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Online Advertising And Marketing: A Powerful Tool
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Online Advertising And Marketing: A Powerful Tool


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The below abstract was given for the 2012 Biennial National Association of the Deaf Conference in Louisville, Kentucky. …

The below abstract was given for the 2012 Biennial National Association of the Deaf Conference in Louisville, Kentucky.

While the Internet has enabled businesses and organizations to reach out to prospective customers, marketers are slow to understand the significance and potential of online advertising and marketing. This form of promotion enables marketers to gain a competitive edge, delivering specific marketing messages to attract customers.The presenter will discuss best practices for placement and execution of online advertising to maximize return on investment. He will also share best practices for the development and creation of online advertisements, as well as discuss optimal methodologies for monitoring and measuring results generated from advertising and marketing efforts.

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  • 1. Online Advertising andMarketing: A Powerful Tool Corey Axelrod (@coreyaxelrod)
  • 2. Questions posed on Social Media• What is the effectiveness of online advertising compared to other methods?• Which is more responsive: dynamic online advertisements or static printed advertisements?• Do you think deaf and hearing audiences react to ads differently? Will it be possible both audiences react the same way? @coreyaxelrod
  • 3. 239,893,600 People in U.S. have internet accessSource: Internet World Stats @coreyaxelrod
  • 4. Online Marketing Defined • Using the INTERNET to advertise, communicate, and sell goods and servicesSource: Internet World Stats @coreyaxelrod
  • 5. Online Marketing Advantages• Highest Return on Investment (ROI)• Continuous visibility• Cost effectively target specific audiences• Online experiences impact purchasing decisions• Online shopping growing rapidly• Strategically message your customers• Continuously test messaging @coreyaxelrod
  • 6. Four Different Media TypesSocial OwnedPaid Earned
  • 7. Social Media• Brand interacts on third party channels – Twitter – Facebook – YouTube – LinkedIn – Google+ – Pinterest @coreyaxelrod
  • 8. Top Benefits of Social Media for Small Businesses Generated exposure for business Increased traffic Provided marketplace insight Generated leads Developed loyal fans Improved search rankings Grew business partnerships Reduced marketing expenses Improved sales 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%Source: Social Media Examiner @coreyaxelrod
  • 9. What’s in your Social Media Toolkit? Facebook Twitter LinkedIn Blogs YouTube or other video Google+ Photo sharing sites Forums Social bookmarking Geolocation (i.e. Foursquare) Daily deals 0% 20% 40% 60% 80% 100%Source: Social Media Examiner @coreyaxelrod
  • 10. 2012 Social Media Trends (Increase Usage) YouTube or other video Facebook Twitter Blogs Google+ LinkedIn Photo sharing sites Forums Social bookmarking Geolocation (i.e. Foursquare) Daily deals 0% 10% 20% 30% 40% 50% 60% 70% 80%Source: Social Media Examiner @coreyaxelrod
  • 11. Paid Media • Brand pays to leverage a channel – Display Ads – Paid Search – SponsorshipsSource: Google @coreyaxelrod
  • 12. Paid Media Advantages • Targeted – Tailor ads based on keywords • Generate traffic immediately – Drive immediate results • Cost friendly – Specific daily budget controls cost • Nimble – Unmatched ability to adjust to market conditionsSource: Google @coreyaxelrod
  • 13. Google Search Engine Marketing Study Results • Search Ads Supplement Organic Traffic – 89% incremental lift in site visitors • Decrease in Search Ads – 80-85% average lost clicks • Increase in Search Ads – 78-79% average gained clicksSource: Google @coreyaxelrod
  • 14. U.S. Print vs. Online Ad Spending 2011-2016 (Billions) $70 $60 $50 $40 $30 $20 $10 $- 2011 2012 2013 2014 2015 2016 Online Ad Spending Total Print Ad SpendingSource: eMarketer @coreyaxelrod
  • 15. US Mobile Ad Spending $12.0 $10.0 $8.0 $6.0 $4.0 $2.0 $- 2011 2012 2013 2014 2015 2016Source: AdAge Digital @coreyaxelrod
  • 16. Mobile Search and Ads • ↑ smart phone owners means ↑ mobile usage • Task completion – 70% happens within one hour on mobile • Mobile-specific campaigns > hybrid campaigns – 11.5% increase in CTR • Click-to-call campaigns – 6 to 8 percent increase in average CTRSource: Mashable @coreyaxelrod
