Web in Focus

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Sum­mary:

Small and medium sized busi­ness can waste sig­nif­i­cant money on old style adver­tis­ing. But there is some­thing new, and more compelling…

Episode Top­ics:

Alva’s very corny quote: “The High Tech and High Touch way of max­i­miz­ing your adver­tis­ing dollars”

Fail­ure of Tra­di­tional Advertising:

• Inter­net (Ban­ner Ads — 1% click-​​through is con­sid­ered suc­cess… really?)
• TV (requires a lot of money to be successful)
• News­pa­per (dying medium — intro of “Boom Boom Effect”)
• Yel­low Pages (good for prop­ping up your com­puter monitor)

Adver­tise by giv­ing away value, build com­mu­nity and rela­tion­ship with cus­tomers: Incor­po­rates social net­work­ing and viral campaigns.

Jakob Nielsen Eye Track­ing Stud­ies: avoid ban­ner blindness

Write arti­cles (give away use­ful info, charge for spe­cific info)

How to tar­get an audi­ence to grow your business:

• mes­sage is focused enough to be effective
• promise some­thing of inter­est and give away value
• User focused, give them con­tent they are look­ing for

Telem­at­ics Weekly exam­ple for appro­pri­ate ads, they describe in detail their adver­tis­ing strat­egy.

Prod­uct place­ment exam­ples: “ET” and “The Biggest Loser”: inte­grate adver­tis­ing into the show. AM radio does this well, host of show talks about prod­uct, lever­ag­ing estab­lished trust.

Web­site:

• pub­lish articles
• cre­ate brand iden­tity via social net­works (Twit­ter, Face­book, MySpace, etc.)
• must be cre­ative and con­sis­tently refine your branding

Viral Mar­ket­ing:

• Will it Blend
• Levi Jeans
• Ray Ban
• Baby’s Got Book