Is Your Electronic Marketing E-Communications or Just Banner Ads?
By Adrienne Dawa, MPA Media Marketing Coordinator
I'm sure most of you have heard the saying, "Tell me and I'll forget. Show me and I'll remember. Engage me and I'll understand." This holds true for advertising. When you involve and engage your customers, they will understand your company, your products, your service and the importance of the message you send them.
Today, a truly effective, well-rounded marketing campaign should include electronic communications. But you've probably asked yourself more than once, "What do I need to do to have a successful electronic marketing plan?"
Like any successful marketing program, your "E-communications" strategy must be campaign-focused across the board. In your message, you need to include what it is you want your customers to be aware of. Are you trying to sell them a product or service? Are you focused on building brand awareness? Or are you providing information? And what is it that you want them to do? Do you want them to purchase your product or service or are you educating them? You could be trying to do all of these.
Whatever your objectives are, there should be a consistent theme; the messaging. Along with a similar message, it is equally important that you connect with your customers through various mediums of communication. The more channels of communication you use, the higher the likelihood is that you will touch the majority of your existing and potential customers, not just once, but multiple times in different formats.
E-Communications
So what is e-communication and why is it different than a banner ad? E-communications is any communication sent electronically and directly to your customers and prospects. It is an easy way to reach your audience to communicate special offers or new products and services and can also be used as platform to educate your customers. It can range from a simple email, to a scheduled e-newsletter, to a webcast as a classroom for education. A banner ad is a banner. It can be part of a campaign but it is not, by itself e-communication.
Emails are by far the easiest way to contact your customer instantly. For an email to be successful, it is important that the message is read and understood. A great way to ensure that this happens is with a clear subject line. Besides the sender's name, it's the only piece of information readers see before they open the email. The subject line is where the opportunity lies. The recipient is either going to open it, save it or delete it. If you are successful and the recipient opens the email, are you able to connect with your reader? If the message doesn't address a topic of interest on a rational or emotional level, then it will not make a connection. Think about the number of times you've pressed the delete button. Be sure to connect with your reader on a personal level and make the email something they want to continue reading.
E-newsletters are another way to reach your audience in a contextual environment. It needs to include information of value to the reader. If you don't have the time or resources to create a regular newsletter that consistently has well thought out, well written content I would suggest you not use this particular platform. It could do your image harm instead of good.
Webinars reach your audience in a more interactive setting. These are presentations given on the internet that allow interaction between the presenter and the audience. These educational presentations should be free to attendees and usually last between 60 to 90 minutes. This includes an interactive Q&A session at the completion of the presentation. The most important thing to remember about webinars is that content is king. No one wants to attend a webinar that is an infomercial. Pick a subject that is educational or answers a problem that really speaks to the audience because you know they're asking themselves "What's in it for me?"
Given that all threes forms of communication are subscription based, your message is likely to be well received and expected by your audience. Considering that you have their attention through any of the three platforms, you can easily direct them to your company website or a relevant landing page according to the message that was sent. Make it as easy as possible for your audience to get the information that you are trying to get across. It is another touch that can build your brand and company.
Banner Ads are online ads that direct customers to your website. Not only is it common to have a banner ad on a webpage, it can also be embedded into any e-communication platforms. The important thing to remember about banner ads is to create a landing page that matches the call to action. Yes, the easiest thing to do is to send them directly to your homepage, but if you are promoting a new product with a link to learn more, readers will expect to land on a page with more information on the product. If it's a promotion to order a product or service, they expect to land on a page to begin the order process.
For a banner ad to be effective, there are a few things to remember.
- Keep your message short and simple. You only have a few seconds to capture the viewer's attention. Short and simple ads are successful because they deliver a message that the viewer can remember. Too much clutter affects the performance of a banner and negatively impacts the banner's ability to brand your company.
- Provide something interesting. Remember, people only read what is interesting to them. Find the right words and images that convey your message.
- Give people a reason to click. You need to develop your banner's message around the most persuasive reason why people would want to on to your site. It could be the information you provide, special offers and promotions, or products that make their practice better.
- Track your banner ad's results. You'll never know if it's effective, if you don't.
- Place your banners on sites that attract your target audience. 10,000 page views from your potential customers is worth far more than 100,000 views by people who will probably never buy your product.
A successful campaign creates purchase intent. A banner ad may get you some click-throughs, but alone, its ROI is very low in comparison to other types of advertising and lower yet in comparison to a well thought out campaign that includes print and e-communications.
Integrate Your Message
Keep in mind that for a campaign to be successful, the message you send out to your customers have to be consistent. Your print ad, e-communication and banner ad all have to contain a similar message and branding. In doing so, it will remind them of your company each time they come across an advertisement from your company.
And again, it's not enough that you tell or show your customers how wonderful your products or services are. You have to engage them with the messages you send out to have them fully understand how your products or services can truly help them benefit. It is when you reach this point will you achieve success in your electronic marketing campaign.
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