Planning an advertising campaign on the Internet
Today, use for marketing purposesInternet is a separate area of activity, which only an experienced expert can understand. In some cases, it is the competent development of an advertising company on the Web, which implies innovative moves in the developed media plan and parallel work on the promotion of a product or brand outside the virtual space, contributes to the fact that the organization among competitors becomes the absolute leader.
If you decide to pursue your owngoods, brand, services on the Web, then for the beginning it should be clearly understood that in a phrase such as "Internet advertising", the key word is precisely "advertising". And the Internet here acts only as a way of delivery of the information to the consumer. Therefore, the main steps in this process remain unchanged.
Advertising campaign planning: basic steps
1. Define the objectives of the company (increase sales or loyalty to the brand or brand, the promotion of a qualitatively new product, etc.).
2. We establish the target audience.
3. We carry out preliminary selection of advertising platforms.
4. Choose the format of media (in this case - sites, social networks, forums, etc.).
5. We compose the media plan and optimize it.
Planning an advertising campaign: the choice of advertising platforms and media format
As practice shows, the most common are the following criteria:
1. I myself always go to this site.
2. I sell furniture, and this site is just about her.
3. On this resource there is an advertisement of one of my competitors.
4. This site offers good discounts on advertising.
5. This resource has a beautiful, attractive design.
6. I never visited this site and did not even hear about it, so it's bad.
Similar selection criteria can bemass, but most of them are completely biased and have no relation to real media planning. Do not evaluate this or that advertising platform on your subjective feelings. Estimating the effectiveness of placing your advertising on a particular resource should only be subjected to real figures (in particular, the cost of attracting the audience and its coverage).
Planning an advertising campaign for you and choosingsite, and the choice of media format is completely dependent on its objectives. So, if you are trying to change the attitude of consumers to a brand or brand, then it is necessary that the reach of the target audience is maximized. At the same time, you should choose those carriers (for example, banners) that are executed at a high professional level, are creative and well visible on the site page.
If you are focused on sales, then even the mostA quality banner does not really help you. It is important to attract the target audience to your corporate website, which is impeccably, interestingly designed. The text about the product should be attractive, convincing, informative and accessible for understanding.
Planning an advertising campaign: on choosing the right audience
The most, perhaps, common phrase that can be found in the corresponding section of the media plan is: "People who have an active life position and whose income is above average."
No words, this definition of the target audiencebeautifully and harmoniously, however, in fact, about anything specific does not tell us. And we can never use it in a business like the development of an advertising campaign on the Internet, nor can we give an objective definition of what this "active position" should be.
Identify the target audience is to take hold of thatinformation that will help us when planning. Therefore, at this stage it is important to have an idea of the parameters of the Central Asia, to which we can influence. For example, if our product is only for blondes - it's good. But on the web this does not help us. Under no circumstances will we be able to separate blondes from redheads, brunettes and bald men.
Segmentation of the audience on the Internet can be carried out only on such parameters as:
- geographical affiliation;
- age;
- floor;
- interests;
- the presence of a clear interest in this product.
In accordance with the listed criteria andshould choose the target audience. So, if you intend to distribute your goods only in Moscow, then choose those advertising platforms where by means of technical means you can limit the display of your banner only to metropolitan residents. If this is not possible, then you should check the proportion of Moscow residents in the audience of each resource through special open counters and choose those sites where this figure is the highest.
