Attraction, Internet Marketing and ROI
The law of attraction is the leading law of digital marketing. Since digital marketers are more familiar regarding their potential audience than conventional marketers, it is easier to place messages in face of consumers who are really interested in advertised products. It is also easier for those consumers to get information about products through search engines and social media.
In conventional media channels, the responsibility is on the advertisers to produce gripping images and copies to attract the attention of consumers. That component of the equation has not changed. What has changed is the number of channels or venues accessible to marketers in a digital age, and how marketers are better capable to utilize consumer information to thrust messages to consumers. On the Internet, well planned custom website designs, community media promotion and web pages are crucial in providing an attractive and supportive situation for the visitors. Online advertisers have a better tool box on hand to design and deliver their messages. The art of attraction is in fact easier nowadays than ever before though the range of attractive options for advertisers. As digital marketing is far less expensive than conventional marketing, only a minor investment of hard money is needed for entry, accordingly making a return on investment (ROI) simpler to realize.
Retention and ROI in Internet Marketing
While attraction is one thing, retention is different in online marketing services. Digital marketers face a major drawback not faced by their conventional media counterparts. In this digital age, the concentration span of consumers has declined sharply. Internet users have become habituated to straight away find the information they are looking for, and have no trouble in jumping from one website to another to find it. For digital marketers, this presents design and layout concerns as there is less time to get the heart of a message to the consumer as compared to print or even television. Retention of that attention span is extremely essential.
One might have noticed the scores of simple games appearing in banner ads or on websites, as also flashy video, moving images or audio ads triggered by a page visit. These are all methods employed to attract and hold a site visitor’s interest. If you can keep them for few moments, you can maintain their attention for minutes at a time. Minutes of exclusive attention (however uncommon that might be), is not what we are driving at. What we want is for site visitors to find reasons to carry on coming back to our clients’ sites. Unique visitor retention is a key to changing a visitor into a convert, someone who performs a useful task (like buying something) on a website.
Adaption and ROI
There are three paths to a typical sale; the offer, the proposal and the conclusion. In a digital environment, attraction is the offer, retention is the proposal and adaption is the conclusion. What constitutes an “adaption” is distinctive to the objectives of any given website but the common definition is, “making a website visitor execute definite tasks.” The tasks might be the purchase of products, a program sign-up, and an offer of email address, or even clicking through to view another message. No matter what the goals, it is the job of digital marketers to encourage the visitor to take the action that converts to adaption.
Expert search and Internet marketers identify the design and usability as key components in creating conversions. Offering attractive information may be good but less helpful if there is no forceful Call to Action on the page or if those calls to action are not easily noticeable to visitors. Experienced digital marketers are very expert at creating smart calls to action and designing web documents to feature those calls as prominently as possible. In a digital environment, conversions are the bottom line, the part of the equation in which a true return on investment is realized.
The main resources of this article are the material found on the Internet on Internet Marketing, Digital Marketing, Media, Search Engine Optimization, Return on Investment (ROI), Custom Web Design resources and Online advertising.