Chapter 4. Winning Strategies in Online Advertising
Acasual observer of online advertising would probably conclude that it is a tactical medium with banners, pop-ups, promotional email, and brief text search ads. Our analysis of many success stories and research studies, however, has concluded that without a clear strategy (usually linked to business strategy), online advertising has weak outcomes.
Every major success story started with clear business objectives, which were tied clearly to marketing strategy that included online advertising, and used a relevant mix of online and offline advertising. Even in cases where online advertising was the primary medium, a clearly defined strategy was the primary driver of success.
This chapter elaborates on the key strategic objectives for which online advertising is well suited to deliver positive results. These span the full spectrum of business goals: lead generation, customer acquisition, branding, sales, and growth strategies (brand extensions, new product introductions), and customer loyalty.
We selected marketing strategies that use online advertising creatively. Each strategy is supported by real, in-market cases ably demonstrating the business value of that strategy to the marketer.
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