Roberts Ch06

transcript

INTERNET MARKETING:INTEGRATING ONLINE AND OFFLINE STRATEGIES

Chapter 6Customer 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

UPHEAVAL IN CONSUMER MEDIA

What Are Some of the

Changes in

Consumer Media?

CONSUMER MEDIA USE CHANGING

NEW MEDIA FORMATS ALMOST DAILY

• Discussion/Chat/Reviews• DVD/TIVO• On Demand• Blogs, Vlogs, Moblogs• Podcasts• RSS• Social Networks• Personalized Search• Wikis• Converged Cell Phones• “Mash Up”• And . . .?

STRATEGY RECOMMENDATION

The Large and Increasing Number

of Media Formats

Makes It Increasingly Important

to Successfully Integrate

Multiple Media in Marketing Programs.

INTEGRATED NEWSPAPER AUDIENCE

Figure 6-2

IMPACT OF INTEGRATED MEDIA

BUILDING INTERNET BRANDS

Brand Awareness

• Brand Recognition

• Brand Recall

Brand Image

• Favorability

• Strength

• Uniqueness

BRAND AWARENESS > BRAND EQUITY

BRAND DEVELOPMENT

Awareness

Familiarity

Positive Imagery

Completed Transaction

Figure 6-4

INTERACTIVE SITEAPPEALS TO YOUNG ADULT MALES

Figure 6-5Source: http://www.gillette.com

FILMS, COMICS REINFORCE BRAND

Figure 6-6Source: http://www.bmw.com

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

THE GOAL IS

TO ACQUIRE NEW CUSTOMERS

THAT CAN BE MADE

INCREASINGLY PROFITABLE OVER TIME.

ONLINE ADVERTISING NOW MAINSTREAM

WHAT KIND OF ONLINE ADS DO YOU SEE?

Do You Watch Them Completely?

Click Through?

ONLINE ADVERTISING FORMATS

IAB RESEARCH

• Different ad types have varying effects on brand metrics but bigger is usually better and may be more cost effective.

• Animation improves brand metrics and lifts purchase intent when compared to standard banners. Rich media also outperforms static banners.

• Video improves brand metrics and lifts purchase intent when compared to standard banners.

• Audio improves “hard to move” brand metrics when done in an appropriate environment.

WHAT IS AD SERVING?

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

DO USERS TRUST INTERNET CONTENT, INCLUDING ADS?

What Can They Do if They Do Not?

EDELMAN TRUST BAROMETER

INTERNET USER ACTIONS

• 81% Have Stopped Opening Suspect Email Attachments

• 48% Have Stopped Visiting Particular Websites

• 18% Have Changed Web Browsers

Source: Pew Internet and American Life Project, 2005.

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 Against Ads

Roberts Ch06

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