Banner ads are the billboard of the electronic superhighway, so we have to ask: Is our message clear, concise and compelling with a call to action? Fortunately, the very nature of the medium allows for better metrics and tracking for ROI, so what is the media outlet doing to help you track and adjust and maximize your ROI?
Studies have shown consumers (B2B and B2C) place three times more trust in a story about a product than in an ad about a product, so how are you bringing your company’s message to the press or public? Is that message compelling, consistent and helping to increase your SEO? If we think of search engines as hungry zombies, they are only interested in the “food” in front of them right now, so what are we doing to continuously feed the machine with useable, interesting content that speaks to our brand strategy?
The same can be said for social channels, and we have to ask ourselves similar questions – what content is most relevant to our target audience, and how are they most likely to engage with our brand online? Is Instagram a better fit for us than YouTube? Facebook over Twitter? And are we simply pushing our message onto consumers in these areas or are we truly engaging with them as social channels allow us to?
Many times, marketers overlook a company’s corporate social responsibility (CSR) initiatives, simply relegating the tasks to HR, and not taking full advantage of the power well-structured CSR programs can have on external and internal audiences. CSR initiatives and outreach should be done in concert with HR and marketing to ensure this side of the company’s story is woven into the overarching strategic messaging across all mediums, externally and internally.
Seeking answers to these questions will help guide your communication planning, and they should be frequently revisited throughout the year to help ensure your strategy is on track and your brand remains relevant and compelling.
Paul Speirs-Hernandez is President, Steinbeck Communications, a leading marketing communications firm for the gaming industry. Prior to founding Steinbeck Communications, he was publicist for Luxor Las Vegas and Excalibur Hotel/Casino. Contact him by email at firstname.lastname@example.org or visit www.steinbeckcommunications.com for more information.