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admin    Twitter Marketing     flip, Flipping, Formula., Local, Offline, Product, Site

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Virgin Media Moves To Integrate Offline Marketing With Website Promotion

admin    Web Marketing     Integrate, marketing, Media, moves, Offline, Promotion, Virgin, website

Virgin Media Moves To Integrate Offline Marketing With Website Promotion

Virgin Media is giving its creative, direct and website marketing agencies an overhaul in an effort to develop a more integrated approach to its communications.

Marketing Week reports that the company currently uses a list of agencies including Rainey Kelly Campbell Roalfe/Y&R, Rapier and Spike – all of whom have been invited to re-pitch.

Virgin Media says it is evaluating “the benefits of integrating its approach across advertising, direct and digital campaigns”.

The review will not include media planning and buying, PR, website design and management, brand design or retail and point of sale.

Ashley Stockwell, executive director of brand and marketing at Virgin Media, says the firm is “taking a look” at how it can best communicate its products and services in 2010 and beyond.

“All of our agencies have done and continue to do some outstanding work and have helped us set Virgin Media’s market-leading ultra-fast broadband, TV and mobile apart from our competitors,” said Mr Stockwell.

“As we look to deliver an even more compelling and brilliantly simple consumer experience, we’re keen to understand the benefits of a more integrated marketing and advertising approach.”

Marketers are increasingly looking at new ways to reach their target consumers, even as they continue to operate through more conventional routes.

Fast emerging as a good medium to reach out and connect are the internet-based social networking sites such as Orkut, Facebook, LinkedIn, YouTube, Ibibo and Twitter.

What is more. research recently published by the Internet Advertising Bureau (IAB) suggested that organisations which combine mobile and website marketing can radically increase brand awareness.

Further, according to Matt McNeil, the founder of email and mobile marketing specialist Sign-Up.to, mobile and website marketing are becoming an inseparable combination for many brands as more people tend to access the internet away from their desktop.

“There is a very strong synergy between the two,” explains Mr McNeil.

“You can make ads much more interesting if you can base them on what as well as where and when someone is doing something as that can increase engagement.”

Parminder Singh, business head of Google India, notes that social media is increasingly becoming an integral part of marketing strategies.

“Social media offers advertisers micro-targeting opportunities and the means to engage the user through communities and other applications.”

He added that social media networks had gained importance with big and small advertisers.

“In the last one year, it has extensively picked up with small advertisers who’ve ramped up their budgets,” he said.

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admin    Twitter Marketing     Complete, Easy, Most, Offline, Program, Riches

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Some Tips for Offline Businesses Wanting to Get to Internet Marketing

admin    Web Marketing     Businesses, Internet, marketing, Offline, Some, Tips, Wanting

Some Tips for Offline Businesses Wanting to Get to Internet Marketing

The latest trend in the world of internet marketing is to work on projects for offline businesses.  Most offline businesses are not aware of internet marketing strategies and the vast potential it offers.  With the right tools and strategies, savvy Internet Marketers will be able to make additional income offline by cashing in on the prospects offline business marketing.

Some of these strategies are explained in this article.  For example, the use of coupons for marketing purposes is a strategy that has been used by offline businesses for some time.  However, this strategy requires the business to bear the costs of printing, which can add up to a quite significant amount.  If they use the help of online coupon companies, the costs of printing will be eliminated.  All they need to do is to include the coupon URL in their print advertisement.   

Offline businesses normally use yellow pages advertising as one of the marketing strategies.  However, nowadays that strategy is not as effective as it used to be.  The reason being more and more people today go online to research for products and services, not the yellow pages.

Offline businesses can also use podcasting and vidcasting to promote their products or services to a targeted audience.  Podcasting is an audio and vidcasting is a video broadcast on niche topics in the form of online subscription.  Effective use of podcasting and vidcasting can help these businesses to reach a much wider targeted audience.  With the internet, these businesses can now reach worldwide marketplace.

