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E-commerce Marketing & advertising
- 2. Online Marketing Internet marketing is more: • Personalized • Participatory • peer-to-peer • communal.
- 3. Multi-Channel Marketing 1. Web site 2. Traditional online marketing • Search engine, display, e-mail, affiliate, e.g. Google AdWords • New type of online marketing, e.g. Video ads in Youtube 3. Social marketing • Social networks, blogs, video, game 4. Mobile marketing • Mobile/tablet sites, apps 5. Offline marketing • Television, radio, newspapers
- 6. Establishing the Customer Relationship • Creating a website to promote your own product/service/brand • Web site functions to: • Establish brand identity and customer expectations • Differentiating product • Anchor the brand online • Central point for all marketing messages • Inform and educate customer • Shape customer experience
- 7. Online Advertising • Display ad marketing (including banner ads, media ads, video ads, and sponsorships), search engine marketing, e-mail and permission marketing, affiliate marketing, viral marketing, and lead generation marketing. • Fastest growing form of advertising
- 8. Advantages: 18–40 audience is online Ad targeting for price discrimination Personalization
- 9. Online Marketing and Advertising Tools • Search engine marketing and advertising, • Display ads • E-mail marketing • Affiliate marketing • Viral marketing (e.g. make use of social network, blog, referrals) • Lead generation marketing
- 10. Search Engine Marketing and Advertising • Search engine marketing (SEM): • Use of search engines for branding and support direct sales to online consumers. • Types of search engine advertising • Sponsored links (keyword paid inclusion) • Advertising Keywords. (Google’s Adwords) • Network keyword advertising (context advertising)
- 11. Sponsored links (keyword paid inclusion)
- 13. Network keyword advertising (context advertising) Google Adsense
- 14. Search Engine Marketing (cont.)
- 15. Search Engine Marketing (cont.) Search engine optimization is the process of improving the ranking of Web pages with search engines • Google search engine algorithms • Panda, Penguin, Hummingbird, Knowledge Graph • The Evolution of Search https://youtu.be/mTBShTwCnD4
- 16. List few measures that can help making your website easily read by search engine programs. • selecting key words used on the Web pages • updating content frequently • designing the site so it can be easily read by search engine programs Marketers can improve the impact and return on investment in their Web marketing programs.
- 17. Search engine scams • Paid inclusion and placement practices • Link farms, content farms • Click fraud
- 18. Search Engine Marketing (cont.) • Google search engine algorithms: • Panda: Google algorithm to eliminate low-quality sites (thin content, duplicate content, content copied from elsewhere)from search results. • Penguin: Google algorithm to eliminate sites with low- quality back links • Hummingbird: semantic search component of Google’s search algorithm • Knowledge Graph: function in Google’s search engine that displays a selection of facts related to your search term that you may be interested in knowing more about
- 19. Display Ad Marketing • Banner ads • Rich media ads • Interstitial ads • Video ads • Far more effective than other display formats • Sponsorships • Native advertising
- 20. Banner Ads
- 21. Rich Media Ads
- 22. Video Ads
- 23. Sponsorships
- 25. Discussion 1: • Your friend owns a café in your city and ask you how he/she can use Google to promote the website of the café. • Can you suggest 3 different ways to promote the café website with Google ?
- 26. Display Ad Marketing (cont.) • Advertising networks - Specialized marketing firms that sell advertising and marketing opportunities (slots) to companies who wish to buy exposure to an online audience (advertisers) • Programmatic advertising • Real-time bidding process (RTB) • Ad exchanges • “Want to contact males age 18 to 34, recent visitors to a car site, unmarried, high risk-taking profile, located in New York or California, urban home, and financial service industry employment? “
- 27. Cookie • A cookie is the term given to describe a type of message that is given to a Web browser by a Web server. • The main purpose of a cookie is : 1. to identify users 2. prepare customized Web pages 3. save site login information for you.
- 28. How an Advertising Network Such as DoubleClick Works
- 29. E-mail Marketing • Direct e-mail marketing • Messages sent directly to interested users • Benefits include • Inexpensive • mass reach, the ability to track and measure response, • the ability to personalize content and tailor offers, • the ability to drive traffic to Web sites for more interaction, • the ability to test and optimize content and offers, • the ability to target by region, demographic, time of day, or other criteria.
- 31. Affiliate marketing • Commission fee paid to other Web sites for sending customers to their Web site
- 32. Viral marketing • Marketing designed to inspire customers to pass message to others (friends, family, colleagues, like-minded people etc)
- 33. Lead generation marketing uses multiple e-commerce presences to generate leads for businesses who later can be contacted and converted into customers
- 34. Difference between Adsense and affiliate • Google adsense program is designed for website publishers who want to display targeted text, video or image advertisements on website pages and earn money. • Affiliate marketing is a type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought by the affiliate's own marketing efforts.
