by UFSocial contributor Lisa Long
Effectively marketing your products or services in the digital world costs money. As a general guideline, for every dollar spent for advertising, seek a $5 return. In marketing speak, this is called a 5:1 ratio for Return on Investment (ROI). As well, Chris Leone of WebStrategies claims “marketing is about generating revenue. It’s not about art, humor, or creativity.” To boost your ROI, glean the following tips and trends for online marketing.
- Cross Media Synergy Effect Advertisers recognize that placing ads on multiple forms of media improves campaign results. In a study published in the journal Computer and Human Behavior, a team of researchers from Syracuse University and Korea’s Sungkyunkwan University explain that the value of ad repetition “on multiple media induced significantly higher credibility perception, cognitive responses, attitude toward the brand, and purchase intention than repetitions on single devices.”
- CIP2 When marketing to smartphones, to ensure the best results, follow the CIP2 formula.
- Credible – Maintain that your content is credible with valid sources, claims, and statistics.
- Informative – Keep your content strong with clear ideas.
- Pleasant – Opt for a welcoming writing style and visual appeal.
- Personal – Utilize web personalization tools so you may target your ads to individuals who fit your demographics.
- Multi-Plex + More is Better In a pure sense, multi-plex means to convert multiple signals into one signal. The researchers from Syracuse and Sungkyunkwan Universities studied the value of placing “cross platform ads.” The consensus is to transmit the same message across many digital platforms – the more the better – one message, many platforms.
- Partner Discover ways to work with others to increase your message outreach. For example, a Canadian project worked with over 1,000 schools to encourage students to engage in an online learning game that was also promoted on multiple digital media platforms.
- Size Matters It’s really true. Bigger is better. The Syracuse and Sungkyunkwan research team found placing ads on larger screens of various sizes had a significant impact. “Ad repetitions on multiple-media of distinctively different screen sizes are likely to invoke higher ad/brand credibility, more positive attitude toward the brand, and higher purchase intention than the repetitions on two screens (i.e., television and computer) of the same size.”
- Position Matters. Pictures to the left. Words to the right. Determine the type of add you are placing. Is the content more visual or is it verbiage? If your ad is pictorial, a team of researchers at Taiwan’s Tajen University and University in Semnan, Iran discovered that users receive an image ad best when placed to the left side of the screen. If the ad is written word, place the ad to the right side of the screen for possibly the best reception.
Ground your endeavors for online marketing in strategies backed by research and case studies from around the globe. With savvy consideration to Mass Communication research and theory, you may achieve a strong ROI.
- Leone, C. (2016 September 9). What is a Good Marketing ROI? Retrieved on April 17, 2017 from https://www.webstrategiesinc.com/blog/what-is-a-good-marketing-roi
- Lim, J.S., Ri S.Y., Egan B.D., & Biocca, F.A. (2015). The cross-platform synergies of digital video advertising: Implications for cross-media campaigns in television, Internet and mobile TV. Computers in Human Behavior, 48(July), pp. 463-472.
- Kim, Y.J. & Han, J.Y. (2014). Why smartphone advertising attracts customers: A model for Web advertising, flow, and personalization. Computers in Human Behavior, 33(February), pp. 256-269.
- (2017). Case Study: Heart of the Artic. Retrieved on April 17, 2017 from https://www.dandad.org/en/d-ad-heart-arctic-case-study-insights/
- Rasty, F., Chou, C.J., Fiez, D. (2013). The Impact of Internet Travel Advertising Design, Tourists’ Attitude, and Internet Travel Advertising Effect on Tourists’ Purchase Intention: The Moderating Role of Involvement. Journal of Travel & Tourism Marketing, 30(5), pp.482-496.