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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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  • 1. Modern marketingand advertising
    How the internet has changed the landscape
    By Liz, Dan & Beth
    Spring 2011
  • 2. 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
  • 3. 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
  • 4. 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
  • 5. The changing landscape in advertising
    Modern advertising focuses on the user experience and integrated marketing, and the Internet helps make it possible.
  • 6. 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
  • 7. 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
  • 8. 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.”
  • 9. 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
  • 10. 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
  • 11. 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
    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
  • 12. 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
    Integrates multimodal advertising
    and social media marketing
  • 13. 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
  • 14. 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
  • 15. 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
  • 16. 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
  • 17. 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
  • 18. 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