My Product's Edge - How Can I Sharpen It?

After you have consolidated your creative and marketing plans and they appear to

be working well together, it may be the right time to pay some attention to improving your consumer communication strategy. In other words, it is probably time to home in on how, what, when and where to communicate to your end user.

You can really take your product's life to a new level of vitality by focusing on your tag line. Your tag line, or advertising slogan, is extremely important in internet marketing particularly when you choose to utilize banner advertising as your principal marketing tool for your initial campaign.

Banner advertising is an effective tool when used in the right context. Some people it as an irritant on a website or other setting which gains attention by being so. While this can work, I believe that banner ads are best used to emphasize or enhance a website, a blog or any other location that you may choose, and the likelihood of getting positive feedback from your market is significantly improved.

Let's say that your product is all about home baked pies. You could place banner advertising on blogs which regularly discuss delicious foods or great finds for tasty home cooked treats. Another possible placement for your banner ads are websites where "foodies" regularly come together.

A couple of other considerations are that:

Blogging has the advantage of being a very specific and regular ad placement location.

While Websites enable you to reach a wider market, they are generally within the same target zone.

What you are looking for in your campaign is to give your product that extra "edge" and banner advertising can do just that. Properly and consistently executed, this type of exposure will be made to the right people at the right time.

Whether you like it or not Banner advertising can be a bit disruptive, but by using a subtle approach, employing all or some of the different technologies available, such as Silverlight, Flash, etc., to highlight your chosen website or blog, can result in attractive ads which minimize disruption.

My Product's Edge - How Can I Sharpen It?

By: Dan Lacey

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