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“Crafting an irresistible offer — one your audience can’t help but click — should be number one objective for online businesses,” – Steve Olenski
Business enterprises need to create intelligent selling strategies to survive in the commercial markets of modern times. Every business can draw insights from its own existence and market experience, but the creation and execution of selling strategies must be unique in order to create a business impact. In this context, we note that online businesses should exert themselves to create multiple stratagems that can invite audiences to click on web-links, new product images, special offers, discount banners, etc. Clicking is essential because it animates the very heart of e-commerce business models and enables such businesses to connect with customers.
Business managers and marketing strategists that help to operate online businesses can consider the creation of online coupons customised to the requirements of different customers. The use of coupons in not unique to online businesses because such discount devices have been offered for decades through newspapers and magazines. In modern times, e-commerce businesses have reinvented coupons into electronic avatars that customers can activate with a click and avail discounts in online and offline shopping expeditions. The enormity of the commercial possibilities of such coupons is spotlighted by the fact that smartphones are now ubiquitous and electronic coupons therefore gain unprecedented reach in modern markets. Various discounts can be marketed through such coupons, thereby expanding the numbers of customers that click on such coupons.
Email represents a unique marketing platform that can be equipped with new product images and click-enabled web links. Recipients and customers can be encouraged to click on these links and discover interesting news items/visual content/commercial messages/discounts etc. We may note that the content inside the email should be suitably mapped to engage readers’ attention. The layout of the email can be altered in successive campaigns in an attempt to gain maximum traction. Additionally, subject lines should be innovative in order to gain the reader’s attention. Further, email designers can create colourful or creative visual images that invite the reader to peruse the entirety of the communication. We must note that text-heavy emails may yield a better return on investment at certain times and this approach can be used. However, the web-links should be positioned prominently.
Social media has emerged as a brute reality in modern marketing landscapes. The use of social media has risen exponentially across the world, in part as a response to shortening attention spans of modern consumers. In light of such facts, social media sharing buttons have become proven drivers that encourage customers to click. Social media sharing buttons can be embedded in emails, in text messages, in multimedia messages, online and mobile chat applications, etc. Clicking such buttons creates multiple waves of electronic ‘shares’ that can help to transmit a marketing message to multiple customers. We must note that the action of electronic ‘sharing’ involves minimal effort on the part of consumers. Therefore, social media buttons must figure prominently in the playbook of modern marketing professionals.
Online blogs can be deployed as cost-efficient assets that gain incremental value (in terms of electronic footfalls) with the passage of time. Blogs can be used to marshal members of an enthusiast group or an activist group to take action on a certain cause. For instance, a group of nature-friendly enthusiasts may represent a captive set of online viewers that can be motivated to click on certain electronic messages. The motivation for such actions springs from the fact that the blog carries content that appeals to said captive audience. Sponsored content that is in line with the primary theme of the blog can also be deployed to broadcast commercial messages to said audience. In light of the above, we may state that the click has evolved into a powerful tool that shapes customer perception and is ideally equipped to boost commercial prospects.
Interactive user experiences and interesting narratives can be deployed in various online platforms in a concerted strategy designed to generate the click. For instance, a business that deals in women’s apparel can commission marketing and electronic media professionals to create online campaigns designed to promote said business. The narratives of real customers can be captured for online audiences and a series of interactive online exhibits can be created to drive the commercial message. Web-links and product images can be incorporated into said narrative and these can encourage customers to click on various aspects of the online presentation. This approach to marketing is driven by a confluence of customer experiences, tasteful production values, high interest levels of online audiences, etc. The outcome is a communication product that invites each customer to click in order to discover different aspects of the electronic narrative.
Various hashtags can be created in order to generate commercial momentum in the online world. This strategy hinges on the fact that hashtags can be powerful tools in social media and can help to breathe life into a brand or product. The millions of online social media users can be encouraged to click on hashtags and share these on their social media handles. These devices can be deployed across multiple social media handles and this should multiply the chances of attracting clicks from random sets of social media users. Businesses should ideally share custom hashtags across all their social media handles in order to invite additional clicks and thus gain wider exposure in the markets. We must note that brands and businesses should customise hashtags to the best of creative ability so that each hashtag can transmit a distinct commercial message.
Businesses and enterprises can design and deploy online banner advertisements that can entice customers and audiences to click. The colour of the banner can be altered every 48 hours in an effort to inject visual novelty into the banners. Audiences that click can be offered the chance to win a limited time offer or a flat discount on their next purchase of a certain call of products. This strategy hinges on the human propensity to gamble and belief in windfall gains. Additional clicks can be garnered when customers are informed that their chances of winning a prize are higher when they click at multiple banners. An interesting variation to this strategy emerges when the online banner features a simple game that comprises bows and arrows. This game can be played by those that click on the banner and thus affords customers a modicum of innocent, online entertainment.
In the preceding paragraphs, we have examined some of the strategies that encourage customers and audiences to click. Customers are typically fickle creatures and this must be acknowledged in the creation of any marketing strategy. We must note that customer behaviour can be moulded by subtle hints that marketers can build into their marketing vehicles and platforms. These possibilities lie at the core of modern mechanisms that underlie much of modern commerce. That said, we note that ongoing research into human motivations and customer behaviour may reveal deeper insights into consumer mentality; such insights can help us unveil newer techniques to guide online customer behaviour. In the meantime, brands and businesses must work to refine existing techniques and create more sophisticated campaigns that invite clicks from online customers.
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