Efficient E-Marketing in 5 European countries for Zone Labs

In order to launch the newest version of the various “ZoneAlarm“ solutions from Zone Labs onto the European market as quickly as possible, MaCS developed a comprehensive online marketing concept for Germany, France, the UK, Italy and Spain.

For this promotion, Zone Labs offered a downloadable trial version of their security solutions to provide a defense against Internet-borne threats, including identity theft and phisher fraud. The download was available in the relevant local language for each country, including, for the first time, Italian.

The E-Marketing campaign included awareness building elements such as banners and advertorials. Newsletter ads, keyword advertising in portals, and keyword sponsoring in editorial content (IntelliTXT) were used as awareness and lead generation tools. Search engine marketing – an obligatory element of any E-Marketing campaign – was conducted by Zone Labs themselves.

Country-specific measures
Rather than a ‘one size fits all’ approach, measures were selected for each country to form country-specific campaigns. That’s because advertising opportunities and their resonance vary between countries. For example, keyword advertising generates very good click rates in Germany and France when compared with the UK, Spain or Italy.

A special focus was also placed on advertising opportunities available on a ‘cost per click’ basis. In other words, the ad is only paid for when someone reacts to the promotion by clicking on the advertiser’s web link. This is the most cost-effective way to use the budget, as usually only readers with a specific interest in the product will click on the ad link.

IntelliTXT – what makes it so interesting?
The principle is similar to keyword advertising in search engines in terms of using certain terms in the advert. When an online article is read, the IntelliTXT system automatically generates links via specific words in the article that have been booked by the advertisers. When a reader clicks on the linked and highlighted word, a pop-up window appears containing advertising text, the product logo and a link to the advertiser’s website.

Because IntelliTXT sponsoring is also billed on a per click basis, it’s a very attractive tool. Another plus is the resonance it achieves. Search term sponsoring achieves good click rates in the most important European markets, and this was also demonstrated in the Zone Labs campaign. The UK and France achieved click rates of 4 per cent, and Germany led the way with the highest resonance at 9 per cent.

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