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« Are You Listening To Your Users? | Main | The Mystery of Online Customer Satisfaction »

Traditional Advertising and Your Web Site

Greetings from Mont-Tremblant, Quebec.  The views here are majestic. But I don’t believe I’ve ever been this cold in my entire life.  This is honestly the coldest weather I’ve ever experienced, -29 Degrees Celsius or -20 Degrees Fahrenheit. All in good fun.

Limits of Traditional Advertising
Traditional Advertising is highly competitive.  As additional advertisers enter the game more advertising pollution is created.  When your user opens a newspaper or turns on the television they are bombarded with advertisements.  Most consumers don’t even know where to start.  How many times has your advertising been lost amongst other advertising? Everybody is jockeying for attention.

The web is distinctly different. Each web site represents a different channel of very specific programming. The catch is ensuring users can find and remember your domain name.  You can build awareness through traditional marketing channels by consistently repeating your domain name.  The best part is when users load your site you command your prospect’s undivided attention.  Users who aren’t interested in air aren’t going to visit your web site.  This is unlike other advertising where the consumer is almost forced to watch or listen to something of little or no interest.

Your domain name should be a marketing focal point.  This is the premise behind web centric marketing. It is the single most important piece of marketing information that you want your perspective customers to remember.  If they can remember your domain name, they don’t need to remember other specific details.

Advertising Suggestions
Every advertising channel has it’s own unique way of delivering your message. It’s up to you to determine the best way to position your brand. 

If you have print advertising make sure your domain name is a prominent element. Just listing the domain name isn’t enough.  Entice user with unique information only available on your web site.

Use your web site statistical data to analyze which forms of marketing were most effective.  If you know when a certain marketing campaign started go back to your web stats and correlate the data.  You might find one marketing channel worked better than the other and adjust future campaigns.

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