Internet advertisement Strategy - II
May 25, 2007 – 8:46 pm | by nandakbProduct Nature and Service
The nature of product affect the choice of internet communication that a marketing strategy can include.
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Product Type |
Marketing Communication Channel |
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Higher level of support |
Comprehensive Broadcasting Reactive website |
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Higher level customer support |
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Higher consideration or information research prior to purchase |
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Product required list of active consumers and their feedback about the product |
Personalized reactive customer support. |
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Product that can be purchased only offline |
Product of such types require proactive broadcasting communication.
Banners, Reciprocal links and ad-supported content sites such as google adsense web sites would be the ideal advertising medium.
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Low level information gathering prior purchase |
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Lower level customer support |
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Customers web usage level and pattern
Product require complex information gathering also possible to purchase to online require higher level of web usage by consumer. In such cases well documented detailed corporate web site would be more appropriate. Some products required lower web site usage but consumer prefer online purchase. For such products, firms can strategize their web advertising for Brand enhancement and proactive marketing through email content sponsorships and ad banner. The web site must be strictly Niches focused.
Advertising Strategy should be the right mix of web site to react to a consumer’s needs and proactive banner advertising to online marketing success.
Personalized communication
To decide between Personalized versus broadcast communication, following questions must be answered.
What is the personal interest for the consumer?
What will your brand do for the consumer to justify relationship?
Can you maintain this relationship profitability?