online marketing tools

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lecture material on online marketing tools for e-business management students

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online marketing tools

  1. 1. ONLINE MARKETING TOOLS
  2. 2. ADVANCED SEGMENTATION DIRECT MARKETING = ONE-TO-ONE RELATIONSHIP ONLINE – NOT NEW METHOD, BUT PUREST FORM OF DIRECT MARKETING TWO THINGS CHANGED: – ABILITY TO EXPERIENCE BRAND MESSAGE DYNAMICALLY – ABILITY FOR CUSTOMERS TO CO-CREATE (REACT, INFLUENCE)
  3. 3. MARKETER CAN TAKE ADVANTAGE OF DIRECT MARKETING RELATED ONLINE TOOLS: – – – – – – – PAID SEARCH, NATURAL SEARCH, RETARGETED AND TRADITIONAL DISPLAY, SOCIAL, EMAIL, AFFILIATES AND SITE OPTIMIZATION.
  4. 4. PURCHASE FUNNEL THE PURCHASE FUNNEL IS A USEFUL ORGANIZATIONAL CONCEPT, USED TO SEE WHERE A CONSUMER IS ON THEIR PATH TO MAKING A DECISION. THIS IS ESPECIALLY USEFUL IN DIGITAL MARKETING WHERE IT CAN BE EASIER TO TRACK THE PROGRESS OF A USER THROUGH THE FUNNEL AND INTERACT WITH HIM APPROPRIATELY.
  5. 5. FOR THOSE IMMERSED IN eCOMMERCE AND eBUSINESS, IT CAN BE EASY TO FORGET THAT THE VAST MAJORITY OF PURCHASES STILL TAKE PLACE OFFLINE – MORE THAN NINE OUT OF 10. BUT IT’S CRUCIAL TO REMEMBER THAT FOUR OUT OF 10 PEOPLE PREFER TO ROPO – RESEARCH ONLINE, PURCHASE OFFLINE. SOURCE: MCKINSEY GLOBAL IN 2008, TOTAL E-COMMERCE RELATED SALES IN USA (MANUFACTURING, WHOLESALE, RETAILS AND A SELECT SET OF SERVICES) WERE $3.7 TRILLION. OFFLINE SALES WERE $18.7 TRILLION. THEREFORE TRANSACTIONS USING SOME SORT OF ONLINE CHANNEL ACCOUNTED FOR JUST OVER 16 PERCENT OF ALL SALES. NOT SURPRISINGLY, THE ONLINE CHANNEL IS GROWING FASTER: NOMINAL E-COMMERCE SALES GREW BY OVER 120 PERCENT BETWEEN 2002 AND 2008, WHILE NOMINAL OFFLINE SALES GREW BY ONLY 30 PERCENT. AS A GREATER FRACTION OF THE POPULATION GOES ONLINE—AND USES THE INTERNET MORE INTENSIVELY WHILE DOING SO—E-COMMERCE’S SHARE WILL ALMOST SURELY RISE SOURCE: US Census
  6. 6. – BEFORE WE JUMP IN WITH ALL THE EXCITING NEW TOOLS AVAILABLE, LET’S TAKE A STEP BACK AND THINK ABOUT WHAT YOU WANT TO ACHIEVE. – “FACEBOOKING, TWEETING, BLOGGING IS EASY – LET’S DO IT” – JUST BECAUSE YOU CAN – DOES NOT MEAN YOU SHOULD – LIKE ANY FORM OF MARKETING, YOUR STARTING POINT SHOULD BE YOUR MARKETING AIMS AND OBJECTIVES, THEN IDENTIFYING YOUR COMMUNITY AND WHERE THEY HANG OUT, THEN YOU CHOOSE APPROPRIATE TOOLS TO REACH THEM.
  7. 7. ONLINE MARKETING DOES A LOT OF THE SAME THINGS THAT TRADITIONAL MARKETING DOES – IT JUST DOES THEM MORE CHEAPLY AND EFFECTIVELY WITH A GREATER REACH. IT DESCRIBES WHICH MARKETING METHODS TO USE AT WHICH STAGE.
  8. 8. MARKETING TOOLS - DEFINITION THE TECHNIQUES AND MATERIALS USED BY THOSE WHO ARE INVOLVED IN THE PROMOTION OF GOODS AND SERVICES.
  9. 9. INTERNET MARKETING TOOLS 1. E-MAIL MARKETING 2. SOCIAL MEDIA MARKETING (will be discussed in depth on class of 05/14) 3. ONLINE ADVERTISING: AFFILIATE MARKETING + DISPLAY ADVERTISING 4. MOBILE MARKETING 5. SEARCH ENGINE MARKETING (presentations by students) 6. PUBLIC RELATIONS (will be discussed in class of 05/28 together with ethical, legal issues of the marketing)
  10. 10. 1. EMAIL MARKETING A FORM OF DIRECT MARKETING THAT USES ELECTRONIC MEANS TO DELIVER COMMERCIAL MESSAGES TO AN AUDIENCE. WHY? – COST EFFECTIVE – MEASURABLE – TARGETED AND CUSTOMISABLE 2010 SURVEY - 39.4% OF MARKETING PROFESSIONALS SAID THAT EMAIL MARKETING WAS THEIR STRONGEST PERFORMING CHANNEL IN 2009; THAT’S THE HIGHEST RESPONSE, BETTER EVEN THAN SEARCH MARKETING (23.6%). RETENTION MARKETING – EMAILS SENT TO EXISTING CUSTOMERS Source: Datran Media, Fourth Annual Marketing & Media Survey, 2010.
