Session #4 2011
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  Session #4 2011 Session #4 2011 Presentation Transcript

  • Online AdvertisingTuesday, October 4, 2011
  • Sho wa nd Sel lTuesday, October 4, 2011
  • Online advertising?Tuesday, October 4, 2011
  • “The Internet will transform advertising because of its track ability, not its beauty.” -Eric Schmidt, Google CEOTuesday, October 4, 2011
  • conundrum Advertisers must attract attention without Being AnnoyingTuesday, October 4, 2011
  • Some say advertising is dead A few million people think so…Tuesday, October 4, 2011
  • Integrated Marketing Strategies Integrated Marketing Defined:  “A management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation.”  about.com Or  “Weaving together digital and physical channels to engage consumers’ emotions, deliver brand experiences, and form ongoing relationships.”  Forrester Research “Essentials of Integrated Marketing”Tuesday, October 4, 2011
  • Marketing Online In The Real WorldThe product itselfPackagingPoint of SaleOut-of-homeDirect MarketingPrintRadioTVTuesday, October 4, 2011
  • Marketing The Real World OnlineCorporate SiteMicro-sitesOnline AdvertisingE-mail MarketingBlogsSearchTuesday, October 4, 2011
  • Integrated Marketing StrategiesTuesday, October 4, 2011
  • Integrated Marketing Strategies Six Essentials of Integrated MarketingTuesday, October 4, 2011
  • Integrated Marketing Strategies Six Essentials of Integrated Marketing  Demand early collaboration of disciplinesTuesday, October 4, 2011
  • Integrated Marketing Strategies Six Essentials of Integrated Marketing  Demand early collaboration of disciplines  Define audiences with personasTuesday, October 4, 2011
  • Integrated Marketing Strategies Six Essentials of Integrated Marketing  Demand early collaboration of disciplines  Define audiences with personas  Drive planning by behaviourTuesday, October 4, 2011
  • Integrated Marketing Strategies Six Essentials of Integrated Marketing  Demand early collaboration of disciplines  Define audiences with personas  Drive planning by behaviour  Shape execution with ideas, not by media channelsTuesday, October 4, 2011
  • Integrated Marketing Strategies Six Essentials of Integrated Marketing  Demand early collaboration of disciplines  Define audiences with personas  Drive planning by behaviour  Shape execution with ideas, not by media channels  Point to the next step in all communicationsTuesday, October 4, 2011
  • Integrated Marketing Strategies Six Essentials of Integrated Marketing  Demand early collaboration of disciplines  Define audiences with personas  Drive planning by behaviour  Shape execution with ideas, not by media channels  Point to the next step in all communications  Measure progress along the pathTuesday, October 4, 2011
  • Integrated Marketing Strategies Six Essentials of Integrated Marketing  Demand early collaboration of disciplines  Define audiences with personas  Drive planning by behaviour  Shape execution with ideas, not by media channels  Point to the next step in all communications  Measure progress along the pathTuesday, October 4, 2011
  • Integrated Marketing Strategies Six Essentials of Integrated Marketing  Demand early collaboration of disciplines  Define audiences with personas  Drive planning by behaviour  Shape execution with ideas, not by media channels  Point to the next step in all communications  Measure progress along the pathTuesday, October 4, 2011
  • Integrated Marketing Strategies Six Essentials of Integrated Marketing  Demand early collaboration of disciplines  Define audiences with personas  Drive planning by behaviour  Shape execution with ideas, not by media channels  Point to the next step in all communications  Measure progress along the path Forrester Research “Essentials of Integrated Marketing”Tuesday, October 4, 2011
  • Tuesday, October 4, 2011
  • Tuesday, October 4, 2011
  • Tuesday, October 4, 2011
  • Tuesday, October 4, 2011
  • http://www.youtube.com/watch?v=iYhCn0jf46UTuesday, October 4, 2011
  • The Online Marketing ToolkitTuesday, October 4, 2011
  • The Online Marketing Toolkit Internet Strategy Search Paid Visibility Search Web Site Strategy Corporate Site Micro Permission Sites Measurement Conversation Reinvention E-mail MarketingTuesday, October 4, 2011
