How to Integrate Internet Advertising into Your Business Communication Plan
| ||Internet advertising follows the rules of traditional business communication and must be included in your communication plan. The only significant difference is that internet advertising takes into account a target group, the search engines, typically not covered in a business communication plan.|
MarketingStat experts can lead you through the process of integrating internet advertising into your business communication plan because we have a deep understanding of how both internet advertising and business communication work.
MarketingStat: The marketing expert to help you integrate internet advertising in your business communication planMarketingStat experts look after all technical details to integrate your internet advertising in your business communication plan and more:
- Why Add the e-Commerce Sales Channel to Your Sales Force?
- How to reach e-business success using website optimization techniques
- We monitor and report e-commerce achievements for you
Internet advertising: business communication for the search enginesEffective internet advertising speaks the language of search engines. That is, search engines understand your internet advertising and list your web pages at the top of search results.
Speaking the language of search engines is a key requisite for internet advertising success, and it is a very technical business communication activity. The do-it-yourself approach to professional internet advertising works only if you have a good understanding of how search engines gather and evaluate information about web pages. However, we discourage the trial-and-error approach because doing something wrong may result in your website being banned from search engines, and getting it listed again involves a lot of work and many headaches.
Ask a MarketingStat online marketing expert how to create internet advertising that speaks the language of search engines.
Internet advertising: business communication for humansInternet advertising for your website visitors works in the same way as traditional print and TV business communication. You want internet advertising that your visitors comprehend, like and remember.
- Comprehension. Do the elements of your internet advertising, such as text, headline, titles, images, videos, jingles, and so on speak a language your audience understands? This issue in not as trivial as it may seem. For instance, think about business-to-business advertising. Many technicians, such as engineers, work in marketing and fill business communication with technical jargon that means almost nothing to most of us. Your internet advertising must be understood immediately, or your business communication is worth nothing.
- Reaction. Do visitors like what they see, read, and hear at your website? This is not just a matter of being creative. Rather it relates to the relevance of your internet advertising to the needs of your visitors. If your internet advertising does not generate a positive reaction your business communication is worth nothing.
- Memorization. Does you internet advertising stick in the visitor's mind? If not, again, your business communication is worth nothing.
Internet advertising and Your Business Communication planInternet advertising must be part of your business communication plan.
We at MarketingStat disagree with those who talk about a separate digital strategy, or web strategy, internet strategy and the like. You would not distinguish, for instance, between the mathematics you use for home finance and that used for business finance. Just as math is math, internet advertising is advertising. It belongs to the communication strategy, which is part of the business communication plan, or strategic marketing plan.
Integrating internet advertising into your Business Communication planInternet advertising added to your business communication plan still depends on your copy strategy and media strategy.
- Copy strategy. Describes the benefit, support and tone of your advertising and does not vary whether you refer to print media, TV, or the internet. Your copy strategy applies to all media.
- Media strategy. Describes the channels and media where your advertising appears. The internet is a new channel that has been added to the existing channels, print, TV, radio, outdoor and cinema. While some of the traditional media also apply to the internet channel, such as press releases and articles, new advertising media such as links, social media, blogs, etc. apply only to the internet.