  11. 11. OUTCOMES – EMAIL MARKETING IS A TOOL FOR BUILDING RELATIONSHIPS WITH BOTH POTENTIAL AND EXISTING CUSTOMERS. – IT SHOULD MAXIMISE THE RETENTION AND VALUE OF THESE CUSTOMERS, ULTIMATELY LEADING TO GREATER PROFITABILITY FOR THE ORGANISATION AS A WHOLE. – A TARGETED, SEGMENTED EMAIL DATABASE MEANS THAT A BRAND CAN DIRECT MESSAGES AT CERTAIN SECTORS OF THEIR CUSTOMER BASE IN ORDER TO ACHIEVE THE BEST RESULTS.
  12. 12. CASE STUDY: FACEIT FACEBOOK PROMOTE POST VS EMAIL MARKETING Why it is a good comparison? • Both methods require to build up a list • Neither method gives 100% view or open rate (email av. 20%, facebook 17%) • Effectiveness based on how good your content is • Cost money MEASURING E-MAIL MARKETING EFFECTIVENESS
  13. 13. Facebook part • setup the promoted post to reach 10,000 fans • cost $100 • graphic on this post linked to Facebook tab that required the fan to enter their email address in order to receive the promo code. • Important because: can track the conversions, likes to
  14. 14. Results of Facebook campaign TOTAL IMPRESSIONS = 6322 TOTAL CLICKS = 183 TOTAL COST = $44.03 AVERAGE CPC = .24 CENTS TOTAL REQUESTED COUPONS FROM REDEEM COUPON FORM = 11 TOTAL PURCHASES FROM PROMO = 2 TOTAL SALES AMOUNT FROM PROMO = $66 ROI = $22
  15. 15. E-mail marketing campaign Sent to 10,000 subscribers RESULTS: TOTAL SENT = 10,000 TOTAL OPENS LOGGED = 1803 TOTAL CLICKS = 156 TOTAL COST = $75 AVERAGE CPC = .48 CENTS TOTAL PURCHASES FROM PROMO = 12 TOTAL SALES AMOUNT FROM PROMO = $360 ROI = $285
  16. 16. Same was confirmed by Forbes study
  17. 17. TYPES OF COMMERCIAL E-MAILS – PROMOTIONAL EMAILS: THESE ARE MORE DIRECT AND ARE GEARED AT ENTICING THE USER TO TAKE AN IMMEDIATE ACTION. Goals: make a purchase, download a whitepaper, request further information – RETENTION BASED EMAILS: ALSO REFERRED TO AS NEWSLETTERS, THESE MAY INCLUDE PROMOTIONAL MESSAGES BUT SHOULD BE FOCUSED ON PROVIDING INFORMATION OF VALUE TO THE USER, GEARED AT BUILDING A LONG-TERM RELATIONSHIP WITH THE USER long-term goals
  18. 18. Key performance indicators (KPI’s) OPEN RATE CLICK-THROUGH RATE NUMBER OF EMAILS FORWARDED ROI NUMBER OF SOCIAL SHARES DATABASE GROWTH RATE CONVERSION RATE DELIVERY OR BOUNCE RATE EMAILS DELIVERED BOUNCES: HARD (ADDRESS NO LONGER EXISTS), SOFT (INBOX WAS FULL) UNSUBSCRIBES
  19. 19. PINPOINTING THE BEST DAY AND TIME TO SEND A CAMPAIGN IS DIFFICULT BECAUSE IDEAL SENDING TIMES VARY BETWEEN INDUSTRIES AND LISTS, AND MAY ALSO DEPEND ON THE SEGMENT OF A LIST YOU'RE SENDING TO.
  20. 20. MORE EMAILS ARE SENT DURING THE WEEK THAN ON WEEKENDS, WITH TUESDAY AND THURSDAY BEING THE HIGHEST VOLUME DAYS. CHANGING WHICH DAY YOU SEND YOUR EMAILS MAY IMPROVE YOUR OPEN AND CLICK RATES
  21. 21. MORE LINKS LEAD TO MORE CLICKS. PLACING A PARTICULAR LINK IN YOUR CONTENT MORE THAN ONCE MAY INCREASE THE NUMBER OF CLICKS FOR THAT LINK.
  22. 22. CHALLENGES DEVELOPING A SUFFICIENT AMOUNT OF THE REQUIRED CONTENT IS A TIME-INTENSIVE PROCESS THAT MANY MARKETERS DO NOT HAVE THE RESOURCES TO PRODUCE.