  • The Online Marketing Toolkit Internet Strategy Cross Channel Viral Search Paid Promotion Marketing Visibility Search Web Site Strategy Corporate Site Micro Permission Sites Measurement Conversation Reinvention E-mail MarketingTuesday, October 4, 2011
  • The Online Marketing Toolkit Internet Strategy Cross Channel Viral Search Paid Online Promotion Marketing Visibility Search Ads Web Site Strategy Corporate Site Micro Permission Sites Measurement Conversation Reinvention E-mail Feeds MarketingTuesday, October 4, 2011
  • $60 Billion Email 9% Lead Gen 11% Search Display Classified Lead Gen Search Email Classified 38% 12% Display 31%Tuesday, October 4, 2011
  • Segmentation Using Customer Behaviour Electronic Commerce, Ninth Edition 25Tuesday, October 4, 2011
  • Segmentation Using Customer Behaviour Electronic Commerce, Ninth Edition 25Tuesday, October 4, 2011
  • Segmentation Using Customer Behaviour Electronic Commerce, Ninth Edition 25Tuesday, October 4, 2011
  • Segmentation Using Customer Behaviour • Simplifiers (convenience) Electronic Commerce, Ninth Edition 25Tuesday, October 4, 2011
  • Segmentation Using Customer Behaviour • Simplifiers (convenience) • Surfers (find information, explore new ideas, shop) Electronic Commerce, Ninth Edition 25Tuesday, October 4, 2011
  • Segmentation Using Customer Behaviour • Simplifiers (convenience) • Surfers (find information, explore new ideas, shop) • Bargainers (search for good deal) Electronic Commerce, Ninth Edition 25Tuesday, October 4, 2011
  • Segmentation Using Customer Behaviour • Simplifiers (convenience) • Surfers (find information, explore new ideas, shop) • Bargainers (search for good deal) • Connectors (stay in touch with other people) Electronic Commerce, Ninth Edition 25Tuesday, October 4, 2011
  • Segmentation Using Customer Behaviour • Simplifiers (convenience) • Surfers (find information, explore new ideas, shop) • Bargainers (search for good deal) • Connectors (stay in touch with other people) • Returners (return to same sites over and over) Electronic Commerce, Ninth Edition 25Tuesday, October 4, 2011
  • Segmentation Using Customer Behaviour • Simplifiers (convenience) • Surfers (find information, explore new ideas, shop) • Bargainers (search for good deal) • Connectors (stay in touch with other people) • Returners (return to same sites over and over) • Sportsters (spend time on sports, entertainment sites) Electronic Commerce, Ninth Edition 25Tuesday, October 4, 2011
  • Segmentation Using Customer Behaviour • Simplifiers (convenience) • Surfers (find information, explore new ideas, shop) • Bargainers (search for good deal) • Connectors (stay in touch with other people) • Returners (return to same sites over and over) • Sportsters (spend time on sports, entertainment sites) • Must identify groups and formulate ways of generating revenue Electronic Commerce, Ninth Edition 25Tuesday, October 4, 2011
  • ResearchTuesday, October 4, 2011
  • Planning a campaign  Define goals  Investigate target audience  Determine websites to display adverts  Websites or networks will affect format and payment models  Brief the creative teamTuesday, October 4, 2011
  • Online adverts need to  Attract attention  Convey a message  Entice action ACETuesday, October 4, 2011
  • The key differentiator Immediate response online Online can be interactive Internet is highly  Trackable  Targetable  MeasurableTuesday, October 4, 2011
  • Advertising on the Web Electronic Commerce, Ninth Edition 34Tuesday, October 4, 2011
  • Advertising on the Web • Effective advertising involves communication Electronic Commerce, Ninth Edition 34Tuesday, October 4, 2011
  • Advertising on the Web • Effective advertising involves communication • Five-stage customer loyalty model: helpful in creating advertising messages Electronic Commerce, Ninth Edition 34Tuesday, October 4, 2011
  • Advertising on the Web • Effective advertising involves communication • Five-stage customer loyalty model: helpful in creating advertising messages – Awareness stage Electronic Commerce, Ninth Edition 34Tuesday, October 4, 2011
  • Advertising on the Web • Effective advertising involves communication • Five-stage customer loyalty model: helpful in creating advertising messages – Awareness stage • Advertising message should inform Electronic Commerce, Ninth Edition 34Tuesday, October 4, 2011
  • Advertising on the Web • Effective advertising involves communication • Five-stage customer loyalty model: helpful in creating advertising messages – Awareness stage • Advertising message should inform – Exploration stage Electronic Commerce, Ninth Edition 34Tuesday, October 4, 2011
