Why Domain Name Is Better Than facebook pages, social media etc ?

1. Domain name once registered, without dispute ie non cyber squatting, is a unique placeholder that brings together other media such as social media, blogs etc.
2. There is no guarantee consistency is available across social media on user or page name ie maybe available on twitter but not facebook or pinterest.
3. Limitation of social media such as 15 character limit for twitter user/page id.
4. The weak or convoluted search capability within social media makes any pages or user id difficult to be found, thus the social media offering of advertising. this also means why social media is not upgrading their search capability.
5. Domain name is effectively being indexed by search engine complete with links tied within the website. making relevance matters across many other platforms.
6. The wide variety of technologies that underpins domain name is being used extensively.  social media etc use only limited scope technology depending on their platform.  making domain name a place holder of many services such as dns, hosting, machine to machine etc.
7. Domain name can be used with other domain names to point to the same resources or any particular part of those resources. making selective and relevant targeting effective.
8. Unique policies & standard operating procedures are defined by domain owners, not by platform owners such as in the case of social media.

Social Media Strategy

1.  With the changing dimension of customer interaction and brand building platform, social media play a very important role in extending and complementing web site presence.

2.  Website with proper domain name is the primary site that provides information, commerce experience, product offerings, services and many other important resources that complete the whole web business.

3.  Social media extends this presence in different dimensions based on the social media platforms that is available.  Facebook extends the presence with a persona that engage customers based of association of the persona and customers personality.  Twitter meanwhile focus on current updates, references and very large scale broadcast.  Pinterest focus on creative design and imagination through graphical interaction that draws customers to the website through links embedded in the graphic pin.  Blogs act like educational and reference resources that cultivate and culture customers attention. 

4.  The characteristics of each of these platform complement the primary website in different ways.  They can be deployed together through a carefully designed plan.  The plan can be broken down into each platform micro strategy that be run concurrently or pipeline to produce result such as awareness, brand building, lead generation, sales, feedback, contest, conversion, etc.

5.  The language and mode of copy writing will also be different for each social media platform as the characteristic of the platform are truly different.

6.  The social media will allow better SEO, SEM and the history profile of the web business to capture market segment.

7.  Some of the social media are also increasing visible through mobile platform.  Making them an important factor in increasing reach to customers.

8.  Thus it is important to choose web business name that is also available in the same form in social media platforms so as to have a coherent and effective business presence that can attain meaningful revenue, sales and customers acquisition.

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Online Campaign

1.  To raise awareness and generate sales, it is important to have online campaign with specific goals.

2.  The choice of channels ie display or search advertising can influence buying decision.

3.  For awareness, display advertising can be used to initiate and increase brand retention and familiarity.  Display ads also create visual impact and leave mental imprint.  However, display ads usually are placed at web sites that have related contents to the ads/products.  The viewer may click but primary attention of the users are focused on the website.  Display ads usually command secondary attention to the viewers.  Some display ads are expensive.  So it is recommended to use display ads sparingly.

4.  For goals tied to sales and revenue, search ads are usually better at delivering specific results.  Since the user specifically search for something using keywords, ads that match the keywords have very high probability to be clicked by the users.  The users engagement usually tend to be genuine interest in finding more about the product or service.

5.  The usage of the online campaign should focus on specific locations or time zone.  This is to enable the most effective targeting using keywords and trends. This will deliver more meaningful results and brand recognition plus awareness that can lead to repeat visit.

6.  The online campaign can also be paused or deployed in quantum of short period such as first week of every month.  This is to enable optimal cost of long term engagement.

7.  For online campaign focused on specific sales target within a period of time, aggressive placement and deployment of ads such as multiple campaigns using different keyword search and wording of campaigns can be used.

8.  It is important to draft a plan for online campaign to achieve maximum impact that allow awareness, retention, conversion and long term engagement.  This will reduce cost of customer acquisition in the medium and long run. 

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