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DISPLAY ADVERTISING AND OTHER CUSTOMER ACQUISITION TECHNIQUES

DISPLAY ADVERTISING AND OTHER CUSTOMER ACQUISITION TECHNIQUES. What Do We Mean by Customer Acquisition?. “Getting a New Customer” . No Single Operational Definition That Fits All Situations. Tools for acquisition - & more. Using the tools. Most Tools Better for One Objective

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DISPLAY ADVERTISING AND OTHER CUSTOMER ACQUISITION TECHNIQUES

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  1. DISPLAY ADVERTISINGAND OTHERCUSTOMER ACQUISITIONTECHNIQUES

  2. What Do We Mean by Customer Acquisition? “Getting a New Customer” No Single Operational Definition That Fits All Situations

  3. Tools for acquisition - & more

  4. Using the tools • Most Tools Better for One Objective • Search for Acquisition • Email for Retention • Choice of Tools Depends on Specific Campaign Objectives • No One Tool Works in Isolation • Integrated Communications • Online and Offline

  5. Types of online advertising • Display (Banner) Ads • Search Ads • Ads on Social and Mobile Networks

  6. Online advertising growingAbsolute Amount, % of Marketing Budgets

  7. ‘traditional’ channels dominatenew channels Gaining

  8. Creative Best Practices important

  9. Some creative best practices • KISS • Simple, Easy to Understand • Identify Brand Early • Make Brand Promise Early Never Let ‘Creativity’ Trump Brand Message

  10. Display (banner) advertisingvs. Search

  11. Why are Standard Formats necessary?

  12. Direct Response Growing Faster?

  13. Direct Response ads Trumping Brand (Chapter 5) • Bain/IAB Study • Marketers “Disappointed” in Branding Use • Wang/Adobe Study • Interactive Ads in Digital Edition Better • Martha Stewart Expects Advertisers to Love Digital Edition

  14. Prototypes of “Rising Stars” Formats

  15. Ad Serving essential on Internet Third-Party Networks (Middlemen) Deliver Ads to Sites and Ad-Supported Software

  16. Targeting Also Essential Internet Allows for Precision Targeting Of Audiences, Large and Small

  17. Many types of Targeting

  18. Which Type of Targeting Is Best? All Types of Targeting Have their Uses. Behavioral Targeting > What People Actually Doing. If Available, Generally the Best Option.

  19. Types of Behavioral Targeting Listed By Degree of Difficulty • Targeting Identified Users • Targeting Unidentified Users • Tagging/Cookies • Permits Tracking Actual Behavior • Targeting with Predictive Models • Sophisticated Models to Predict Behavior • Specialized Databases > Specific Behaviors

  20. Behavioral TargetingUnidentified users

  21. One of Many Ad Networks

  22. Successful Blogs > Built-in Target Audience

  23. Social Networks Offer Highly Targeted Advertising On Their Sites

  24. Other Acquisition Techniques Events, Publicity, Affiliate, Portal and Viral Marketing

  25. Marketer Events • Traditional Events • Off-Line -- Trade Shows, Product Launches, Seminars and more • On-Line – Webinars, Twestivals and more • Experience Marketing • Powerful Immersive Brand Experiences • Event-Triggered Not the Same • Event in Customer Life Stimulus for Communication

  26. Pop-Up Events > On and off Web

  27. Social Media (Optimized) Press Release

  28. Optimizing Press Releases • Select Relevant Keywords • Use In Title and Often in Text • Tag Images • Using three anchor links: one to the home page, one to the product page, and one to the most relevant blog post • Post With a Unique URL

  29. Affiliate Marketing • Other Sites Link to Yours to Sell Merchandise • Affiliate Sites Receive Commission • Parent Sites Receive Traffic Not Likely To Get Otherwise • Low Cost, But Limits to Success • Primarily Number of Good Affiliates

  30. Portal advertising deals • Preferred Placement on Specific Pages on a Large Site • Not as Common Now as Early in Web • Can Be Effective in Reaching A Specialized Target Audience

  31. Viral marketing Great if It Happens. Not Something On Which to Base Strategy.

  32. Summary • Many Acquisition Tools, Not All Equally Effective • Display Ads – Direct Response and Branding; Search and Social Net Ads • Standard Ad Formats & Rising Stars • Most Sites Offer a Limited Number of Formats • Networks Serve Ads Onto Sites • Precision Targeting – Possible, Essential • Behavioral Effective, Controversial • Other Acquisition Techniques • Events, Publicity, Affiliate, Portal, Viral

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