  • Advertising on the Web • Effective advertising involves communication • Five-stage customer loyalty model: helpful in creating advertising messages – Awareness stage • Advertising message should inform – Exploration stage • Message should explain how product, service works Electronic Commerce, Ninth Edition 34Tuesday, October 4, 2011
  • Advertising on the Web • Effective advertising involves communication • Five-stage customer loyalty model: helpful in creating advertising messages – Awareness stage • Advertising message should inform – Exploration stage • Message should explain how product, service works • Encourage switching brands Electronic Commerce, Ninth Edition 34Tuesday, October 4, 2011
  • Advertising on the Web (cont’d.) Electronic Commerce, Ninth Edition 35Tuesday, October 4, 2011
  • Advertising on the Web (cont’d.) • Five-stage customer loyalty model (cont’d.) Electronic Commerce, Ninth Edition 35Tuesday, October 4, 2011
  • Advertising on the Web (cont’d.) • Five-stage customer loyalty model (cont’d.) – Familiarity stage Electronic Commerce, Ninth Edition 35Tuesday, October 4, 2011
  • Advertising on the Web (cont’d.) • Five-stage customer loyalty model (cont’d.) – Familiarity stage • Message should be persuasive, convince customer to buy Electronic Commerce, Ninth Edition 35Tuesday, October 4, 2011
  • Advertising on the Web (cont’d.) • Five-stage customer loyalty model (cont’d.) – Familiarity stage • Message should be persuasive, convince customer to buy – Commitment stage Electronic Commerce, Ninth Edition 35Tuesday, October 4, 2011
  • Advertising on the Web (cont’d.) • Five-stage customer loyalty model (cont’d.) – Familiarity stage • Message should be persuasive, convince customer to buy – Commitment stage • Customer sent reminder messages Electronic Commerce, Ninth Edition 35Tuesday, October 4, 2011
  • Advertising on the Web (cont’d.) • Five-stage customer loyalty model (cont’d.) – Familiarity stage • Message should be persuasive, convince customer to buy – Commitment stage • Customer sent reminder messages – Separation stage Electronic Commerce, Ninth Edition 35Tuesday, October 4, 2011
  • Advertising on the Web (cont’d.) • Five-stage customer loyalty model (cont’d.) – Familiarity stage • Message should be persuasive, convince customer to buy – Commitment stage • Customer sent reminder messages – Separation stage • Customer not targeted Electronic Commerce, Ninth Edition 35Tuesday, October 4, 2011
  • Advertising on the Web (cont’d.) • Five-stage customer loyalty model (cont’d.) – Familiarity stage • Message should be persuasive, convince customer to buy – Commitment stage • Customer sent reminder messages – Separation stage • Customer not targeted • Online advertising Electronic Commerce, Ninth Edition 35Tuesday, October 4, 2011
  • Advertising on the Web (cont’d.) • Five-stage customer loyalty model (cont’d.) – Familiarity stage • Message should be persuasive, convince customer to buy – Commitment stage • Customer sent reminder messages – Separation stage • Customer not targeted • Online advertising – Always coordinate with existing advertising efforts Electronic Commerce, Ninth Edition 35Tuesday, October 4, 2011
  • FIGURE 4-5 Funnel model of customer acquisition, conversion, and retention Electronic Commerce, Ninth Edition 33Tuesday, October 4, 2011
  • Online Advertising Cost and Effectiveness (cont’d.) Electronic Commerce, Ninth Edition 49Tuesday, October 4, 2011
  • Online Advertising Cost and Effectiveness (cont’d.) • New metrics to evaluate advertising yield outcomes Electronic Commerce, Ninth Edition 49Tuesday, October 4, 2011
  • Online Advertising Cost and Effectiveness (cont’d.) • New metrics to evaluate advertising yield outcomes – Measure number of new visitors who buy first time after arriving at site Electronic Commerce, Ninth Edition 49Tuesday, October 4, 2011
  • Online Advertising Cost and Effectiveness (cont’d.) • New metrics to evaluate advertising yield outcomes – Measure number of new visitors who buy first time after arriving at site • By way of click-through Electronic Commerce, Ninth Edition 49Tuesday, October 4, 2011
  • Online Advertising Cost and Effectiveness (cont’d.) • New metrics to evaluate advertising yield outcomes – Measure number of new visitors who buy first time after arriving at site • By way of click-through – Calculate advertising cost of acquiring one customer on the Web Electronic Commerce, Ninth Edition 49Tuesday, October 4, 2011
