Internet marketing: Where do customers click?

Http://www.aliyun.com/zixun/aggregation/38848.html "> Marketers have been talking this week about Super Bowl ads--which companies ' ads are impressive, Which companies spend a lot of advertising money but water drift. It is also natural to talk about how to direct these TV users to the corporate web site.

The first thought was the "darts" Ad of CareerBuilder (American job site). Despite the breakthrough in their past to the title of the theme of the type of advertising, but at the end, only a simple careerbuilder.com to the audience, which makes advertising greatly discounted.

In contrast, another brand, Doritos (the American snack brand), introduced the snackstrongproductions.com to the audience. Visitors will be fully involved in the company's most recent campaign of user-choice advertising, in a virtual environment similar to product labs. (Doritos has published several advertising films about company products on its website, and customers have the right to vote on their own to decide which ads to use.) In fact, in order to match the Super Bowl of advertising, Doritos specifically for snack fervent site This brand designed a new online homepage, and even the doritos.com of the site to the new site.

Although there is still a shortage of Doritos new product sites, it is clear that the company has taken into account all aspects of the marketing process. Whether the audience is watching TV or browsing the website, they can feel the consistency of product marketing activities and brand advertising.

Thinking big directions takes precedence over making specific actions, like the Super Bowl, which first identifies the great advertising concepts and then implements each one. The "Details" here refer to how to achieve the predetermined marketing goals and how to maintain the overall consistency of the activities in the Cross-media marketing segment.

In the last few weeks, we talked about the importance of page content dependencies and user-oriented behavior landing. Although your ad may be creative, users will only react flat if they can't know what your Web site needs them to do. The same conclusion applies to paid search, where marketers link text links to specific page URLs. Let the searchers believe that the words in front of them can help them find what they want.

Smart marketers can get some insights from media buyers and search analysts. The key to getting the marketing campaign up to date and giving it a good response (and, of course, entertaining the public) is to set goals for the marketing campaign early. This also includes the introduction of interactive media experts and planners in the brainstorming process of planning advertisements.

Traditional marketers do not have to worry about this, and the experience and vision of these people makes them less likely to deviate from the original design of the ad. Marketers need to think more about how to better integrate online marketing. Their experience in Web site traffic, page optimization, and visitor feedback tracking has been instrumental in planning the marketing campaign across the media.

There will always be a debate about the role of television commercials designed specifically for branding. I think, with the brand, product awareness of the increasingly strengthened, simply rely on a concept, can make the company from the opportunity to gain less. If the visitors to the site are not able to easily click on the page they want, they will start to consider whether to buy the product or to learn more about it, which is an unnecessary problem for the company.

(Original starting on February 8, 2007 compiled: Lalaice)