  • 17. Owned Media• Channel a brand fully owns/controls – Website – Mobile Site – Blog – E-mail @coreyaxelrod
  • 18. Preferred Channel for Permission- based Promotional Messages % Respondents E-mail Direct Mail Text Message Facebook % Respondents Telephone Twitter Mobile App 0 20 40 60 80 100Source: ExactTarget @coreyaxelrod
  • 19. E-mail Marketing Advantages• Targeted – Tailor messages to address customers’ habits and needs• Drives immediate action – Sales, downloads, inquiries, registrations, etc.• Data-driven – Actionable data to refine approach/messaging• Supports sales through other channels @coreyaxelrod
  • 20. E-mail Marketing Works • Effective – ROI for 2011 at $40.56 for every $1 invested. – Open Rate • 40% average open rate vs. 4% for direct mail • Affordable – 20 times more cost effective than direct mailSource: Direct Marketing Association @coreyaxelrod
  • 21. Earned Media • When customers become the channel – Word of mouth (WOM) – Buzz – “Viral”Source: Direct Marketing Association @coreyaxelrod
  • 22. Determining Online Marketing Mix• Criteria to consider – Information Bandwidth – Frequency of Interaction – Cost @coreyaxelrod
  • 23. Development of Advertising & Marketing Plan• Clear Marketing Direction• Distinctive Positioning• Customer Benefits• Integrate All Promotional Activity• Accountable Performance @coreyaxelrod
  • 24. Best Practices: Development and Creation of Media• KISS principle – Customers should understand and relate• Create a WANT and then a NEED – “Hook, line, sinker”• Personify your brand• Clear and strong call-to-action – Phone number – Website page – E-mail link @coreyaxelrod
  • 25. Best Practices: Development and Creation of Media Cont’d • Proofread and Revise, Revise Again!Source: Oddee @coreyaxelrod
  • 26. Marketing Performance Measurement (MPM)• Quantitative – Results can be benchmarked, tracked over time, and presented as number(s)• Practical – Aligned to existing company processes• Directional – to determine if improvements are being attained – or not.• Actionable – Sufficiently in control to make change happen @coreyaxelrod
  • 27. Traffic Monitoring Tools• Free tools – Google Analytics – HootSuite – Seesmic• Paid tools – Lyrics|ClickTracks – OneStat – TweetReach @coreyaxelrod
  • 28. Deaf vs. Hearing People • Deaf people don’t see better, but differently – Dependent on vision and touch • Deaf people process language differently – Individuals think in signs rather than wordsSource: Gallaudet University @coreyaxelrod
  • 29. Implications• Test effectiveness of online marketing mix• Video important component of marketing initiatives – Communicate in your customers’ language • Vlogs, Google+ Hang-outs @coreyaxelrod
  • 30. Best Practices for Marketing to Deaf Individuals • Incorporate Deaf Space Elements – Sensory Reach – Space and proximity – Mobility and proximity – Light and color – AcousticsSource: Gallaudet University @coreyaxelrod
  • 31. Sensory Reach • Visual and tactile cues – Movement of shadows – Vibrations – Reading of subtle shifts in the expression/position of others around them.Source: Gallaudet University @coreyaxelrod
  • 32. Space and Proximity • Visual Communication – Facial Expression – Full Dimension of “signer’s space” • Space between two signers > spoken conversation • Space increases as numbers of participants increase • Dimension of space impacts layout of furniture/building spacesSource: Gallaudet University @coreyaxelrod
  • 33. Mobility and Proximity • Visual Communication – Maintain wide distance – Signers shift gaze between conversation and surroundings • Signers need to move through space uninterruptedSource: Gallaudet University @coreyaxelrod
  • 34. Light and Color • Poor lighting conditions lead to loss of concentration and physical exhaustion – Glare – Shadow patterns – Backlighting • Soft, diffused light necessary • Contrast color & skin toneSource: Gallaudet University @coreyaxelrod
  • 35. Acoustics • Sound does matter – Many use assistive devices to enhance sound – Sound processed differently • Reduce reverberation (echolike force and effect) and background noiseSource: Gallaudet University @coreyaxelrod
  • 36. What did we cover today?• As marketers, Internet marketing matters to us because: – Targeted, measurable communication tool• Three things you can do TODAY to boost your online presence: – Integrate your marketing mix – Constantly test and measure results – Incorporate Deaf Space Elements• What else should you do? – Have fun with it! @coreyaxelrod
  • 37. So…What are you waiting for!?Go! Market Online @coreyaxelrod