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The Internet and Interactive Media

The Internet and Interactive Media. Why the rapid adoption of the Internet?. 2000-2002 – 25% drop in advertising. 2005 – Internet advertising at $10 billion. Growth in Internet Advertising. 1994 – Advertisements on HotWired. 2006 – Internet advertising exceeds $16.9 billion.

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The Internet and Interactive Media

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  1. The Internet and Interactive Media

  2. Why the rapid adoption of the Internet?

  3. 2000-2002 – 25% drop in advertising 2005 – Internet advertising at$10 billion Growth in Internet Advertising 1994 – Advertisements on HotWired 2006 – Internet advertising exceeds $16.9 billion

  4. Create Awareness Answer Questions Generate Interest Create Buzz Disseminate Information Create an Image Stimulate Trial Create a Strong Brand Internet Communications Objectives Objectives

  5. Levels of Internet/Web Engagement • Placeholder • Business brochure (online collateral) • Image Development Vehicle • Public Relations Tool • Community / Network for Consumers • E-Commerce Site • Sales Promotion Tool • Product Review Source (ok to disparage products you sell?) • Source for Detailed Product Information and Links to Peripheral Sites/Information of Interest

  6. Website Design & Development: Effectiveness Principles & Practices • Repeat yourself often. Then repeat yourself more. • Layer your information. Layered information is a key unique advantage of web advertising. • Text is STILL better than graphics! • Site has to sell AND be functional. • Make as much immediately visible as possible without scrolling or linking. • Home/Landing pages are portals and matchmakers – not deep selling devices or closers. (Think pre-approach-approach-…close sale, AIDA, etc.) • White space - good, Clutter - bad, but include as many links as white space will allow. • Remember the “3-click Rule”:Get users there in three clicks or less, or else…! • Hire a development firm that has technical/programming skills, as well as design/aesthetic AND marketing sensibilities. • Produce the final edited version of text before integrating it into your website design. • Adhere to modern conventions of website layoutand use current web technologies/programming when constructing your site. • Division of Labor: Design and Layout, Content, Technology/ Programming / Hosting & Maintenance – Who’s responsible for what? • Determine your social media angle • Double the amount of time estimated to complete your website.

  7. Banners Sponsorships Pop-ups/Pop-unders Interstitials Push Technologies Paid Search Traditional Web Advertising Options Banner Ads Sales Promotions Internet Advertising Has a Variety of Forms: Pop-ups/Pop-unders Interstitials Links

  8. Typical Banner Ads

  9. Sales Promotions Are Common on Websites

  10. Public Relations on the Internet

  11. Major Types of Digital Media

  12. Top 10 Display Advertisers

  13. Internet Dayparts • Early morning (Monday–Friday, 6 A.M.–8 A.M.) • Daytime (Monday–Friday, 8 A.M.–5 P.M.) • Evening (Monday–Friday, 5 P.M.–11 P.M.) • Late night (Monday–Friday, 11 P.M.–6 A.M.) • Weekends (Saturday–Sunday, all day)

  14. Web/Internet: Measures of Effectiveness Visit Measures Hits – # times a site is visited Unique Visitors - # of different viewers per time period Referrals In, Referrals Out Transaction/ROI Measures Click-through % – The internet equivalent of “response rate” Conversion %: The % of those clicking-through who transact Cost Per Conversion/Burn Rate - $ spent to convert prospect into transacting customer Frequency to Conversion Ratios: Measures effective frequency Action - Sales, Inquiries, etc. Navigation Measures Average Page Views - # of pages viewed (duplicated & unduplicated) Average Page Depth – How “deep” into pages users go (# clicks, # areas visited, etc.) Average Visit Time – How long the user stayed Other Measures/Methods Google’s PageRank: Measures breadth/depth of inward links to site Eye-Tracking: Captures physical eye movements Cross-Media Lift: Measures synergies between internet ads and other media Traditional Advertising Measures – Recall, Recognition, Brand Preference, etc.

  15. Internet Advantages and Disadvantages Advantages Disadvantages Target Marketing High Targetability & Involvement Demographics Measurement Problems Measurement problems Annoyance Message/Offer Tailoring – Ad Serving Capability Message Tailoring Annoyance Clutter Clutter Interactive Audio/Video Interactive Capabilities Potential for deception Potential for deception Information Access Layered Information Access Privacy Privacy Commerce Potential Sales Potential Availability & Self-pacing Creativity Poor reach Poor reach Exposure/Speed Short Lead/Change Times Site Stability Measurable Complement to IMC

  16. Online Privacy Policies: Requirements • Disclosure of what information is collected • Choice for customers to easily opt-out • Access by consumers to their personal information • Security standards for information use and access

  17. Search Engine Optimization • What is it? • Getting a better position (rank) on search engines like google and yahoo. • Better visibility; more hits • Less important for established brands • How do you get a favorable rank? • Keywords, metadata, good pagerank, etc. • Hire a firm specializing in SEO

  18. Social Media/Web 2.0 • Facebook • Twitter • LinkedIn • YouTube • Flickr (just to name a few…)

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