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Modern Marketing and Advertising: How the Internet has changed the landscape
 

Modern Marketing and Advertising: How the Internet has changed the landscape

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A presentation on modern marketing and advertising in regards to how the Internet has changed the landscape. Focuses on the umbrella topics of new innovations, privacy issues, and commerce. ...

A presentation on modern marketing and advertising in regards to how the Internet has changed the landscape. Focuses on the umbrella topics of new innovations, privacy issues, and commerce. Specifically discusses the principles of advertising, the user experience, contextual advertising, behavioral targeting, semantic targeting, interactive advertising, advergaming, integrated marketing communication, multimodal advertising, social media marketing, customer relationship marketing, search engine marketing, freemiums, and paywalls. Brings up the tools Facebook Beacon Ads, the Honda Fit game, Call Genie, FourSquare, Google AdSense, and Google AdWords

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    Modern Marketing and Advertising: How the Internet has changed the landscape Modern Marketing and Advertising: How the Internet has changed the landscape Presentation Transcript

    • Modern marketingand advertising
      How the internet has changed the landscape
      By Liz, Dan & Beth
      COM-255-111
      Spring 2011
    • Principles of advertising
      Advertising: A complex, mostly paid form of communication that uses mass media to reach broad audiences and connect the identified sponsor to the target audience
      A type of marketing communication
      Marketing communication: All the communication techniques used to reach customers and deliver a message
      Branding/Positioning strategy: The way marketers create a special meaning for a product by creating a brand image to distinguish the brand in a marketplace already cluttered with similar brands and products
      Target audience: A more specific group of people to whom an advertisement is directed and whose response determines if the ad is effective
      Targeting: Identifying the people who are the desired audience for the message
      Without targeting the right audience, money would be wasted on an audience that won’t buy the product
    • Principles of advertising
      Characteristics of Good Modern Advertising
      Strong advertising strategy: The logic and planning behind an advertisement
      Research the target audience and develop a strategy to reach them
      Strong creative idea/concept: Focus on one main theme/concept in the ad
      Strong creative execution: Well-thought-out details and well-produced quality
      Creative use of the media: Deciding the best place/means to deliver the ad
      Choose outlets that will efficiently and effectively reach the target audience
      Cost-effectiveness: Reaching many people for little money
      Effective ads: Advertisements that deliver the message that the advertiser intended and consumers respond as the advertisers hoped they would
      Gain attention
      Create a positive impression for the brand
      Separate the brand from the competition in the mind of consumers
      Influence people to respond in the desired ways
    • Principles of advertising
      Hierarchy of Effects Model: A linear model that works in purchasing decisions
      Awareness – See or hear about the product
      Comprehension – Understand what the product is and how it’ll benefit oneself
      Conviction – Develop positive attitudes toward the product
      Action – Buy the product
      Advertising can only influence awareness, comprehension and conviction
    • The changing landscape in advertising
      Modern advertising focuses on the user experience and integrated marketing, and the Internet helps make it possible.
    • The user experience: context advertising
      Contextual advertising: A form of targeted advertising for advertisements appearing on websites or other media, such as content displayed in mobile browsers
      The advertisements themselves are selected and served by automated systems based on the content displayed to the user
      Contextual Ad
      Subject
    • The user experience: Behavior targeting
      Behavioral targeting (BT): Uses information collected on an individual’s web-browsing behavior, such as pages they have visited or the searches they have made, to select which advertisements to display to that individual
      Helps reach target audience
      Allows site owners or ad networks to display content more relevant to the interests of the individual viewing the page
      Some studies have found it more effective than contextual advertising
      reading about the Jets NFL draft
      adding Foster the People to bands I like, and searching their lyrics
      visiting the Relay For Life site
      researching studying abroad
      looking up shows at The Chance
      reading about video games
      browsing art techniques
      online dress shopping
    • The user experience: Behavior targeting
      Behavioral targeting sparks controversy over privacy issues
      Violates users’ expectations of privacy
      “Implied consent”: Web activity is tracked by advertisers without the users’ awareness or consent
      Tracking cookies: Enable the provider that inserted them to track the web sites that an individual has visited and capture these data and store them along with the IP address that identifies the user
      Web beacons: Code on web pages that determine that an individual has opened a page, captures the IP address of that individual, then can track the activity of the individual on a site
      e.g. Facebook Beacon Ads: Takes data from web destinations and mashes it up with Facebook’s internal information to help build more focused advertising messages
      “The javascript on the site pops up a little screen which asks if you want to publish the information on Facebook. If you say no, your friends won’t see the information, but apparently Facebook still receives it. This means that if you are a Facebook member, Facebook will know what you are doing on each of their partner sites. And there is no way for you to opt out of that.”
      http://gigaom.com/2007/11/06/facebook-beacon-privacy-issues/
    • The user experience: semantic targeting
      Semantic targeting: Like contextual advertising, but instead of scanning a page for bided keywords, it examines all the words and identifies the senses of those words.
      Examines all the words before it accurately identifies the subject matter of the entire text and delivers an in-context advertisement; Prevents incorrectly assigned ads due to words with multiple meanings
