Online marketing must be highly interactive

Internet advertising itself is different from traditional advertising in a major way: it's a two-way process. All other ads, such as newspaper ads, TV ads and radio ads, are one-way only. What the ad viewer sees is what he gets, and all decision are made at that point of contact.

But many times when shoppers read an ad, questions come to mind. With an Internet ad, those questions can be answered immediately. Better yet, the prospect can actively engage himself or herself in getting the answers they need by searching, pointing and clicking, and going deeper into your advertising messages on your webpage. The prospect can explore as deeply as the information you provide. A customer can even have a live chat with a company representative if you're set up for that.

This is an absolutely golden opportunity for a marketer!

Getting the customer involved in seeking more knowledge, asking questions, and having those queries satisfied is the road to successful selling. It's a powerful strategy because information requests are created by the shopper - not the advertiser. They initiate the communication process. That's just the opposite of cold selling! When the information seeking process starts, the customer is literally in a process of selling himself!

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