  23. 23. IBM Email Optimization ALLOWS TO: – PREVIEW HOW YOUR EMAILS WILL RENDER ON POPULAR B2B & B2C DESKTOP EMAIL CLIENTS – SEE EXACTLY WHAT YOUR CUSTOMERS SEE ON POPULAR MOBILE DEVICES AND PLATFORMS – PREVIEW HOW YOUR EMAILS WILL RENDER ON POPULAR WEBMAIL CLIENTS AND BROWSERS http://www.youtube.com/watch?v=bbsGkJmMkh8
  24. 24. spamassassin Can check e-mail’s spam score Open-source project In a corporate setting, usually small to midsized businesses and ISP mail servers, it runs each email message through hundreds of tests that analyze headers, text, and HTML coding and checks domains and IP addresses against DNS (define) blocklists and filtering databases. When a message flunks a test, it scores anywhere from a fraction of a point to multiple points. If a message scores too many points, SpamAssassin rejects it.
  25. 25. resources
  26. 26. for professionals, harder to learn, cannot be integrated to wordpress (have their own log system)
  27. 27. Other useful sites http://www.campaignmonitor.com/gallery/ http://www.emailsociety.com/ http://myemma.com/features/popular
  28. 28. spam lawsuits Lawsuit: Kodak Imaging Network, $32,000 “The Federal Trade Commission has charged two internet marketers with violating the CAN-SPAM Act by failing to offer an opt-out method or honor consumers’ right to opt out of receiving future marketing mailings within 10 days of making the request. One marketer also failed to include a valid physical postal address, which also is required by the CAN-SPAM Act.” Takeaway: It’s been said that the Kodak incident was an accident, where someone mistakenly sent a campaign before it was complete with unsubscribe links and postal address. Simple, innocent mistakes can be costly Lawsuit: Jumpstart, $900,000 “’These defendants intentionally used personal messages as a cover-up for commercial messages,’ said Lydia Parnes, Director of the FTC’s Bureau of Consumer Protection. ‘Deceptive subject lines and headers not only violate the CAN-SPAM Act, but also consumer trust.’” Takeaway: In your effort to “get the sale” and make people open your emails, it’s important to not get overly creative with your subject lines to the point of deception. Free Can Be Expensive Lawsuit: ValueClick, $2.9 million “According to the FTC, ValueClick subsidiary Hi-Speed Media used deceptive emails, banner ads, and pop-ups to drive consumers to its Web sites. The emails and online ads claimed that consumers were eligible for ‘free’ gifts, including laptops, iPods, and high-value gift cards…” Takeaway: Nothing sells like free. But are there any catches to your offer? If so, using “free” in your subject line might be seen as deceptive.
  29. 29. The Canadian Tourism Commission was looking to inspire Canadians to explore their country and keep the large sum of money spent on travel within the country’s borders. The campaign was a national integrated advertising campaign, incorporating print, magazine, television and online mediums (Cooper, 2009). The online platform was crucial to the campaign’s success with all creative executions driving the audience to www.localsknow.ca to upload and share photos “of their favourite Canadian travel spots and great unknown experiences” (Cooper, 2009). The creative approach was to focus on the unexpected and through the imagery, experiences and deals being offered, build pride amongst Canadians and inspire them to explore Canada (Cooper, 2009). Email marketing was one of the digital marketing tactics used to promote the competition being run in conjunction with the campaign. The email was sent to a database of summer campaign participants and needed to engage with the recipient in such a way that it brought the essence of the campaign to life, to explore Canada. DDB Canada / Tribal Vancouver put together a simple email that spoke to the adventurous nature of the target audience and encouraged the recipients to discover unknown aspects of Canada. The email was put together so that it was not visible in its entirety within a standard computer screen and the recipient needed to use the scroll bars to navigate to the end destination. An innovative email concept which spoke directly to the target audience resulted in many unknown Canadian destinations being discovered. This campaign was voted as one of the top within the travel category by Forbes.com. Over the eight week period that the summer campaign ran, the website had three million page views and over 55 000 unique visitors per week. According to conversion and tracking studies, approximately 200 000 Canadians chose to holiday locally as a result of the entire campaign (Laird, 2009).
