Tag Archives: advertising

Basic Guide to Online Advertisers

Guest post by former dLooker, Mande Crnjak. Some thoughts from the grave to the brave

You want to advertise your business. So you’ve signed up with an online business directory or similar to help.

You give your basic info, and because you’re paying for it, you allow them to go off and do the work for you with the expectation of being on the first page of Google for every keyword you can imagine.

What now?

You then receive an email advising you that your page has been launched and to double check it. But of course you don’t actually check it.

You’re busy and haven’t got time and again, that’s what you’re paying the people to do! Thinking of it this way is WRONG!

It’s a two way street my friends!

This is your business we are advertising. Nobody knows your business like you do.

You should always, ALWAYS, double check anything that is being published about your business.

If there is false or misleading information, or you simply don’t like what is written, double checking the page once it goes live will assist in rectifying any of these issues.

Here’s how you can get what you want!

  • Give the sales agent as much information as possible about your business. If you already have a GOOD website, advise for the team to refer to the website. Ensuring you provide as much content as possible will allow copywriters to produce correct and quality content about your business. *** Note: If you’re not happy with what’s written about your business, notify your account manager to make the changes ASAP.***
  • Think about what your customers are typing into Google when searching for your business and then choose the keywords! If you’re not sure about this, ask the team to give you suggestions. ***Focusing on particular products and service areas e.g. “Office Party Catering Parramatta” is more effective than “Catering Sydney”.***
  • Use all the features of the page – send though images, video, logo, flyers, add a coupon, send through articles or anything else that you have that is relevant to your business.
  • If the page you are advertising with has a REVIEWS options, use this to the max! Reviews/testimonials feature allows you to post the feedback from your customers and if you use (or add in) your keywords and locations, this greatly assists in your pages performance. ***Try and add at least one review weekly or fortnightly for effective results. ***
  • Link your personal page to any other advertisements or even social media pages. E.g. your dLook page will have hyperlinks going to your website. You should also have a link on your website going back to your dLook page. ***This is called “back link strategy” which gives both websites more integrity or “juice” and enhances both the pages performance.***
  • Keep an eye on your page and make sure you are happy with it. We are not mind readers and we don’t know anything about your business. If there are ever any changes to be made or you want to re-fresh a page, let the team or account manager know.

Remember, we want your page to work, but it’s all the extra bits and pieces that build the path to success!

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Changing Medium Same Message

When it comes to retail advertising, do you get the message?

Marshall McLuhan, a media futurist was born 100 years ago (July 21, 1911), he authored “the medium is the message” in 1964. In it he explained that the type of media you read, listen to or watch influences the messages received without the audience even realizing it. For instance, video requires less interpretation by audiences than radio.
Medium is the message

Internet marketing validates the same point in a completely new way. The technologies spawned by the Internet allow messages to be fleeting (e.g. twitter), even expendable, as media platforms test and refine them.

The Good Ol’ Days

In the 1960s, the era of Mr. McLuhan’s writing, was a much more simplified age. Good copy could break through because media channels were not yet saturated with noise and consumers had not yet learned to tune out annoyances.

Traditional marketing anointed messages as king. Magazine ads are a perfect example. Text-rich pages catered for patient readers who would spend the time to read their message. Copy was storytelling, emotion won over promotion, and benefits won over features. Virginia Slims weren’t just thinner cigarettes; they liberated the women of the 60’s.

The age that began in the 90s and continues today has been called the “unbundled era,” the “cyber era” and the “consumer era.” The biggest change brought on by digital media has been time compression. Both the advertizing creative cycle and the consumer feedback loop can now be instant.

Advertizing product and services can now move from strategy to execution, not in months, but in a matter of seconds.”

Instant Gratification

Leading product advertisers are abandoning the concept of long campaigns in favor of the the free flowing internet channel (Facebook, YouTube and Twitter). Campaigns have points of no return on investment; then they either work or they don’t. Internet channels go on forever; they can be measured, evolved and improved in real time.

Access to individual customer profiles makes instant “markets of one” possible. Retailers can learn to identify customer needs and deliver relevant offers, both through digital channels and direct from bricks and mortar stores.

Digital marketing has anointed the internet medium as king. Marketers can diversify their investment in personalized messages rather than being forced to make big mass campaign bets. This has yielded a law-like pattern: consistent messaging channeled intelligently beats intelligent messages channeled through mass traditional mediums routinely.

When advertisers adopt “internet medium” thinking, digital shopper media generate higher returns for a fraction of the risk.

McLuhan’s Global Village

Mr. McLuhan coined the “global village” and envisioned the worldwide web almost 30 years before it existed. It’s doubtful he would recognize marketing today. But his predictions about the reign of medium over message have never been truer than today’s digital era.