INTERNET MARKETING : INTEGRATING ONLINE AND OFFLINE STRATEGIES

© 2008 Thomson, a part of the Thomson Corporation. Thomson, the Star logo, and Atomic Dog are trademarks used herein under license. All rights reserved.

© 2008 Thomson, a part of the Thomson Corporation. Thomson, the Star logo, and Atomic Dog are trademarks used herein under license. All rights reserved.

INTERNET MARKETING:INTEGRATING ONLINE AND OFFLINE STRATEGIES

Chapter 6Customer Acquisition: Branding and Advertising

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing

3

CUSTOMER ACQUISITION ON THE NET

• Management Requirement for ROI • Power of Integrated Communications• Power of Internet as Branding Medium• Customer Control of Media Environment• Power of Internet to Influence Purchases


4

UPHEAVAL IN CONSUMER MEDIA

What Are Some of the

Changes inConsumer Media?

COVERED LAST WEEK


5

INTERNET SHARE AD $ CONTINUES UP

http://www.marketingcharts.com/television/carat-modest-ad-growth-

to-return-in-2010-10629/


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ALSO IN US

http://www.marketingcharts.com/


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SEARCH LEADS WAY; DISPLAY FLAT

http://www.iab.net/media/file/IAB-Ad-Revenue-Six-month-2009.pdfhttp://www.docstoc.com/docs/12627302/IAB-Ad-Revenue-Six-month-2009


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SPONSORSHIPS, CLASSIFIEDS DOWN


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STRATEGY RECOMMENDATION

The Large and Increasing Number of Media Formats

Makes It Increasingly ImportantTo Successfully Integrate

Multiple Media in Marketing Programs.


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IMPACT OF INTEGRATED MEDIA


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INTEGRATED MARKETING COMMUNICATIONSUSING A VARIETY OF ON- &OFF-LINE MEDIA

CAREFULLY SELECTEDCLOSELY COORDINATED

PROVIDE GREATEST BRAND IMPACT


12

BUILDING INTERNET BRANDS


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Brand Awareness• Brand

Recognition• Brand Recall

Brand Image• Favorability• Strength• Uniqueness

BRAND AWARENESS > BRAND EQUITY


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BRAND DEVELOPMENT

Awareness

Familiarity

Positive Imagery

Completed Transaction

Figure 6-4


15

WHAT IS A BRAND?

• NOT a Logo

• Brand is the Carrier of What Your Product Stands for Promises, Expectations, Experiences Capabilities, Strengths, Attributes Position in the Competitive Environment

Adapted from: Pixels with a Purpose, Sametz Blackstone Associateshttp://www.slideshare.net/SametzBlackstone/pixels-with-purpose-highresolution-branding-in-the-social-media-age

http://www.slideshare.net/SametzBlackstone/pixels-with-purpose-highresolution-branding-in-the-social-media-age

http://www.slideshare.net/SametzBlackstone/pixels-with-purpose-highresolution-branding-in-the-social-media-age


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IS BASED ON CORP./PROD. MISSION/VISION


17

BRAND IS IN EYE OF BEHOLDER!

YOUR TARGET MARKET


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BRAND SPENDING/EFFECTIVENESS

SEPTEMBER 25, 2009


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INTERACTIVE SITEAPPEALS TO YOUNG ADULT MALES

Figure 6-5

http://www.gillette.com/en-US/products.shtml#/products/


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FILMS, COMICS REINFORCE BRAND

Figure 6-6


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INTERACTIVE BRANDING TOOLS

• Personalization• Co-Creation of Content• Purchase-Process Streamlining• Customization• Dynamic-Pricing• Brand Community


22

A BETTER MODEL FOR WEB 2.0?


23

CUSTOMER ACQUISITION TECHNIQUES

ON-LINE ADVERTISING


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CUSTOMER ACQUISITION TECHNIQUES

OUT OF HOME MEDIA


25

THE GOAL ISTO ACQUIRE NEW CUSTOMERS

THAT CAN BE MADEINCREASINGLY PROFITABLE OVER

TIME.


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WHAT KIND OF ONLINE ADS DO YOU SEE?

Do You Watch Them Completely?Click Through?


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80/20 RULE AGAIN!

http://www.marketingcharts.com/interactive/display-clickers-take-big-nosedive-drop-by-50-10635/#more-10635


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ONLINE ADVERTISING FORMATS


31

CONSUMERS DO CLICK

http://www.marketingcharts.com/interactive/online-text-ads-most-clicked-only-young-like-video-6425/


32

SIZE AND PLACEMENT

Research released by Dynamic Logic reveals that ads integrated into the content of the page are the most effective in driving online ad awareness and purchase intent. Based on 2,390 online display campaigns that took place over the past three years, the study found that half banners and rectangles were more effective than ads that frame the page such as leaderboards and skyscrapers.

http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=112645


33

WHAT IS AD SERVING?


34

IAB DEFINES AD SERVING

The delivery of ads by a server to an end user's computer on which the ads are then displayed by a browser and/or cached. Ad serving is normally performed either by a Web publisher, or by a third-party ad server. Ads can be embedded in the page or served separately.

http://www.iab.net/resources/glossary_a.asp

http://www.iab.net/resources/glossary_a.asp


35

PUBMATIC OPTIMIZATION MODEL


36

DISPLAY AD CPM HARD TO FIND


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AD TARGETING

• Contextual Advertising

• Behavioral Advertising


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CONTEXTUAL ADVERTISING

Ads Are ServedBased on Page Content

Such as Keywords and the URL.


39

CLICKED ‘iPOD’ THEN BACK TO HOME


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BEHAVIORAL ADVERTISING

The Ability, Through Anonymous Data,To Deliver Ads to Consumers

Based on Their Recent Behavior;The Web Pages They Viewed

Keywords They Typed Into a Search Engine,Or Products and ServicesThey Shopped for Online

Or A Combination of All Three.

Source: eMarketer


41

SEARCHING ‘INTEGRATED MARKETING MEDIA’

http://www.laredogroup.com/seminars3.asp


42

IAB DEFINES AD NETWORKS

An aggregator or broker of advertising inventory for many sites. Ad networks are the sales representatives for the Web sites within the network.

http://www.iab.net/iab_products_and_industry_services/1421/1494


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BEHAVIORAL NETWORKS

http://www.imediaconnection.com/resourceconnection/adnetwork.asp


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OUT-OF-HOME ADVERTISING


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OUT OF HOME VIDEO


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OUT-OF-HOME NETWORKS

http://www.seesawnetworks.com/


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DO USERS TRUST INTERNET CONTENT, INCLUDING ADS?

What Can They Do if They Do Not?


48

NEW EDELMAN TRUST BAROMETER

http://www.edelman.com/speak_up/blog/Trust_Barometer_Executive_Summary_FINA

L.pdf


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A WEB 2.0 TRUST FRAMEWORK


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SUMMARY• Continued Customer Acquisition Essential• Retention Less Expensive Than Acquisition(Ch 8)• Use Multiple Acquisition Techniques

Online And Offline• Branding On The Internet

Create New Brands Support/Strengthen Existing Brands Online and Offline Techniques Differentially

Effective• Online Advertising

Formats—Rich/Streaming/Video Media Targeted—Contextual, Behavioral

• Consumers Can Take Action

Documents

INTERNET MARKETING : INTEGRATING ONLINE AND OFFLINE STRATEGIES