In order to help these offline business entrepreneurs jumpstart their online marketing ventures, savvy Internet Marketers can offer to hold workshops to teach these entrepreneurs all about online marketing.  Blogging, search engine optimization, and list generation are just some of internet marketing aspects that can be taught at these workshops.  By holding these workshops not only the Internet Marketers can help educate the offline business entrepreneurs, they will also be able to generate additional income for themselves. 

Not all of these entrepreneurs will jump to the idea of having to do the entire marketing process themselves.  Some of them will find it too difficult or overwhelming to embark on a completely new undertaking.  For those entrepreneurs who are not able or do not have the time to do the entire marketing process themselves we can offer services to them.  

I have mentioned blogging in previous paragraph.  This is another venue of internet marketing that can be used to promote their products or services.  Blogging is not only used for communication purposes, but it can also be used to build community.  With blogging, you can get input from your readers for the blog posted, but you can also build a mailing list with it.

Without the internet, it will take a sizeable amount for these entrepreneurs to get their message across and to send their promotional materials to the people they would like to reach.  With blogging, this can be done for free.  Not only that, the internet will also give them worldwide audience, so they can reach more people.

You can create public awareness using blogs.  However, you can also have the visitors sign up for their newsletter to get information of the latest products and advancements they have made available.  This can all be done for free. 

So, you see, internet marketing can be very useful and advantageous for the offline businesses.  However, only when they’re combining both offline and online marketing methods will they be able to reap maximum benefit from their business.

In order to help these offline business entrepreneurs jumpstart their online marketing ventures, savvy Internet Marketers can offer to hold workshops to teach these entrepreneurs all about online marketing.  Blogging, search engine optimization, and list generation are just some of internet marketing aspects that can be taught at these workshops.  By holding these workshops not only the Internet Marketers can help educate the offline business entrepreneurs, they will also be able to generate additional income for themselves. 

Not all of these entrepreneurs will jump to the idea of having to do the entire marketing process themselves.  Some of them will find it too difficult or overwhelming to embark on a completely new undertaking.  For those entrepreneurs who are not able or do not have the time to do the entire marketing process themselves we can offer services to them.  

I have mentioned blogging in previous paragraph.  This is another venue of internet marketing that can be used to promote their products or services.  Blogging is not only used for communication purposes, but it can also be used to build community.  With blogging, you can get input from your readers for the blog posted, but you can also build a mailing list with it.

Without the internet, it will take a sizeable amount for these entrepreneurs to get their message across and to send their promotional materials to the people they would like to reach.  With blogging, this can be done for free.  Not only that, the internet will also give them worldwide audience, so they can reach more people.

You can create public awareness using blogs.  However, you can also have the visitors sign up for their newsletter to get information of the latest products and advancements they have made available.  This can all be done for free. 

So, you see, internet marketing can be very useful and advantageous for the offline businesses.  However, only when they’re combining both offline and online marketing methods will they be able to reap maximum benefit from their business.

Social Media Marketing is Attracting Offline Interest

admin    Social Media Marketing     Attracting, Interest, marketing, Media, Offline, Social

Social Media Marketing is Attracting Offline Interest

As social media marketing continues to grow in popularity online it has managed to capture the attention of the offline community as well. In many boardrooms, more serious consideration is being given to social marketing as part of the overall marketing strategy.

The phenomenal success this type of internet advertising has achieved is hard to argue or ignore.

Current marketing strategies still find ‘conventional’ advertising approaches being utilized such as television, radio and print. However with the cost efficient and highly effective channels online social media offers these ‘conventional’ offline methods are quickly becoming outdated. The only hurdle new online strategies seem to now face for offline application is good old fashion management skepticism.

Here is what likely can be expected in the not too distant future regarding the offline business community’s adaptation to online marketing strategies.

