We've all come to expect a massive marketing push around big sporting events like this month's Beijing Olympics. If endorsement ads or product tie-ins don't get you, the endless articles about athletes, venues, and Olympic history will. And why not? Olympic competition and glory -- and all those captivated eyeballs -- is magic elixir for advertisers. Late last year, ZenithOptimedia predicted global Internet ad sales to increase its total share of the market to 9.4 percent in 2008 (up from 8.1 percent), in part buoyed by "a so-called 'quadrennial' kick year, in which major events like the Olympics, Euro 2008 soccer tournament, and U.S. presidential elections coincide."
Whether you're trying to piggyback on the hype of an existing event or market one on its own, the Web ought to be a part of this effort. A while back, ClickZ columnist Heidi Cohen examined online event marketing that still includes important best practices for today.
Advertising events online can cut a wide swath. If an event is local, the ad campaign should be confined using geo-targeted or localized advertising. Events like industry conferences may try to reach a more national but niche target audience. Web events or contests, which can be events unto themselves, have no geographical restrictions.
Cohen also spoke of important online event considerations.
Let me add to and update her solid list, particularly with respect to online advertising:
Data collected from the Spongecell interactions is stored in its Web interface for advertisers to precisely see who's responding and how.
When it comes to online event advertising, Courtenay Roy, Web sales specialist for BaltimoreSun.com, helped to compile this list of common pitfalls to avoid:
With more event marketing either taking place directly on or being transferred to the Web, be sure to know your online advertising options and follow these best practices to make yours a success.
Meet Your Favorite ClickZ Contributors
Many of ClickZ's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Jeremy Hull, Lisa Raehsler, Andrew Goodman, Bryan Eisenberg, Mathew Sweezey, Aaron Kahlow, Stephanie Miller, Simms Jenkins, Jeanne S. Jennings, Dave Hendricks and more!
A ClickZ expert columnist since 2005, Hollis Thomases (@hollisthomases) is president and founder of Maryland-based WebAdvantage.net, an online marketing company that provides results-centric, strategic Internet marketing services, including online media planning, SEO, PPC campaign management, social media marketing, and Internet consulting. Author of Twitter Marketing: An Hour a Day and an award-winning entrepreneur, Hollis is the Maryland 2007 SBA Small Business Person of the Year. Hollis speaks extensively on online marketing, having presented for ClickZ, the American Marketing Association, SES, The Newsletter and Electronic Publishers Association, The Kelsey Group, and the Vocus Worldwide User Forum. WebAdvantage.net's client list has included Nokia USA, Nature Made Vitamins, Johns Hopkins University, ENDO Pharmaceuticals, K'NEX Construction Toys, and Visit Baltimore. The agency was recognized as a "Small Giant" by the Greater Baltimore Tech Council and was chosen as a "Best Place for Business Women to Work" by "Smart Woman Magazine."
March 19, 2014