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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 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 • Customer Control of Media Environment • Power of Internet to Influence Purchases
UPHEAVAL IN CONSUMER MEDIA What Are Some of the Changes in Consumer Media? COVERED LAST WEEK
INTERNET SHARE AD $ CONTINUES UP http://www.marketingcharts.com/television/carat-modest-ad-growth-to-return-in-2010-10629/
ALSO IN US http://www.marketingcharts.com/
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
The Large and Increasing Number of Media Formats Makes It Increasingly Important To Successfully Integrate Multiple Media in Marketing Programs. STRATEGY RECOMMENDATION
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
INTEGRATED MARKETING COMMUNICATIONS USING A VARIETY OF ON- &OFF-LINE MEDIA CAREFULLY SELECTED CLOSELY COORDINATED PROVIDE GREATEST BRAND IMPACT
Brand Awareness Brand Recognition Brand Recall Brand Image Favorability Strength Uniqueness BRAND AWARENESS > BRAND EQUITY
Completed Transaction Positive Imagery Familiarity BRAND DEVELOPMENT Awareness Figure 6-4
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
BRAND IS IN EYE OF BEHOLDER! YOUR TARGET MARKET
BRAND SPENDING/EFFECTIVENESS SEPTEMBER 25, 2009
INTERACTIVE SITEAPPEALS TO YOUNG ADULT MALES Figure 6-5 http://www.gillette.com/en-US/products.shtml#/products/
FILMS, COMICS REINFORCE BRAND Figure 6-6
INTERACTIVE BRANDING TOOLS • Personalization • Co-Creation of Content • Purchase-Process Streamlining • Customization • Dynamic-Pricing • Brand Community
CUSTOMER ACQUISITION TECHNIQUES ON-LINE ADVERTISING
CUSTOMER ACQUISITION TECHNIQUES OUT OF HOME MEDIA
THE GOAL IS TO ACQUIRE NEW CUSTOMERS THAT CAN BE MADE INCREASINGLY PROFITABLE OVER TIME.
WHAT KIND OF ONLINE ADS DO YOU SEE? Do You Watch Them Completely? Click Through?
80/20 RULE AGAIN! http://www.marketingcharts.com/interactive/display-clickers-take-big-nosedive-drop-by-50-10635/#more-10635
CONSUMERS DO CLICK http://www.marketingcharts.com/interactive/online-text-ads-most-clicked-only-young-like-video-6425/
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
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
AD TARGETING • Contextual Advertising • Behavioral Advertising
CONTEXTUAL ADVERTISING Ads Are Served Based on Page Content Such as Keywords and the URL.
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
SEARCHING ‘INTEGRATED MARKETING MEDIA’ http://www.laredogroup.com/seminars3.asp
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
BEHAVIORAL NETWORKS http://www.imediaconnection.com/resourceconnection/adnetwork.asp
OUT-OF-HOME NETWORKS http://www.seesawnetworks.com/
DO USERS TRUST INTERNET CONTENT, INCLUDING ADS? What Can They Do if They Do Not?
NEW EDELMAN TRUST BAROMETER http://www.edelman.com/speak_up/blog/Trust_Barometer_Executive_Summary_FINAL.pdf
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