Emirates NET@DS has been working with some of the world's top advertisers - leaders in the retail, automotive, technology, financial service, and entertainment industries - to help them understand and measure the impact of their online campaigns.

• Key Findings

   

  1. Online advertising works for generating brand awareness and improving brand attitudes

  2. Frequency of exposure is critical for building brand equity via online advertising, as with other types of media.

  3. Advertisers are advised to achieve specific frequency goals on a single Web site before allowing a second site to be added to the media plan.

  4. Online advertising provides a unique vehicle for introducing new brands that complements other media choices.

This brief guide offers advice and tips to help you get creative ideas for powerful, effective use of the online medium. The following sections outline four basic steps you can use to maximize this investment for your business:

1. Establish a Clear Objective

2. Refine Your Message

3. Optimize Your Web Site

4. Harness the Internet's Interactive Capabilities 

1. Establish a Clear Objective

As with any marketing communications effort, your presence on Emirates Net@ds needs to be driven by a set of advertising objectives. Ask yourself what you are trying to do: 

• Build brand loyalty?

• Generate sales?

• Increase traffic?

• Improve customer convenience?

Ideally you want to do all of this, but to be successful you must set priorities and focus on the most pressing strategic need.

2. Refine Your Advertising Message

Make sure your message gets noticed among the other ads on Emirates Net@ds. The best way to do this is to keep in mind the basic principles of online advertising. 

• Make your message simple to see, simple to read, and enticing. People visit Emirates Net@ds to get information, research, and find out what's happening. Encourage them to look at your ad.

• On your ad, stay within a five-to-seven-word limit. Keep the message short and easy to grasp. As visitors surf through Emirates Net@ds, your ad needs to quickly grab their attention and entice them to learn more. 

• Use your ad and its text to drive visitors to your Web site. You cannot tell your whole story in a two-and-a-half-inch box, but you can use it to attract visitors to your Web site where you can tell them your whole story. 

3. Optimize Your Web Site

When many of us think about how we want to show our marketing message, we start by visualizing the size of a piece of paper about 8 1/2" by 11". Unfortunately, the computer screen with an Internet browser allows you about one-half to one-third of that amount of space even though you can scroll down a Web page. 

Here are some tips to consider:

• Keep pages simple and easy to load. Don't clutter with too much information or too many graphics. · Break up text into narrow columns and short paragraphs to make written content easy to read.

• Use hyperlinks to streamline navigation within your site and lead visitors to the most important information.

• Structure the page order of your site so the hierarchy of information and the flow of content make sense.

• Update your Web site regularly as key information about your business changes. Let visitors know you've got new information (through your ad) to keep them coming back. 

• Choose a design that accommodates changes quickly and easily, mainly by using graphics sparingly. 

4. Take Advantage of the Internet's Interactive Capabilities

Your ability to make Emirates Net@ds work for you is only limited by your imagination. More is expected in an online ad than a print ad. Here are just a few things you might try on your Emirates Net@ds Web site or by linking directly to your own Web site. 

• Take reservations by directing customers to an 800 number or an e-mail address, or by giving them a printable fax form.

• Take meal orders for pickup or delivery via phone, e-mail, or fax. 

• Keep patrons up to date on upcoming shows and special events with a regularly updated billboard on your Web site. 

• Use a coupon or special offer in your Web site to encourage customer traffic and sales.

• Survey your customers about their preferences and encourage them to respond to you by e-mail. 

• Use Emirates Net@ds and site performance data to track results and evaluate your marketing efforts.

• Test different promotional offers on Emirates Net@ds before rolling them out in other mediums.

The effectiveness and success of your presence on EIM Net@ds requires a little skill, some homework, and a lot of commitment. With imagination, you can maximize the return on your investment, attract new business as more customers move to the Web, and build a loyal customer community. 

For further information Contact us