Offline Marketing Budgets at Present

At present time there is little evidence of any significant spending by the mainstream offline business community on any type of internet advertising. It is inevitable however that the recognition of the effectiveness and cost efficiencies of marketing online is soon forthcoming in this area.

Witnessing the recent failures of many long time business giants due in part to their own marketing inefficiencies will only serve as a wake-up call to the rest of the business community. The aftermath of the recent economic downturn will only result in accelerating the shift of marketing strategies to the more effective and efficient avenues available online.

Increase in Online Spending

As offline businesses begin to shift their advertising spending towards the internet social marketing will get much attention due to the viral nature of this particular method.

Marketing online differs from traditional methods insofar as the consumer seeks out information on their own as opposed to having it presented to them. With that said the need for content, and lots of it, exists and must be supplied by the marketer to fill this need. This is crucial for the relationship building that is required to make this type of online marketing approach work.

Online Specialist Will Be Hired

Whether its video, audio, or text the supplied content will inform, entertain, and provoke thought in an effort to capture the attention and loyalty of the online viewer.

Sooner rather than later specialist for content development will have to be added to the staffs of offline businesses involved in online social marketing.

Ad copy and other messages created will be designed to catch viewers attention, initiate and maintain interest, develop trust and loyalty, and make product offers. This type of internet advertising is based more upon ‘relationship marketing’ as opposed to the ‘hard selling techniques’ associated with conventional offline marketing.

The Need for Public Relations will Diminish

Now that more emphasis is placed on searching the internet for breaking news there will be less need for conventional public relation tactics to ‘create awareness.’ The content developed and supplied to the internet will more than fill this gap resulting in cost savings and increased communication efficiencies.

Online Marketing Research will be Emphasized

By utilizing the give and take capabilities of web 2.0 marketing techniques the ability to get valued customer feedback can easily be accomplished. This cost effective and highly efficient means of collecting valuable input online will be a very significant benefit for research and development.

As a result offline efforts to collect similar data will be de-emphasized and regarded now as more cumbersome due to the cost and efforts required.

Social media marketing, as it stands today, continues to demonstrate new efficiencies that increase the effectiveness of communicating with the online consumer. Its popularity and acceptance can no longer be dismissed as a short term phase but rather needs to be recognized for what it is, the evolution of consumer marketing. This will result in a greater acceptance towards using online social media as a permanent fixture in a company’s overall marketing strategy.

How Is Online Copywriting Different from Offline Copywriting?

admin    Web Marketing     Copywriting, different, From, Offline, Online

How Is Online Copywriting Different from Offline Copywriting?

To become an effective copywriter for the Web, the first thing you need to learn are the major differences between online and offline copywriting. Who Reads It? Offline copies are printed on various materials, and they’re something that some people may read just to pass the time. With no expectations, offline readers can afford to be more patient and forgiving. Online copies, however, don’t have that luxury. More often than not, Internet users have a reason for visiting a website and they definitely have expectations when it comes to reading any online copy. And since they know what they want and what to look for, they’re more inclined to be impatient and wouldn’t hesitate to switch to another article if what they’re currently reading proves to be unsuitable. One Chance from Start to Finish Again, certain situations in the offline world give readers no chance to be choosy. Reading from a single magazine limits them to the contents of the magazine. If there are no other magazines available and they need to acquire certain information or, once again, they’re desperate to pass the time, they have no other recourse but to read the magazine from start to finish. Second chances are rare for online copies and as such, you need to make every word powerful and significant from start to finish, beginning with your headline and until you finish your call to action. Switching from one copy to another is also easier for online readers. With search engines more than ready to supply them with the next best link if your copy proves to be inadequate, the only way to keep their attention is by making every sentence worth their time. Cost Offline copywriters may occasionally have to worry about the costs of printing their works in a certain format. Too many paragraphs as well as larger fonts could make the cost of publishing escalate in an alarming rate, and for this reason, they’re forced to make adjustments, which are not always favorable to readers, to their works. Online copywriters, in this case, stand to gain more from their line of work. Since text weighs little in terms of bytes, formatting rarely make a substantial difference to their work. As a result, they can afford to make more paragraphs and keep it short – exactly the way their online readers like it. Having large fonts aren’t a problem either. Indeed, they can change the color of the text and suffer from no additional cost. Skimming Online readers have a habit of skimming, and they do it more frequently than their offline counterparts. Web copywriters will, of course, have to adjust their work accordingly. Skimming makes optional formatting techniques in offline writing necessary in online copywriting. Subheadings are one of them. Their presence ensures that online readers are still able to comprehend the gist of the copy even if they’re skimming. If you can supply one subheading for every paragraph, that can only work to your favor! Now that you’re aware of the differences between online and offline copywriting, you can apply what you’ve learned the next time you write an online copy. These newfound tips may make writing more difficult at the start, but rest assured they come with greater rewards! Remember to double-check for errors before uploading your work. Good luck on keeping the attention of your readers!

