Tuesday, January 13, 2009

8 Golden Advertising Rules for StoresOnline Merchants

StoresOnline Merchants are always looking for new ways to advertise and market their online businesses. There was a message from IMediaConnection.com that outlined “8 Golden Rules for Advertising in the Digital Age” by Alan H. Gerson. Here is an excerpt from the article:

1. Capture interest and attention
Advertising is, of course, a specific communication strategy designed to shape consumer action towards, or opinions about, particular products or services. Advertising, like every other communication strategy, will not and cannot work unless it finds an audience and actually delivers its message.

2. Extend engagement
Engagement is a new hot metric. In the battle for the attention of the consumer, "time spent" is a valuable indication of whether the advertising communication has been successful, and delivering an ad impression does not necessarily equate to consumer attention and interest.

3. Activate toward client goals
Today, even if branding is the main objective, some sort of measurable action by the consumer that can be translated into a concrete return on the advertising investment is almost always a parallel goal.

4. Branding and brand building
All advertising can and should reinforce brand values or brand positioning, even if its primary goal is more directly sales oriented.

5. Reinforce recall and retention
The multiplicity of channels, messages, and media can make it harder to make advertising messages stand out enough to be remembered or acted upon. Nevertheless, fostering message recall and retention remains a central goal of any advertising campaign.

6. Promote intention to purchase
The marketing chain for most products and services today is complex and multi-channel. Products are offered for sale through retail stores, through networks of distributors, through online stores, and in a variety of both online and offline direct messaging to former or potential customers. Advertising messages, wherever and however they are made or delivered, need to support the communication of product benefits, features, advantages, and uses. Especially in today's economy, they need to support the communication of specific price and value messages and incentive offers.

7. Build an opt-in and viral database
One key difference between traditional media and digital media is the ability of digital media to readily identify its audience members and establish a two-way communication with willing individuals in that audience. Building a customer database that has fully opted in creates a valuable resource for all companies that can and should be used to inform, reward, thank and re-sell customers, increasing the lifetime value of that customer. Permission-based marketing was one of the first breakthrough concepts in digital marketing, and it remains a very valuable goal of advertising today.

8. Create differentiation in the marketplace
Ultimately, the last goal of advertising I want to discuss is differentiation in the marketplace, which is an umbrella principle closely related to No. 1: Capturing interest and attention.

These insightful tips give you a checklist to consider as you advertise for your StoresOnline website.


Douglas Adams said...

Thanks for the article it was very informative.

richard said...

The tips for the online store merchandiser is really good, it really gives an opportunity for the others to frow in the business.