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Internet Marketing & Public Relations

ePostcards

We live in an over communicated world. We've learned to ‘tune out' the onslaught of television, print, radio and outdoor ads that bombard us all day long.

The same is becoming true of online messages. Retention and click through rates of text only and static images are dropping.

Rich media remedies that problem. Rich media messages use graphic movement, audio, video, innovative formats and interaction to cut through the by engaging the viewer in a richer and immediately compelling experience.

Rich media immerses users in a brand experience unmatched by static messages.

Dynamic Logic's MarketNorms research shows that the average lift in message association and brand retention with rich media messages is 44% compared to 21% for static images.

According to Jupiter Research, rich media will gain 22% of market share over conventional messaging by 2007, partly as a result of a "lack of consumer interaction with the conventional format."

• See an example of our latest animated e-postcard »

Viral Marketing Online

Word of mouth is the fastest and most influential promotion there is today.

When a message resonates with someone and they pass it on to a group of friends, within minutes it can reach thousands of people.

If you can create an online message, be it an ad, a newsletter or a web site, that is both compelling enough to spread, but also firmly supports a brand's values and objectives, you'll have a winner on your hands.

One of the best texts on this subject is Unleashing the Ideavirus by Seth Godin – you can get a copy at www.ideavirus.com

Examples of good viral marketing

The campaign for Scope mouthwash won a CASIE award and is a prototypical marketing virus.

The campaign enabled consumers to send a customized, animated, email "kiss" to their friends. The message reinforced the branding premise that Scope brought people "Kissably close."

When people received a kiss, they had the option to send an email themselves. Tracking technology confirmed that a good percentage did. Soon people were sending Scope kisses all over the world, with a measurable increase in brand awareness and purchase intent among the target market.

Another excellent campaign was done in England for a new brand of coffee. The agency created an animated spokesperson for the Portuguese blend of coffee and sent out weekly email ‘coffee tips.' They were funny and catchy. Tracking showed that each week the ‘tip' was passed on to thousands of friends and associates. The brand became known in a remarkably short period of time.

Using rich media and viral marketing techniques you increase brand recognition and message retention.