To Boost Ad Results, Improve Your Web Site

Businesses that want to boost the results of traditional advertising need to dovetail their advertising strategies with Internet strategies rather than viewing them as independent channels.

Provide a consistent brand experience

Anticipate that consumers will visit the web site after viewing ads elsewhere -- even if the ad doesn't specifically mention a web site. Ensure that consumers who see your latest ads don't land on a web site that meets a lower standard.

Consider the Internet the "next step" to every ad

Web sites serve as a natural consumer destination for all outgoing advertising communications. Let your Web site take a hand-off from ads and provide consumers with a deeper level of product knowledge.

Educate consumers online - even when selling to them offline

Consumers spend less time thinking about your products, services and industry than you do. Provide them with the information they need to know about your industry, your products and your services in order to make an informed buying decision.

Use the Internet to make your case

Consumers who visit your web site are looking for meaningful information to distinguish your company's products and services from your competitors. Use the web site to highlight distinct features offered by your company. Provide side-by-side comparisons of products.

While the UW-Oshkosh study shows that the Internet is more complimentary to traditional advertising than it is competitive, some traditional methods of advertising will suffer as consumers go online. For example, the study suggests that the Internet is likely to outperform weekly and biweekly advertising media as consumers adapt to the "instant availability" of online news.

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