A recent ad campaign for The Bay (never mind their strategy to use 60-second spoken word radio ads…) highlights a new product.Nothing shocking. But trying to find the product online is almost as mind-numbingly painful as aimlessly schlepping through the various levels of each Bay store in person.
It’s proven that in today’s online world that 80% of purchases are researched online first.
If your marketing efforts are successful in creating interest with your target market (yes!) than why hide your star information under the mountain that is an entire product catalogue. Creating singular landing pages and memorable URL’s for individual campaigns is more work, effort, and cost, but that’s what consumers want these days. Finding information about your product online should be as easy as convincing that lazy jobless friend to crash on your couch, free of charge.
Your audience won’t necessarily remember your website, no matter how clever its address, this is why you need to be the top result on Google, this is known as search engine optimization (SEO).
SEO is one of the most cost effective marketing tools and can include both organic or paid search engine results. Either way, it’s got to be easy and simple for your audience to find the information their looking for online.
Otherwise, you’ve lost their interest and they’ll remember that, negatively, next time.
Shame on you, Bonnie Brooks. There was a good chance I may have actually bought the 'Actifry' if I could have found it on your damn site.
ReplyDeleteYour next blog should address the shortfalls of the product site.
http://www.actifry.com/