  30. 30. questions 1. WHY WAS EMAIL AN IDEAL MEDIUM TO REACH THIS TARGET MARKET? 2. HOW DID THE ORIGINALITY OF THIS CAMPAIGN CAPTURE THE ATTENTION OF READERS? 3. HOW IMPORTANT WAS MARKET RESEARCH IN THIS CAMPAIGN? http://mediacentre.canada.travel/content/media_releases/canada_program_locals_know
  31. 31. INTERNET MARKETING TOOLS 1. E-MAIL MARKETING 2. SOCIAL MEDIA MARKETING (will be discussed in depth on class of 05/14) 3. ONLINE ADVERTISING: AFFILIATE MARKETING + DISPLAY ADVERTISING 4. MOBILE MARKETING 5. SEARCH ENGINE MARKETING (presentations by students) 6. PUBLIC RELATIONS (will be discussed in class of 05/28 together with ethical, legal issues of the marketing)
  32. 32. 2. social media
  33. 33. Short history THE CONCEPT OF TOPIC-BASED WEBSITE COMMUNITIES, AS TYPIFIED BY IVILLAGE, EPICURIOUS, AND CLASSMATES.COM, AROSE IN THE MID1990S. PERSONAL BLOGS, WHICH LET USERS POST SHORT ARTICLES OF INFORMATION AND OPINION, EMERGED AROUND THE YEAR 2000. PHOTO-SHARING SITES, SUCH AS FLICKR AND PHOTOBUCKET, BECAME A PART OF THE INTERNET LANDSCAPE IN THE EARLY 2000S. SOCIAL MEDIA AS WE KNOW IT TODAY WAS BORN IN 2003, WHEN FRIENDSTER COMBINED MANY OF THESE ONLINE COMMUNITY FEATURES INTO THE FIRST LARGE-SCALE SOCIAL NETWORKING SITE— AND INTRODUCED THE CONCEPTS OF “FRIENDS”AND “FRIENDING” TO THE SOCIAL WEB.
  34. 34. What is social media all about? SOCIAL MEDIA CHANNELS CAN BE CATEGORISED AS: – BOOKMARKING AND AGGREGATING: SOCIAL CURATION AND SHARING OF CONTENT. – CONTENT CREATING: USING SOCIAL CHANNELS TO CREATE AND SHARE CONTENT. – SOCIAL NETWORKS: SOCIAL CHANNELS THAT ARE BUILT AROUND SOCIAL PROFILES. Sharing – key element
  35. 35. 1. BOOKMARKING AND AGGREGATING • SEEING HOW USERS CATEGORISE YOUR CONTENT WILL GIVE YOU AN IDEA OF HOW YOUR WEBSITE AND COMPANY ARE PERCEIVED BY YOUR AUDIENCE. • YOU CAN ALSO USE THESE SERVICES TO SHARE WHAT OTHER URLS YOUR COMPANY FINDS INTERESTING. Aggregating sites where users can vote on content: – Digg (www.digg.com) – Muti (www.muti.co.za) – Reddit (www.reddit.com)
  36. 36. 2. CONTENT CREATING CREATE FREE CONTENT TO SHARE: VIDEOS, IMAGES, ARTICLES: 1. VIDEO SHARING – YOUTUBE, METACAFE, VIMEO, AND VIDDLER. – on youtube over 65 000 videos are uploaded daily 2. WIKI SOFTWARE 3. BLOGGING, PODCASTING, MICROBLOGGING – 175 000 new blogs created daily – Over 1.6 million posts updated every day
  37. 37. Youtube and marketing: promotion of content through YouTube; and advertising next to content on YouTube
  38. 38. 3. SOCIAL NETWORKS Social media implies a democratisation of information, and requires authenticity and openness from those who would deliberately use it for marketing. Relying on the connected Internet, it means that good stories as well as bad stories spread and stick around Benefits: potential to go viral, create online community, connect your brand to appropriate audience, niche targeting, feedback
  39. 39. WHY IT SHOULD MATTER TO MARKETERS? 1. NUMBERS (growth, number of users, etc.) 2. CONNECTIONS (provide an opportunity to conduct ongoing conversations with your most loyal customers, which not only helps to cement customer ties, but also provides valuable feedback about your company and products)
  40. 40. Discussion questions 1. WHY IS TRANSPARENCY SO IMPORTANT TO MARKETING USING SOCIAL MEDIA? HAS THIS HALTED OR ACCELERATED THE USE OF SOCIAL MEDIA FOR MARKETING? 2. WHAT IS THE DIFFERENCE BETWEEN ADVERTISING USING SOCIAL MEDIA AND MARKETING USING SOCIAL MEDIA? WHAT ARE THE BENEFITS OF SOCIAL MEDIA TO EACH, AND WHAT ARE THE CHALLENGES?
