Saturday, October 31, 2009

Panel de Publicidad Digital: Mito o Realidad

Sponsored by Axesa providers of SuperPagesPR.com

Panalist:
Guillermo Paz - PopuliCom
Camille Buckhart - Banco Popular
Fernando Orfila - Johnson & Johnson

Despite the title, digital marketing is obviously a reality and one that companies in Puerto Rico need to take seriously and approach with the same sense of professionalism and rigorous process that we apply to the rest of our marketing efforts.

With Guillermo Paz talking about the platforms to be mastered between search marketing, online advertising and social network marketing as well as the importance of doing digital marketing correctly; Camille Buckhart using the example of Banco Popular’s efforts and use of simple and testing of site effectiveness; and Fernando Orfila’s case study at Johnson & Johnson of niche marketing several overarching themes were clear.

1. Digital Marketing must be integrated and strategically aligned with traditional marketing efforts. this doesn’t mean that your TV campaigns must lead what you do online but simple that there must be some form of consistency created and leveraging of cross platform efficiencies while still allowing some digital campaigns to stand alone when the objective (like raising the number of online banking only customers) dictates.

2. Websites and online brand presence is no longer what you hire some talented teenager to do. Instead it is something that must be done professionally and driven by clear objectives, measured using the right metrics and planned out carefully. Paz showed examples where simply details of incorrectly directing people from ads to the wrong link, non-functioning links and poor design often sabotage campaigns and waste resources.

3. The back-end of digital marketing is just as important if not more important that the more tangible and visual design work that goes into creating websites. SEO - Search Engine Optimization - assures that your website has the best chance of being found by the people you seek to attract. In fact, in 2010 it is estimated that some 60% of digital marketing budgets in the U.S. will go to SEO for an overall investment of some $29 billion.

4. Marketers must take advantage of the ease at which you can switch out digital ads or websites to quickly test page efficiency and make changes accordingly. Banco Popular uses this approach to test which designs for online campaigns produces the best results on their objectives and constantly make improvements to better this efficiency.

5.Digital marketing also allows you to customize messages to specific targets and to provide specific and relevant value that builds bonds between brand and consumers much like Johnson & Johnson’s Place2BFree.com focused on young girls.

6. Just like any other marketing digital marketing requires that you set clear objectives on both what the goals of your campaign are - awareness, lead referral, build buzz, etc. - and how you will measure results. Paz presented a Digital Advertising Checklist which you can obtain by contacting him at willie@populicom.com
The internet is not a marketing platform to target teenagers only. Today, all ages and most segments of society have some sort of online presence. Today, groups for new mothers help new parents deal with the fears of having a new born and retirees now seek to connect and inform online.

(summary by Dana Montenegro of SeriouslyCreative - dana@seriouslycreative.com

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