As you write your Web Marketing Plan: How do you spell the last part forms of communication described in the previous article and the forms of promotion for the Web Marketing
be described below are suitable to be used with the following set of instruments: ;
banners, advertorials, interstitials, sister window, rich media, etc.. Banners are one of the most widely used online advertising. Positioned at the top or side of the page, of different sizes, static or dynamic, have the task of encouraging the surfer to click on it to reach a new site.
The banner banner can be divided into static, dynamic and interactive:
Regardless of the type chosen, they may have different sizes, which varies according to their specific function and their location.
Many studies have reinforced the idea that the placement of a banner (in especially if horizontal) at the top of the page attracts more attention (a navigator western) compared with a banner on the side.
campaign banners, as well as providing the right mode, size and placement of the banner must be based mainly on a careful choice of sites on which to move. This requires a precise definition of the target and its "habits" on the web, which will allow placement of banner on sites relevant to the advertiser's product or that rely on complementary goods or closely related to the product site or information site launched industry.
All banner campaigns must deal with the widespread sense of saturation.
advertorials. It 's a form of advertising that provides a mix of editorial content often focused on niche topics and enriched with interactive features and the presence of a sponsor.
draws its origins from the off-line advertorial and sponsorship in a network, the bank can take the form of magazine designed for publication in future issues, to prolong the effect and duration of the initiative. The interstitial
E 'an advertisement that appears only for the duration of loading the page. It's particularly effective for mind share (the ability the visitor to remember a brand, a product or a message), but tends to be heavy, this can slow the loading and annoy the user. The sister
window. E 'a window that appears only after the banner was displayed. Its function is to complete the banner, for example, can give a "conclusion" has created the expectation that the banner above. In this case, the advantage of surprise.
Rich media. It 's this expression that summarizes the forms of online advertising or web productions making use of multimedia and high rate of interactivity, opposite of the static banners, displaying them requires that your browser is equipped with the necessary plugin (also downloadable from the websites of the producers). This includes the right to audio and video banner banner: Audio, video and other bills aim to enrich the online experience, with the clear objective of increasing the click through rate. This kind of banner is particularly suitable for companies operating in the entertainment industry
The video banner. It 's a banner that contains a variable-length video. It 'a tool is still relatively uncommon.
These are the main tools to achieve operational levers for strategies and policies of communication and promotion, they acquire their appearance in relation to typical network communication channels, which are as follows:
1.
Web sites: the website is the place where the company shows herself and welcomes the public: news about products and services, technical support or after sales, commercial transactions online are the main applications related to it. In the case of events or sponsorships, which on other sites that the company conveys part of its contents. It is also the place where I placed most of the promotional tools and communication channels and hosted deployment and use.
2. The
mail and it is difficult to find a tool that has contributed to the spread of the Internet than email, rightly considered by many experts to be the killer application of the new medium. Under the strategic aspect should set out the ideal cohesion between the company (represented by its website) and the consumer, reached with messages, attachments and links that are reflected in the website.
3.
the mailing list and : this is a group of individuals who share information, file an opinion about a topic, by posting messages that are turned all the members. Each receives every single action in your inbox and will be entitled to reply and comment. E-mail and E-mailing list, along with the newsgroups, direct mailing, and electronic magazines (e-zine) are common tools below-the-web.
4.
Newsgroups: are forums devoted to specific topics, where members send and receive messages that they are made public to all participants in the newsgroup. Newsgroups are one of the most obvious manifestations of the process by which are formed on the Internet "community" of individuals linked by common interests. The company can and should consider, in effect, channels of communication with the public. Their operation is very simple: anyone can participate by sending their e-mail. Most of the time, almost always they are free, ie not have a moderator who classify and delete messages. Free newsgroups are therefore subject to continuous spam. It 'so important to choose where to post advertising on your site.
5. E-zine
: electronic magazine, the same type of adverts in the print media. It 'important to select the magazine so that the characteristics of the audience the same as those of the target of the campaign. The advantage compared to the real world is the ability to know with reasonable accuracy how many people actually read the magazine and saw the page that hosts the ad.
6.
Chatline : the equivalent of what which is for an open microphone with radio listeners. Visitors to chat can talk to each other by writing in real time. The chat, which can be free or filtered by a moderator, has proved one of the most effective in the event of a launch event on the internet more so if supported by the online presence of a testimonial. In addition to its promotional function, it is inappropriate to recognize a possible use, very suitable for those sites very customer oriented company. A "room" dialog, in addition to being used to hold meetings between visitors, may also be devoted to the relationship between the company and visitors, while significantly improving the level of customer relations.
7. The search engine
: along with the e-mail are the other resource that uses the Internet user with continuity. Their usefulness is related to availability: it is an access channel as generally free to users, or for the private company, search engines are indispensable part of a promotional campaign online.
8. The SMS
Italy are also in a new advertising medium. It 'difficult to define the statistics of the results because in our country, this "phenomenon" was born a few months and it seems still difficult to take off. According to some surveys, the sending of SMS advertising is considered invasive in any case, very personal and therefore useless, and disliked, so as not to be read, but immediately canceled. On the other hand, other surveys show that such messages are accepted only if the user is rewarded in some way (traffic-free telephone, a tot msg money, one-off). SMS Channel from primarily an opportunity to send promotional messages in predetermined time slots and days.
have therefore ended with this contribution, the series of articles to support the preparation of the Plan
Web Marketing .
soon!
Antonio Ferrandina, Marketing Specialist