  • Online Advertising Cost and Effectiveness (cont’d.) • New metrics to evaluate advertising yield outcomes – Measure number of new visitors who buy first time after arriving at site • By way of click-through – Calculate advertising cost of acquiring one customer on the Web • Compare to how much it costs to acquire one customer through traditional channels Electronic Commerce, Ninth Edition 49Tuesday, October 4, 2011
  • Center for Management Development What is online customer acquisition?Tuesday, October 4, 2011
  • Center for Management Development Traditional Customer Acquisition Process: Attention Interest Desire ActionTuesday, October 4, 2011
  • Center for Management Development Traditional Customer Acquisition Process: Attention “The new iPad looks really cool!” Interest Desire ActionTuesday, October 4, 2011
  • Center for Management Development Traditional Customer Acquisition Process: Attention “The new iPad looks really cool!” “I think the iPad could really help me Interest catch up on my reading and emails during my commute.” Desire ActionTuesday, October 4, 2011
  • Center for Management Development Traditional Customer Acquisition Process: Attention “The new iPad looks really cool!” “I think the iPad could really help me Interest catch up on my reading and emails during my commute.” Desire “I did some research to find out which iPad might be right for me.” ActionTuesday, October 4, 2011
  • Center for Management Development Traditional Customer Acquisition Process: Attention “The new iPad looks really cool!” “I think the iPad could really help me Interest catch up on my reading and emails during my commute.” Desire “I did some research to find out which iPad might be right for me.” Action “I’m on the waiting list!” “…And here’s my credit card!”Tuesday, October 4, 2011
  • Center for Management Development Traditional Customer Acquisition Process: Attention “The new iPad looks really cool!” “I think the iPad could really help me Interest catch up on my reading and emails during my commute.” Desire “I did some research to find out which iPad might be right for me.” Action “I’m on the waiting list!” “…And here’s my credit card!”Tuesday, October 4, 2011
  • Center for Management Development Traditional Customer Acquisition Process: “The new iPad looks really cool!” Attention “I think the iPad could really help me Interest catch up on my reading and emails during my commute.” Desire “I did some research to find out which iPad might be right for me.” Action “I’m on the waiting list!” “…And here’s my credit card!”Tuesday, October 4, 2011
  • Center for Management Development Traditional Customer Acquisition Process: Attention “I think the iPad could really help me Interest catch up on my reading and emails during my commute.” Desire “I did some research to find out which iPad might be right for me.” Action “I’m on the waiting list!” “…And here’s my credit card!”Tuesday, October 4, 2011
  • Center for Management Development Traditional Customer Acquisition Process: Attention Interest Desire “I did some research to find out which iPad might be right for me.” Action “I’m on the waiting list!” “…And here’s my credit card!”Tuesday, October 4, 2011
  • Center for Management Development Traditional Customer Acquisition Process: Attention Interest Desire Action “I’m on the waiting list!” “…And here’s my credit card!”Tuesday, October 4, 2011
  • Center for Management Development Traditional Customer Acquisition Process: Attention Interest Desire ActionTuesday, October 4, 2011
  • Center for Management Development Each phase of the online sales funnel has proven strategies, tactics & performance measures Attention Interest Desire ActionTuesday, October 4, 2011
  • Center for Management Development Each phase of the online sales funnel has proven strategies, tactics & performance measures Attention Interest Desire ActionTuesday, October 4, 2011
  • Center for Management Development Driving online attentionTuesday, October 4, 2011
  • Center for Management Development Driving online attention • Public RelationsTuesday, October 4, 2011
  • Center for Management Development Driving online attention • Public Relations • Social MarketingTuesday, October 4, 2011
