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"Consumers and New Technologies: A Marketing Perspective" Course 4 Advertising and the web

"Consumers and New Technologies: A Marketing Perspective" Course 4 Advertising and the web. Jacques Nantel Ph.D May 2003. The role of various media. Attention. Interest. radio. Print. signs. Direct Marketing. Television. Action. Source: Steve Golberg Microsoft.

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"Consumers and New Technologies: A Marketing Perspective" Course 4 Advertising and the web

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  1. "Consumers and New Technologies: A Marketing Perspective"Course 4Advertising and the web Jacques Nantel Ph.D May 2003

  2. The role of various media Attention Interest radio Print signs Direct Marketing Television Action Source: Steve Golberg Microsoft

  3. The role of various media Attention Interest radio Print signs Direct Marketing Internet Television Action Source: Steve Golberg Microsoft

  4. Basic measurement techniques • Hits • Hits/audit • Audit with profile • Clickstream (visits) • Time spent on a site • Purchases

  5. Advanced measurement techniques • No of visits versus Unique visitors • Cookies • Electronic Passport • All of the above techniques give more and more info about the profile of visitors

  6. 2- How do you make money with advertising on the net?

  7. It is harder than ever to finance a site only with ads

  8. Many players but few profitable ones

  9. In 2002 90% of all advertising was done on less than 5 sites • (AOL 2 billions $ on a total of 8 billions)

  10. Various revenu models • Barter trade 8% • Banner ad (CPM) 48% • Sponsor (affiliate) 29% • Commission

  11. US Advertising revenus (in 000$)

  12. Click-through Rates : CTRSource : NetRatings

  13. Online advertising is not efficient • It plays against consumers’ decision making strategies • It is rarely a business model in itself

  14. Solutions are linked to • Relationship marketing and CRM • Up-selling and cross-selling • E-mail marketing (Permission and viral) • Ad placement: Content and search engines

  15. Also : ad Servers • Doubleclick • MSN passeport électronique • AOL Liberty

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