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The Interrelationship Between Infomercials and the Internet
By Peter Koeppel |
The Internet has become an important component of marketing products through
infomercials. Anywhere from 30% to over 90% of orders generated through infomercial campaigns are
coming from company's websites. 50% of people who are watching TV are also simultaneously online,
so it's easy for them to log onto your website when they see your URL in an infomercial. Many
successful infomercial marketers understand that infomercials/TV and the Internet are merging and
they are trying to capitalize on this phenomenon. That's why it's essential to build a website
that's designed to make the infomercial ordering process easy for consumers and why your website
needs to be prominently displayed in your infomercial.
Run Your Pay-Per-Click Campaign and Infomercial Campaign Together
Research shows that prospects that come to a website from an online search that is initiated from
seeing a TV ad, including infomercials, convert into customers at a very high rate. That's why it's
important to run your infomercial and paid search engine marketing campaign online simultaneously.
For example, when someone sees your infomercial product on TV they might not remember the 800
number or your website URL, but they may remember the product name or that your product was an ab
machine. They will then enter the infomercial product name or a related term, such as ab machine,
into their search engine. Then, if your website comes up in the paid search listing, it will
make it convenient for them to click on the link and connect to your website.
Utilize Your Infomercial Host Online
Many infomercial marketers are now including a segment of their infomercial on their website. This
gives the prospect the opportunity to watch a portion of the infomercial again, so that they
thoroughly understand the product benefits, the offer, price, etc. Some infomercial marketers
are also shooting footage of the infomercial's host and using that footage of the host online
to welcome visitors to the website and they are also using the host to point out areas of interest
on the site. Since a high percentage of people now have high-speed broadband connections, it's
easy for them to view video online and online video is a great way to connect the information from
infomercial and website together.
Infomercial Drive to Web Campaign
Some infomercial campaigns are now designed to drive all the customers to a website and do not
include an 800 number for calling a telemarketer to complete the sale. This type of infomercial
campaign is appropriate for sites that sell a broad range of products and product styles. With
this type of product offering it's difficult for a telemarketer to describe all the products and
styles to a consumer and it makes more sense for the consumer to view the products online and make
their infomercial purchase decision online. Many websites now have a technology called
click-to-connect that allows for an operator to call you back instantly to answer questions or take
your order. This technology provides the consumer with an option to talk to a knowledgeable person
that can help them with their infomercial purchase decision. Drive to web infomercial campaigns
can also be cost effective for infomercial marketers, since they eliminate telemarketing costs.
With this type of drive to web infomercial campaign it's important to design your site so that it
maximizes customer conversion. Be sure to work with an online agency that is familiar with
designing infomercial websites that maximize conversion.
The Future of Infomercial Marketing Is Online
Today, more and more infomercial purchases decisions and infomercial purchases are being made
online. In order to run an effective infomercial campaign, infomercial marketers need to plan on
incorporating the web into all aspects of their infomercial campaign. Infomercial marketers that
embrace the web and new online technologies will help to maximize the ROI from their infomercial
campaign.
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