Posts Tagged ‘ URL marketing ’

URL Marketing – as much an offline chapter as an online one.

Recently I have experienced the gap between on and offline marketing in South Africa. The online industry in south africa, more specifically digital marketing is growing at a rapid race. But are brand managers, marketing directors and managers on the same growing rollercoaster?

There is no doubt that focus had been shifted towards alternative forms of marketing, including digital and online marketing. The advertising industry has changed to a point where the consumers are in control and communication is all about conversation. The value of the internet lies in facilitating a platform where information can be displayed and adopting social media and multimedia features where conversation can be stimulated.

So in essence, what is the most important part of an online marketing strategy, whether it is for a microsite, campaign or general website – URL marketing – more than often the one chapter missing in emarketing textbooks. No online marketing strategy will be successful without being part of an integrated offline strategy, based on relevance to the consumer, supporting a consistent message in a way that affiliates best with the product offering itself. No one is going to buy toothpaste online, but an interactive game might keep the brand top of mind. No one is going to search for business consultants on Facebook, but the initial research for a new alcoholic beverage might be hidden in Facebook Events.

I think it is time that the active digital marketing network include marketing directors of major brands as guest speakers, and visa versa, because it is only through real collaboration of information and initiatives supported by prior evaluation of needs of the business as a whole that on & offline initiatives will be able to make a real difference to the bottom line. And this collaboration is exactly what the world wide web enables companies to accomplish.

So lets not get too lost in all the creative ideas associated with the very exciting online marketing industry – and take out our marketing 101 & corporate strategy textbooks to bring us back to basics in a time where the only thing that really matters is meeting objectives and increasing the bottom line – not the number of Loerie awards up agains the wall of your advertising agency.

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What happened to my online addiction?

Too be honest, I am not quite sure. All I know is that I use to love it, then really missed it and now ready to build it. The feeling of knowing something that the majority of those around you are completely oblivious to (taking into consideration I live in South Africa and the industry is still very much in its infancy), the benefit derived once you figured out how to drive around this virtual world of information, the feeling of endless exploration into so many different areas – they even made a profession out of it, commonly referring to the foundation of other activities – SEARCH. The beginning and end of pretty much everything in life. Think about it, it is all about the search of the consumer, the ranking of the business in the search listing, the hard work of the emarketer to improve the search listing through various techniques all requiring a majority percentage search in developing and implementing the technique in itself.

The only tool that outweighs search – that renders google insignificant is the power of the URL. The only element of an internet experience that proves to be stronger than any search and everything leading up to it. So why not let the two parts work together and make sure that your url marketing as i like to call it supports the work of so much energy going into SEARCH.

“Google it” “Facebook her” “MySpace Me” “EBay that” etc. So often we forget to look at what it is that the success stories, the time spent online grabbers and other fast moving websites are doing right. They use the power of a URL to instantaneously provide an ever evolving consumer market with exactly what they need – a beneficial association, a simple name, a useful product and a strikingly good looking yet simple navigation topped with relevant content.  Building Brands Online requires just as much human indulgence as any other real world brand. Except, the revenue model associated with moving from online to offline is substantially more attractive than the other way around.

Bottom Line – New Business Development has no better place to start than online.

Career Development is slightly different – so in a way I needed to give up my online addiction to enable myself to better integrate and build the bridge to ultimately sustain the online revolution altering the way we do business in the flat, fast & informal 21st Century.

So what happened to my online addiction? It turned into a career option.