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| Home>Website operation>Strategies |
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Website operation follows site development. A corporate site can be fully utilized to its maximum potential only when it is put into proactive operation. Such operation generally includes on- the-site promotion operation, Internet advertising and database operation. Operation, however, must have a sound strategic foundation that include the following strategies.
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The Internet has brought marketers a new opportunity to deliver one-to-one
messages to consumers through such interactive features as selection
of desired information type, personalization of messages, online inquiries
and alerts. Interactive communication tools are abundant on web-pages
as well as Internet advertisements leading to these pages. Emergence
of rich media advertising that combines flash graphics and streaming
video with the interactive function has made interactive communications
even more effective. Recently, some very successful advertising campaigns
rely on the use of commanding inputs (words or actions) by consumers
to generate responses from the web (www.subservientchicken.com). Our
planner continue to develop new interactive programs for our clients.
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With the advance in programming, websites and Internet advertisements are increasingly capable of engaging consumers in virtual experiences. Experiencing the sensation of driving a car and weight reduction are some campaign examples. A virtual walk through a simulated exhibition environment is another example. This level of consumer engagement contributes to separation of Internet advertising campaigns from traditional mass media campaigns in terms of marketing payoffs. Automobile marketers are by far the leader in this race for virtual revolution. Our planners are well versed in this strategy.
The use of video and audio have greatly enhanced virtual presentation of brand and product experiences.
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Viral communication is the online version of WOM (Word-of-Mouth). It is called viral because it spreads wider and faster over the Internet like a computer virus. Online viral communication is initiated by an Internet advertising campaign and its message is spread through consumers by mail transfers. Such famous Internet campaigns as Burger King's "subservient chicken" generated over 10 million mail transfers. Campaigns containing humor, a buzz word or an entertaining idea are considered good creative strategies to generate a viral effect. Our planners take full advantage of this digital capability in planning of Internet advertising campaigns.
With a rapid increase in the number of blogs and forums in which consumers can interact, the viral effect of message transmission has become more profound.
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The latest innovation in interactive marketing is to get consumers to talk about your brand or product by making your message entertaining or provocative over the web. Creating a buzz as a conversation starter on a company's web and sometime with an aid of Internet ads can be a very effective means of generating a message particularly when it is combined with viral transfers of the message among web surfers.
With popularization of social networking on the web such as blogs and discussion groups, a clever buzz can spread even faster.
Introduction of podcasting on the website can also stimulate creation of buzz messages with the Internet radio capability. Uni-Net is ready to assist you in deploying this new marketing tool.
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The popularity of online games has begun to spread from the youth to other segments of the web population. Games on Internet ads have become a familiar landscape on the websphere.
A game is often bundled with a contest in Internet advertising to promote products. It is also used to deliver product information in a more entertaining manner stimulating consumer's deeper involvement with the product. The type of games used online has also been extended from single-player games to multiple-player games with the latter gaining in popularity.
Uni-Net has a group of game specialists working on online games used in Internet advertising.
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Programs to promote blogs and other forms of interest-related and social networking has moved into the mainstream of Internet activities. Corporate blogs have gained in popularity among major corporations. Such blogs are used either to communicate with the selective targets, to establish a network among loyal customers, to send messages by corporate evangelists or to offer solutions by experts.
When a blog is built into a corporate website, it can enhance the content of the site with contributions of texts, photos, podcasts and video clips from consumers (consumer-generated content).
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| Collaborative intelligence strategy |
One of the outstanding strategic features of Web2.0 is collaborative intelligence where participants can contribute to the website content. Sharing of photos and videos has become part of website operation, in which contests and online voting are often offered as promotion.
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