So what am I sharing with you?
Types of internet advertising ?
Ad Formats of Internet advertising
Online planning & strategy
But do I need to go online for my brand Contd
Web is the first brand interaction for consumers who want to know about you ,24 X7.
Consumers get to know you at their own pace @ leisure
Build awareness for your product /Service
Promote your products and services
Create and build engagement with your consumers
Customer feedback ,queries and resolution
Low cost reach model
Customised and niche communication
Since my competition is online
But do I need to go online for my brand
52 Million people present Online
* Source :IAMAI
Indian Internet Population has been growing Steadily.
Growth rate to increase with emergence of Broadband and Rural Connectivity especially from Tier 2 cities.
One important thing
Online communication, unlike traditional advertising is not one way it is engaging thus making it two way .
The most important thing is consumers talk about your brands in the online space. They PARTICIPATE
Situation analysis = Relevance
Determine Relevance of online presence & marketing for the brand
Do we need an online strategy?
Are our consumers online?
Do we need just brand presence online?
Do we need to defend our online reputation?
Is competition online?
Are the consumers searching ,talking about us?
Consumer = Insights
Insights & digital behaviour
Define my target audience? viz. demographics
Time spent by them online
Online consumption of my digital audience
Determine brand /sales transaction approach
What feedback have our consumers given about us online?
Competition = Up the ante or..
Insights & digital behaviour
What’s my competition doing online?
Competition digital reputation ?
Is it brand led / transaction or engagement?
Increased presence or year long ?
Determine their investments?
Determine digital weights ?
Strategy = Roadmap
Execute & review
Determine engagement models?
Determine positioning & value
Segmentation & targeting?
Integrate in Marketing
Choose platforms i.e. display ,email etc
Conclude and execute & Review
Finding Relevance of Internet
Defining online consumers
Now lets look at the digital advertising ecosystem
The digital advertisement eco system
Oldest & first type of advertising on the net
Standard ad shapes with images (static/dynamic)
Typically not related to content but audience
Linked to a microsite or landing page
Sold by impressions or click thrus
Contextual advertisements(Also search engine led)
Use keyword matching engine to pick ads related to content on the page
Hyperlinks in an article typically sponsored by the advertiser ,when the user follows the link ,they are sent to a sponsors site
Typically used by search engines
Sold by CPC or CPM
Contextual - Checklist
Keyword choice and selection
Advertising served either before during or after the video stream on the internet
Similar to a banner ad ,Actual moving clips instead of static/animated banners
TV and online clips are usually the same
Demonstration of product/service
Complementary to other forms
Less clutter as few advertisers adopting
Option to share and promote
Formats in video advertising
Pre - Rolls
Pre roll is seen by the user before the video begins
Typically click based (relevant to the video)
Mid – Rolls
Ads played during the video which is being played
Post – Rolls
Post video ads being played
Video take overs
Additionally banners are also used in video advertising
Social media marketing(SMM)
Well lets keep this simple
Encourage conversation ,that allows your consumers to participate, create and develop and share your brand with their friends
So its pure engagement with your brand
Types of social media
Twitter (micro blogging)
Second life, world of warcraft(WOW)
Part blog, part community
Play with apps,take and share surveys
Follow fan sites
Share and upload videos
Find videos about companies, products and people
Special interest groups
Find people whom you want to meet
Follow people whom you want to know (opt in)
Where you speak your mind and create your stuff