Creating copy for Web-based advertising


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On November 12, 2009 thunder::tech Art Director Dave and Public Relations Coordinator Christina visited the University of Akron's Media Copywriting Class to talk about what makes great online advertising copy. This presentation covered multiple formats including social media.

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  • Creating copy for Web-based advertising

    1. 1. Creating copy for Web-based advertising Media Copywriting November 12, 2009
    2. 2. Who We Are:: <ul><li>Providing services in: </li></ul><ul><ul><li>Web design and development </li></ul></ul><ul><ul><li>Graphic design </li></ul></ul><ul><ul><li>Interactive media </li></ul></ul><ul><ul><li>Video </li></ul></ul><ul><ul><li>Public relations </li></ul></ul><ul><ul><li>Social media </li></ul></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><li>Search Engine Marketing (SEM) </li></ul></ul>
    3. 3. <ul><li>Dave Berman </li></ul><ul><li>Art Director </li></ul><ul><li>Manages the design department at thunder::tech </li></ul><ul><li>Oversees all creative projects including print and Web design, branding, video and creative copywriting </li></ul><ul><li>Christina Karas </li></ul><ul><li>Public Relations Coordinator </li></ul><ul><li>Works with a variety of traditional and nontraditional strategies including media relations and social media </li></ul>Team Members::
    4. 4. <ul><li>Online Advertising </li></ul><ul><li>Formats </li></ul><ul><li>Benefits </li></ul><ul><li>Process </li></ul><ul><li>Considerations </li></ul><ul><li>How what you say affects social media relationships </li></ul>Why we’re here today::
    5. 5. <ul><li>Online Advertising can be many things…. </li></ul><ul><li>Banner ads </li></ul><ul><li>Rich Media Ads </li></ul><ul><li>Pay per click </li></ul><ul><li>Social Network Ads </li></ul><ul><li>E-mail Marketing </li></ul><ul><li>Microsites </li></ul>Formats::
    6. 6. <ul><li>Powerful and cost-effective. </li></ul><ul><li>No time limits – can be viewed at any time! </li></ul><ul><li>Ability to capture your target market </li></ul><ul><li>Creates traffic results which can be effectively analyzed. </li></ul><ul><li>An extension of your brand. </li></ul>Benefits::
    7. 7. Process:: <ul><ul><li>First, focus on your campaign </li></ul></ul><ul><ul><ul><li>Who is your target audience? </li></ul></ul></ul><ul><ul><ul><li>What are your key messages? </li></ul></ul></ul><ul><ul><ul><li>What is your theme and how are you going to implement it? </li></ul></ul></ul><ul><ul><li>Word webs, streams of consciousness, word associations and other super fun brainstorming processes. </li></ul></ul><ul><ul><li>Based upon your theme and target demographics, utilize language and emotion to strike a chord with your audience. </li></ul></ul>
    8. 8. Considerations:: <ul><ul><li>Choose words that sound well together </li></ul></ul><ul><ul><li>Think about your ad size </li></ul></ul><ul><ul><ul><li>Banner ads are like billboards </li></ul></ul></ul><ul><ul><ul><li>You can incorporate much more content in a 600 x 200 pixel ad versus a 70 x 30! </li></ul></ul></ul><ul><ul><ul><li>Also think about resizing – how can the same message be displayed in various sizes? </li></ul></ul></ul><ul><ul><li>Make sure your copy relates to your brand </li></ul></ul><ul><ul><ul><li>Carries on brand / client voice </li></ul></ul></ul><ul><ul><ul><li>Is cohesive with your campaign </li></ul></ul></ul>
    9. 9. Considerations:: <ul><ul><li>Your online copy needs to catch attention as a user is surfing by! </li></ul></ul><ul><ul><li>Provide what the user needs to know without going overboard.( 5-7 words max.) </li></ul></ul><ul><ul><li>Size still matters (Your copy must be legible!) </li></ul></ul><ul><ul><li>Incorporate Search Engine Optimization (SEO) keywords (Be clever, but stay consistent with your message!) </li></ul></ul><ul><ul><li>Create a call to action. </li></ul></ul>
    10. 10. Why Social Media is Important to Marketers:: <ul><li>Social media is based on user-generated content and information </li></ul><ul><ul><li>Marketers want users to be advocates for their brand, product or service </li></ul></ul><ul><li>Large amount of active users </li></ul><ul><li>Speed of communication </li></ul><ul><li>Ability to build and maintain direct relationships </li></ul>
    11. 11. How Social Media can benefit brands:: <ul><li>An opportunity to provide accurate information and stay in control of the message </li></ul><ul><li>Develop new relationships and maintain current ones </li></ul><ul><li>Engage consumers with a brand </li></ul><ul><li>Monitor conversation to find unsatisfied consumers or properly address a situation </li></ul><ul><li>Increase search optimization efforts </li></ul>
    12. 12. Social Media & relationship marketing:: <ul><li>Social media allows a company to make a connection to a user or its public </li></ul><ul><ul><li>Provide timely updates or comments </li></ul></ul><ul><ul><li>Display another side of the organization </li></ul></ul><ul><ul><li>Directly respond to questions or concerns </li></ul></ul><ul><li>Social media allows companies to develop their customer service </li></ul>
    13. 13. Communicating on social networks:: <ul><li>Take time to be aware of how the network is used </li></ul><ul><li>Develop messages that are conversational </li></ul><ul><li>Keep to your brand strategy or communications objectives </li></ul>
    14. 14. Social networks and ads:: <ul><li>Social network ads are engagement based: </li></ul><ul><ul><li>Can and will use connection’s images </li></ul></ul><ul><ul><li>Will be based on user-provided information </li></ul></ul><ul><ul><li>Provide an outlet to continue engagement (like, join the conversation </li></ul></ul><ul><li>Can function like a pay-per-click or like a banner ad </li></ul><ul><li>Currently, many social networks are still figuring out how to actively engage advertisers – ex. Twitter </li></ul>
    15. 15. Social networks and ads::
    16. 16. <ul><li>Feel free to contact us at anytime:: </li></ul><ul><ul><li>On the Web: </li></ul></ul><ul><ul><li>Our Blog: </li></ul></ul><ul><ul><li>Twitter: @thundertech </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><ul><li>www.linkedin/in/christinakaras </li></ul></ul></ul><ul><ul><ul><li>www.linkedin/in/ daberman </li></ul></ul></ul>Thank You! ::