- 37. An Online Consumer Purchasing Model
- 38. Review: Online Marketing and Advertising Tools • Search engine marketing and advertising • Sponsored links (keyword paid inclusion) • Advertising Keywords. (Google’s Adwords) • Network keyword advertising (context advertising) • Display ads • Banner ads • Rich media ads • Video ads • Sponsorships • Native advertising • E-mail marketing • Affiliate marketing • Viral marketing • Lead generation marketing
- 39. Remarketing Strategies • Reach all your website visitors • Showcase different product categories • Appeal to visitors who didn't convert • Re-engage visitors with abandoned shopping baskets • Reach customers within a certain time period after they completed a purchase
- 40. Remarketing Strategies • Example: • Nina runs an online electronics store. She finds that her customers put expensive items into their shopping baskets but don't always complete their purchases. Nina decides to set up a remarketing campaign to attract these customers back to her shop and hopefully complete the sale.
- 41. THANK YOU
Editor's Notes
- https://www.youtube.com/watch?v=BNHR6IQJGZs - How google works <number>
- There are four features of Internet marketing that distinguish it from traditional marketing channels. Compared to traditional print and television marketing: Internet marketing can be more personalized, participatory, peer-to-peer, and communal. Not all types of Internet marketing have these four features. For instance, there’s not much difference between a marketing video splashed on your computer screen without your consent and watching a television commercial. However the same marketing video can be targeted to your personal interests, community memberships, and allow you to share it with others using a Like or + tag. Marketers are learning that the most effective Internet marketing has all four of these features. <number>
- In the past, from 2000 to 2010, the first step in building an online brand was to build a Web site. The most common “traditional” marketing techniques for establishing a brand and attracting customers were search engine marketing, display ads, e-mail campaigns, and affiliate programs. This is still the case: building a Web site is still a first step, and the “traditional” online marketing techniques are still the main powerhouses of brand creation and online sales revenue. <number>
- five main elements of a comprehensive multi-channel marketing plan are: Web site, traditional online marketing, social marketing, mobile marketing, and offline marketing. Table shows these five main platforms, central elements within each type, some examples, and the primary function of marketing in each situation. <number>
- Chapter -6 Page 340 <number>
- A firm’s Web site is a major tool for establishing the initial relationship with the customer. It performs four important functions: establishing the brand identity and consumer expectations anchoring the brand in an ocean of marketing messages coming from different sources: from the firm’s multiple digital presences, such as Facebook, Twitter, mobile apps, or e-mail, come together at a single online location informing and educating the consumer with their online catalogues and associated shopping carts, shapes the customer experience, that is the total of experiences that a customer has with a firm, including the search, informing, purchase, consumption, and after-sales support for the product. For instance, Coke’s Web site - The Web site is the one place the consumer can turn to find the complete story. This is not true of apps, e-mails, or search engine ads. relates the expectation that the consumer will experience happiness by opening a Coke. http://www.coca-cola.com/global/glp.html <number>
- display ad marketing (including banner ads, media ads, video ads, and sponsorships), search engine marketing, e-mail and permission marketing, affiliate marketing, viral marketing, and lead generation marketing. <number>
- One big advantage for online advertising is that the Internet is where the audience has moved, especially the very desirable 18–34 age group. Sandwich generation. A second big advantage is the ability to target ads to individuals and track performance in real time. Ad targeting is also the foundation of price discrimination: the ability to charge different types of consumers different prices for the same product or service. With online advertising, it’s theoretically possible to charge every customer a different price. Theoretically, online advertising can personalize every ad message to precisely fit the needs, interests, and values of each consumer <number>
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- Search engine marketing (SEM) refers to the use of search engines to build and sustain brands, to support direct sales to online consumers. <number>
- Most search engines offer paid inclusion: which for a fee, guarantees a Web site’s inclusion in its list of sites. It does not influence the organic ranking of a Web site in search results, just inclusion in the results. Google claims that it does not permit firms to pay for their rank in the organic results, although it does allocate two to three sponsored links at the very top of their pages, and label them as “Sponsored Links.” Merchants who refuse to pay for inclusion or for keywords typically fall far down on the list of results, and off the first page of results, which leads to commercial death. <number>
- keyword advertising: merchants purchase keywords through a bidding process at search sites, and whenever a consumer searches for that word, their advertisement shows up somewhere on the page. Google’s keyword advertising program is called AdWords, Yahoo’s is called Sponsored Search, and Microsoft’s is called adCenter. “buy used smartphone” for this keyword there will be higher bidding as it is so relevant <number>
- Blog/website publishers accept ads placed by Google on their Web sites, and receive a fee for any click-throughs from those ads. The ads are paid for by advertisers who want their messages to appear across the Web. Ad-sense is the google platform you can use as a webmaster or blog owner (we call these a ‘publisher’) so that Google ads are shown in your website. When someone clicks on an ad that is shown on your website you will get paid a portion of what the Adwords advertiser pays. <number>
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- Search engine optimization is the process of improving the ranking of Web pages with search engines by altering the content and design of the Web pages and site. making your site and the site's individual pages visible and relevant to both search engines and search engine users <number>
