If you target teens and twenties, avoid virtual worlds and deep web marketing at your peril. My 5 Musts…
by Mark H. Goldstein | CEO
The days are over when a 10% marketing spend on online ad campaigns cut it. The pendulum has shifted – and your commitment to engage in a more meaningful online experience is required to hook your most important buyers or buyer influencers.
But it’s not easy and the stakes are high. Getting her attention and keeping it requires that you understand the difference between phony and real, and that your creative agency or marketing partner really ‘gets’ what makes her tick.
My 5 requirements to being successful in this new online ad world:
1. Make your hot new products ‘virtual’ and tradable online–allow your potential customers to forward, share, show-off and try-on your latest fashion, vacation or benefit.
2. Extend into Facebook (and perhaps MySpace). This may require a media buy. But this is likely where she is, and if you think you can build a social island without connectivity, your ad dollars will be wasted.
3. Tie into celebrity or something super-topical. Your new product might be hot – but your definition of hot is nothing compared to Britney, Paris or this week’s new Hollywood release and intra-celeb du jour.
4. Make sure your physical stores (if you have them) aggressively bounce-back to your online promotion and vice-versa.
5. Have a brand or product that has the potential to be talked about as new. Last year’s styles and commodity products need not apply.
Today’s WSJ article got me thinking.