  41. 41. SOCIAL MEDIA IS ALL ABOUT CONVERSATIONS BETWEEN PEOPLE, AND PEOPLE TALK ABOUT A LOT OF DIFFERENT THINGS. EVEN IF YOU AREN’T LISTENING, YOUR CUSTOMERS MAY BE TALKING ABOUT YOU ON FACEBOOK OR TWITTER OR DIGG. Adobe Social commercial http://www.youtube.com/watch?v=-0o3Fz_urrY
  42. 42. SOCIAL MEDIA METRICS VOLUME (mentions) SHARE OF VOICE (comparison of the volume of mentions., # of times Netflix is mentioned versus Hulu.). Tool: Lithium SMM / Scout Labs RESPONSE TIME is how long it takes for a company to respond to an online mention. Customer service. Tool: Radian6 FREQUENTLY USED WORDS are the words used in conjunction with your brand. Buzzgraph. REACH is the number of people who see a particular keyword or phrase. This value is an attempt to measure social media using traditional media metrics and terms like impressions and uniques. Tools: Tweetreach SENTIMENT is the feeling or emotion of a particular mention. It is a qualitative measurement. Why bother? Sentiment puts quantitative metrics like volume and share of voice in context. Tools: Attensity360, Lithium SMM/Scout Labs (Quotes) INFLUENCE is who or what is driving actions, including purchasing
  43. 43. TOOLS 1. Platform based tools Facebook Insights, YouTube Insight, Twitter Analytics 2. Social media filtering, monitoring and measuring tools: – FREE – PAID
  44. 44. FREE TOOLS 1. BackType (www.backtype.com) - monitors how users are engaged with specific websites. Enter a URL to list the total number of comments found, display individual comments, and display the top “influencers” (commenters) about the site. 2. BoardReader (www.boardreader.com) - search engine for web forums and message boards. 3. BoardTracker (www.boardtracker.com)—Another search engine forweb forums and message boards. 4. IceRocket (www.icerocket.com)—A search engine primarily for blogs and blog posts but can also be used to search Twitter and MySpace. 5. Hootsuite (www.hootsuite.com)—A full-featured tool that, among other things, lets you track mentions of your company or brands across multiple social media. 6. SocialMention (www.socialmention.com)—A search engine for blogs and most of the major social media sites, including Facebook, Twitter, Digg, Reddit, and StumbleUpon. 7. Technorati Search (www.technorati.com/search/)—One of the oldest and best-respected blog search engines.
  45. 45. UberVu For big companies. Is great for measuring sentiment surrounding a brand. It has an intuitive interface, can track sentiment over time and is split into a free option and paid for. The paid for option provides deeper insights. PAID TOOLS Visible Technologies They have two main products TruCast, for social media community analysis, and TruView, for brand reputation monitoring and defense. Buzzlogic Focused on marketers and PR people, BuzzLogic provides product feedback and readership statistics and enables relationship building with influential bloggers and reLevant product tracking. “BuzzLogic insights” focuses on engaging with influencers in specific industries. Brands Eye Brands Eye focuses on offering services to bloggers for $1/ month and small businesses for $95/ month. They track online mentions and track reputation.
  46. 46. http://www.youtube.com/watch?v=x4aibcZBFIw
  47. 47. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. Yahoo Pipes Google Trends Google Insights – Compare search volume patterns across specific regions, categories, and time frames. Wordtracker Keywords – Displays average daily search volume of a given keyword or phrase. Yahoo! Keyword Tool – Displays search volumes for specific keywords and phrases for previous month’s search data. Facebook Lexicon – Displays volume of wall postings for specific term(s). Similar to Google Trends. Not great with obscure terms. Google Keyword Tool – Generate keyword ideas for related keywords and search volumes. Serph – Track buzz in real time Google Trends – shows amount of searches and google news stories Trendpedia – Create charts showing the volume of discussion around multiple topics. Generates cool graphs. BlogPulse Trends – Compare the mentions of specific keywords and phrases in blog posts (LEFT vs. RIGHT) Omgili Charts – Omgili Buzz Graphs let you measure and compare the Buzz of any term. Mostly from review sites/forums. HowSociable? – A simple, free, tool that can measure the visibility of your brand on the web across 22 metrics
  48. 48. Source: McKinsey
  49. 49. Source: McKinsey
  50. 50. INTERNET MARKETING TOOLS 1. E-MAIL MARKETING 2. SOCIAL MEDIA MARKETING (will be discussed in depth on class of 05/14) 3. ONLINE ADVERTISING: AFFILIATE MARKETING + DISPLAY ADVERTISING 4. MOBILE MARKETING 5. SEARCH ENGINE MARKETING (presentations by students) 6. PUBLIC RELATIONS (will be discussed in class of 05/28 together with ethical, legal issues of the marketing)
  51. 51. ONLINE ADVERTISING PAID DISPLAY OF YOUR PROMOTIONAL MESSAGE WHY IT IS DIFFERENT FROM TRADITIONAL ADVERTISING? CUSTOMERS CAN ACT ON IT + TRACKING CLASIFFICATION: 1. 2. 3. 4. 5. 6. E-mail advertising Display advertising Affiliate marketing Behavioral targeting Semantic advertising Social network advertising
  52. 52. CHANGES IN THE MARKET SHARE OF ADVERTISING FORMATS IN WESTERN EUROPE (IN € MILLIONS)
