Reputation Management
December 10, 2008 by OA Group · Leave a Comment
Let me introduce you to your best friend and sometimes worst enemy: social media marketing. You have heard the success stories of companies driving powerful consumer awareness via a viral video on Youtube or attaining expert credentials through relevant blog postings. However I want to talk about what happens when social media marketing gets ugly. If you purchase advertisements through an online ad network, there is a strong possibility that you do not know where your brand its being displayed. This has two negative components:
- Your business could be placed next to brand harming content
- Your banner ads could be simply filling in remnant inventory, which means you are practically guaranteed to lose your return on marketing investment
So what can you do to protect your brand’s reputation in the marketplace? Focus first and foremost on where your ads will be shown. This is where traditional advertising had it right. Companies paid based on placement, not solely on impressions. Secondly, experiment and choose innovative advertising mechanisms. If your marketing strategy has little to no risk, then you will produce little to no results. Good examples of fresh advertising placements are:
- Sponsored blog posts
- Video advertising
- Mobile marketing
Social media marketing can be your best friend, but only if you have a well thought out plan and clear objectives.
Traditional vs. Digital
October 28, 2008 by OA Group · 1 Comment
There has been an ongoing debate for the past decade regarding which marketing medium provided advertisers with the best return on investment: traditional vs. digital. Traditional media buying would include: television, radio, newspaper, et al. Digital marketing includes: search engine marketing, banner ads, rich media and the newcomer streaming media. The truth of the matter is that I’ve seen both mechanism generate great and terrible results, it’s my experience that everything boils down to execution ultimately. However I want to briefly discuss each option.
Traditional Media
Traditional marketing has been around for ages and is thus a well established marketing machine. It has been attacked lately with the advent of TiVo and Satellite radio, however it remains a bastion of brand safe advertising distribution. There is very little fraud in traditional media, which enables a fairly worry free environment for clients. With the positives in mind it is also important to understand the drawbacks:
- Archaic analytic reporting;
- High level of risk;
- Lack of control.
- It is cost prohibitive for small businesses.
Digital Marketing
Digital, or online, advertising has been the fastest growing industry in the past decade and has birthed global corporate giants like Google and Yahoo! It addresses many of the negatives of traditional marketing, such as:
- Full analytics reporting, you know exactly when and where your ads have been displayed.
- With performance based campaigns, there is little to no risk at stake.
- You have full control over the campaign.
- Companies of any size can advertise online, due to little to no minimum advertising buys.
It may sound like I am one sided in this debate, and it is true, I believe very strongly in the power of digital marketing; however it is also paramount to remember that the key to a successful marketing campaign is matching the right message to the right audience. Contact us and we can help create a marketing plan that matches your needs.
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