How to Harness the Internet and Own Online Customers

This year’s big buzz is around rich media and online advertising; which leaves little doubt we will see this medium takeoff in the coming months as more companies embrace this method for reaching customers. Rich media represents a way to reach the masses, and with accountability to show ROI on advertising dollars. Despite all the positives; overall efforts will not be as successful as they should be.

Why not?

Despite the onslaught of online advertising, much of it will be heard and seen as noise and flashing graphics, ignored as millions of potential viewers cruise on by. Throughout today’s online advertising environment, the message simply isn’t expedient enough, and doesn’t provide what the internet user covets – something that is fast, moving and fluid.

So what happens?

There sits your extremely expensive flash presentation with streaming video and eye-poppers, just waiting for your target to click; meanwhile they are 5 pages away in 30 seconds flat. When you are building an online campaign, you need to understand what your customer seeks, and how their mind works while they surf. Play to that mindset. Your message must hit hard, fast and be very relevant. In addition, to get the most return for your marketing dollars, your online foray should be coordinated with support for your other communication initiatives, building your brand and forwarding your business plan.

Sounds tough, right?

That’s because it is. Maybe that’s why so few companies in today’s marketplace have yet to produce a good online rich media campaign – let alone a great one. Most have created one, or worse, dozens, where the traditional rules get kicked out the door. Customers are overlooked, the message and integration with other initiatives is pushed aside and cute gimmicks that rule the day take center stage. You may end up with something that looks cool, but if the customer never clicks, who will know? If they click, but don’t take action, what good was the effort?

What Can You Do?

Resist the urge to change the strategy and the rules. To realize the power of rich media in expressing your brand and offering to the world you must remember: Online advertising is faster than TV, more engaging than radio and most present than print. It is a powerful medium for the future, but your technique has to be near perfect. Success is measured in fractions of seconds. You have less room for error than ever before.

Yet, the answer has never been more evident. The traditional marketing morays have never been more important – know your customers and their tendencies. Hit hard and fast. Experiment and be interesting, but ultimately, keep it simple – promote your brand while creating action that sells your service or product.

The Future Belongs to You…

Make rich media an integral and dynamic piece of your marketing and branding arsenal, instead of the money pit it will become for most companies. Capture those nano-seconds potential customers will see your message online, and own them. Grow your brand, elevate your company and sell your product or service – today. Your online market – whatever field you are in – is wide open and ripe for the taking.

 So, what are you waiting for?

Andy Greider
Home Business Owner and Coach (www.saveyourbottomline.com)
Entreprenuer, Marketing and Business Consultant (www.carrollwhite.com)
Radio Show Host, Author (www.uniquenessispower.com)