The publicity is means that are developed constantly. It changes with the times. One adapts to the new technologies. He is implacable in his desire to find new and better ways to reach a market every greater time of the consumer.
But his not simply publicity of that is developed. The consumers and the behavior of consumer are also changing. Then we watched the future of the publicity, is important to watch together how both interactive and in a certain term of the change.
Without a doubt, the Internet has revolutionized the industry. It has taken the world - and the world from publicity by the storm. And it finishes only beginning to hit a target. The Internet has become global means with massive potential. Forty years ago, the television was considered the new means. Fifteen years ago, it was cable. Today, people in line pass amounts of increase of time in expenses of other means. The first evidence of this migration of the hearings appeared in 1998 in a report of the investigation of Forrester.
The investigators asked users of the PC what activities that they gave until spending more time in your computers. 75% of the responders said that it gave above for the television.
Interactive. That one is the true key behind the energy of the Internet in the publicity. The Internet is really the only means where we see true interactivity. In addition:
• Significa the greater implication of the spectator. • That means that the users can have access to services according to their interests and their pleasure. • Which they can ask for and receive the specialized product information, to make a purchase, all the hour of the saving of the short while and the cost immediate. • The effectiveness of the publicity of the Web appears to be related to the fact that practicing surf the fabric is a connection experience actively, similar to the compartments of the reading.
The consumers also have the option to “Choose” to receive the additional information on a particular product or they maintain it. In the book groundbreaking of Seth Godin, the commercialization of the permission, he said, “reaching towards it only go to those individuals that have indicated an interest in learning more on a product, commercialization of the permission allows the companies to develop long term relations with the clients, creates confidence, constructs knowledge of trade name and improves the occasions greatly to make a sale.”
All the rage: Payment by I key in and natural search using SEO
It is not no secret what the world of the business has assumed the control, in industry after industry. Payment by I key in and natural search using the optimization of the Search Engine (SEO). Today, being in front page for your more popular phrase of the key word is like having the television announcement the first most memorable one of the time in 1973.
The payment by I key in that it announces in the motors search allows you choose key words that you wanted that your site appeared underneath when a potential client hooks to a search. You decide that how much you are arranged to pay to every time a person chasca ignited the results of the search. But it can be competitive - and expensive if you are trying to use the key words that are very popular.
The natural search or the organic search is the results not-in negative polarization, not-paid that raise when beams a search. This can be influenced heavy so that “optimization of the Search Engine” is called - the complex practice and spendthrift of time to make sure that your Web site is making all the things right to align above for certain terms of the search. In this sand, smaller companies can towards outside maneuvering the great corporations, are many of the enthusiasm generated due to this so there.
Essentially, it is here where the energy of the publicity goes. Search is everything around. And the search is only going to get to be more important during the ten next years. If you can obtain in that one organic front page coveted, well then, more energy to you!
Web site, announcements of the flag, etc….
The other forms of publicity vehicles in line are by all means, the Web site, publicity of the flag placed in other sites, the bulletins of the news, ezines, and email. They are used in many diverse combinations, for diverse intentions in diverse hours. But most of the ready companies they are using all. The value of the announcements of the flag has been discussed warms up by a number of years. The opponents discuss that key in-by tariffs they have gone down as much, the announcements of that flag are not nothing but lost money. But the investigation demonstrates clearly that the flags are very effective in knowledge of trade name of the building. The users in line cannot chascar ignition a flag, but they see enough times it, the company name is perforated in its head. When its hour to make purchases, that product or service is first in its mind. Simply it is being being exposed to the trade name as the fabric of the undertow one enough to make an impression great.
The impact of flags in knowledge of trade name was proven for the first time in the fall 1996 by Millward international Brown. Three trade names were proven including a trade name of the clothes of the men, the telecommunications describe and a company as the technology. The results were significant and conclusive for each trade name. The knowledge was perceivably greater between the flag-exposed group (of the test) that the group nonexposed (of the control). Specifically, the exhibition to the flags of the announcement only increased knowledge of trade name from 12% to 200% in a flag-exposed group.
