Creating Conditions | Disease Branding and Online Marketing
I recently came across a very interesting article on CNN.com titled, How to brand a disease — and sell a cure. Initially, I was drawn to the article because of the branding spin in the title, but after reading it, I started getting a few ideas. How could creating conditions, or what I interpreted as alternative calls to action increase conversion in online marketing campaigns?
Before I answer that question, I will use an example from an online dating advertiser that had a great campaign, I will call it, “lt’s ok to look”. To give readers some perspective, the campaign emphasized an innocent and curious looking Facebook type profile picture of an attractive female or male user (depending on the targeting). The ad copy simply said, “It’s ok to look”. The campaign was prevalent on sites such as MySpace, Bebo and Classmates.com and was targeted to users from 18-49 years of age. It was a very well thought out performance branded online marketing campaign.
As all media buyers know, a big challenge is getting the highest possible CTR or click-through-rate after you have already negotiated the rates you need. This dating advertiser created a condition, users simply had to click; after all, it was ok to look. This condition-focused call to action was highly effective, particularly when incorporated with sequential messaging and tailored, consistent ad copy not only on the creative, but landing page and when applicable lead/sale flow. This performance based branded marketing online increases conversion.
This is a primary example of an advertiser that understood their user and branded the “condition” in a manner that the user would imply as a call to action. The condition was to elicit the user to follow their impulse through a targeted well thought out campaign. After all, dating and much of CTR’s for that manner are emotional and impulsive responses. Good advertisers understand this and capitalize on it.
The disease branding is of course nothing new, all you need to do is watch the nightly national news to see just how pronounced this type of marketing actually is. Does Viagra or Cialis ring a bell on commercials between the nightly news segments? There is of course condition based branding going on online as well, but perhaps online marketers should consider incorporating this further into their campaigns.
Perhaps one of the biggest take-always outside of the power of disease branding or what I refer to as interpreted calls to action marketing is a question that I will pose to readers. Where have all the well through out performance branded online marketing campaigns gone? I will attempt to address this in a later post…
Comments »
Subscription Options:
MarcPorcelli Twitter
- Civil Union And Domestic Partnership Targeting On Facebook, Great Opportunity For Online Marketers? http://ff.im/yDDtJ
- How Apple And Google Can Make The Subscription Models Work for Advertisers http://ff.im/yxT7x
- Creating Conditions | Disease Branding and Online Marketing http://ff.im/uMNSg
- The Rise Of Reward Payment Methods Online | Zynga And American Express Partner http://ff.im/uL7Ij
- Hooked On Technology http://ff.im/lI6qQ
Recent Comments
- Jeraldine on Who Are The Top Online Publishers?
- laser blekning av tänder on How To Reduce Affiliate Fraud – Delay Payments Two To Four Months
- Sylvia Abernathy on Contact
- How DSPs, Exchanges and SSPs have evolved? | BIZense Blog on Demand Side Platform’s (DSP) And Why You Should Care!
- “10 Advertising Terms You’ll Be Hearing For Years” So Learn Them Now via @sai | @tomcuthbert on Demand Side Platform’s (DSP) And Why You Should Care!
Subscribe to daily Email updates
If you want to see my LinkedIn profile, click on this button:
No comments yet.