      e.g. An ad for Wrigley Village Rooftops was placed aside this e-mail from the MLB (i.e. “Wrigley Field”)
      Sentiment analysis: Can determine whether content is talking about a subject in a positive or negative light
      Includes availability of brand protection filtering
      For example, it can block the placement of erotic ads that would hurt a brand’s image
    • The user experience: interactivity
      Interactive advertising: Uses online interactive media to communicate with consumers and execute promotions; Creates a two-way communication
      Promotes repeated traffic to websites, viral marketing, and an increased likelihood for consumers to remember the brand
      Emphasis on user-generated content (UGC)
      e.g. HP You on You Contest
      e.g. PixFusion
      Advergaming: Using video games to advertise
      Above the Line (ATL): Games on a website that feature the company’s products and aim to increase consumers’ time spent on website
      Below the Line (BTL): Games published as usual but involve advertising
      Product placement: The deep integration of products/brands in gameplay
      e.g. NFL games, Food Force, Homefront
      Through the Line (TTL): Uses URL hyperlinks within the game, designed to induce the player to visit a webpage with a BTL ad
      Honda Fit game
    • IMC: Multimodal advertising
      Integrated Marketing Communication (IMC): The coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost
      Multimodal advertising: Uses multiple modes (e.g. mobile phones)
      Call Genie: Customers can monetize local mobile search traffic with coupons and promotions; Can provide its customers with a multi-modal, multi-event hosted service for purposes of tracking, logging, summarizing, and reporting on the various actions taken by consumers with respect to such promotions
      http://www.acm.org/icmi/1998/Papers/Lyons.pdf
      About a multimodal interactive advertising that integrates computer vision and speech recognition technologies to allow the advertising display to determine when a customer is nearby and to respond to that customer’s location in space, gestures and speech. The application has been tested in the laboratory and exhibition hall settings but has not yet been deployed in public.
      Call Genie demos
    • IMC: Social Media Marketing
      Social Media Marketing (SMM): Centers on efforts to create content that attracts attention and encourages readers to share it with their social networks
      Social media has become a platform that is easily accessible to anyone with internet access
      A corporate message spreads from user to user and presumably resonates because it is coming from a trusted, third-party source, as opposed to the brand or company itself
      Increased communication for organizations fosters brand awareness and often, improved customer service
      Serves as a relatively inexpensive platform for organizations to implement marketing campaigns
      Viral marketing: Designed to create a groundswell of demand for a product based on messages circulated on the internet; consumers create buzz about a product or brand
      Videos, Flash games, brandablesoftware, images, texts, e-mails, blogs
      FourSquare
      Integrates multimodal advertising
      and social media marketing
    • IMC: Customer Relationship Marketing
      Customer Relationship Marketing (CRM): Focuses on customer-relationship management; Maintains relationships by communicating with customers and keeping track of their interactions
      e.g. Sending birthday e-cards and e-mailing sales promotions
      Permission marketing: Presents customers with the options to allow the company to send them promotional materials
      e.g. Subscribing to a newsletter received through e-mail
      Creates some controversy because of intrusiveness
    • Search Engine Marketing (SEM)
      Search Engine Marketing (SEM): Seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of paid placement and contextual advertising
      Paid placement
      Pay Per Click (PPC): An Internet advertising model used to direct traffic to websites, where advertisers pay the hosting service when the ad is clicked
      Cost Per Click (CPC)
      With search engines, advertisers typically bid on keyword phrases relevant to the target market; With content sites, there is typically a charged fixed price per click
      Search Engine Optimization (SEO): The process of improving visibility of a website or webpage in search engines via the “natural” or un-paid (“organic”/”algorithmic”) search results
      Earlier placement in results and higher frequency of results leads to more visitors
      Considers which search engines are used and what terms are searched
      Optimizing a website may involve editing the HTML and associated content/links
    • SEM: Google ad sense
      Google AdSense: A free, simple way for website publishers of all sizes to earn money by displaying targeted Google ads on their websites, and allows companies to search their site users while earning money by displaying Google ads on the search results pages
      Google’s servers use a cache of the page to determine a set of high-value keywords
      E-mail from the ACS about Relay For Life
      E-mail from Wachovia about balance alert
      E-mail from potential internship HR rep
      E-mail from mom about summer internship plans
    • SEM: Google ad sense
      How Google AdSense Works
      Choose the type and placement of ad units to be displayed
      Specify where ads should appear
      Choose what types of ads can compete for those slots
      Highest-paying ads display
      Advertisers bid on inventory in a real-time auction
      Always show the highest-paying ad
      Get paid
      Google bills advertisers and ad networks
      Get paid through reliable payment options
    • SEM: Google ad Words
      Google AdWords: Allows the creation of ads and selection of keywordsso that when users search on Google using one of those keywords, the ad may appear next to the search results
      Helps advertise to an audience already interested in the product
      Only requires payment when people click on the ads
      Search
      Advertisements
    • Freemiums and Paywalls
      Freemium: A business model that works by offering a basic product/service free of charge (such as software, web services, etc.) while charging a premium for advanced features, functionality, or related products/services
      Current concern about what happens when people start ignoring ads on web pages
      Paywall: Blocks access to a webpage with a screen requiring payment
      Currently being implemented with some periodicals and newspapers online
      e.g. The New York Times
      http://mashable.com/2010/08/17/web-faceoff-freemium-vs-ad-supported/