Test the open and clickthrough ratesusing:•Different subject lines•Different days of the week and timesof the day•Different copy styles and emaillengthRefine the content and construction toyour audiences tastes!
Remember to meet the requirements ofthe rules and regulations regardingemail in your country.
Interstitial banners can be shownbetween pages on a website.Although these are not widely usedanymore.
Pop-ups and pop-unders:•Pop up or under the web page beingviewed•Were prominent in the early days•Usually have a high click through rate(CTR), but only because peopleaccidentally click on them to close them
•Conversion rate is very low•They can easily annoy•Now we have „pop-up blockers‟
Wallpaper adverts or skins changethe background of the web page beingviewed.•You can’t usually click through itunless you use a click tag•Its main purpose? Branding
Encompasses adverts like:•Page take overs•Peel overs•Road blocks•Floaters•Expanding banners•Video banners•Dynamic data ads
The major advantage?Interactions can be tracked!
Page PeelSource: MediaMind Creative Zone -http://creativezone.mediamind.com/?ItemName=Nissan%20Micra%20Page%20Peel#ItemName=Nissan%20Micra%20Page%20Peel
Floating adverts appear in layers overthe content.•Usually these can be closed - bestpractice says this should be an option•Created in DHTL or Flash•High CTR but a low conversion rate(should be used sparingly and cleverly)
Have a look at some more rich mediaadverts...Page take overs•Harry Potter:http://www.mediamind.com/creative_zone/Harry7/index.html•Alien:http://www.mediamind.com/creative_zone/Alien/index.htmlInteraction•Avatar: http://demo.eyeblaster.com/avataripad/demo.htmlExpander•Diesel:http://origin.demo.mediamind.com/Europe/Spain/demos/diesel/diesel_sidekcik_msn/
Test to find out what works best foryour brand.Pause the adverts that are notworking - this will help CPC, CTR andCPA.
You don’t need to send out copies ofeach piece of advertising to eachpublisher or media buyer – you just sendout a line of code!
They also make adverts easier totrack, make comparison easier andallows for targeted advertising.
Tracking is key!Particularly post click tracking -tracking up to conversion.
Information that can be tracked:•Impressions•Clicks•Connection type•Browser•Operating System•Time of day•Conversions•And much more!
Cookies are small text files that allowa website to capture information about auser.Photo credit:http://flickr.com/photos/71217725@N00/
Cookies enable tracking of post viewdata as well....When a user sees an advert, does notclick on it, but goes to the website afterviewing the advert (either by typing inthe URL, or searching for the site).But you must have conversiontracking enabled.
Ad servers offer advertisers the ability totrack and optimise.
•Frequency capping: limit views of anadvert for a user•Sequencing: adverts shown in a setorder•Exclusivity: adverts from directcompetitors are not shown on the samepage•Roadblocks: an advertiser can own100% of the advertising inventory on apage
•Technical obstacles may arise (adblockers etc.)
•Consumers experience advertisingfatigue. So remember to update yourads regularly
•Connection speed can impactinteraction(but if you use a third partyad server, you only pay for impressionsthat were shown)
•Some third party ad servers can alsodetermine your connection speed
This work is licensed under a CreativeCommons Attribution-NonCommercial-ShareAlike 3.0 Unported License.You may copy or modify the work aslong as you attribute Quirk Education. Itmay not be used for commercialpurposes. If you alter, transform, orbuild upon this work, you may distributethe resulting work only under the sameor similar license to this one.
Word of mouth marketing...Hey Jim, youshould try thepizza at Thanks Eddie IThePizzaRestaur think I‟ll takeant. It‟s the best my wife therein town! tonight! Yeah, Eddie This is a recommende great d it. restaurant Jim.
Now imagine if that restaurant gaveEddie 10% of the bill for every referralhe made? That‟s a finders fee for newcustomers.
In an online context this system ofreward for referral is called affiliatemarketing.
Affiliates become an extended salesforce! Image credit: creative commons, Vector Graphics
1. An affiliate refers potential customers to a merchant‟s website2. Some of those customers perform a desired action3. The merchant rewards the affiliate for each desired action resulting from the affiliate‟s referral
This means the merchant can award thecorrect affiliate the correctcommission.
Tracking software allows each affiliateto have a unique identifier in the URL.Cookies are then placed on thecustomer‟s computer.
A URL for a product without tracking:http://www.firebox.com/product/1201
The same product with affiliatetracking:http://scripts.affiliatefuture.com/AFClick.asp?affiliateID=238&merchantID=214&programmeID=3897&mediaID=0&tracking=cube_world&url=http://www.firebox.com/index.html?dir=firebox&action=product&pid=1201&usg=AFQjCNGdHpzAasCefzDnyUBPxnagxqzvTA
•Tracking solutions and reporting•Recruiting merchants and affiliates•Quality control of affiliates and brandcompatibility•One payment solution formerchants/commission handling•Tracking the market e.g. searchdevelopments, new technology etc
Define your goals and unique sellingpoints (USPs)
Will you run your own progamme oruse a network?
If you are using a network consider:•Where your competitors are•Who has the kind of affiliates youwant•What the joining fees and monthlyfees are•How much support they can offer you•What countries the network is in
Tips in a performance market:•Pay affiliates as much as possible•Focus on conversion optimisation•Niche products can benefit•Go global (if possible)
Pros•Merchants are only paying for growth•The merchant sales force just gotbigger•There is a very low barrier to entryfor both affiliates and merchants
Cons•There are seldom contracts in placebetween affiliates and merchants•There is still little to no industryregulation•Some merchants fear a loss of brandcontrol•Affiliate programmes are not easilyscalable
Affiliate marketing is a key tool for anywebsite seeking growth.The most essential elements aretracking growth and ongoingcommunication between merchantsand affiliates.