Not that people don't enjoy a certain level of "coolness" online, but the days of doing things for the sake of being cool (as many would expect) are officially gone.
There are a number of tricks, approaches, and techniques that are utilized today, however the key point to take note of – online audiences no longer accept cool for coolness sake. People today expect something of value. They expect that the online world is going to streamline a process, that it is going to offer an ability to gain a convenience normally lost during human interaction, and/or they expect the potential for repeatability since the ARE dealing with a computerized venue.
This holds true for the online audience of marketing professionals.
Too often, marketing and communications organizations add the online component to their communications mix merely to make sure that they have all communications channels covered. This is not to say that the elements they produce for this medium are not creative, or enjoyable to view, or downright cool. However, to truly garner the attention and loyalty of their online constituents, a value of some means must be contained within the execution.
Many of the advertisers that have previously relied on some of the more traditional (or more widely known) online marketing methods, such as pop-ups, banners, or email marketing, are now looking at tools like “Widgets” (a third party component of a graphical user interface that the user interacts the item can be embedded in a web page, mobile phone, or desktop). Or they are utilizing Webinars, creating a pre-qualified interactive venue. Some are incorporating WYSIWYG type editing formats. And, there are those that are simply increasing the functionality of their online environment.
Rather than get into all of the potential techniques or methods, cause there are many and many soon to come. The key take-away is this – interactivity is the key of solid online marketing. But unlike in past years, the interactivity has to provide value to the end user.
Now that’s not to say that this interactivity can not be cool. It can be very cool. And, it can be fun. The gold star of success – providing interactivity that is cool, fun and provides value to the online visitor. With these ingredients, you will gain consistent interaction with your online audience and increase your ability to successfully market your product or service.
There are a number of tricks, approaches, and techniques that are utilized today, however the key point to take note of – online audiences no longer accept cool for coolness sake. People today expect something of value. They expect that the online world is going to streamline a process, that it is going to offer an ability to gain a convenience normally lost during human interaction, and/or they expect the potential for repeatability since the ARE dealing with a computerized venue.
This holds true for the online audience of marketing professionals.
Too often, marketing and communications organizations add the online component to their communications mix merely to make sure that they have all communications channels covered. This is not to say that the elements they produce for this medium are not creative, or enjoyable to view, or downright cool. However, to truly garner the attention and loyalty of their online constituents, a value of some means must be contained within the execution.
Many of the advertisers that have previously relied on some of the more traditional (or more widely known) online marketing methods, such as pop-ups, banners, or email marketing, are now looking at tools like “Widgets” (a third party component of a graphical user interface that the user interacts the item can be embedded in a web page, mobile phone, or desktop). Or they are utilizing Webinars, creating a pre-qualified interactive venue. Some are incorporating WYSIWYG type editing formats. And, there are those that are simply increasing the functionality of their online environment.
Rather than get into all of the potential techniques or methods, cause there are many and many soon to come. The key take-away is this – interactivity is the key of solid online marketing. But unlike in past years, the interactivity has to provide value to the end user.
Now that’s not to say that this interactivity can not be cool. It can be very cool. And, it can be fun. The gold star of success – providing interactivity that is cool, fun and provides value to the online visitor. With these ingredients, you will gain consistent interaction with your online audience and increase your ability to successfully market your product or service.
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