby offline store, to go through the process mentioned in 1).
6) Offline (tradeshow, event, seminar, forum) > online (store)
This may seem unlikely but this is also possible. For example, customers/buyers attend offline tradeshow, event, seminar or forum and having obtained primary information of products/services, get interested in them and decide to buy. But such spatial channels are not designed for “selling” in many cases and in such a case they may well do so by utilizing e-commerce function of website (online store). This version may be suitable for services and software products.
7) Offline (tradeshow, event, seminar, forum) > online (reference information) > online (store)
This version is based on 6). Customers/buyers may well access such web contents as product/service information (reference landing pages) then after finally decided to buy, access transactional landing pages and complete the buying process.
4. What comes after?
After successful completion of “call to action”, follow-up needs to be done. This used to be done offline (e.g. telephone, customer service staff), but today in many cases, online follow-up such as e-mail and social media is widely used, at least as primary follow-up, then customer service staff may contact by phone or visit if necessary.
The next article will be about tailoring consistent message to meet characteristics of different media/communication channel.
This article focuses on integrating online and offline in the main part of your business, which is usually spatial channel of the chart below, which is Desire and Action of AIDA model.
In theory a case in which online or offline exclusive is possible, but in reality such are of minority and integrated use of online and offline media and communication channels is usually more effective today. Having said that, all 3 possible patterns, including offline exclusive and online exclusive patterns, are discussed.
1. How consumers/buyers used to go through the buying process before the emergence of the Internet? (Pattern 1: offline, bricks/mortar and bricks/mortar)
Before the emergence of the Internet i.e. in offline only world, consumers/buyers driven to the main part of the buying process by offline media and communication channels used to go through the process offline to finally take action = buy.
For example, they would go to offline store, see demonstration, get more detailed information by face-to-face communication with staff, try and compare products and services etc. and finally decide to buy. They might have visited and experienced some parts of such processed in other offline spatial channel such as tradeshows, seminars and events. Other possible examples include mail order in which consumers/buyers go through such process by printed materials (catalogues, forms etc) and phone, and direct sales by sales staff which is face-to-face offline communication channel.
Today when many people use the Internet everyday in obtaining information and comparing to make decision although the degree of the Internet use depends on person and other factors, this pattern is probably rare in reality.
2. How consumers/buyers can go through the buying process using the Internet 100%? (Pattern 2: online, click and click)
This pattern, although it might be minority, is possible, such as online shopping and enjoying online trading of foreign exchange. In many of such cases of, online consumers/buyers are driven to the buying process by online media such as the methodologies mentioned in the previous article Vol.11: How to Successfully Drive Web Users to Web Contents.
The online consumer/buyer would go through the buying process similarly to pattern 1 online, but experiencing similar processed by visiting web pages/contents, free from time and location restraint. They would first access reference landing pages, which is Desire part of AIDA model, the topic of the previous article Vol.15: How to Effectively Optimize Reference Landing Page. When they have decided to “buy”, which is Action of AIDA model, they would then be navigated to transactional landing pages to finally to complete “call to action” step, the topic of the previous article Vol.16: How to Effectively Optimize Transactional Landing Page.
Such online consumers/buyers might have visited and experienced some parts of such process in other online spatial channel such as tradeshows, seminars and events web contents available online. Such web contents, if posted after they have been taken place (e.g. as archive), enable consumers/buyers to re-visit and help then to recap.
3. How consumers/buyers can leverage integrated online and offline media/communication channels in going through the buying process? (Pattern 3: online and offline, clicks and mortar)
This pattern, the mixture of the other 2 patterns, is the ideal and is probably most common today. There are so many versions in this pattern and it is impossible to list up all. Some of the main versions are as below.
1) Online (reference information) > Offline (store)
This is the basic and the simplest version. Customers/buyers would obtain information, compare etc. online such as product information pages and then go to the nearby offline store to see and try actual products and services, ask questions to staff, and when convinced that this is the product/service they have been looking for, make decision to buy.
2) Offline (store) > Online (reference information) > Offline (store etc.)
This is also a possible version. For example, customers/buyers might have seen and became interested in a product/service when he/she visited an offline store but want to compare with other products/services provided by other companies and went home and accessed related websites for comparison. Then when he/she knows which product/service provided by which company is his choice, he/she would go back to the offline store again, and go through the process mentioned in 1).
3) Offline (tradeshow, event, seminar, forum) > Online (reference information) > Offline (store)
This is another possible version, which might be the most popular among version that consumers/buyers visit spatial channel besides store. For example, customers/buyers attend offline tradeshow, event, seminar or forum and having obtained primary information of products/services, get interested in them and decide to buy and do so then. But such is not always the case, and they may well get more information online for comparison and then finally decide to buy and visit the nearby offline store to do so.
4) Online (tradeshow, event, seminar, forum) > Offline (store)
This is another possible version, the basic version when customers/buyers are first navigated to spatial channel excluding store. For example, customers/buyers attend online tradeshow, event, seminar or forum instead of those of offline for reasons such as time and location restriction, and when the get interested in products/services, visit nearby offline store, and go through the process mentioned in 1).
5) Online (tradeshow, event, seminar, forum) > Online (reference information) > Offline (store)
This is another possible version based on 4). For example, customers/buyers attend online tradeshow, event, seminar or forum get interested in products/services and follow the link to web contents of detailed information of products/service, and then visit the nearby offline store, to go through the process mentioned in 1).
6) Offline (tradeshow, event, seminar, forum) > online (store)
This may seem unlikely but this is also possible. For example, customers/buyers attend offline tradeshow, event, seminar or forum and having obtained primary information of products/services, get interested in them and decide to buy. But such spatial channels are not designed for “selling” in many cases and in such a case they may well do so by utilizing e-commerce function of website (online store). This version may be suitable for services and software products.
7) Offline (tradeshow, event, seminar, forum) > online (reference information) > online (store)
This version is based on 6). Customers/buyers may well access such web contents as product/service information (reference landing pages) then after finally decided to buy, access transactional landing pages and complete the buying process.
4. What comes after?
After successful completion of “call to action”, follow-up needs to be done. This used to be done offline (e.g. telephone, customer service staff), but today in many cases, online follow-up such as e-mail and social media is widely used, at least as primary follow-up, then customer service staff may contact by phone or visit if necessary.
The next article will be about tailoring consistent message to meet characteristics of different media/communication channel.
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