If you had a million dollars in your media budget, what is the best spend for your dollar?
1. Buying 3 months of online media on tier 1 sites that push visitors to a landing page
2. Spending $400k on a brand friendly content and community site with some social media widgets that is supported by a $600k media spend to drive people
Depending on what resource and who you ask, it’s been said that it takes about 17 times for a person to see your brand in a advertising before they remember, respond and buy. If that is the case, I’m going to argue that it is unlikely that option 1 will achieve those 17 views.
With option 2, by sending those visitors to a brand friendly content and community site you are opening the opportunity extend the brand relationship with the visitor as they may come back and join the community. Each time they return they experience another brand impression (getting to the 17) and your brand cache increases as the experience with the site is a stronger touch point as opposed to a banner. You may drive fewer people to the site with the smaller buy but the quality of advertising may be significantly higher. However, the community site should play into all future campaigns as a way to extend the relationship.
Obviously, some marketers and media folks aren’t yet aware or convinced of this benefit. But, it’s quite compelling when you start viewing how this community sites increase the ROI of the media spends.
That’s the power of community marketing. You are apt to keep some of your media eyeballs coming back where a typical landing page wouldn’t stand a chance of repeat visits.
This entry was posted on Thursday, February 14th, 2008 at 5:00 pm and is filed under Community & Social Media, Direct Marketing, Online Advertising. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.