Have you ever watched a TV ad or listened to a radio commercial where a URL is mentioned? In Malaysia, I noticed that a huge majority of companies tend to use a five million charactered URL to promote a product or an event (OK, I’m exaggerating, but most of the URLs are way too bloody long).
For example; For more info on our newest product, Super Gadget, please visit www.supercompany.com.my/products/super_gadget. Every time I hear or see such ads it’s obvious that the company’s marketing team is not net-savvy. Seriously, do you expect your prospective customers to remember that URL?
Here’s a tip, use subdomains. Surely supergadget.supercompany.com.my is a much easier URL to remember compared to the earlier example.
Here are some additional tips you could use when using URLs in TV, radio or printed ads:
- Avoid using underscores (_), it’s such a long word to mention for such a simple character. Avoid them altogether or use dashes (-) instead.
- Skip the WWW part whenever possible. Most web sites can be retrieved without the WWW portion just fine if its configured properly. If you insist on the WWW part (like I do), use URL rewriting tools like mod_rewrite to force the appending of the WWW suffix.
- Avoid including a filename in the URL. For example; don’t use a URL like www.supercompany.com/products/supergadget.html. Key informative pages are better off sitting in their own subdomain and/or subdirectory.
- Make sure the URL makes sense to human beings. Something like www.supercompany.com/info.php?cat=products&item=gadgets&id=138862 doesn’t.
- If your URL has more than one slash, it’s too long for TV and radio ads.
- If the product or service you’re trying to promote already has a long URL, just create a subdomain or shorter URL that redirects to that page. It’s really not that hard and there are a few tools available at your disposal.
It’s best that a company have a competent tech team in addition to work closely with the marketing team to implement an effective net marketing campaign. The internet is too big to be ignored as an effective marketing tool these days. How well you use it is entirely up to you.