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INTERNET MARKETING : INTEGRATING ONLINE AND OFFLINE STRATEGIES

INTERNET MARKETING : INTEGRATING ONLINE AND OFFLINE STRATEGIES. Chapter 6 Customer Acquisition: Branding and Advertising. BRANDING WEBCAST. Lack Time to Cover Web 2.0 Approach to Branding Encourage Watching Webcast http://www.brighttalk.com/webcasts/1059/play

richard-gibbs
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INTERNET MARKETING : INTEGRATING ONLINE AND OFFLINE STRATEGIES

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  1. INTERNET MARKETING:INTEGRATING ONLINE AND OFFLINE STRATEGIES Chapter 6 Customer Acquisition: Branding and Advertising

  2. BRANDING WEBCAST • Lack Time to Cover Web 2.0 Approach to Branding • Encourage Watching Webcast • http://www.brighttalk.com/webcasts/1059/play • http://www.slideshare.net/mlr/brand-marketing-for-summit-presentation-644350/

  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. ANOTHER SEISMIC SHIFT - UGC http://diy-marketing.blogspot.com/2008/07/growing-importance-of-cocreation.html Online Media Connection-Seeking ‘Power Moms’ Twice as Likely to Give Online Advice Marketing Charts, Oct. 17 http://diy-marketing.blogspot.com/search?q=consumer+ratings

  5. UPHEAVAL IN CONSUMER MEDIA What Are Some of the Changes in Consumer Media? COVERED LAST WEEK

  6. ATTITUDES TOWARD MEDIA http://www.dynamiclogic.com/na/research/btc/beyond_the_click_apr2008.html

  7. The Large and Increasing Number of Media Formats Makes It Increasingly Important To Successfully Integrate Multiple Media in Marketing Programs. STRATEGY RECOMMENDATION

  8. INTEGRATED NEWSPAPER AUDIENCE-NEW DATA Scarborough found that newspaper website audience is growing and is compensating for some of the declines in print readership. The special analysis, which examined data collected August 2004-March 2007 for 88 newspapers in the top 50 local markets, found that newspaper website audience coverage has grown 14 percent– from 6.4 percent for the 12 months ending September 2005, to 7.3 percent for the 12 months ending March 2007. Overall, the increase in website audience is mitigating print audience losses by 28 percent. http://www.marketingcharts.com/print/internet-opportunity-knocks-on-newspaper-door-as-news-site-audiences-grow-3522/

  9. Other key findings: TV advertising performs the strongest for generating brand awareness. When used in combination with TV, magazine and online each build on the initial awareness impact of TV. Over these 32 multimedia campaigns, magazines' incremental awareness added nearly as much to the total as TV. Both magazine and online advertising generate significant lifts when used in conjunction with TV. TV and magazine advertising produced greater incremental brand and ad awareness gains than online advertising. Incremental contributions from magazine advertising are strongest for brand favorability and purchase intent. They about double the average persuasion contribution of TV and online combined. Online is a booster on all key awareness and persuasion metrics IMPACT OF INTEGRATED MEDIA

  10. FROM THE OCTOBER 2007 STUDY Other key findings: TV advertising performs the strongest for generating brand awareness. When used in combination with TV, magazine and online each build on the initial awareness impact of TV. Over these 32 multimedia campaigns, magazines' incremental awareness added nearly as much to the total as TV. Both magazine and online advertising generate significant lifts when used in conjunction with TV. TV and magazine advertising produced greater incremental brand and ad awareness gains than online advertising. Incremental contributions from magazine advertising are strongest for brand favorability and purchase intent. They about double the average persuasion contribution of TV and online combined. Online is a booster on all key awareness and persuasion metrics http://www.dynamiclogic.com/na/research/WhatsInTheMix/Oct2007.html

  11. INTEGRATED MARKETING COMMUNICATIONS USING A VARIETY OF ON- &OFF-LINE MEDIA CAREFULLY SELECTED CLOSELY COORDINATED PROVIDE GREATEST BRAND IMPACT

  12. BUILDING INTERNET BRANDS

  13. Brand Awareness Brand Recognition Brand Recall Brand Image Favorability Strength Uniqueness BRAND AWARENESS > BRAND EQUITY

  14. Completed Transaction Positive Imagery Familiarity BRAND DEVELOPMENT Awareness Figure 6-4

  15. INTERACTIVE SITEAPPEALS TO YOUNG ADULT MALES Figure 6-5

  16. FILMS, COMICS REINFORCE BRAND Figure 6-6

  17. INTERACTIVE BRANDING TOOLS • Personalization • Co-Creation of Content • Purchase-Process Streamlining • Customization • Dynamic-Pricing • Brand Community

  18. A BETTER MODEL FOR WEB 2.0?

  19. CUSTOMER ACQUISITION TECHNIQUES ON-LINE ADVERTISING

  20. CUSTOMER ACQUISITION TECHNIQUES OUT OF HOME MEDIA

  21. THE GOAL IS TO ACQUIRE NEW CUSTOMERS THAT CAN BE MADE INCREASINGLY PROFITABLE OVER TIME.

  22. ONLINE ADVERTISING MAINSTREAM; FORECASTS LOWERED INCLUDES SEARCH http://www.marketingcharts.com/television/revised-ad-spend-forecasts-show-only-4-growth-in-2008-and-2009-6313/

  23. WHAT KIND OF ONLINE ADS DO YOU SEE? The study illustrates that heavy clickers represent just 6% of the online population yet account for 50% of all display ad clicks. While many online media companies use click-through rate as an ad negotiation currency, the study shows that heavy clickers are not representative of the general public.. Tacoda press release Feb 12, 2008 Do You Watch Them Completely? Click Through?

  24. ONLINE ADVERTISING FORMATS

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

  26. WHAT IS AD SERVING?

  27. 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

  28. AD TARGETING • Contextual Advertising • Behavioral Advertising

  29. CONTEXTUAL ADVERTISING Ads Are Served Based on Page Content Such as Keywords and the URL.

  30. CONTEXTUAL GOOGLE, OF COURSE AMAZON CONTEXTUAL LINKS http://affiliate-program.amazon.com/gp/associates/join/links.html/ref=amb_link_517882_3/102-5690317-5077755?pf_rd_m=ATVPDKIKX0DER&pf_rd_s=assoc-center-1&pf_rd_r=&pf_rd_t=501&pf_rd_p=&pf_rd_i=assoc_join_menu

  31. 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 Services They Shopped for Online Or A Combination of All Three. Source: eMarketer

  32. 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

  33. BEHAVIORAL NETWORKS http://www.tacoda.com/

  34. BROWSER-BASED APPROACH http://www.headup.com/video.html

  35. OUT-OF-HOME ADVERTISING

  36. OUT-OF-HOME NETWORKS http://www.seesawnetworks.com/

  37. DO USERS TRUST INTERNET CONTENT, INCLUDING ADS? What Can They Do if They Do Not?

  38. NEW EDELMAN TRUST BAROMETER Downloads page http://www.edelman.co.uk/trustbarometer Act Based on Trust in Companies

  39. INTERNET USER ACTIONS • 81% Have Stopped Opening Suspect Email Attachments • 48% Have Stopped Visiting Particular Websites • 18% Have Changed Web Browers Source: Pew Internet and American Life Project, 2005.

  40. A WEB 2.0 TRUST FRAMEWORK

  41. 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 Against Ads • Branding Webcast

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