PROView - May 2008 - (Page 11) the web, a company must be sure that its efforts do not become old hat or stale. • The final 10% of the budget should be invested into what Renshaw calls “real time marketing opportunities.” These are emerging digital areas that even consumers aren’t aware of yet. Use this fund to “take a flyer.” The past few years have established that (1) web marketing is not for the faint at heart and (2) that with a little research coupled with creative and innovative thinking it is very possible to hit a web “home run.” Another complication that is common, among real estate companies that are making their way into web marketing, is the relative lack of Internet marketing experience of their in-house marketing staffs and often even with their limited “agency” relationships. Actually this was a problem in the print and electronic media age as well. Many firms in our industry have entrusted their marketing investments to a former receptionist or agent who might have taken a few marketing classes or who have even earned a marketing degree at the local junior college. This decision was manageable in an era in which most firms simply mirrored the competition. This approach is much more difficult in the more sophisticated web environment. In order to meet this challenge Rex Briggs, from the consulting firm Marketing Evolution, has developed what he calls the “Five Platinum Rules For Effective Digital Ads.” 1. Know the purpose of your campaign and the psychological concept or mechanism you are seeking to engage with your ad 2. Maintain brand discipline throughout the campaign 3. Use a simple, easy to picture message and make sure the image and copy work together 4. Focus on the format. Keyword buys can work for consumers actively seeking information such as a home search. Page skins are an effective way to raise brand awareness. Over the page formats are effective for presenting more complex, animated stories. 5. The best result will come from the creative content of your ad. The more creative, the more effect. Remember that you are not interrupting the PINELLAS REALTOR® ORGANIZATION consumer anymore, you are adding to the pleasure of their task or journey. Finally, continue to educate your management team about the demographics and benefits of web marketing. Web marketing is a fast moving subject. Spend the time necessary to learn the new concepts and track the pioneers. Believe it or not, there are still good people out there who believe that the evening newspaper and television are the best available media. Stay calm, stay focused and make your point every day in every way. Thanks to Our 2008 Strategic Partners! Platinum Sponsor Homes & Land Magazine Gold Sponsors Bright House Networks – Pinellas Silver Sponsors Bentley De Night Insurance Services Gulf Coast Chapter FAMB Landy Insurance Pelican Inspections Bronze Sponsors Gulf Creations Knology LSG Consulting Services,LLC MongoFax SunTrust Mortgage May 2008 11
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