- Meta tags-keyword, description, and title- are important, but they won't make or break your site. Content is important: content is what brings users to your site, and content, when sprinkled appropriately with keyword phrases, will feed search engine spiders. Site design should be focused on getting the visitor to what they are looking for with the fewest clicks possible. <number>
- link farms groups of Web sites that link to one another, thereby boosting their ranking in search engines . For instance, in the 2010 holiday season, JCPenney was found to be the highest ranked merchant for a large number of clothing products. On examination, it was discovered that this resulted from Penney’s hiring a search engine optimization company to create thousands of Web sites that linked to JCPenney’s Web site. As a result, JCPenney’s Web site became the most popular (most linked-to) Web site for products like dresses, shirts, and pants. No matter what popular clothing item people searched for, JCPenney came out on top. Experts believe this was the largest search engine fraud in history. content farms are companies that generate large volumes of textual content for multiple Web sites designed to attract viewers and search engines. Content farms profit by attracting large numbers of readers to their sites and exposing them to ads. click fraud occurs when a competitor clicks on search engine results and ads, forcing the advertiser to pay for the click even though the click is not legitimate. Competitors can hire offshore firms to perform fraudulent clicks or hire botnets to automate the process. Click fraud can quickly run up a large bill for merchants, and not result in any growth in sales/ drain our their resources. <number>
- The top five display ad companies are Google, Facebook, Yahoo, Microsoft, and AOL, and together they account for over 50% of U.S. display ad revenue. <number>
- banner ad displays a promotional message in a rectangular box at the top or bottom of a computer screen. Studies show that these ads are least effective and the lowest cost form of online marketing. A banner ad is similar to a traditional ad in a printed publication but has some added advantages. When clicked, it brings potential customers directly to the advertiser’s Web site, and the site where the ad appears can observe the user’s behavior on the site. <number>
- Rich Media Ads Rich media ads are ads that employ animation, sound, and interactivity, using Flash, HTML5, Java, and JavaScript. Viewers of rich media ads are six times more likely to visit the advertiser’s Web site, by either directly clicking on the ad Adobe makes a great effort to use an interactive billboard to reflect the possibilities of its CS3 product creative suite, photoshop CS3. https://www.youtube.com/watch?v=B5mwzhUCqkA An interstitial ad (interstitial means “in between”) is a way of placing a full-page message between the current and destination pages of a user. Interstitials are usually inserted within a single Web site, and displayed as the user moves from one page to the next. The interstitial is typically contained in its own browser window and moves automatically to the page the user requested after allowing enough time for the ad to be read. Interstitials can also be deployed over an advertising network and appear as users move among Web sites. <number>
- Video ads are TV-like advertisements that appear as in-page video commercials. There are many formats for displaying ads with videos. The most widely used format is the “pre-roll” (followed by the mid-roll and the post-roll) where users are forced to watch a video ad either before, in the middle of, or at the end of the video they originally clicked on. Advertising networks such as SAY Media, Advertising.com, place these videos on their respective networks of Web sites. Firms can also establish their own video and television sites to promote their products. <number>
- sponsorship a paid effort to tie an advertiser’s name to information, an event, or a venue in a way that reinforces its brand in a positive yet not overtly commercial manner to increase brand awareness to establish, change, or strengthen the image of the brand Sponsorships typically are more about branding than immediate sales. A common form of sponsorship is targeted content (or advertorials), in which editorial content is combined with an ad message to make the message more valuable and attractive to its intended audience. For instance, WebMD.com, the leading medical information Web site in the United States, offers “sponsorship sites” on the WebMD Web site to companies such as Phillips to describe its home defibrillators, and Lilly to describe its pharmaceutical solutions for attention deficit disorders among children. <number>
- native advertising is a paid content. Articles, infographics, videos, you name it Native ad resembles the publication's content but is paid for by an advertiser and intended to promote the advertiser's product. This includes promoted tweets on Twitter, suggested posts on Facebook, and editorial-based content recommendations from content discovery platforms like Outbrain. The extent to which people share content related to the brand or information about the brand as part of their everyday social lives at work, on the go, or at home. <number>
- Most firms, even very large firms, do not have the capability by themselves to place banner ads and marketing messages on thousands of Web sites and monitor the results. Specialized marketing firms called advertising networks appeared to help such firms and take advantage of the powerful marketing potential of the Internet, and make the entire process of buying and selling online ads more efficient and transparent. Advertising networks : they sell advertising and marketing opportunities (slots) to companies who wish to buy exposure to an online audience (advertisers). real-time bidding process is an online auction where advertisers bid for audience slots. Ad exchanges take the online advertising market is a digital marketplace that enables advertisers and publishers to buy and sell advertisingspace, often through real-time auctions. <number>
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- <number> Advertising networks begin with a consumer requesting a page from a member of the advertising network (1). A connection is established with the third-party ad server(2). The ad server identifies the user by reading the cookie file on the user’s hard drive and checks its user profile database(3). The ad server selects an appropriate banner ad based on the user’s previous purchases, interests, demographics, or other data in the profile (4). Whenever the user later goes online and visits any of the network member sites, the ad server recognizes the user and serves up the same or different ads . The advertising network follows users from site to site through the use of Web tracking files (5).
