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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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