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How to Optimise the Efficiency of Your Digital Communication

by Thierry Cellerin on Mar 16, 2011

573 views

Discover 6 easy tips that will help you to get the maximum out of your digital communication. Optimize your paid media and owned media approach of the Internet in order to generate online visibility an...

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Discover 6 easy tips that will help you to get the maximum out of your digital communication. Optimize your paid media and owned media approach of the Internet in order to generate online visibility and improve your digital ROI.

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 No. They will join in 1 existing community, and will never come back if they are not satisfied with the experience: lack of content, lack of activity, lack of interactions…
 No. Your customers are not waiting for you to discuss your brand online. Failure is anyway part of the process that will brings you to defining your successful model.
 No. Success depends only of your strategic objectives (Push sales, increase loyalty, improve online visibility, collect users data, …). CTR, CPC, … are just metrics!
Reach the right person with the right message at the right time to generate traffic (the number of people that visit your site) and conversions (the number of people that take action when they get to your site)
The advertisements themselves are selected and served by automated systems based on the content displayed to the user.Behavioral targeting uses information collected on an individual's web-browsing behavior, such as the pages they have visited or the searches they have made, to select which advertisements to display to that individual.
Landing pages provide the perfect opportunity to customize messaging for a specific audience.Let's say you're an online hardware store that sells a range of different products, including hammers, saws, power tools and axes... and you have a website where people can buy them from. You pay for targeted keywords, such as 'buy hammer' and 'buy power tools' and send all the traffic to the home page of your website.If the person that typed in 'buy hammer' doesn't see a hammer on the first page they are redirected to after they click on the ad, there is a much lower chance that they will convert to a sale. If, on the other hand, they click on the ad and are then taken to a page where they buy a hammer, there will be a much higher chance of them buying the hammer... leading to higher conversions and lower cost per customer acquisition.
The most important thing to remember when thinking about Calls to Action is that online users want to be told what to do. They want to know exactly what you are offering on your website, and they want a direct command to do so.
Since October 2010 The Facebook “Like” button inserted in ad units began running across display networks and publisher sites on Saturday could become a new metric for advertisers to measure the success of advertising campaigns. Consumers clicking on the “Like” button in the ad are not redirected from the publisher’s site, but rather asked to sign into their Facebook account and provide permission to connect the ad with their Facebook page. The action of the click on the like button triggers a “like” on the consumer’s Facebook wall through an API data feed.
Since October 2010 The Facebook “Like” button inserted in ad units began running across display networks and publisher sites on Saturday could become a new metric for advertisers to measure the success of advertising campaigns. Consumers clicking on the “Like” button in the ad are not redirected from the publisher’s site, but rather asked to sign into their Facebook account and provide permission to connect the ad with their Facebook page. The action of the click on the like button triggers a “like” on the consumer’s Facebook wall through an API data feed.
Offline TV advertising launched on superbowl week end. Originality advertising targeting woman (complete opposite of axe). Media buying in environment where couples would watch together  create conversations.After the offline TV campaign , the video became soon very popular on the Internet. A clever online media placement helped to support the viralization of the video.
Offline TV advertising launched on superbowl week end. Originality advertising targeting woman (complete opposite of axe). Media buying in environment where couples would watch together  create conversations.After the offline TV campaign , the video became soon very popular on the Internet. A clever online media placement helped to support the viralization of the video.
After launching the campaigns online dedicated platforms and that the buzz was still growing, the brand try to figure out how to create more direct conversations with fans.Here came the very smart move, the response campaign: in 2 days, Wieden + Kennedy shoot 186 short videos to answer the questions of Fans on Twitter, Facebook and Youtube.
After launching the campaigns online dedicated platforms and that the buzz was still growing, the brand try to figure out how to create more direct conversations with fans.Here came the very smart move, the response campaign: in 2 days, Wieden + Kennedy shoot 186 short videos to answer the questions of Fans on Twitter, Facebook and Youtube.
After launching the campaigns online dedicated platforms and that the buzz was still growing, the brand try to figure out how to create more direct conversations with fans.Here came the very smart move, the response campaign: in 2 days, Wieden + Kennedy shoot 186 short videos to answer the questions of Fans on Twitter, Facebook and Youtube.
Here came the very smart move, the response campaign: in 2 days, Wieden + Kennedy shoot 186 short videos to answer the questions of Fans on Twitter, Facebook and Youtube (selection according to their influence). This real time messages were posted on Youtube (fastest reactive campaign in history). These videos created a tremendous buzz, especially those involving personnalities (AlyssiaMilano).Numerous parodies and offline media impression give the last push to make this campaign a word record.
The video received 5,9 million views in 24 hours. 40 million views after 1 week.