- Flexibility and interactivity
See how all these combine for effective online publicity.
Thus, as far as following is concerned, marketers can follow the way in which users interact with their brands and what is interesting for their current customers, as well as for their future potential customers/clients. For instance, a car manufacturer can follow the way in which users surf on his site or can determine their number and how many of them are interested more on the car’s safety features or on the benefits of choosing a certain model. The announcers can also determine the number of answers a certain commercial has generated (by determining how many times that particular commercial was accessed or the degree of shopping that commercial caused, and so on), which is hard to do by using a traditional publicity environment such as television, publications and posting.
As far as transmitting and flexibility are concerned, on the Internet, a commercial is transmitted in a real time of 24/7 out of 365 days in a year. Moreover, one can launch a publicity campaign and keep it updated or immediately stopped. An announcer can see the results of the daily campaign, even if for instance this generates a too small answer in the first week, to modify it and to replace it with another in the following week. So by this, online publicity very much differs from prints, where a commercial will be replaced at the next edition or as compared with television where high costs of producing a commercial can be very discouraging especially in the beginning of a business when the money are thin.
The purpose of an announcer is to draw attention of a certain consumer towards a certain brand or product. This can be more efficiently done online, where consumers can interact with a certain product, they can test it and if they decide they want that specific product or service, they can buy it. For instance, a commercial for a software product can send the users straight to a webpage where they can download a demo or trial version of the product which can thus be immediately put under testing. If the customer likes and appreciates the product, he/she can return to that particular webpage to buy that particular product. There is no other type of environment that can help the consumer gather essential information so easily before deciding whether or not to purchase a product or a service.
There are also certain special techniques that can help generate traffic. As far as the Internet is concerned, one cannot rely on simply building up a webpage or a certain commercial to instantly attract customers. In order to create traffic to its own site, a company will have to use a multitude of techniques. Without traffic, a site is actually like a TV commercial that will never be broadcasted; therefore it’s a work without any final result. The implication of creating traffic is attracting as many users as possible, but most importantly they should also belong to the company’s target audience. The traffic of a site is generally represented by the number of unique visitors.
Of course, there is a need to invest in creating traffic. Supposing that the created site has a very well-defined target audience, the first thing a company needs to bear in mind is that she has to determine the budget for creating such traffic. Then the company needs to choose one or more out of the many techniques, depending on the company’s needs and possibilities. Then the company should plan the implementation of these techniques so that one could measure their result very efficiently. For instance, a banner campaign developed on let us say 5 sites needs to be accompanied by the technical means necessary for the measurement of the visitors brought by each of the 5 locations. Without exact measurements, one cannot determine the result of each of the promotional activities.
Presently, being online represents an effective and efficient means of communication and publicity with obvious advantages!