  53. 53. DISPLAY ADVERTISING USE OF THE INTERNET AS AN ADVERTISING MEDIUM WHERE PROMOTIONAL MESSAGES APPEAR ON OTHER WEBSITES AND/OR SEARCH ENGINE RESULTS PAGES. CREATES MORE FAMILIARITY, AWARENESS AND INCREASES NAME RECOGNITION. + • • • • • wide audience with small budget PPC ad campaigns only require that you pay for advertising when someone clicks on the link in the ad. Effective display advertising can produce immediate results. Even if users do not click on your ads, the advertisements can create and increase brand awareness. easily tracked and monitored • people are unlikely to click on these ads • risk associated with doing Pay Per Click advertising as your competitors can click on your advertisement without purchasing anything
  54. 54. OPTIONS
  55. 55. DISPLAY ADVERTISING: variety EXPANDABLE BANNERS - which reveal additional panels when the mouse cursor rolls over the banner. VIDEO ADVERTISING - which can be within an ad format and streamed to create a richer user experience. In-video advertising is also becoming more common. FLOATING ADVERTISEMENTS - which move on the web-page, without altering the page itself TEAR-BACKS - which 'peel back' when the cursor is rolled over one corner of a
  56. 56. ANALYSIS OF CAMPAIGN EFFECTIVENESS ON BRANDING COMPONENTS ACCORDING TO THE FORMAT USED – EMEA, 2009
  57. 57. METRICS 1. PLANNING METRICS – Number of ad impressions - how many times the ad will be shown. – Cost per Mille - the cost of showing the ad per 1000 times. – Cost per Click - total campaign cost divided by number of click throughs. – Cost per Action - total campaign cost divided by number of successful actions. – Click through rate (CTR) - number of clicks divided by number of impressions. 2. PERFORMANCE METRICS – Brand awareness - any increase in search activity resulting from campaign – Engagement metrics - amount of interaction with rich media advertisements – Direct response metrics - CTR
  58. 58. INDICATORS USED BY ADVERTISERS IN THE USA TO MEASURE THE PERFORMANCE OF THEIR ONLINE MARKETING CAMPAIGNS
  59. 59. PAY PER CLICK - PPC The price is based on the number of clicks your ad receives. In other words, you pay for this ad only if a person clicks on the ad. A typical price range is 5 cents to $1 per click. Costs for advertisements via search engines are pay per click (i.e. contextual advertising). The amount you pay per click will depend on how targeted the keyword is and the competition for that keyword. The ads are ranked based on how much you pay to advertise on each search phrase. However, more targeted ads usually result in more sales. COST PER IMPRESSION (CPM). Costs are based on the number of times the advertisements are viewed. The M in the acronym is the Roman numeral for a thousand, and as such it is also referred to as Cost per Mille. Banner ads are generally sold by CPM, but they can also be sold by pay per clicks. A $50 CPM means you pay $50 for every 1000 times your ad appears. (CPA) COST PER AQUISITION
  60. 60. AVAILABLE TOOLS GENERATING REVENUE Google AdSense, AdBrite, Yahoo Publisher matches ads to your website’s content, and you earn money whenever visitors click on the ads. TRACKING ONLINE ADVERTISING Web Trends, Google Analytics , Microsoft adCenter, AWStats, Yahoo Site Explorer
  61. 61. AFFILIATE MARKETING Chaffey (2009) defines affiliate marketing as “a commission based arrangement where referring sites (publishers) receive a commission on sales or leads by merchants (retailers or other transactional sites)”.
  62. 62. ACTION AND REWARD COST PER ACTION (CPA) a fixed commission for a particular action COST PER LEAD (CPL) a fixed commission for a lead (i.e. a potential sale) REVENUE SHARE (ALSO CPS OR COST PER SALE) an agreed percentage of the purchase amount is awarded COST PER CLICK (CPC) this forms a very small part of the affiliate marketing mix, and the merchant pays a fixed amount for each clickthrough to their website
  63. 63. TRACKING – THE LIFELINE OF AFFILIATE MARKETING THE KEY TO AFFILIATE MARKETING IS BEING ABLE TO TRACK THE WHOLE PROCESS FROM POTENTIAL CUSTOMERS BEING SENT TO A WEBSITE THROUGH TO A COMPLETED ACTION, SO THAT THE MERCHANT IS ABLE TO AWARD THE CORRECT AFFILIATE WITH THE CORRECT COMMISSION Specialized tracking software (supported by affiliate network) + affiliate’s own tracking software Sending traffic to merchants using URL’s (Universal Resource Locator)
  64. 64. AFFILIATE MERCHANT’S SITE Affiliate sends traffic using links and URL’s Customer completes action on merchant site Links set cookies in customers computer + Cookies allow for software to gather information needed to award commission = Merchant confirms action valid COMMISSION AFFILIATE TRACKING SOFTWARE COLLECTS INFORMATION (impressions, clicks, conversions) EVEN IF NO ACTION IS COMPLETED -> FOR PURPOSES OF CAMPAIGN OPTIMIZATION
  65. 65. THE AFFILIATE NETWORK – AFFILIATE FUTURE THE ID OF THE AFFILIATE (238) THE ID OF THE MERCHANT (214) THE ID OF THE PROGRAMME (3897) (A MERCHANT MIGHT HAVE MORE THAN ONE PROGRAMME ON A NETWORK) THE MEDIA USED (0) THE DESTINATION OF THE CLICK
  66. 66. MEASURING EFFECTIVENESS OF THE CAMPAIGN WHY THIS IS NEEDED? • FOR AFFILIATES: AFFILIATES PROMOTE MERCHANTS, INVESTS FUNDS AND GETS BACK ONLY COMMISSIONS -> WHICH TO CHOOSE, WHERE TO INVEST • FOR MERCHANTS: OPTIMIZATION -> WHICH BANNERS ARE DOING BETTER? ETC
  67. 67. What is affiliate network?
