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INTERNET MARKETING : INTEGRATING ONLINE AND OFFLINE STRATEGIES. Chapter 6 Customer Acquisition: Branding and Advertising. CUSTOMER ACQUISITION ON THE NET. Management Requirement for ROI Power of Integrated Communications Power of Internet as Branding Medium

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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. 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

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

    4. INTERNET SHARE AD $ CONTINUES UP http://www.marketingcharts.com/television/carat-modest-ad-growth-to-return-in-2010-10629/

    5. ALSO IN US http://www.marketingcharts.com/

    6. SEARCH LEADS WAY; DISPLAY FLAT http://www.iab.net/media/file/IAB-Ad-Revenue-Six-month-2009.pdf http://www.docstoc.com/docs/12627302/IAB-Ad-Revenue-Six-month-2009

    7. SPONSORSHIPS, CLASSIFIEDS DOWN

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

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

    11. BUILDING INTERNET BRANDS

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

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

    14. WHAT IS A BRAND? • NOT a Logo • Brand is the Carrier of What Your Product Stands for • Promises, Expectations, Experiences • Capabilities, Strengths, Attributes • Position in the Competitive Environment Adapted from: Pixels with a Purpose, Sametz Blackstone Associates http://www.slideshare.net/SametzBlackstone/pixels-with-purpose-highresolution-branding-in-the-social-media-age

    15. IS BASED ON CORP./PROD. MISSION/VISION

    16. BRAND IS IN EYE OF BEHOLDER! YOUR TARGET MARKET

    17. BRAND SPENDING/EFFECTIVENESS SEPTEMBER 25, 2009

    18. INTERACTIVE SITEAPPEALS TO YOUNG ADULT MALES Figure 6-5 http://www.gillette.com/en-US/products.shtml#/products/

    19. FILMS, COMICS REINFORCE BRAND Figure 6-6

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

    21. A BETTER MODEL FOR WEB 2.0?

    22. CUSTOMER ACQUISITION TECHNIQUES ON-LINE ADVERTISING

    23. CUSTOMER ACQUISITION TECHNIQUES OUT OF HOME MEDIA

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

    25. WHAT KIND OF ONLINE ADS DO YOU SEE? Do You Watch Them Completely? Click Through?

    26. 80/20 RULE AGAIN! http://www.marketingcharts.com/interactive/display-clickers-take-big-nosedive-drop-by-50-10635/#more-10635

    27. ONLINE ADVERTISING FORMATS

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

    29. SIZE AND PLACEMENT Research released by Dynamic Logic reveals that ads integrated into the content of the page are the most effective in driving online ad awareness and purchase intent. Based on 2,390 online display campaigns that took place over the past three years, the study found that half banners and rectangles were more effective than ads that frame the page such as leaderboards and skyscrapers. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=112645

    30. WHAT IS AD SERVING?

    31. 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

    32. PUBMATIC OPTIMIZATION MODEL

    33. DISPLAY AD CPM HARD TO FIND

    34. AD TARGETING • Contextual Advertising • Behavioral Advertising

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

    36. CLICKED ‘iPOD’ THEN BACK TO HOME

    37. 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

    38. SEARCHING ‘INTEGRATED MARKETING MEDIA’ http://www.laredogroup.com/seminars3.asp

    39. 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

    40. BEHAVIORAL NETWORKS http://www.imediaconnection.com/resourceconnection/adnetwork.asp

    41. OUT-OF-HOME ADVERTISING

    42. OUT OF HOME VIDEO

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

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

    45. NEW EDELMAN TRUST BAROMETER http://www.edelman.com/speak_up/blog/Trust_Barometer_Executive_Summary_FINAL.pdf

    46. A WEB 2.0 TRUST FRAMEWORK

    47. 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