The study also compared the impact of the announcements of the flag in this test to the norms of the television and the compartment of previous the brown studies of Millward. The results were remarkable: Single exhibition generated knowledge flag of the Web to the greater one than a single exhibition to an announcement of the television or the impression. Something, the effectiveness of the publicity of the Web looks like to come the fact that the use of the Web is a connection exercise actively.
Bulletins of the news and Ezines
Most of the elegant salesmen towards outside they have a bulletin of the news or ezine there nowadays. These types of communication of the client and tools of the publicity will only continue growing working and importance. It goes again to the set “which is in him for me” edition. The client wishes to be part of the process. They wish to learn something. Or mantenerte put to the day in the last news. Coverall, wishes to obtain something of the relation. They wish to do more than something, wishes to improve their lives of a certain small way - and wanted that you helped you to do that.
Publicity of the email
The email is others of three big means of publicity of the Internet. The companies like the obtained commercialization, OptinBig.com, and N5R are providing the new ones and that excite solutions of the commercialization of the email for the thousands of progressive companies. Their results are impressive. To consider the rates of answer that make an average of 10 to 20 times those of the traditional direct mail. Or the remission of the commercialization of the network of the campaign classifies as above as 40%. The bottom is that the programs that put together have produced million plomos for the clients. And he is amazingly comprable. This means that almost any person can now use this means of publicity. But it must be made elegant, because you did not want that your email finished for above in filters of the Spam. That one is an inherent problem with the email that announces, specially in the last two years.
N5R particularly now is one of the main agencies of the direct commercialization in North America. They develop the campaigns by innovators of the commercialization who lead a mensurable, positive ROI to name of their clients leading the acquisition and the conversion to the test and the purchase for their clients. They have developed to strategies awarded in five important sectors industrials. These include Internet
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The commercialization and the competitions/the promotions in line, permission based the commercialization of email, text mail, email based success.
In the commercialization of the Internet and competitions/promotions in line, the salesmen can compile and compile behavior and data of the client and perspective preference and use this information to send the pointed and excellent information. To develop programs in course of communication one by is profitable and mensurable. The competitions are the fastest and more effective way to collect these data and to construct relations with the clients. It is very possible to construct a data base permission-based on of 50,000 perspective on only 6 weeks, to increase traffic of the Web site in 900%, the yield of sales in line improved in the 1,000%, and to in line reach $40 million in sales of the plomos generated by a promotion.
With the based permission the commercialization of the email, the loyal clients is right an email far. Where the traditional campaigns of the commercialization fail, the email can shine to traverse. The commercialization of the email allows that the companies speak one by with their hearings of a respectful way, intelligent and creative. He is extremely profitable, it provides the foundation for the future initiatives of the commercialization, and gives mensurable results.
The text mail or SMS (service of short message) is a technology that allows that the people send and who briefly receives (up to 160 characters) messages written in the cellular telephones. He is already enormous popular in Europe and Asia and is growing quickly in North America. The commercialization of SMS offers the following advantages:
Communication one by with your group of target, anywhere, in caulquier moment reaches, very mensurable cost under the campaign, and data. Imaginarte if your movable telephone received a message of the email, “is only a block of a Starbuck; to stop inside for a discount of 20% in your latte.” The data are available and the salesmen are beginning to strike slightly in these resources.
The based email success is the free unfolding of the email where the companies pay only results. This approach of “pay-by-I key in” is based on the premise that the companies will pay only each email “key in-by” which it receives from the container. Not only the new approach heightens the value of the passed dollars of the commercialization in such campaigns, the movement will fit probably the last total dollars.
For example if 100,000 are sent email, 70% are opened and 15% of the containers chasca really ignited a connection in the clients of the then email will be only loaded for the 15,000 people who chascaron ignition the connection, does not stop the other 85,000 that did not do it. The return in the savings of the investment (ROI) or cost inherent in this new approach will be very attractive to the permission-based salesmen. The bottom is that the selling ones now will pay true results, mensurable.
