MARKETING
Internet copywriting is the voice of brands in the virtual world, and internet copywriting is the focus of internet advertising, increasing its impact and usability daily.
Internet advertising, which fundamentally changed traditional media habits and entered our lives through banners at the end of the 20th century, is the delivery of promotional and marketing activities to the target audience over the internet in a documentable way.
Being the Voice of Brands in the Virtual World
Internet advertising, which increases its impact and usage possibilities daily, also has a structure that requires writers, content, and text producers who aim to reach consumers on behalf of the brand they represent to renew themselves constantly.
This is quite reasonable for an application that knows no borders, reaches the target audience directly, and, compared to large productions, saves time, labor, and the cost of reaching the unit person.
Internet advertising aims to be the source where attention is managed!
Extending from visuals to viral videos and from there to virtual brand communities, internet advertising aims to be the source where attention is directed, not to capture the attention of the consumer for a moment. While this is the case, we can say that writers, who are the brand’s voice on the internet, must transform the sale into a story, provide interaction, and adapt to brand-new dynamics.
What Does Internet Advertising Require from the Writer?
The writer should give the consumer a “thing” that makes them think and give feedback, entertains them, and can quickly become a need. This is what distinguishes the phenomenon called internet advertising from the traditional maxim.
Although what needs to be done can, in theory, be expressed in a few sentences, creating content and putting it into words, which consists of many creative processes, requires several other rules. Accordingly, before a campaign where the author can sell directly to the target audience, where responses are automatically tabulated, and broadcasting is available 24/7, it is essential to attract the consumer to the advertisement in the first moment. For this reason, creating a comprehensible core message that encompasses the brand’s vision and mission, including past campaigns, the tone as a whole, and side messages with clear statements is necessary. At this point, it is aimed to prepare texts that do not tire the interlocutor.
Inviting the consumer to be a part of the advertisement is also essential. The power of a question sentence with a mobilizing feature is the only element in internet advertising. By its very nature, the Internet allows for interaction and dialog with users: “Won’t you join us?”
Naturalness and Dynamism in Advertising Texts
In internet advertising, the consumer’s desire and curiosity to turn to the product is prioritized rather than promoted amid a flowing broadcast. At this point, the goals of representing the brand and becoming the element that the consumer wants to see and communicate with are more likely to be achieved when naturalness is prioritized. In the meantime, what is meant by naturalness is that the consumer should not feel involved in a simple shopping process through advertisements. In other words, the natural flow of content should not be disrupted.
On the other hand, the platform on which the ad will be placed is also one of the determining factors. It is recommended that the text, visual and audio elements be tailored to the platform, and content marketing should be planned accordingly. This is also one of the premises of native advertising.
In addition to text, online ads, which get old quickly and need to be refreshed every two to three weeks, need to include visual and audio elements that can be integrated into the platform on which they are published and make the message attractive effective. This is possible with teamwork.
To summarize; when all this is considered, being the voice of a brand in online channels means being able to adapt to rapidly changing dynamics; bringing the brand, which is the carrier of emotion, thought, and image, together with the consumer in the most natural way and making the feedback obtained at the end of the process a part of the strategy.
