Week 6 Promoting Our Web Site
Promoting Your Web Site • General Web promotion options • Evaluate search engines as web site promotion • Review search engine use and value as promotion option • Evaluate banner advertising as a way to promote the web site • Discuss banner advertising pros and cons • Affiliate Marketing
Web site promotion Banners Affiliates Links Partners Community Search Engines Email Promotional Materials Printed Materials Print Advertising PR Broadcast
Banners • Simple Banners • Animated Banners • Streaming Banners • Streaming Audio Banners • Pop-Ups • Interstitials
Banners • Aren’t they dead? • Banners still make up the majority of online ad spending • CTR are lower than low in most consumer categories. • Audience reach often improves regardless of whether the banner was clicked or not.
CP’s • Cost per Click (CPC) • # of times your banner is clicked on • Cost per Sale (CPS or CPT) • Usually paid as a percentage of a sales(excluding tax and shipping) • Cost per Action • Set fee based on the number of times a game was played, software downloaded etc.
Before you buy • What are your goals • Generate Inquiries • Generate Sales • Branding and Awareness • Driving Traffic • Research/Surveying
Before you buy • Do a through analysis of Inventory and your campaign. • Which pages will you be on? • When? • What is your budget? How does this ad fit in? • Who else will be advertising at the same time? • How are you supporting this online? Radio, TV, paper? • Who is serving your ad? • How will you be tracking the results?
Plan and Contract • Plan what you are going to test • Make sure you have a good contract. • Outline dates and times • Costs
How to Choose • Referring URL’s • Personal experience • Good Fit • Editorial relevance • Right Market • Amazing deal • Because you want to do it.
Banner Tips • Someone famous said “Nobody reads ads. People read what interests them. Sometimes it is an ad” • People don’t click on great copy and design • They click on something that interests them • Unless you are a fortune 250 company you cant afford to be doing banners just to improve image.
Banner Tips • Make sure that you drive the traffic from the banner directly to the page • Carefully plan the alt text for each banner as well as the text underneath the banner
Banner Tips • Develop a campaign not a unit (15 days) • Using questions can raise CTR by about 15% • Free works best • Free Information, free white paper, free whatever • Thank you page banners tend to work best.
Banner Tips • Use 25% of the space for your logo • Phrases such as “click here Now ” improve response
Banner Tips • Negotiating • Tell them what you want to pay—they will get to it • Remember that the 80% of space goes unsold • Start with 10% what they offer
Banner Tips • Best times to negotiate • Timing • End of Month • End of quarter • End of year • Great deals when you purchase space for an entire year (this should be your best buy) • USA Today.com great site to consider
If we are going to sell sport outfits • “We should pay a premium to advertise on a web site devoted to sports” • Is this the right way?
Test • Testing is Critical • You should test the following • Creative • Offer • Ad Units • Sites • Reach vs. composition • Targeted content v.s. targeted demographics • There should be about 20000 impressions behind each test cell.
Ad Networks • Ad networks offer one stop ad shopping • Great for testing • Save time • Expertise • Service • Carry premium properties
Web Advertising Networks • Offer single point of access to advertisers that want to reach millions of consumers quickly and easily. • They acquire impressions given to them by their web site “affiliates” and sell the aggravated inventory. • This process simplifies the acts of buying and selling for both the advertiser and the web publisher.
Zero Based Media Buying • Testing using RON (Run of Networks) • Do, no targeting at all. • Just throw ads out there and see where you get responses. • Within a few days you can figure out where your responses are coming from. • Group your responses by category (sport, business, entertainment or people who respond to ads about my product. • You can not do that with any other media
He (Flycast President) recommends to his clients that begin with advertising on all Flycast sites ( close to a thousand) for a week and compare the response rates.
CASIO It ran a banner ad for a digital camera. The best category for Casio digital camera ads is travel. This test can be conducted in a week sites aimed women, games and sports are definitely not winners for the product. Would anyone guessed this without the test? In a week?
Internet Advertising Bureau • IAB.net • Are the new banner sizes successful? • http://www.iab.net
Next-Generation Banners Rich MediaInteractive/Animated Banners Features- • In-the-banner interactivity • Deliver live content such as news, daily messages • Rich media contains for any bandwidths without plug-ins such as streaming audio, animations, quizes, and games Effectiveness- • Increases (CTR) click-through-ratio • Improves brand recognition http://www.freestyleinteractive.com http://www.freestyleinteractive.com/clients/ifuse/ Click on the Client Portfolio and see different banners
Next-Generation AdvertisementsDownloadable and interactive advertisement Forwarding Advertisements • Effective and free advertisement that is guaranteed to reach the targeted audience • Word of mouth or email promotion reaches a larger number of consumers • Brand name is re-enforced by interacting with the ads
Banner ad presentation methods • A. Pay per Click - Pay a web site every time someone clicks on your banner. • B. Pay per Lead - Pay a web site every time someone signs up for a service or free subscription (Sales leads) • C. Pay per Sale - Pay a web site every time someone actually buys the product or service. • D. Pay to View - Pay a web site to show your ad by category or randomly. • E. Banner Exchange - Display banner/button on your site in exchange for displays on others
Where should you place your banner ads? • In traditional advertising you use media expert. • Study demographics • Figures out which media they pay attention to. • Places ads based on careful targeting and cost. • Media targeting has been a science for 30 years • Should we (modern marketers) use the same techniques for the web?
