Online Branding Campaigns
October 12, 2008 by Benjamin Christie
Many online marketers believe that the only metric to measure the success of an online campaign is the click through rate. This can certainly be true for advertising campaigns which need to take viewers to their website or landing page to engage with them, i.e. download a coupon or register for updates. But click through rate isn’t the only metric for measuring the success of an online advertising campaign.
Branding Campaigns tell the audience about a product as well as how they can buy the product and are in many ways very similar to a traditional print, radio or TV campaign. The key concept in running an online branding campaign for your food, wine or beer brand is that if you put a positive message about your company in front of enough people for enough time, they will think about your company when they’re ready to buy.
Online Branding Campaigns especially suit products in the FMCG (fast moving consumer goods) space like beverages, groceries, tea/coffee, frozen products, spreads, cereals, pasta and kitchen cleaners to name just a few. In just a few frames of a flash advertisement you’ll need to get across the unique selling point of your product, which could be that it’s cholesterol free, organic or even easy to prepare. You’ll also need to mention where you can purchase the product.
So what’s the ultimate metric for a successful online branding campaign? That’s easy. Sales of your product.
You’ve got your targets to make, so why not undertake a wide reaching online branding campaign for your food, wine or beer brand. Contact us for a proposal.
Blog Tags
branding, campaign, clickthrough, consumer, FMCG, strategy, supermarketCategorySocial Bookmarks
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