  • Center for Management Development Driving online attention • Public Relations • Social Marketing • Branded MicrositesTuesday, October 4, 2011
  • Center for Management Development Driving online attention • Public Relations • Social Marketing • Branded Microsites • Offline brand advertisingTuesday, October 4, 2011
  • Center for Management Development Driving online attention • Public Relations • Social Marketing • Branded Microsites • Offline brand advertising • Online brand advertisingTuesday, October 4, 2011
  • Center for Management Development 32Tuesday, October 4, 2011
  • Center for Management Development 32Tuesday, October 4, 2011
  • Center for Management Development 32Tuesday, October 4, 2011
  • 33Tuesday, October 4, 2011
  • 34Tuesday, October 4, 2011
  • Performance Hub • Site • Blogs • Youtube • Pushing to one hub 35Tuesday, October 4, 2011
  • Performance Hub • Site • Blogs • Youtube • Pushing to one hub 35Tuesday, October 4, 2011
  • Center for Management Development Measuring online attention: Awareness-Driving Tactic Proxy Metric Public Relations •# of impressions / mentions •Buzz measurement (e.g. Net Promoter Score) Social Marketing •# of friends / fans / followers •Total visits to a social tool Branded Microsites •# of visitors •Time spent on site •Level of interaction with site •# of cookies / email addresses captured for remarketing Offline brand advertising •# of online video views •# / type of comments Online brand advertising •# of impressions •Reach / frequency •Pre/post exposure ad effectiveness study •# of cookies captured for remarketingTuesday, October 4, 2011
  • Center for Management Development Social marketing still consideredTuesday, October 4, 2011
  • Center for Management Development Attention Interest Desire ActionTuesday, October 4, 2011
  • Center for Management Development Driving Interest with online marketingTuesday, October 4, 2011
  • Center for Management Development Driving Interest with online marketingTuesday, October 4, 2011
  • Center for Management Development Search Engine Marketing Paid Search: • Keyword/phrase targeted text ads • Cost-per-click pricing established through bids; daily budget caps • Etailers typically measure through to completed sale, and calculate resulting cost-per-order (CPO) • Search Engines maximize their revenue by serving ads with the best combination of – Bid priceTuesday, October 4, 2011
  • Center for Management Development Search Engine Marketing Paid Search: • Keyword/phrase targeted text ads • Cost-per-click pricing established through bids; daily budget caps • Etailers typically measure through to completed sale, and calculate resulting cost-per-order (CPO)Shopping • Search Engines Results: maximize their• Daily data revenue by serving feeds from ads with the best retailers combination of (image, SKU, – Bid price price)• FreeTuesday, October 4, 2011
  • Center for Management Development Organic Traffic • Direct entry traffic – Visitors type in URL • Search Engine Optimization – Search engines optimize natural rankings based on an algorithm that includes: • Site indexation: Making the site “friendly” to search engines • Content relevance: Once indexed, content needs to be optimized for the right keywords • Link popularity: Incoming links (both volume and quality) help search engines determine the “importance” of the contentTuesday, October 4, 2011
  • Center for Management Development Remarketing / Retargeting • Retarget microsite / website visitors • Retarget ad banner clickers • Retarget ad banner viewers Retarget specific content How it worksTuesday, October 4, 2011
  • Change of ROAS VS CPATuesday, October 4, 2011
  • This means someone answering the ‘brandawareness’ survey “no, I never heard of them” butthen two days later, is more then twice as likely toclick on a text ad.Tuesday, October 4, 2011
  • CPMTuesday, October 4, 2011
  • CPCTuesday, October 4, 2011
  • CPATuesday, October 4, 2011
  • Banner AddTuesday, October 4, 2011
  • ImpressionsTuesday, October 4, 2011
  • Call to ActionTuesday, October 4, 2011
  • Click RateTuesday, October 4, 2011
  • Unique VisitorsTuesday, October 4, 2011
  • Landing PageTuesday, October 4, 2011
  • Conversion RateTuesday, October 4, 2011
  • ROITuesday, October 4, 2011
  • Click TrackingTuesday, October 4, 2011
  • StickinessTuesday, October 4, 2011
  • TargetingTuesday, October 4, 2011
  • Demographic TargetingTuesday, October 4, 2011
