Vapor Digest #3 The Trade Publication For The Vapor Products Industry
Issue link: http://vapordigest.epubxp.com/i/504729
ince the last article I have been contacted by several people requesting information on advertising within the ecig industry. To give a better explanation of the different advertising options available to companies I have decided to provide a brief description of the most commonly used options. This list will consist of the most used options through the Ecig Advertising Group as well as a few other, outside the box, options which brands should not neglect. One of the most popular and cost effective ways to advertise is online using banner ads to capture new customers and drive them to your website hoping to convert them for a sale. The most used avenue by brands to market and advertise online is direct placement. Direct placement is when a company will either purchase ad space directly upon an industry specific website or go through a service company, such as Ecig Advertising group, to make the purchase. The benefit of using a company for many brands is that they are able to purchase multiple placements often at a discounted cost and only have to worry about dealing with one company who sets up, optimizes and tracks the brand's campaign and reports results. This is by far the most commonly used method within the ecig industry but not at all the only option available for online advertising. The next option in popularity would be what is known as re-targeting. Re-targeting has grown in use drastically over the past 36 months within the ecig industry and has done so due to its ability to provide solid results for our clients at a lower cost than direct placement ads. How re-targeting works is when a potential new customer visits an ecig website within our network of site's their IP address is cookied. Once that potential customer leaves the website the ad banners are then able to be served to the potential customer almost anywhere they go online. If you have ever researched a purchase online and then gone to a website that has nothing to do with the item you just researched but you began to see ad banners for the item you were just researching, you have experience re-targeting. This option is able to serve your ads to the same potential customer base as direct placement but usually at a lower cost to you as an advertiser. Re-targeting of your own companies website is referred to as Self Re-Targeting. The concept and process is identical to the for mentioned re-targeting with the only difference being that instead of targeting the potential customers from the group of ecig websites within our network you will target the customers who have already been to your own website. This is a very hot list of prospective new customers! A person will only convert to a sale 2% of the time on their initial visit to your site. Re-targeting is all about frequency for customer acquisition. Re-targeting allows you to remind the potential customer of what they looked at on your site and even offer them an incentive to return to your site and purchase such as free shipping or a % off their first order. No advertising campaign is complete without some form of re-targeting being utilized. IP targeting is also a newer online option. There are several advantages to using this service for brands trying to build top of mind awareness to the consumer market. One of the greatest things about IP targeting is that it is not cookie based meaning there is not a way for the potential customer to block the ad with an ad blocking program. Think of IP targeting as direct mail service for the internet. This service is also great because it can be used with a past or present customer list from our clients. The e-Cig Industry & Advertising - Part 2 S by Kurt R. Landversicht Kurt R. Landversicht Director of Advertising The Ecig Advertising Group 33