A Direct Marketing Agency - Helping Brands Acquire and Retain Customers

According to 2007 research conducted by Nielsen//NetRatings, content has overtaken communication (emailing) as the Web's primary role.

Some of the main reasons are:

• Traditional offline activities – reading or watching the news, looking for entertainment and events, and checking the weather – have transitioned to the web
• Explosion in watching video online, both for learning and for entertainment
• Faster Internet connectivity at home (better user experience)
• Search knowledge and use (knowing how to use search engines to find relevant information)
• Mobile and text messaging (taking the place of traditional email)

How can marketers capitalize on this trend?

• Use online ad placement and/or sponsorships on content-heavy media sites for awareness and brand building.
• Develop an array of online videos to engage the customer – product demos, training videos, advertising spots, behind the scenes videos, webinars, "ask the expert" interviews
• Make your search program as effective as possible to capture information-seeking prospects
  • Test numerous versions of adword copy - use call to action statements to drive response
  • Employ the "Long tail" theory of search marketing – use many highly targeted search terms to reach a more highly targeted prospect
  • Drive prospects to landing pages with specific, in-depth content based on the search term used
• Enhance email efforts by providing the customer with more information, not just about your company but about relevant industry or expert information to position you as a trusted "source."