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Online Strategy

The digital wave is here. Are you ready? Internet marketing is now the third top NZ media after newspaper and TV. Here are some case studies of how we've used online strategy.

rsz-digi-wave

The digital wave is here. Are you ready? Internet marketing is now the third top NZ media after newspaper and TV.  In the UK, the internet is the top media among youth.  Internet marketing is just like any other media - you work out how to reach your market while they're online. 

However, as a newly emerged channel, it can be overwhelming at first, to understand the new landscape.  In a nutshell, there are three ways to reach people while online:

1) Appear on a search result while they're actively searching for your product or service, through Google Adwords, Google Places, Directory listings and Search Engine optimisation (coming up on the left hand side on Google).

2) Get in their inbox either through a digital direct marketing campaign/text/email to a specific group, placing articles into a "feed" or enewsletter they already subscribe to.

3) Reach them while they're browsing.  Typically this might involve using Facebook ads, You Tube videos or video trailers (the second largest search engine), banner ads (just like radio networks there are a group of web sites you can place banners on), reviews and blogs or having relevant articles on sites that already have a large following of your target market.  Perhaps a friend has Liked/followed one of your posts and it comes up on their social media monitor.

Case studies of Online Strategy:

Diners Club: launched personal loans. Sourced email and telemarketing databases of home owners within specific age, employment and location criteria for telemarketing team.

Biomer: Established global pay per click advertising campaign for supplements. Generated 6% conversion to sale through isolating high conversion words.

Otago Polytechnic: tested four different online strategies including TradeMe, emarketing and banner advertising to determine most cost effective method for enrolments. View creative of this web advertising

Fleetwood Construction: work a bit thin waiting for rebuild to gain momentum. Identified gap in market, set low budget pay per click campaign. Client asked for campaign to be paused due to generating forward work for 3 months within one month of running.

Flashman: listed in online specification resource guide, with regular blogs, newsletter inclusions, and banner ads to architects and specifiers. Now has nationwide franchises and launched second product category.

Asia Pacific Football Academy: reached 9 million soccer playing 13-18 year olds in Mexico, Tokyo and other specified countries, promoting a soccer academy.  Facebook page now has more then 50,000 likes.

NZ Graduate School of Education: trialled three separate online media including pay per click and banner advertising to reach graduating university students to enrol in teacher training programmes.  Best bang for buck identified for next year.

If you're wondering what your online options are, talk to us at Alexanders to define the strategies that will reach the market you're after and ask about our 14 steps to effective online marketing.  You may also be interested to find out more about Google Adwords and Facebook and Search Engine Optimisation.

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