DigitalFilipino E-Commerce Summit 2009: Going Beyond Clicks

Posted by New Media Philippines in Events Coverage Nov 14th, 2009 | one response

I represented Friendster in the recently concluded DigitalFilipino E-Commerce Summit 2009 and gave a short 15 minute presentation on how to maximize self-service advertising platforms. However, instead of doing an instructional approach, I focused more on important insights that marketers can apply when they want to get into online advertising. I had a lot of fun preparing and doing the presentation so I’d like to thank Janette Toral for the opportunity to share my passion for internet marketing with a very cool and good audience. The main premise of my talk was about how a lot of advertisers are forgetting the basic creative fundamentals. It’s as if we get too obsessed with the metrics, optimization, and targeting to the point that we don’t give enough attention and thought to the actual ad material. Remember the study that I linked to a few days ago on how big of a role creatives play in the success of your campaign?

Go Beyond Clicks
Another insight I’d like to share is that clicks aren’t everything. Clicks cannot guarantee you product sales. Your ads should have strong branding and imagery so that it clearly communicates the product benefit to the target consumer. According to a study published by comScore, only 16% of the total internet universe actually clicks ads. If you design your ad solely for the purpose of generating clicks, you might be ignoring the 84%.

By coming up with ads that have clear messaging and branding, you also reach out to the 84% who don’t click. Always remember that these guys are still being exposed to your ads. They are being “branded”.

That’s it for now. I’ll be posting more pictures as well as ideas that were generated from the conference. Thanks everyone and have a great weekend ahead of you!

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One Response to “DigitalFilipino E-Commerce Summit 2009: Going Beyond Clicks”

DigitalFilipino 2009 Professional Blog Winner | New Media Philippines says:

November 23, 2009 at 2:28 pm

[...] than giving a talk during the recently concluded DigitalFilipino E-Commerce Summit 2009, I also received and award for the 2009 DigitalFilipino Professional Blog! New Media Philippines [...]

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