| What do aliens and ninjas have to do with marketing? |
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| Blog | |
| Written by Lyris HQ Staff Writer | |
| Monday, 01 June 2009 | |
 The other day while I was surfing the Web I came across a banner ad with aliens on it. It reminded me of a campaign we did for EmailAdvisor a couple years ago that featured some aliens as spokes-beings for the product. And I’m always intrigued when other companies have likewise found a way to use non-human creatures in their marketing.
What's the point of all this? In online marketing, the ad itself is only the first point of contact with your potential customers. The medium (i.e. email, banner ad, search ad, etc.) serves to capture interest and provide some important information, while the goal is ultimately to engage people and get them to take action. In other words, click on something! When they do click, where do they go? To the ever-important landing page. When people read your email or ad copy and are inspired to click through, and the landing page that they are taken to is relevant to the ad -- ka-ching! -- you’ve just landed the one-two punch of an integrated online marketing campaign. And it can often be this integration -- this synergy dare I say, of your message and the landing page -- that truly grabs your customers’ attention. This type of integration helps to convey a consistent message and lends the campaign, and your company, added credibility. It’s actually what makes the campaign -- otherwise each element is working in isolation and nothing appears coordinated. When the landing page is coordinated with the original message and the creative, it reassures people that they’ve arrived in the right place. They see that you’re a company that knows what they’re doing and cares about taking the time to do it right. Otherwise, it’s like running a banner ad with Metallica on it that clicks through to a landing page about Britney Spears. There is a total disconnect in communication, and it doesn’t feel coordinated. And there’s no stapler or ficus defense that will protect your online marketing campaigns against that! ### Related Resources:
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using various items commonly found around your office. I remember the Ficus Defense proved to be entertaining, as were the whiteboard, stapler, and tickle defenses. After battling with the foe of your choice, you were then invited to "learn how Forefront products help make defending your systems against digital threats even easier."
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