  • Contextual TargetingTuesday, October 4, 2011
  • Contextual TargetingTuesday, October 4, 2011
  • Tuesday, October 4, 2011
  • Targe ting iou ral Be havTuesday, October 4, 2011
  • G eo grap hic Tar getin gTuesday, October 4, 2011
  • Day-part TargetingTuesday, October 4, 2011
  • Purchase-Based Category TargetingTuesday, October 4, 2011
  • Social BasedTuesday, October 4, 2011
  • Targeting and optimizing Networks track users   Cookies  IP address  Across web sites Advertisers can use this information to target advertsTuesday, October 4, 2011
  • Targeting can be problematic • Contextual advertising can get it wrong – Shark diving advert next to article about shark attack • Online behaviour does not always represent true interestsTuesday, October 4, 2011
  • Tuesday, October 4, 2011
  • Test #1Tuesday, October 4, 2011
  • Test #2 Test #1Tuesday, October 4, 2011
  • Banner advertising • Simple hyperlinked image shown on web sites. • Link takes visitor to a landing page. • AT&T advert was one of the first sold in 1993.Tuesday, October 4, 2011
  • Banner adverts • Image or animation displayed on a web site for advertising purposes • Static or interactive • Can expand on mouse-over or when clicked onTuesday, October 4, 2011
  • Standard banner sizes Note: these banners are in proportion, not the actual size.Tuesday, October 4, 2011
  • Advertising evolves with technologyTuesday, October 4, 2011
  • Advertising evolves with technology • Today can include sound and videoTuesday, October 4, 2011
  • Advertising evolves with technology • Today can include sound and video • Far more interactiveTuesday, October 4, 2011
  • Advertising evolves with technology • Today can include sound and video • Far more interactive • Technology allows banners to expand over a pageTuesday, October 4, 2011
  • Advertising evolves with technology • Today can include sound and video • Far more interactive • Technology allows banners to expand over a page • Adverts can be placed in videosTuesday, October 4, 2011
  • Pop-ups and pop-unders http://www.amazon.com/gp/product/B00167G76W/ ref=dm_dp_trk6livepage.apple.comTuesday, October 4, 2011
  • Map advertising • Advertising within online mapping solutionsTuesday, October 4, 2011
  • interaction  Rich media allows for rich content  One banner can have  Video  Tour schedule  Downloads  Link to web siteTuesday, October 4, 2011
  • The art of RetargetingTuesday, October 4, 2011
  • Tuesday, October 4, 2011
  • Center for Management Development Retargeting gone wrong, lol 68Tuesday, October 4, 2011
  • What do the numbers say? +Tuesday, October 4, 2011
  • What do the numbers say? +Tuesday, October 4, 2011
  • What do the numbers say? %249Tuesday, October 4, 2011
  • Center for Management Development Measuring online interest: Traffic-Driving Tactic Proxy Metric Search Engine Marketing •Paid Search Ranking •Traffic (# of clicks) from paid search placements •Sales from paid search placements •Cost per click (CPC) & resulting cost per order (CPO) Affiliate Marketing •Traffic (# of clicks) from affiliates •Resulting sales originating from affiliate links Organic Traffic •# visitors who directly type in brand URL •Organic search engine ranking •Traffic (# clicks) from organic search •Resulting sales originating from organic traffic Remarketing / Retargeting •# / % of retargeting pool able to reach •Traffic (# of clicks) from remarketing ads / emails •Sales from remarketing ads / emails •CPC & CPOTuesday, October 4, 2011
  • engagement • Adverts placed that require a user to initiate the advert • Adverts placed in video and on social media applications • Relatively new and untestedTuesday, October 4, 2011
  • In-Game advertisingTuesday, October 4, 2011
  • Wallpaper advert • Changes the background of a web page • Usually is not clickable • Used for brandingTuesday, October 4, 2011
  • Tuesday, October 4, 2011
  • Interactive BannersTuesday, October 4, 2011
  • Branded applicationsTuesday, October 4, 2011
  • Advantages 1Tuesday, October 4, 2011
  • Advantages 2Tuesday, October 4, 2011
  • Advantages 3Tuesday, October 4, 2011
  • Disadvantages 1Tuesday, October 4, 2011
  • Disadvantages 2Tuesday, October 4, 2011
  • Disadvantages 3Tuesday, October 4, 2011
  • Ad servers and Advertising networks Ad server Publisher’s serverTuesday, October 4, 2011
  • Tell viewers what to do: Call to ActionTuesday, October 4, 2011
  • Ad ServersTuesday, October 4, 2011
