March 2009
Making the most of your budgets
As we are all keeping a keen eye on our marketing spend, our clients are increasingly embracing online activities as a larger part of their marketing mix. In these tough trading conditions, online marketing can offer faster results and greater return on investment compared with offline activity.
Key to online marketing is banner advertising.
Intelligent Targeting
Targeting the right audience is essential to the success of a banner ad campaign. Some web publishers offer targeted advertising that can be split by: geographic, demographic, frequency, site section and domain/IP targeting. These methods enable you to have some control over who sees your ads.
For example, where visitors have registered on a website that is featuring your banner ad, it is possible to state geographically where you'd like to target, select users with specific job roles, e.g. the decision makers within a company, specify the sections you think your audience would visit most, and even target specific companies.
Cost effective
Running banner campaigns can be very cost effective. For example, one banner ad can run for a month on one of the leading online news sites, appearing only to your target audience, for less than one press advert that appears for one day in an equivalent offline newspaper.
Tracking
Unlike press advertising you will be able to keep track of how successful each campaign is. You will be provided insight with statistics such as how many times your adverts are clicked on, your visitor’s geographical location and the quality of delivery of your ads.
Build brands and increase business with E-newsletters
Alongside banner advertising, an important communication tool is the supporting E-newsletter the web publishers offer. By utilising E-newsletters, it broadens the reach of the banner ad campaign and therefore the familiarity of your brand. Crucially, it is also being sent to an audience who have actively signed up to the E-newsletter.
This is a cost effective way of regularly engaging with your customers and prospects so that you are front of mind when they make their purchasing decisions.
Support your banner campaign with a microsite
To capitalise on the online visilibilty that banner advertising can bring, a campaign could be developed further by producing an associated microsite. The banners can direct interested parties to the microsite which would support and add detail to the campaign message promoted on the banners. Once on the site, the prospect's behaviour can be monitored and the desired action can be influenced.
The additional benefit of building a microsite is that it can be further optimised for search engines. Links to your main site and direct contact links could also be included as appropriate.
If you would like to find out more, or to discuss how you could get the most out of online marketing, please contact Mike Smith, Head of Web & Digital, on 020 8852 9448 or mike.smith@tgvdesign.co.uk