2. Are click-throughs
Digital brochures and rich
media advertising are the perfect examples because they can feature
the same content and ecommerce functionalities present on a web
site. This means that a prospect could actually buy your product
on the Web without ever visiting a web site. An interesting proposition
when you consider that, today, invitations to visit a web site
are no longer enough to drive a prospect to the site. While competitors
strive to encourage prospects to click here or there to view
product info, you will be able to get a head start by initiating
the conversion process before everyone else.
Suddenly, you are making the
most of every opportunity presented. Your chances of building
brand awareness/brand equity, educating prospects as well as
influencing their purchase decisions are greatly improved; your
online marketing budget simply goes much further.
Yet, the real
potential of these tools is realized when they are closely integrated
with Web sites. Eventually, prospects should be encouraged to
visit your web site. Typically, your site should take the user
experience to a new level as you have more control over content,
presentation, and design.