Related Copywriting Articles

Online Advertising India: Get Ahead of Offline Competition

admin    Web Marketing     Advertising, Ahead, Competition, India, Offline, Online

Online Advertising India: Get Ahead of Offline Competition

Internet has been noticed as a feasible medium now. The rise in awareness, about the feasibility of this medium has also been identified by the advertisers. This is one of the reasons behind advertisers heading towards Internet advertising. The scenario of online advertising India would cater to all groups of organizations and their brands.

With effective growth in Indian Internet user base, online advertising is on the minds of smart advertisers. The feasibility of this advertising medium is responsible for achieving this response from the advertisers. Now, when it comes to user response, then 46 million users is a sizeable number that forms the target market for online advertising India. On top of that, there were over 41,000 advertisers that targeted Indian users in 2006 (IAMAI).

The data suggests that there is a lucrative market out there. The users of this medium access it from offices, at home and cyber cafes too. They indulge in variety of activities like social media interactions, sourcing information, researching, study, analysis, work etc. In addition to it, the advertisers have been utilizing the strength of banner network India for achieving cutting edge promotions. Such a network is formed with the collaboration of advertisers, agencies and publishers, which organizes the flow of banners across online ad spaces.

The online advertising India is not at all limited to just the network but it also offers a whole range of advertising and marketing solutions. The advertisers are now inclined towards the dotcom part of advertising. This is clear from the fact that around 291 brands India had an ad spend of over Rs.10 lacs (IAMAI). No doubt that the users and their trends of surfing are proving attractive for the advertisers.

Moreover, the Internet advertising agencies offer targeted delivery of ads. The delivery of ads is done with the use of technologies like central ad server. Also, the targeting has a few parameters that enable the agency to distinguish the target audience for the advertisers. It can be based on location, connection type, browser type, day/time, IP tracking, user data etc. All this and lot more contributes to online advertising India but it is just about, how efficiently it would be taken in use by both the leading brands and the SMEa (Small and Medium Enterprises).

Related Online Advertising Articles

Why Offline Entrepreneurs Resort to Online Advertising?

admin    Web Marketing     Advertising, Entrepreneurs, Offline, Online, Resort

Why Offline Entrepreneurs Resort to Online Advertising?

As the world is getting more digitalized with every brand new day with the arrival of newer techniques and technologies – Internet based information is what we mostly depend upon. No doubt, why online advertising is rising through ladder of popularity amongst all types of businesses – no matter whether it is an online or offline venture. Internet is seen more as a reliable source of information by encompassing details into its sphere by every bit and byte.

Online media is taking form automatic and active data stream to receives and send information at skyrocketing pace and the most efficient manner too. Constant evolution of online data transferable technologies has turned increasing number of people worldwide to become virtual citizens of World Wide Web. Cyberspace is where people now feel most convenient to access and shop their necessities to luxuries. From homes, properties to latest high tech gadgets – everything is on sale on the Internet. People no more want to ’shop till they drop’, rather ’shop till their moods and pockets prompt’. Therefore, the era of e-business has taken over the entire world? Why not – after all e-commerce zones are fast, easy, more informative and has larger collections to choose from to meet one’s needs and fancies.

