Education & Training | by Danny Meadows-Klue
Getting to grips with how online advertising works, and the scale of benefit expected from a campaign can be a real challenge to those new to the web. That’s why we developed a simple way of describing the steps in the online advertising sales conversion process. Here you can read through the thinking and download some of the simple notes that are used in the Digital Media Planning Academy to introduce marketers new to digital channels to the models and concepts at the heart of successful online advertising.
The advertising process in digital channels mirrors what marketers know from classic channels, and by unpacking the advertising effect into a funnel that describes the steps from ad attention, through advertising persuasion to sales results, marketers can better see the role advertising and the web plays in generating increased business.
These notes are the handout material that accompany a lesson at the Digital Training Academy. We developed Digital’s Web Advertising Conversion Funnel several years ago to help marketers understand the role of click-throughs, their own website and how advertising can help boost business results. It builds on the ideas of the Advertising Research Foundation in the US, and their clarity of thinking can be a great aid to digital marketers trying to develop best practice in online advertising. Many brands still see their own websites as being the place to create brand impact and change brand perceptions, but we would argue that it’s often smarter to ‘fish where the fish are’ and take the message to the audiences inside online media sites.
Read the full article and download the lesson handouts | Upcoming public training events you can join | Digital Media Planning Academy | Ask Danny a question about his talk | Ask about in-company training