  • Benefits of ad serversTuesday, October 4, 2011
  • Benefits of ad servers • Adverts maintained and updated through a central locationTuesday, October 4, 2011
  • Benefits of ad servers • Adverts maintained and updated through a central location • Advert performance reportingTuesday, October 4, 2011
  • Benefits of ad servers • Adverts maintained and updated through a central location • Advert performance reporting • Sophisticated targetingTuesday, October 4, 2011
  • Benefits of ad servers • Adverts maintained and updated through a central location • Advert performance reporting • Sophisticated targeting • Tracking across many web sitesTuesday, October 4, 2011
  • Benefits of ad servers • Adverts maintained and updated through a central location • Advert performance reporting • Sophisticated targeting • Tracking across many web sites • RetargetingTuesday, October 4, 2011
  • Advertising NetworkTuesday, October 4, 2011
  • Networks offer • Frequency capping – Limit times advert is seen by a user • Sequencing – Show adverts in a given order • Exclusivity – No competitor adverts are shown • Roadblocks – All the inventory on a pageTuesday, October 4, 2011
  •  Publishers place unsold inventory  Advertisers bid for inventory  Bids are placed based on  Audience profile  Space Advertising exchangesTuesday, October 4, 2011
  • Advertising exchanges Image credit: http://blog.contextweb.com/contextual/vocabulary-gone-wild-or-what-is-a-true-advertising-exchangeTuesday, October 4, 2011
  • Tracking • Impressions • Click-throughs • Connection type • Browser • OS • Time of day • ISPTuesday, October 4, 2011
  • Cookies Photo credit: http://flickr.com/photos/71217725@N00/Tuesday, October 4, 2011
  • Cookies are text files • Small text files saved on user’s computer • Allow a website to capture information about user behaviour • Can be set on advert impressionTuesday, October 4, 2011
  • Tuesday, October 4, 2011
  • Tuesday, October 4, 2011
  • http://awards.playballoonacy.com/Tuesday, October 4, 2011
  • http://202.218.121.130/2008/axewakeupservice/en/Tuesday, October 4, 2011
  • http://www.bannerblog.com.au/2007/12/ sixt_ascii_text_ads.phpTuesday, October 4, 2011
  • http://skittles.com/chatter.htmTuesday, October 4, 2011
  • • http://video.google.com/videoplay?docid=-6739710473912337648&pr=goog-slTuesday, October 4, 2011
  • Tuesday, October 4, 2011
  • Viral Marketing “Viral Marketing is the conscious and strategic enhancement of word-of-mouth to promote a product, service or idea.”Tuesday, October 4, 2011
  • http://theinspirationroom.com/daily/2005/ikea-elite-desTuesday, October 4, 2011
  • Tuesday, October 4, 2011
  • Buzz Spreads Via Blogs and E-mailTuesday, October 4, 2011
  • http://kungsgrillen.se/machines/Tuesday, October 4, 2011
  • http://www.777interactive.jp/awards/2008/bravia/e/Tuesday, October 4, 2011
  • Tuesday, October 4, 2011
  • Center for Management Development Attention Interest Desire ActionTuesday, October 4, 2011
  • Center for Management Development Measuring online customer desire: Investigation-Driving Proxy Metric Tactic Homepage versioning •Homepage bounce rate for different target segments •Click-through to other key parts of site Multivariate testing Best-performing combination of variables that leads to maximum click-through to other key parts of site Site Search •# of site searches per month •Tracking of top search terms Online Ratings & Reviews •# of visitor reviews / comments •Content of comments (positive / negative) •Click-through to other key parts of site Online product demos •# of site visitors who use the demo •Length of time spent with demos •Subsequent click-through to shopping pagesTuesday, October 4, 2011
  • Center for Management Development 107Tuesday, October 4, 2011
  • Center for Management Development Attention Interest Desire ActionTuesday, October 4, 2011
  • Center for Management Development Generating Action: Closing the Sale • Ecommerce – Total Site conversion rate • Getting prospects from their entry page to check-out confirmation – Upper funnel conversion rate • Getting prospects from shopping pages to the shopping cart – Lower funnel conversion rate • Getting prospects from shopping cart to check-out confirmation • Retail Sales – Cross-channel conversion rate • Getting prospects to make an in-store purchase after doing online research and comparison shoppingTuesday, October 4, 2011