  68. 68. AMAZON ASSOCIATES http://www.youtube.com/watch?v=c-j3VjHxQeQ
  69. 69. MAIN TYPES OF AFFILIATES PERSONAL WEBSITES CONTENT AND NICHE SITES EMAIL LISTS LOYALTY SITES (POINTS OR CASH BACK OR CHARITABLE DONATIONS) COUPON AND PROMOTIONS SITES COMPARISON SHOPPING (SEE ALSO PPC ADVERTISING) SEARCH AFFILIATES (SEARCH ARBITRAGE)
  70. 70. SOCIAL NETWORKS AND AFFILIATED MARKETING YES NO
  71. 71. Pinterest’s stance is not entirely unusual. While sites like Twitter and Facebook have generally allowed link tracking, not all social media services are friendly to marketers. Reddit, for example, does not allow short URLs, is unfriendly to affiliate links, and has evenbanned links from publications like The Atlantic and Businessweek for alleged spammy behavior.
  72. 72. OTHER ISSUES TO DISCUSS • HOW LONG CAN COOKIE LAST? • AFFILIATE LOCK-IN
  73. 73. WHAT CAN GO WRONG? MULTIPLE REFERRALS – ONE SALE Usual practice – most recent referral is awarded, but some merchants are compensating their affiliates COOKIES GETTING A BAD REPUTATION User deletes cookies because he does not like how tracking and collecting information sounds. Limited effect. PLACING AND ORDER BY ANOTHER METHODS Looks up on the internet, but places order online.
  74. 74. Remaining forms of online advertising BEHAVIORAL TARGETING Online advertising can be targeted based on a user's online behavior. This practice is known as behavioral targeting. For example, if a user is known to have recently visited a number of automotive shopping / comparison sites based on clickstream analysis enabled by cookies stored on the user's computer, that user can then be served auto-related ads when they visit other, non-automotive sites. SEMANTIC ADVERTISING Semantic advertising applies semantic analysis techniques to web pages. The process is meant to accurately interpret and classify the meaning and/or main subject of the page and then populate it with targeted advertising spots. By closely linking content to advertising, it is assumed that the viewer will be more likely to show an interest (i.e., through engagement) in the advertised product or service. SOCIAL NETWORK ADVERTISING
  75. 75. INTERNET MARKETING TOOLS 1. E-MAIL MARKETING 2. SOCIAL MEDIA MARKETING (will be discussed in depth on class of 05/14) 3. ONLINE ADVERTISING: AFFILIATE MARKETING + DISPLAY ADVERTISING 4. MOBILE MARKETING 5. SEARCH ENGINE MARKETING (presentations by students) 6. PUBLIC RELATIONS (will be discussed in class of 05/28 together with ethical, legal issues of the marketing)
  76. 76. mobile engagement WHY? PEOPLE CARRY AROUND PHONES AT ALL TIMES PLATFORMS: OLD SCHOOL: SMS, MMS, BLUETOOTH NEW: MOBILE APPLICATIONS, QR CODES, AUGMENTED REALITY AND GEO-TARGETING.
  77. 77. sms BY 2013 THIS NUMBER IS EXPECTED TO EXCEED 10 TRILLION (MOBITHINKING 2011). – – – – INFORMATION REMINDERS SMS CHAINS AUTOMATED CONFIRMATIONS WHY? – EASY TO ACTIVATE SERVICES – CHEAP TO ACCESS INFORMATION – BUT IT CAN BE INVASIVE IF ABUSED
  78. 78. LOCATION BASED SERVICES (LBS) BY DEFINITION LOCATION-BASED MEDIA DELIVERS CONTENT TO A USERS MOBILE DEVICE DEPENDING ON WHERE THEY ARE LOCATED. IT IS A NEW WAY TO DELIVER A TARGETED MARKETING MESSAGE TO USERS IN A SPECIFIC GEOGRAPHIC LOCATION. Used in marketing for: Deals and Special Promotions Rewards Based on Frequent Check-ins Product or Service Locators
  79. 79. LOCATION-BASED MOBILE APPLICATIONS On Foursquare: Create to-do lists for users to explore around your area. And if possible, work with Foursquare to create a custom badge for your venue or event.
