Digital Pulp Blog » online marketing

BiotrueTM: Inspired by Nature

sblecher — Tue, 29 Jun 2010 13:00:11 +0000

Digital Pulp and Bausch + Lomb have come together to launch the biggest product innovation in the category within the last decade online… BiotrueTM.

The digital brand experience begins with an interactive website that creates immediate energy around the Biotrue brand through animation and storytelling. Particularly the World of Bio-inspiration encourages both consumer and professional audiences to interact with and discover what products, like Biotrue, are inspired by nature.

Videos and interactive graphs are abundant throughout the site enhancing the user’s experience as they explore what makes Biotrue truly unique. Awareness is being generated online with dynamic banner ads and coordinates beautifully with TV and PR efforts in cities across the U.S. More from the team behind the work…

Chris, Senior Brand Manager, B+L says: “Congratulations on the launch of Biotrue.com!!! Thanks for all of your hard work in getting this spectacular site up and running. Your team continues to deliver exceptional work.”

Susan, Senior Account Manager, Digital Pulp says: “In a category that is known for low consumer engagement, the Biotrue brand and site break the mold. It’s exciting and engaging from the first moment the site intro starts to play!”

Gene, Creative Director, Digital Pulp says: “The site presents a great balance of brand experience and elucidation, giving visitors both product and category information. From the multimedia introduction to the interactive world of bioninspiration, Biotrue.com delivers.”

Thank you to B+L marketing team for the opportunity to do something so wonderful. And many thanks to all the talented DP team members who had a hand in the strategy, planning, design and development. What a nice result.

Clicks or brand awareness? The online ad balancing act

sblecher — Tue, 20 Oct 2009 14:11:39 +0000

What is your metric of success? Given the myriad of data choices you need to determine what is the best one to look at for your online ad campaign. It all starts with your campaign goal. An online branding study is ideal when measuring brand awareness and attitudinal changes. Ad tracking and site tracking software are insightful when direct response and audience engagement metrics are required. It’s tempting to look at all of the data together but be aware that sometimes the data conflicts. You might see that one ad is a top performer on click-thru or view-thru but then might not move the needle on brand awareness. Be care not to optimize on the wrong data, or if it’s just too tempting, re-evaluate your campaign goal and make sure your media and creative are in-line to maximize your success.

Bad news… and good news about display ads

sblecher — Fri, 02 Oct 2009 15:57:20 +0000

AdAge reports a drastic drop in the number of Internet users clicking on display ads – down 50% since 2007 and now representing a mere 16% of all Internet users. And, half of those clicking are lower-income young adults, not exactly the target market that your company is looking for online.

So does that mean that display ads are no longer working? No, the good news is that the studies conducted by ComScore and Starcom also showed that display ads may not be drawing clicks, but are still significantly increasing site visits, searches and purchases among users exposed to the ads. For example, those viewing a display ad were 65% more likely to visit the advertiser’s site within one week. And consumers exposed to both display and search ads were almost twice as likely to purchase from that site.

So clicks don’t tell the whole story for display ads and advertisers will need to consider a more complex set of data to assess the performance of their campaigns going forward.

Read the Full Article: What to Measure? Only 16% of the Web Is Clicking Display Ads