So the war of brands continues to be intensified. To survive and sustain in this world, there is only one solution and that is online advertising and marketing services. Online advertising solutions indicate to the marketing phenomenon wherein promotion of products and services is conducted through diverse Internet based features like text links, pool of contents, graphical aspects, networking sites, discussion boards, classifieds, statistics and reports and many more.

The basic objective why online advertising solutions are used is to being visible to more customers and being global. Offline businesses get wide array of benefits through online marketing and advertising like huge cost reduction as compared to offline advertising, wider branding effects, much easiness to reach overseas customers. Being a local and offline company it would be never possible to reach for far off customers beyond your regions. Your local and small company is potent to become a global brand with easily possible and highly affordable online advertising campaigns.

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Why is Online Advertising Necessary for Offline Businesses

admin    Web Marketing     Advertising, Businesses, Necessary, Offline, Online

Why is Online Advertising Necessary for Offline Businesses

Business world and the digital age:

We are living in a world which is increasingly becoming digitalized day by day. With the arrival of internet much of the information now is present in the forms of bits and bytes. Internet acts as a data stream which receives and delivers information at a high speed in a more efficient manner. This revolution of technology has more or less turned our world into a ‘web world’.

In this era of cyberspace many people prefer buying online because online transactions are easier and fast, so the companies and the brands also have to change their ways to win this business race in intense competitive environment. These companies and brands have to reach out to the consumers too in a manner which is both reliable and effective to serve the customer’s needs. This two way flow of business information gave rise to online business, which is also called ‘e-business’.

“E-business involves the use of electronic platforms, such as intranets, extranets, and the internet to conduct a company’s business”. (Philip Kotler and Gary Armstrong 2003, p.74)

Online advertising:

E-business gave rise to a marketing phenomenon ‘online advertising’. Online advertising refers to promotion of a product on the internet using various internet features. Kotler and Armstrong (2003,p.89) defines online advertising as the advertising which is visible to the consumer while they are browsing the web and this type of advertising mainly includes banner and ticker ads, interstitials, sky scrapers and other forms.

Need for online advertising:

When the brands and the companies went online, they felt a need for advertising their products in the wired world. This gave rise to online advertising or e-advertising. The basic motive behind online advertising of any company is to become global and attract more business. Advertising online offers a new dimension and a unique charm to the product which is an additive advantage.

How it works for offline businesses:

A question might arise in one’s mind that how and why a car company located in Japan would like to reach to a person in a Middle Eastern country? Well, the answer is quite simple, for why we could say ‘more business’ and for how the answer is ‘online advertising. Online advertising offers many benefits to the offline businesses, such as

Monetary advantage:

Online advertising provides monetary gains to a business which it can’t gain locally. These financial benefits would ultimately lead to a more progressive business which is the dream of every single dweller of the corporate sector. Online advertising might just provide the chance to a local offline business to claim its share in the global market.

Wider recognition:

Online advertising provides an offline business a wide spectrum of recognition. If, an advertisement is posted on the billboard the amount of people noticing it would be way less than the people noticing an advertisement pasted on the internet that is because of more usage rate and also because no time limitations. By advertising online a local business company might just be a global brand one day.

More reach:

Online advertising produces a chance of world wide reach to a company. For an offline business it could offer it international outreach and diverse consumers. Philip R.Cateora and John L.Graham (2003, p.245) says “Internet cuts transaction costs and reduce economies of scale from vertical integration; it reduces the economically optimal size for firms. Lower transaction costs make it easier for companies to develop a global reach”.

High profitability and Security:

Online advertising provides a business with high profitability and makes it secure in competition of international marketing. A secure business is more beneficial and reliable and offers the owner much more satisfaction then an insecure one.