4 Steps in making a purchase • Impression: The customer clicks on a web site that has banners displayed. • 5$ to $40 per thousand impressions • Response:The person clicks on a banner in the web site, which transports the clicker to your web site • Lead: The prospect views your offering and fills out a form • Sale: The clicker buys the product
Objectives in Web Advertising • There are two objectives in web advertising • Image advertisers are trying to create an image in the mind of the viewer. • Response advertisers are trying to get the viewer to respond. Creative should always mirror the program
How web advertising differs • On the web you can change your message every hour every day • Expose one customer to many different approaches. • Rich media ads utilizing high involvement and interactive formats, hold the promise of increasing the impact and overall effectiveness of web advertising. • You get immediate feedback on what is working and what is not.
Ad Performance Evaluation • Lycos and Yahoo Spreadsheets. • Please take a look at those sheets. • We will discuss the dynamics during our Wednesday chat • I am using these worksheets with permission from BMG Direct.
Affiliates • Partners help drive revenues
Vocabulary • Affiliate: An individual who contracts with a merchant in order to help sell that merchant’s product. • Merchant: An individual or business who has a product and, in this case, uses affiliate programs to sell this product.
What type of merchandise can I sellthrough affiliate marketing? • The product may be anything someone will pay for • Tangible (such as clothing), • Virtual (such as electronic books or • Downloadable software), or • Information (such as expert advice).
Where do I get the merchandise?Where do I store it? • In most cases, the merchant handles • the merchandise, • actual purchase, • packaging, and • shipping, • so you usually never see the actual merchandise.
What are my responsibilities as anaffiliate? 1. Represent a product or service • Represent the merchant’s product or service on your site through the use of links. • These links may take the form of • a banner, • a text link, • a search box, or even • a JAVA applet.
What are my responsibilities as anaffiliate? 2. Drive traffic (get visitors) to your site. • Establish a steady flow of targeted traffic to your site in order to increase your potential to earn commissions. Different merchants specify what constitutes an action worthy of compensation, and these can range from a • Customer just seeing the ad • Actually purchasing the product. • How much you get paid will also differ from merchant to merchant.
What are my responsibilities as anaffiliate? 3. Read the contract • Information should be stated clearly in a contract. It is your responsibility to read the contract, even if it is • long, • or • boring.
What are my responsibilities as anaffiliate? 4. Monitor your site and links. • You must check your site and links regularly to make sure everything works properly.
What are my responsibilities as anaffiliate? 5. Monitor your statistics. • The merchant should provide you with statistics. • You need to monitor your statistics to make sure you are being credited properly. • Your statistics reflect the success of your merchandising plan and allow you to tweak your selling process to increase your profit.
How Do I Choose a Merchant? • Stand-Alone Affiliate Program (independent): • An affiliate program run "in house" by a particular merchant. This merchant handles the contracting, sale, record keeping, and payment process. • Solution Provider: • A company, such as Commission Junction or BeFree, that assists merchants in the affiliate marketing process. • Usually, the solution provider acts as an intermediary between the merchant and affiliate, and handles most business matters such as regulating contracts and cutting checks.
Reasons to use a stand-alone affiliateprogram 1. Access to unique items. • Artists and craftspeople frequently cannot generate the volume of product to support a large affiliate program. However, these merchants can benefit from highly targeted affiliate sales made by a select group of affiliates. • If you have a site dedicated to Shaker craftsmanship, for example, and want to sell hand-made Shaker-style chairs, then you should consider finding a quality artisan with a highly selective group of affiliates.
Reasons to use a stand-alone affiliateprogram 2. Access to non-traditional items. • Some items, while mass-produced, do not always appeal to the majority of Web surfers. • However, if your highly targeted niche site focuses on a sub-culture, such as role playing gamers, then you should work with a merchant who caters to this community.
Reasons to use a stand-alone affiliateprogram 3. Ability to work more closely with a merchant. • Independent merchants, especially those with highly selective affiliate programs, work with fewer affiliates, and are therefore often more accessible than the large solution providers.
CRM Framework Source : Andersen Consulting
Customer Relationship Management Technology Marketing Direct, Interactive Dialog, Real time Warehousing Online data store User tools Analytics Business Customer Financial