  80. 80. LOCATION-BASED COUPON SITES Other Location Based Deal Sites Yowza Townhog (limited cities) SocialBuy (limited cities) HomeRun (limited cities) WeGiveToGet (limited cities) MyDailyThread (limited cities) Molo Rewards (limited cities) BonLocal (limited cities) YouSwoop (Chicago) ScoutMob (Atlanta) Groop Swoop (San Francisco)
  81. 81. MOBILE GAMING • 34% OF THE TOP 100 GROSSING APPS IN THE APP STORE USE THE FREEMIUM MODEL • ANGRY BIRDS MAKES $6 MILLION PER MONTH PURELY FROM ADS
  82. 82. AUGMENTED REALITY takes computer graphics and superimposes them into ‘reality’ 3D images or simply information tags about a location
  83. 83. Online social networks have extended their presence to mobile phones: – http://m.myspace.com/ – http://m.facebook.com/ – http://m.twitter.com/ Facebook: 1.06 Billion Monthly Active Users, 680 Million Mobile
  84. 84. MOBILE MARKETING TOOLS GoMo. you can create a free mobile site directly from howtogomo.com using a tool powered by DudaMobile. This doit-yourself site builder, customized specifically for GoMo users, easily converts regular websites into mobile-friendly sites in five simple steps. And it allows you to add features like a click-to-call button, mobile maps and Google AdSense. Sites that are created with the GoMo-DudaMobile tool will be hosted free for one year. GoMoMeter to analyze your site’s mobile user experience.
  85. 85. • AdSense helps to manage ad units across mobile and desktop, and they can accomplish powerful cross-platform tasks like unified revenue reporting broken out by desktop, tablet, and mobile. • adMob Case study: http://www.youtube.com/watch?feature=player_embedded& v=3RLGVjLX-vA
  86. 86. SUCCESS STORIES Heineken recognized that many people access their mobiles while watching TV and developed a real-time game around the Champions League. http://www.youtube.com/watch?feature=player_embedd ed&v=XP5yySEZub8 Lynx Complete the ad. A fun campaign from Axe in Uruguay (more commonly known as Lynx) that used mobile marketing in a new way to engage its consumers, while keeping it completely inline with its male target audience and the company’s cheeky approach to advertising.
  87. 87. INTERNET MARKETING TOOLS 1. E-MAIL MARKETING 2. SOCIAL MEDIA MARKETING (will be discussed in depth on class of 05/14) 3. ONLINE ADVERTISING: AFFILIATE MARKETING + DISPLAY ADVERTISING 4. MOBILE MARKETING 5. SEARCH ENGINE MARKETING (presentations by students) 6. PUBLIC RELATIONS (will be discussed in class of 05/28 together with ethical, legal issues of the marketing)
  88. 88. COMPARING ONLINE MARKETING TOOLS A lot of online tools claim to make you a better, faster marketer. Many also promise to help you easily connect with your customers. So, how do you choose? The trick is to pick online marketing tools that not only help you reach your customers, but also are really easy for you to use Here are the criteria I use to assess marketing tools for entrepreneurs: – Ease-of-use: Is the tool easy to use and implement? – Relationship builder: Can you build a database with the tool and--at the same time-reach, strengthen and build relationships with customers more quickly? – Quick online campaign-tracking capabilities: Can you analyze what you've sent to customers and quickly find out if your customers are clicking through your e-mail campaigns? – Professional e-mail marketing templates: Are there professional campaign templates that allow for e-mail and direct-mail capabilities, enabling you and your business to look marketing savvy? – Cost-effective: Are costs affordable, averaging less than $30 per month? http://www.marketthisbook.com/pdf/Entrepreneur_Online_Marketing_Tools_Comparison.pdf
  89. 89. Case study: The Best Job in the World
  90. 90. This unusual campaign pushed an idea that seemed too good to be true: an opportunity to “housesit the famously beautiful islands of the Great Barrier Reef” for half a year, with a home base on Hamilton Island. Anyone could apply by simply submitting a video application for public consideration. The interest was overwhelming, with the submission website crashing only two days after the launch of the campaign due to excessive visits and video uploading. Tourism Queensland and SapientNitro also had a strong presence across social media spaces, including Facebook, YouTube, Twitter and MySpace.
  91. 91. • • • • • • • Besides being lauded as the “greatest PR stunt of all time”, the campaign also returned some impressive figures (Tourism Queensland): Estimated media coverage of over AUD$400 million. This included global news coverage from CNN stories, BBC documentaries, Time magazine articles and everything in between. The campaign reached an audience of approximately three billion people through media coverage. 34 684, one minute video job applications we submitted from 197 countries. It’s safe to say that at least one person from every country in the world applied. Over 475 000 votes for Wild Card applicants were received. Web stats showed 8 465 280 unique visits, 55 002 415 page views with an average of 8.25 minutes spent per visit. Overall, it’s safe to say that the campaign was a success (except for that one little sting) and it even went on to win numerous awards at the Cannes Lions International Advertising Festival
  92. 92. 1. Why do you think this campaign garnered such impressive media coverage? 2. How did Tourism Queensland and SapientNitro approach the challenge of marketing across eight international markets? 3. What role did flexibility play in this campaign? 4. How did the strategy leverage social media as a tool for engagement?

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