This journey must be as seamless as possible, lubricated with carefully strategised copy and design. The more seamless the journey, the higher the conversion rates.
Marketing materials have to exist somewhere. When online, they must exist, for example, on a search engine results page, on Facebook, or in a viral video. Every arena has different qualities, and the people in the arenas are in different frames of mind.
A person using a search engine is actively looking for something specific. Someone viewing a viral video is in recreational mode, expecting to be amused, and happy to flit from site-to-site. Advertising needs to fit well with the arena it is being displayed in. The act of viewing and absorbing a certain marketing message must be seamless for users in any given arena.
Continue reading the full article on www.memeburn.com.
Launched in April 2010 by Matthew Buckland, Memeburn is a news and opinion platform tracking tech culture, innovation and business. It plays particular attention to the web, mobile, social media, online media and social networking fields. Key opinion-leaders contribute to Memeburn, providing their insights on the online industry. Subscribe via email or RSS for regular updates. Follow memeburn on Twitter at @memeburn.
Go to: http://www.memeburn.com