Digital marketing:
Turning the law of supply and demand upside down
(December 2009)
Total online users:
1,966 million
European users: 475 million
USA users: 266 million
Of the USA users
• 80% have a college degree or diploma
• 50% have an annual income of $40 000 or more
• 54% are female
• Average age is 41 years
We all understand the law of supply and demand – if it’s
rare it must be good, if it’s good it must be expensive!
Therefore, how can you take a marketing medium like the Internet
seriously when it only costs R300 per month? Well, try to think of any traditional print or electronic medium
that has a circulation of 1 billion million international A & B-income
reader!
The Internet has turned the law of supply and demand upside down.
As a rare commodity in the early 90’s it was worthless; now
that it’s ubiquitous, it’s exponentially more valuable
and getting cheaper all the time.
Around 1998, 300 million consumers went online for the first time.
Why, when they already had a surfeit of TVs, radios, newspapers,
magazines, telephones and other media? Traditional media have one
fundamental limitation - the same show or edition is distributed
to everyone – they are generic media for the masses, and
time specific.
There are said to be around 20 000 printed magazines, and 5 000
daily newspapers in the world, but there are already more than
60 million web sites. On the Internet the spoilt consumer can find
substantially more about any specific interest, product or service,
at no cost and at his convenience. (I say “his”, but
current viewership between men and women is almost even)
But all those readers are no commercial use if you can’t
attract and retain their attention. Analysing what makes the Internet
popular can guide you towards an effective internet marketing strategy:
Be specific and relevant
Space is unlimited, but viewers’ attention spans are not.
Use text and images that persuade – keep the focus on your
marketing message, not the technology. Provide concise, interesting,
useful content structured so that he finds what he wants quickly,
and takes that action step.
Be newsworthy
Include company, industry or community news. Watch for out-dated
items – like wishing readers Merry Christmas in February.
Be interactive
Any good sales person will tell you – talk less, listen more.
Procter & Gamble invites consumers to participate in product
development. Levi's and M&M's drive people to their web sites
to vote in polls. Pepsi and Disney have created communities of
young people with similar interests and linked their brands to
that “communication hub”. The Internet is the only
medium where there is 2-way communication – take advantage
of that with forums and discussion groups.
Be user-friendly
The viewer came to your site because he is looking for something – try
to identify and provide that “something”. Talk one-on-one,
persuade him with both logic and emotion. Don’t lecture him,
don’t be arrogant, and don’t bore him. Your competitors
are just one click away. Speed is critical. Superfluous sounds, photos and videos, animated
icons and “creative” navigation cause irritation and
prevent prospects from finding what they want. Be consistent about
page style, colour, typeface and navigation – it guides viewers.
Save your creativity for innovative and interesting content.
Be practical
Effective web sites are structured with an understanding of how
customers like to find information and how they buy. The Internet
provides statistical information that traditional media can
only dream about: visit length, page views, country of origin and
page sequence. Review the trends and keep refreshing your web
site around what works.
Be accessible
Think about all the prospects that may not be actively
looking for you but might buy from you if they just knew
you existed!
- Get a good URL (domain name). If you are known by several trade
names or acronyms, register and link them all to your web site.
- Register with South African and relevant international search
engines, “link exchanges” or hubs. Use metatags creatively.
- Some search engines allow you to “sponsor” specific
search words - your banner ad will appear on the top of the appropriate “search
result” page.
- Publish your web address on your stationery and advertisements.
- Place banner ads or reciprocal links with web sites that sell
non-competitive products to your target market.
- Use Chat Rooms and Newsgroups to announce relevant new products:
Chat Rooms offer “live” conversations (2nd in popularity
after browsing), Newsgroups are “clubs” for special
interest groups.
- Keep visitors involved with relevant email updates. Include short
snippets about industry or product news in the email, with a link
to your web site for more information.
- Convert your web site to CD so that customers can browse up-to-date “product
sheets” while offline.
- Display your web site on a touch-screen monitor in your reception
area. It’s much more exciting than reading a 3-month-old
company magazine.
The Internet offers the marketing industry a new channel to attract,
persuade, retain and service customers. The benefits are low capital
and maintenance costs, flexibility, global coverage, targeted readership,
measurable reach and perhaps most importantly, complete control
over how your message is communicated. With all this, one can’t help but wonder why the digital
media are still lagging behind the traditional media in South Africa?
South African advertising agencies certainly do not lack creativity
or a spirit of adventure when it comes to new ideas. Perhaps if
it cost more it would warrant the time and effort of a serious
marketing strategy?
Does internet marketing sound like a complicated business? I guess
it is. Excitingly so. And one reason is that it combines so many
disciplines and communication skills.
And we haven't even touched on the roles information architecture,
consumer psychology, market research, sales, advertising, fulfillment,
customer relations, email marketing, and so many other factors
play.
InterComm integrates our experience in marketing, copywriting
and design AS WELL AS technology, ensuring that your website attracts,
serves and retains prospects and customers.
Your site will be uniquely your own, with a sound marketing strategy
derived from your competitive advantage and core competence.
For advice on effective corporate communication over the internet,
contact me on info@intercomm.co.za |