The following step
Compared with other means, the Web still it is limited in his offerings of the width of band. But it is obtaining a newspaper better. With the continued improvement of the development of the width of band, soon they will place to us well to create the completely equipped multiaverages that announce in the Internet. Once a majority of consumers has capacity of the DSL and the energy of computer of tenerte access, there will be a certain incredible event of the things. The sites as tvtonic.com is offering already certain very to force visual images and audio under the form of connections of the film and videos of music.
The investigators of market, futurist and the experts of the industry predict that the interactivity through multiple technologies and of devices will change how the consumers build reciprocally with the salesmen. The interactive publicity soon will be throughout. Therefore, in effect, the age of the adjustment for particular requirements total in the publicity could be considered. The publicistas will have the tools to narrow their targets and to deal with announcements the Web to the individuals and not to a demographic group or psychographic. So that they put an announcement 1 million people of, most of who they are not in the target hearings, when he himself announcement could be demonstrated to 10,000 people that very are interested in the product or to maintain? Most of those will even give their name and direction.
The interactivity also will be a piece of the television. The interactive TV will be in the future next norm, and this one is also another exciting opportunity. There will be total integration between the TV channels and the Web site of the publicistas. Whereas we are seeing the TV, we will be able to build reciprocally with which we are seeing, we are requesting hamburgers of the McDonalds under the street or we are communicating with the distributor of local car which we are interested in buying a car. Chascar in products we see in demonstrations of the TV and to request them they will be easy. Your TV will not lose of Vista which you are watching. Your will of the TV even knows what car class you have because you will say for the free oil change that offers to you in interchange. The oil change will be praises of DirecTV, and is only good in the lubricant of the segundito, that has paid to be the official oil-changes the supplier for DirecTV. “That is the way will work.
To maintain the publicity of the initiative
Another important tendency is what I call “initiative of the service that announces”. Hagámoste in front; the consumers are tired of the publicity as usual. Much people say that she hates the announcements. The success of Tivo and the radio based on the satellites can testify to this. They wish more of its publicity. And who could blame them? People inundated with the publicity today of each where it goes. Initiative of the service that announces takings more far the whole step of process one. Essentially how it works is that it requires the publicity to offer a certain value to the consumer.
For example: The foods of Kraft create a Web site that offers to occupied mothers a source for fast prescriptions for the food of afternoon of the family. The idea is not to push products of Kraft, but to promote Kraft as trade name that offers a service to the clients. There have been the companies that placed their whole strategy of the commercialization in this renter. Now, one will become a dominant part of publicity for almost each one. The consumer wishes conocerte well-taken care of.
It is important to make that that one the means of publicity of the past still will be here. But, they can watch a little different in the future. The direct mail will be always around while people have taste to receive the mail. And in spite of external challenges, the postal service of the E.E.U.U still will be around. The TV and the radio will be here also.
But the future it is here. And the publicity never will be equal.
A thing that is safe is that it will continue being so exciting and dynamic as has been in the past. But now, the consumer is a part of the process.
On Jon: Jon Wuebben is a professional Copywriter of the Web site, Copywriter of SEO and Copywriter of the publicity with 10 years of experience in B2B and copywriting and commercialization of B2C. It has provided the copy for a number of organizations including Ford Motor Company, America motors, Harmon Kardon, JBL, infinite, small and medium agencies of publicity, businesses and favorable bond of Kia for a variety of nonlucrative groups. He can be reached in (909) 437-7015, or in line in http://www.CustomCopywriting.com after any project copywriting that you can have or if you wanted more articles or a elogioso analysis of the Copy of the Web site. Necesitar a bulletin of the news or an article of order e-zine written? To today call to Jon in (909) 437-7015 or email jon@customcopywriting.com for a professional Copywriter of the Web site, the Copywriter of SEO, or to announce to Copywriter.