- one of the first and most effective forms of online marketing communications. users who, at one time or another, have expressed an interest in receiving messages from the advertiser get emails, and thus advertisers target only interested consumers. comparatively high response rates and low cost, direct e-mail marketing remains a common form of online marketing communications. In general, e-mail works well for maintaining customer relationships but poorly for acquiring new customers. <number>
- Some metrics that are used to identify how well this email marketing is doing <number>
- Affiliate marketing is a form of marketing where a firm pays a commission to other Web sites (including blogs) for sending customers to their Web site. Affiliate marketing generally involves pay-for-performance: the affiliate gets paid only if users click on a link or purchase a product. Visitors to an affiliate Web site typically click on ads and are taken to the advertiser’s Web site. In return, the advertiser pays the affiliate a fee, either on a per-click basis or as a percentage of whatever the customer spends on the advertiser’s site. Affiliates attract people to their blogs or Web sites where they can click on ads for products at Amazon. https://footballsnackhelmets.com/ http://www.skateboardtricksforbeginners.com/tag/skateboarding-tips https://bambooskateboards.com/?SID=9knrddn81mro47hvl1qg9adas7 <number>
- viral marketing is a form of social marketing that involves getting customers to pass along a company’s marketing message to friends, family, and colleagues. It’s the online version of word-of-mouth advertising, which spreads even faster and further than in the real world. E-mail used to be the primary online venue for viral marketing (“please forward this e-mail to your friends”), but venues such as Facebook, Google+, YouTube, blogs, and social game sites now play a major role. Viral marketing campaigns are the natural result of social network usage. When you share viral campaigns, you are entertaining your friends and doing PR departments’ jobs for them. Evian bottle, ice bucket <number>
- Lead generation marketing uses multiple e-commerce presences to generate leads for businesses who later can be contacted and converted into customers through sales calls, e-mails, or other means. It is about providing consulting services and software tools to collect and manage leads for firms, and to convert these leads to customers. Free consultation , if satisfies buy from us <number>
- Google AdSense is an ad`vertising placement service by Google. The program is designed for website publishers who want to display targeted text, video or image advertisements on website pages and earn money when site visitors view or click the ads. Affiliate marketing is a type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought by the affiliate's own marketing efforts. They are similarein the fact that, advertise a product earn a commsions but, With adsense you can basically just have the advertisement viewed and you will earn a small commision, Affiliate marketing you are promotiing a product and will earn a substantially higher commission if they buy, also most affiliate companies will offer promotions, upsells and downsells where you can earn more money, you will not get that with adsense <number>
- Helps you to find out how your add is doing and decide your campaign. A hit actually refers to the number of files downloaded on your site, this could include photos, graphics, etc. Picture the average web page, it has photos (each photo is a file and hence a hit) and lots of buttons (each button is a file and hence a hit). <number>
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- <number> There is a lengthy path from simple online ad impressions, Web site visits, to the purchase of a product and the company making a profit. You first need to make customers aware of their needs for your product and somehow drive them to your Web site. Once there, you need to convince them you have the best value—quality and price—when compared to alternative providers. You then must persuade them to trust your firm to handle the transaction (by providing a secure environment and fast fulfillment). Based on your success, a percentage of customers will remain loyal and purchase again or recommend your Web site to others.
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