emarketing

emarketing

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  • Joost van de Loo
    Joost van de Loo
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    Tricks to make your URL stick?
    40 per cent of advertisers do not include a simple and visible URL in their ads (http://www.imediaconnection.com/content/10908.asp).

    But of course you have since long moved beyond this basic stage, and your URLs are consistently and prominently in all your ads.

    An interesting question is what you do to help consumers remember them.

    One way is to hire a good copy writer and create a series of value laden words that will be remembered through association.

    Like Verizon did for its broadband offering: http://www.richerdeeperbroader.com.

    Any other tricks to make your URL stick?


    Joost
    http://www.zn.be
    This post was modified on 28 Aug 2006 at 12:12 pm.
    • 28 Aug 2006, 12:10 pm
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  • Joost van de Loo
    Joost van de Loo
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    Re^2: Tricks to make your URL stick?
    I guess the Dunlop example teaches us to not only check for consistency in messaging and brand identity but also for "URL consistency".

    It's probably going to be quite confusing don't you think?
    With marketing becoming more and more sophisticated - integrating more and more channels and media... You're bound to get more errors.

    Just read what the guys in the HyperMedia group are saying: " New hypermedia systems under development will allow objects in computer videos to be hyperlinked. " (https://www.openbc.com/net/hypmedia/)

    Maybe marketing planners will have to start making a kind of 'hypermedia interaction design' for each campaign, to visualise how everything is linked and to show each digital alley where the consumer can end up. .. Similar to the interaction design that web developers make when they build a web site.

    There's probably already software out there to do this, but I haven't heard of it yet.
    This post was modified on 28 Aug 2006 at 06:36 pm.
    • 28 Aug 2006, 6:33 pm
  • Barbara Roth
    Barbara Roth
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    Re^3: Tricks to make your URL stick?
    By the way: I'm currently approaching the "post-web" phase, i.e. NOT having a website for the advertising company I'm currently setting up together with my partner - an interesting idea which we intend to look into more closely in the future.

    But the question shouldn't necessarily have to be: how do you integrate your web address into your print campaign, but: 1. do you need the print campaign at all? 2. Do you need your website? And then, if you are sure you need both, eventually: 3. How do you integrate the web address in your print campaign.

    b.

    .
    • 28 Aug 2006, 10:29 pm
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  • Joost van de Loo
    Joost van de Loo
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    Re^5: Tricks to make your URL stick?
    I agree; the majority of campaigns cannot do without an offline component and most companies need a website.

    Still... Barbara Roth's NO-website idea is quite refreshing.
    For the practical side of it, I guess it's a matter of how strictly you define "No Website".

    If you see it as really having nothing about yourself online at all, it's probably not going to work. Like you said; people have to be able to find out what you do and who you are.

    But if you see "No Website" as abandoning the standard approach and replacing it with something new, then it could be quite cool.

    I can imagine a set-up where your content is not centralised in one place, but is spread across the web on various easy to use platforms like Amazon, YouTube (or Revver.com), Blogger.com, OpenBC, Flickr, Wikipedia etc.

    You can then aggregate your content in a social bookmarking site like del.icio.us and send the link to your potential clients and partners..

    You would have created a patchwork of company content, a lot of 'small pieces loosely joined', in the spirit of David Weinberger's latest book.

    http://www.amazon.com/gp/product/0738205435/103-8675074-7491...
    http://www.smallpieces.com
    This post was modified on 29 Aug 2006 at 04:11 pm.
    • 29 Aug 2006, 4:10 pm
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  • Garrett Earley
    Garrett Earley
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    Re^2: Tricks to make your URL stick?
    You need to think out what do people really want from your business or whatever.

    For example, if you are a small bakery in a small village and you are sucessful from the customers in the village who buy your bread everyday then there is no need to setup a website for your self unless you wanted to expand.

    There is also no point in setting up a website either if no one is going to go to your site. There is no point in filling your site full of content that people will never bother to look at either.

    I would say there are thousands of sites on the internet that no one has ever heard about, so how do you get your site known to people? There are several answers to this, but the one thing is that people need to go to that site for something.

    For example, I have seen McDonalds been advertised everyday and I'm sure i have seen the url for the site, yet I have never clicked on the McDonalds site, because I have never needed to.
    Then again, McDonalds do so well, it probably wouldnt matter much.

    Also I think that if people really need to go to a site for information, it wont matter if there are 1000 characters in the url for them to type in, although it would be better if it was a short snappy name.
    For example, the name "nike" sticks in my head like glue, but i have never needed to go to that site for anything. If I was a teenager into a group like "the travelling willburies" or something with an obscure long name and I really needed to find out when their next album was out then I would probably remember the name of the site to go to.
    • 16 Sep 2006, 05:47 am
  • Pamela Mayer
    Pamela Mayer
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    Re^6: Tricks to make your URL stick?
    I agree with Irina. The first thing I do is look up a company on the web, if they don't have a site, I don't get a good feeling about them; they're too young, inexperienced, poorly funded and I don't want to be caught in the middle of that kind of mess.

    There is one more thing I do and that is to check the BBB on every company I consider working with. If they had no website, would I check the BBB? Lets say I did and they are listed with an exemplary record. Great! But.....that has not happened to me yet.


    Pamela
    • 30 Dec 2007, 02:52 am