Top 7 Advantages to New Form of Marketing CommunicationsBy Robert Wood
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A new marketing communications tool has been developed recently which has begun to sweep savvy marketers in the US and Europe. It's called Desktop Delivery. There are many variations in usage but all share one trait: PERSONAL, DAILY, MEANINGFUL CONTACT.
Briefly, Desktop Delivery, a branded communication channel, brings the host the ability to appear on the screen of a user's computer (with fresh material) DAILY and automatically. The screen may be sponsored, contain links, text, audio, and video. It loads in the background. Appears at a user-selected time daily. Is NOT RSS or email. It is measured - the client receives how many views and what the viewer did next, i.e.: click on a link and which link. It collects no personal data (beyond zipcode) from the user, maintaining privacy.
- Retention rates have been recorded as high as 90%. This is a function of the material and how it applies to the constituency or affinity group.
- Media rich, and loading in the background, regardless of connection speed, Desktop Delivery builds anticipation as the screen appears at the users chosen time. It is not a pop-up, not RSS, not a screen saver.
- Desktop Delivery can be a simple tip of the day or as rich as a daiy video message to supporters and volunteers from a candidate for election.
- High touch (daily) brings opportunity for strong bonding and affiliation. Since screens may be shared (as may the tool itself), the program becomes viral and spreads itself among like-minded people.
- Newspapers are quickly moving into online editions. Desktop Delivery could be, in essence, a daily headline roundup with links to long form reports.
Similarly, TV stations/shows/and films have tremendous opportunity in feeding a user base solid content.
- Sell Desktop Delivery to sponsors. This can generate a new revenue stream and since the views and reactions are measured, 'calls to action' can be effectively tested, maximizing a campaign.
- The average email recipient gets 120 a day. Few are actually opened (they use the preview function instead). ISPs strip pictures. Spam filters also cut delivery.
Websites are not usually daily visits for most people and even if they are, it's often difficult to find updated material. Desktop Delivery can link to it.
Bob Wood has created billions of impressions for advertisers over the years. He may be reached at 866-997-6262
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Article Submitted On: September 13, 2007