Conclusion:

The art of advertising is necessary for the survival of every business but if you want to succeed you would have to go a step ahead and that is ‘online advertising’. For an offline business it is necessary to make sure that they do not lag behind in this intense race so therefore they to make sure of their grounds in this competitive atmosphere, to fight they would need to advertise and to conquer they would need to advertise online.

Why Active Offline Advertising Can Prove More Beneficial

admin    Web Marketing     Active, Advertising, Beneficial, More, Offline, Prove

Offline advertising can often be forgotten or ignored with the progress of internet technology. But to ignore the opportunities which advertising offline, or ‘real world’ advertising, has to offer, is to cut off a significant portion of your potential success. Internet technology might reach customers on the other side of the planet, but if you’re a regional business how is this of any help to you? Distributing mail shots, slipping flyers in with the local free paper of displaying adverts in shop windows will be more likely to reach the customers you’re actually after.
Internet banners are seen, and almost immediately forgotten. No one bookmarks a web page because of the adverts. However, with offline advertising there is a very real chance that people will see your advert time and time again. How much would it cost you to print off a few hundred flyers, and slip them under the wipers of every car in the town center car park at the weekend? For the sake of a few pounds and a couple of hours of your time you could reach hundreds of potential customers.
Certainly many of them will throw the advert away, just as they might click off a web page, but for those few, who might just be interested, you provide a document which can be kept, filed, referred to and which acts as a regular reminder, long after a banner advert on a web page has been forgotten. Offline advertising provides scope for greater variation, more imagination, and above all, far greater durability.
Of course, this isn’t to ignore or forget the online advertising and other forms of brand impression which your business will be seeking to employ. It is important that the brand image is translated seamlessly from one medium to another, and any offline advertising must match online advertising, and any other promotional literature which your business publishes. Brand image is everything, and if your advertising is merely to help impress your business or product name upon people, then this will prove to be more successful through continuity and consistency.
However, having said that, there is a time when sometimes breaking the mold is better and proves more advantageous for your business. When you are considering an advertising or promotional campaign, in whichever medium you choose, it will be important to occasionally consider breaking the rules. Knowing what the rules are gives you a better idea of when to break them. It’s also important to know why you are breaking them.
Let’s consider a scenario – that your business is seeking to expand the sales of a particular product or service. One of the crucial questions you will need to ask is why such an expansion is necessary. Give yourself a rap on the knuckles if you instantly assumed that the reason was to make more money or increase profit. Business is rarely a charity, and so quite clearly any decision or action will be employed in order to try to further the business in this way. However, what you may need to consider is why such expansion is necessary.
The answer may well be because your current clientele only represent a specific portion of the potential market. If you have carried out effective marketing you may have discovered that your product or service is being entirely missed by a significant group or category of people, and it is those people that your offline marketing campaign will be trying to reach.
To some extent, marketing and reaching out to specific groups online can be a good deal easier, since you can use cookie trails to identify potential customers, you can advertise through known sites frequented by the kind of people you’re after, and you can track searches and alter your advertising and promotion on the basis of the keywords being used. In the real world this can prove a little more difficult, and it will be necessary to combine good, effective market research with hard work, and often, leg work too. It will need you to go out to the customers, rather than exploit known patterns online and wait for the right customer to come to you.
To a large extent it will be reasonably obvious that if you are trying to target successful businessmen, there are ways in which any advertising campaign is highly likely to fail, and inserting your adverts into publications rarely read by such people is a guaranteed way to lose your company a fair chunk of money. But it will also be important to consider ways in which you can get the attention of those customers you are after.
Offline advertising can prove to be much more successful, as it can involve active promotion, rather than passive promotion. For example, actively putting documents into people’s hands as they pass in the street, actively arranging a publicity stunt in the town center, or actively giving away products which might really be useful will all help ensure that those suitable people passing by don’t just pass by.

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