Online Advertising andMarketing: A Powerful Tool       Corey Axelrod       (@coreyaxelrod)
Questions posed on               Social Media• What is the effectiveness of online advertising  compared to other methods?...
239,893,600                    People in U.S. have                     internet accessSource: Internet World Stats        ...
Online Marketing Defined   • Using the INTERNET to     advertise, communicate,     and sell goods and servicesSource: Inte...
Online Marketing Advantages•   Highest Return on Investment (ROI)•   Continuous visibility•   Cost effectively target spec...
Four Different Media TypesSocial                   OwnedPaid                     Earned
Social Media• Brand interacts on third party channels  –   Twitter  –   Facebook  –   YouTube  –   LinkedIn  –   Google+  ...
Top Benefits of Social Media              for Small Businesses   Generated exposure for business                   Increas...
What’s in your Social                       Media Toolkit?                       Facebook                          Twitter...
2012 Social Media Trends                   (Increase Usage)        YouTube or other video                       Facebook  ...
Paid Media   • Brand pays to leverage a channel       – Display Ads       – Paid Search       – SponsorshipsSource: Google...
Paid Media Advantages   • Targeted       – Tailor ads based on keywords   • Generate traffic immediately       – Drive imm...
Google Search Engine                 Marketing Study Results   • Search Ads Supplement Organic Traffic       – 89% increme...
U.S. Print vs. Online Ad Spending             2011-2016 (Billions)     $70     $60     $50     $40     $30     $20     $10...
US Mobile Ad Spending     $12.0     $10.0      $8.0      $6.0      $4.0      $2.0        $-                 2011   2012   ...
Mobile Search and Ads  • ↑ smart phone owners means ↑ mobile usage  • Task completion       – 70% happens within one hour ...
Owned Media• Channel a brand fully owns/controls  –   Website  –   Mobile Site  –   Blog  –   E-mail                      ...
Preferred Channel for Permission-       based Promotional Messages                             % Respondents          E-ma...
E-mail Marketing Advantages• Targeted  – Tailor messages to address customers’ habits and    needs• Drives immediate actio...
E-mail Marketing Works   • Effective        – ROI for 2011 at $40.56 for every $1 invested.        – Open Rate           •...
Earned Media   • When customers become the channel        – Word of mouth (WOM)        – Buzz        – “Viral”Source: Dire...
Determining Online               Marketing Mix• Criteria to consider   – Information Bandwidth   – Frequency of Interactio...
Development of Advertising &             Marketing Plan•   Clear Marketing Direction•   Distinctive Positioning•   Custome...
Best Practices: Development and         Creation of Media• KISS principle   – Customers should understand and relate• Crea...
Best Practices: Development and          Creation of Media Cont’d   • Proofread and Revise, Revise Again!Source: Oddee    ...
Marketing Performance           Measurement (MPM)• Quantitative   – Results can be benchmarked, tracked over time, and    ...
Traffic Monitoring Tools• Free tools  – Google Analytics  – HootSuite  – Seesmic• Paid tools  – Lyrics|ClickTracks  – OneS...
Deaf vs. Hearing People   • Deaf people don’t see better, but differently        – Dependent on vision and touch   • Deaf ...
Implications• Test effectiveness of online marketing mix• Video important component of marketing  initiatives  – Communica...
Best Practices for Marketing                 to Deaf Individuals   • Incorporate Deaf Space Elements        –   Sensory Re...
Sensory Reach   • Visual and tactile cues        – Movement of shadows        – Vibrations        – Reading of subtle shif...
Space and Proximity   • Visual Communication        – Facial Expression        – Full Dimension of “signer’s space”       ...
Mobility and Proximity   • Visual Communication        – Maintain wide distance        – Signers shift gaze between conver...
Light and Color   • Poor lighting conditions lead to loss of     concentration and physical exhaustion        – Glare     ...
Acoustics   • Sound does matter        – Many use assistive devices to enhance sound        – Sound processed differently ...
What did we cover today?• As marketers, Internet marketing matters to us  because:  – Targeted, measurable communication t...
So…What are you waiting for!?Go!       Market Online                             @coreyaxelrod
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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.

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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Online Advertising And Marketing: A Powerful Tool

  1. 1. Online Advertising andMarketing: A Powerful Tool Corey Axelrod (@coreyaxelrod)
  2. 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. 3. 239,893,600 People in U.S. have internet accessSource: Internet World Stats @coreyaxelrod
  4. 4. Online Marketing Defined • Using the INTERNET to advertise, communicate, and sell goods and servicesSource: Internet World Stats @coreyaxelrod
  5. 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. 6. Four Different Media TypesSocial OwnedPaid Earned
  7. 7. Social Media• Brand interacts on third party channels – Twitter – Facebook – YouTube – LinkedIn – Google+ – Pinterest @coreyaxelrod
  8. 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. 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. 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. 11. Paid Media • Brand pays to leverage a channel – Display Ads – Paid Search – SponsorshipsSource: Google @coreyaxelrod
  12. 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. 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. 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. 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. 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. 17. Owned Media• Channel a brand fully owns/controls – Website – Mobile Site – Blog – E-mail @coreyaxelrod
  18. 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. 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. 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. 21. Earned Media • When customers become the channel – Word of mouth (WOM) – Buzz – “Viral”Source: Direct Marketing Association @coreyaxelrod
  22. 22. Determining Online Marketing Mix• Criteria to consider – Information Bandwidth – Frequency of Interaction – Cost @coreyaxelrod
  23. 23. Development of Advertising & Marketing Plan• Clear Marketing Direction• Distinctive Positioning• Customer Benefits• Integrate All Promotional Activity• Accountable Performance @coreyaxelrod
  24. 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. 25. Best Practices: Development and Creation of Media Cont’d • Proofread and Revise, Revise Again!Source: Oddee @coreyaxelrod
  26. 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. 27. Traffic Monitoring Tools• Free tools – Google Analytics – HootSuite – Seesmic• Paid tools – Lyrics|ClickTracks – OneStat – TweetReach @coreyaxelrod
  28. 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. 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. 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. 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. 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. 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. 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. 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. 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. 37. So…What are you waiting for!?Go! Market Online @coreyaxelrod

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