Microsoft offers credit crunch conversion tips
Creative ad ideas for persuading customers with less cash to spend it with you.
Online retailers may want to follow advice from Microsoft on how to make their offerings appeal to cash-strapped consumers.
Microsoft has offered tips on how retail websites can optimise their website promotion strategies to make their products stand out to consumers with stretched finances.
Writing on the adCenter Blog for Advertisers, Microsoft’s Kate Newton called on retailers to tailor their ad campaigns to display special offers and other “credit crunch-defying deals”.
She explained that smart and creative ad copy is more likely to boost both brand awareness and click-throughs, combined with offers such as free delivery and buy one, get one free deals.
“The challenge is to ensure these deals are reflected in your ad copy and that the ads appeal to someone who is likely to be looking for a deal instead of indulgence and luxury,” Ms Newton stated.
To this end, it is advised that the deal is mentioned in the ad with a clear balance between clarity and creativity, as well as making use of keywords such as ‘affordable’ and ‘pre-season sale’, she stated.
Marketers may also benefit from highlighting exactly how the offer can help consumers with little to spend and use “tempting adjectives” to pull readers into the website, Ms Newton said.
The adCenter program recently added entry and exit reports to help webmasters see which pages perform the best in attracting click-throughs from ads and listings, as well as those that do not do enough to make the consumer want to stick around.
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