Hello out there! It's not that we've forgotten to write; it's that we've moved! Come visit our new blog, at
www.davisad.com/blog.
Friday, April 27, 2012
Thursday, March 15, 2012
Landing Pages Versus Microsites
What’s the difference between a landing page and a microsite? About $3,000... I’ll be here all weekend folks, and don’t forget to tip your waiters.
A landing page is a singular page that helps a client complete a call to action. It provides a limited amount of information on a very specific product or service, and usually has some way for the client to acquire the product or service. It shouldn’t focus on more than one aspect of your business.
A landing page is the final step in the process. As such, the branding of the site should be congruent with the branding found on your traditional site. Think of your landing page as the cash register in a brick and mortar store, as many times, it can function like one. The customer has already seen the entire store, and is there to finish the transaction. They don’t need to be introduced to the brand, or start to formulate new questions. They need to buy, schedule an appointment, etc.
A microsite is completely different. It isn’t limited to a single page. It often times has its own landing page attached. It is a tool used to introduce your product in a different light than normal. Therefore, the branding can be different from your traditional website, and skewed towards a specific audience. It can have a different look and feel than anything else the business has produced in the past.
The advantages of this are excellent. You can introduce new product or services without effecting your current branding. You can launch campaign specific ads, that speak to your target demographic in ways that differ from your main page. You can restructure your business to meet the needs of an exact customer, and highlight your company in a completely different way.
For an example, look at:
http://www.coca-cola.com/en/index.html
http://www.thecoca-colacompany.com/
The first site changes its skin often. It has a different look and feel, depending on the current campaign that is running in their marketing efforts at the time. The second site, the corporate site, changes a lot less. It has a full menu, to get to all aspects of the Coca-Cola universe.
One-off ads should have landing pages, to help create ROI statistics. Cross medium campaigns should have microsites that tie together all aspects of the current marketing campaign. Figuring out which tool works best for your marketing needs is just one more reason to work with a seasoned account executive when creating advertisements.
A landing page is a singular page that helps a client complete a call to action. It provides a limited amount of information on a very specific product or service, and usually has some way for the client to acquire the product or service. It shouldn’t focus on more than one aspect of your business.
A landing page is the final step in the process. As such, the branding of the site should be congruent with the branding found on your traditional site. Think of your landing page as the cash register in a brick and mortar store, as many times, it can function like one. The customer has already seen the entire store, and is there to finish the transaction. They don’t need to be introduced to the brand, or start to formulate new questions. They need to buy, schedule an appointment, etc.
A microsite is completely different. It isn’t limited to a single page. It often times has its own landing page attached. It is a tool used to introduce your product in a different light than normal. Therefore, the branding can be different from your traditional website, and skewed towards a specific audience. It can have a different look and feel than anything else the business has produced in the past.
The advantages of this are excellent. You can introduce new product or services without effecting your current branding. You can launch campaign specific ads, that speak to your target demographic in ways that differ from your main page. You can restructure your business to meet the needs of an exact customer, and highlight your company in a completely different way.
For an example, look at:
http://www.coca-cola.com/en/index.html
http://www.thecoca-colacompany.com/
The first site changes its skin often. It has a different look and feel, depending on the current campaign that is running in their marketing efforts at the time. The second site, the corporate site, changes a lot less. It has a full menu, to get to all aspects of the Coca-Cola universe.
One-off ads should have landing pages, to help create ROI statistics. Cross medium campaigns should have microsites that tie together all aspects of the current marketing campaign. Figuring out which tool works best for your marketing needs is just one more reason to work with a seasoned account executive when creating advertisements.
Tuesday, March 13, 2012
How important is People Talking About on Facebook?
On Facebook, I think everyone will agree that likes are good. The more likes, the better the potential to reach people. A goal of reaching a higher number of likes, or percentage growth of likes over a specific period of time, is a decent goal to have. Likes are a requirement on Facebook. If no one is liking you, then all you have is another area to post advertisements and contact information. Everyone agrees, Likes are nice.
People Are Talking About This, on the other hand, is excellent.
Lots of things fall into this catagory. Here’s a list.
So what is it about Talking About that makes me consider it substantially more important than Likes alone? A Facebook user has the ability to easily hide posts from his or her wall. That means that they can like you, but never see any of your postings. Therefore, Like is a requirement, but not an accurate measuring tool as to how many people are engaging with your brand. Talking About, on the other hand, shows that there is engagement.
Likes is a number. It doesn’t tell a story to you, the admin of a page. Your likes typically don’t go up due to new content, unless it is shared by someone. Your likes don’t change due to a funny picture, unless someone interacts with it, and someone new sees that interaction. It’s harder to recognize trends around Likes. Meanwhile, you can see trends on Talking About. In fact, monitoring these trends can tell you what type of content is more engaging to your audience, and can help you see what you need to post more of, or what to stay away from. You can’t do that with Likes.
People Are Talking About This, on the other hand, is excellent.
Lots of things fall into this catagory. Here’s a list.
- liking a Page
- posting to a Page’s Wall
- liking, commenting on or sharing a Page post (or other content on a page, like photos, videos or albums)
- answering a Question posted
- RSVPing to an event
- mentioning a Page in a post
- phototagging a Page
- checking in at a Place.
So what is it about Talking About that makes me consider it substantially more important than Likes alone? A Facebook user has the ability to easily hide posts from his or her wall. That means that they can like you, but never see any of your postings. Therefore, Like is a requirement, but not an accurate measuring tool as to how many people are engaging with your brand. Talking About, on the other hand, shows that there is engagement.
Likes is a number. It doesn’t tell a story to you, the admin of a page. Your likes typically don’t go up due to new content, unless it is shared by someone. Your likes don’t change due to a funny picture, unless someone interacts with it, and someone new sees that interaction. It’s harder to recognize trends around Likes. Meanwhile, you can see trends on Talking About. In fact, monitoring these trends can tell you what type of content is more engaging to your audience, and can help you see what you need to post more of, or what to stay away from. You can’t do that with Likes.
For more help decoding all of the insights that Facebook provides you, click the Feedback button.
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