The Internet: Trends, Resources, Techniques

1. The Internet: Trends, Resources, Techniques

2. Internet and Strategic Comm. • Promise and Peril of the Internet • Reminiscent of an old joke among marketers… “I am wasting half of my ad budget, I just don’t know what half.”

3. Misuses of the Net • Going heavily on-line in ways that don’t provide strategic impressions against target • Not tracking usage patterns of users • Failing to develop a site that is featured in large scale advertising and PR efforts • Not driven to the site - hybrid marketing • Not renewing content on the site - keep it fresh for customers and journalists • Underutilizing the Web as a Media Relations and Promotions tool

4. Reasons to Use the Internet • Four broad domains: 1. Direct customer contact 2. Information acquisition 3. Concept-testing 4. Buzz Marketing

5. Direct Consumer Contact • Typically consumer-initiated • Permits extended brand contact • Interactive experience • Use to build database • Must drive customers to the site with traditional media strategies and tactics

6. Information Acquisition • Backgrounding • Permits quick information search • Be skeptical of data quality • Use respected sources • Recognize the value of multiple search engines

7. Concept Testing • Virtual Focus Groups • Create an online panel of randomly sampled consumers as a touchstone • Allows for immediate feedback • Brand appropriate segment • Can bundle sight and sound in experiments and surveys • From convenience of home

8. Buzz Marketing • Leading Edge of Campaigns • Foster interest in a product through opinion leaders - word of mouth • More tell, less sell - Good for Gen X and Y • Brand appropriate segmentation of efforts • Examples: • Marketing of Lee Jeans • Marketing of Magnolia • Marketing of AI • Marketing of Wilco

9. Yahoo! • Stock valuation - $30 Billion • Worth more than all U.S. Magazines put together • Mass reach with customized intimacy • 60% of all net users worldwide • 70% of employees in Fortune 500 • Instant feedback on every message • Client knows how many people saw the ad • Who they are • How many reacted with a click or purchase

10. Segmenting the User • Tracks the visits of over 170 million users, 55 million of whom have revealed their identities, addresses, and preferences • Slices its audience into narrow segments, highly targeted groups as small as 17,000 for study

11. Tracking and Projecting • Each month, drill into 16 trillion bytes of data on the browsing, buying, and social interests/behaviors of millions of people • From this, Yahoo can divine from a few clicks that an anonymous user is a 35 year-old in Germany with a Visa Card in need of flowers and a card for his wife • They post a interstitial or banner in response

12. Premium for Contact • Costs of ordinary banner ad have fallen 75% in year to under $5 CPM • At Yahoo, ads can draw $150 CPM • Nine times CPM of top sporting events • Targeted emails tailored to specialty groups are even pricier - CPM = $300

13. Ethical Concerns • Gathering information from consumers using covert and often intrusive tracking techniques • TiVo’s disk-based VCR let’s advertisers know which family members watched what shows • Magazines give readers scanners for bar codes on ads, deriving data on who reads what

14. Combining Elements • Cross Campaign Creativity • Teasers to Build Interest • Buzz to Persuade without Mass Media • Advertising to Launch Relationships • Internet as a Return Destination • In Store Contact as Ultimate Goal • Buddy Lee Campaign

16. The Street Posters

19. The Teaser Spots Curry Super Greg Big Roy

20. The Viral Clips

21. Villain Home Pages

22. Television Spots

23. The Destination