  • Center for Management Development Ecommerce Conversion Rate Total Site Conversion Rate % = # of Online Sales Orders # of Prospect Visitors to website Total Conversion can be split into two steps: Upper Funnel Conv %= # of Prospects who add Items to Shopping Cart # of Prospects who display shopping behavior Lower Funnel Conv %= # of Completed Purchases # of Prospects who add Items to Shopping Cart Source: Compete, Inc., VMU 2007 Q3 Readout Confidential and Proprietary Information of Virgin Mobile USA, L.P. 34Tuesday, October 4, 2011
  • Center for Management Development Ecommerce: Upper Funnel ConversionTuesday, October 4, 2011
  • Center for Management Development Ecommerce: Upper Funnel ConversionMerchandisingTuesday, October 4, 2011
  • Center for Management Development Ecommerce: Upper Funnel ConversionMerchandising Product InformationTuesday, October 4, 2011
  • Center for Management Development Ecommerce: Upper Funnel Conversion Pricing StrategyMerchandising Product InformationTuesday, October 4, 2011
  • Center for Management Development Ecommerce: Upper Funnel Conversion Pricing StrategyMerchandising “Buy Now” experimentation Product InformationTuesday, October 4, 2011
  • Center for Management Development Ecommerce: Upper Funnel Conversion Pricing StrategyMerchandising “Buy Now” experimentation “Buy Later” options Product InformationTuesday, October 4, 2011
  • Center for Management Development Ecommerce: Upper Funnel Conversion Pricing StrategyMerchandising “Buy Now” experimentation “Buy Later” options Social Commerce apps Product InformationTuesday, October 4, 2011
  • Center for Management Development Ecommerce: Upper Funnel Conversion Pricing StrategyMerchandising Live Chat “Buy Now” experimentation “Buy Later” options Social Commerce apps Product InformationTuesday, October 4, 2011
  • Center for Management Development Ecommerce: Upper Funnel Conversion Returns policy Pricing StrategyMerchandising Live Chat “Buy Now” experimentation “Buy Later” options Social Commerce apps Product InformationTuesday, October 4, 2011
  • Center for Management Development Ecommerce: Upper Funnel Conversion Returns policy Shipping policy Pricing StrategyMerchandising Live Chat “Buy Now” experimentation “Buy Later” options Social Commerce apps Product InformationTuesday, October 4, 2011
  • Center for Management Development Great Product detail example 112Tuesday, October 4, 2011
  • Center for Management Development 113Tuesday, October 4, 2011
  • Center for Management Development Ecommerce: Lower Funnel ConversionTuesday, October 4, 2011
  • Center for Management Development Ecommerce: Lower Funnel Conversion “Checkout” experimentationTuesday, October 4, 2011
  • Center for Management Development Ecommerce: Lower Funnel Conversion Returns policy “Checkout” experimentationTuesday, October 4, 2011
  • Center for Management Development Ecommerce: Lower Funnel Conversion Shipping Returns policy policy “Checkout” experimentationTuesday, October 4, 2011
  • Center for Management Development Ecommerce: Lower Funnel Conversion Shipping Returns policy policy “Checkout” Live Chat experimentationTuesday, October 4, 2011
  • Center for Management Development Ecommerce: Lower Funnel Conversion Shipping Returns policy policy “Checkout” Live Chat experimentation Alleviate security & privacy concernsTuesday, October 4, 2011
  • Center for Management Development Ecommerce: Lower Funnel Conversion Shipping Returns policy policy “Checkout” Live Chat experimentation Alleviate security & privacy Stock urgency concernsTuesday, October 4, 2011
  • Center for Management Development Ecommerce: Lower Funnel Conversion Shipping Returns policy policy “Checkout” Live Chat experimentation Alleviate security & privacy Stock urgency concerns Payment optionsTuesday, October 4, 2011
  • Augmented Reality http://www.youtube.com/watch? v=b64_16K2e08&feature=relatedTuesday, October 4, 2011
  • Summary • Achieve Web marketing goals – Use principles of marketing strategy – Use the four Ps of marketing – Product-based marketing strategy – Customer-based strategy – Web enables companies to mix strategies • Market segmentation works well on the Web • Online advertising – More intrusive since introduction • Various types available Electronic Commerce, Ninth Edition 85Tuesday, October 4, 2011
  • Next Week • Guest Jean Francois, Web Analytics • Send me the report to web CT by October 15th • Read chapter 4 117Tuesday, October 4, 2011