INTERNET MARKETING : INTEGRATING ONLINE AND OFFLINE STRATEGIES

© 2008 Thomson, a part of the Thomson Corporation. Thomson, the Star logo, and Atomic Dog are trademarks used herein under license. All rights reserved.

© 2008 Thomson, a part of the Thomson Corporation. Thomson, the Star logo, and Atomic Dog are trademarks used herein under license. All rights reserved.

INTERNET MARKETING:INTEGRATING ONLINE AND OFFLINE STRATEGIES

Chapter 6Customer Acquisition: Branding and Advertising

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing

3

BRANDING WEBCAST

• Lack Time to Cover Web 2.0 Approach to Branding

• Encourage Watching Webcast http://www.brighttalk.com/webcasts/1059/play http://www.slideshare.net/mlr/brand-marketing-

for-summit-presentation-644350/


4

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


5

ANOTHER SEISMIC SHIFT - UGC

http://diy-marketing.blogspot.com/search?q=consumer+ratings

http://diy-marketing.blogspot.com/2008/07/growing-importance-of-cocreation.html

Online MediaConnection-Seeking ‘Power Moms’ Twice as Likely to Give Online Advice

Marketing Charts, Oct. 17


6

UPHEAVAL IN CONSUMER MEDIA

What Are Some of the

Changes in

Consumer Media? COVERED LAST WEEK


7

ATTITUDES TOWARD MEDIA

http://www.dynamiclogic.com/na/research/btc/beyond_the_click_apr2008.html


9

STRATEGY RECOMMENDATION

The Large and Increasing Number

of Media Formats

Makes It Increasingly Important

To Successfully Integrate

Multiple Media in Marketing Programs.


10

INTEGRATED NEWSPAPER AUDIENCE-NEW DATA

Scarborough found that newspaper website audience is growing and is compensatingfor some of the declines in print readership. The special analysis, which examined datacollected August 2004-March 2007 for 88 newspapers in the top 50 local markets, foundthat newspaper website audience coverage has grown 14 percent– from 6.4 percent forthe 12 months ending September 2005, to 7.3 percent for the 12 months ending March2007. Overall, the increase in website audience is mitigating print audience losses by 28percent.

http://www.marketingcharts.com/print/internet-opportunity-knocks-on-newspaper-door-as-news-site-audiences-grow-3522/


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IMPACT OF INTEGRATED MEDIA


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FROM THE OCTOBER 2007 STUDY

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

http://www.dynamiclogic.com/na/research/WhatsInTheMix/Oct2007.html


13

INTEGRATED MARKETING COMMUNICATIONS

USING A VARIETY OF ON- &OFF-LINE MEDIA

CAREFULLY SELECTED

CLOSELY COORDINATED

PROVIDE GREATEST BRAND IMPACT


14

BUILDING INTERNET BRANDS


15

Brand Awareness

• Brand Recognition

• Brand Recall

Brand Image

• Favorability

• Strength

• Uniqueness

BRAND AWARENESS > BRAND EQUITY


16

BRAND DEVELOPMENT

Awareness

Familiarity

Positive Imagery

Completed Transaction

Figure 6-4


17

INTERACTIVE SITEAPPEALS TO YOUNG ADULT MALES

Figure 6-5


18

FILMS, COMICS REINFORCE BRAND

Figure 6-6


19

INTERACTIVE BRANDING TOOLS

• Personalization

• Co-Creation of Content

• Purchase-Process Streamlining

• Customization

• Dynamic-Pricing

• Brand Community


20

A BETTER MODEL FOR WEB 2.0?


21

CUSTOMER ACQUISITION TECHNIQUES

ON-LINE ADVERTISING


22

CUSTOMER ACQUISITION TECHNIQUES

OUT OF HOME MEDIA


23

THE GOAL IS

TO ACQUIRE NEW CUSTOMERS

THAT CAN BE MADE

INCREASINGLY PROFITABLE OVER TIME.


24

ONLINE ADVERTISING MAINSTREAM; FORECASTS LOWERED

INCLUDES SEARCH

http://www.marketingcharts.com/television/revised-ad-spend-forecasts-show-only-4-growth-in-2008-and-2009-6313/


25

WHAT KIND OF ONLINE ADS DO YOU SEE?

Do You Watch Them Completely?

Click Through?

The study illustrates that heavy clickers represent just 6% of the online population yet account for 50% of all display ad clicks. While many online media companies use click-through rate as an ad negotiation currency, the study shows that heavy clickers are not representative of the general public..Tacoda press release Feb 12, 2008


26

ONLINE ADVERTISING FORMATS


28

CONSUMERS DO CLICK

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


29

WHAT IS AD SERVING?


30

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


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AD TARGETING

• Contextual Advertising

• Behavioral Advertising


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CONTEXTUAL ADVERTISING

Ads Are Served

Based on Page Content

Such as Keywords and the URL.


33

CONTEXTUAL

GOOGLE, OF COURSE

AMAZON CONTEXTUAL LINKShttp://affiliate-program.amazon.com/gp/associates/join/links.html/ref=amb_link_517882_3/102-5690317-5077755?pf_rd_m=ATVPDKIKX0DER&pf_rd_s=assoc-center-1&pf_rd_r=&pf_rd_t=501&pf_rd_p=&pf_rd_i=assoc_join_menu


34

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


35

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


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BEHAVIORAL NETWORKS

http://www.tacoda.com/


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BROWSER-BASED APPROACH

http://www.headup.com/video.html


38

OUT-OF-HOME ADVERTISING


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OUT-OF-HOME NETWORKS

http://www.seesawnetworks.com/


40

DO USERS TRUST INTERNET CONTENT, INCLUDING ADS?

What Can They Do if They Do Not?


41

NEW EDELMAN TRUST BAROMETER

Act Based on Trust in Companies

Downloads pagehttp://www.edelman.co.uk/trustbarometer


42

INTERNET USER ACTIONS

• 81% Have Stopped Opening Suspect Email Attachments

• 48% Have Stopped Visiting Particular Websites

• 18% Have Changed Web Browers

Source: Pew Internet and American Life Project, 2005.


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A WEB 2.0 TRUST FRAMEWORK


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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• Branding Webcast

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INTERNET MARKETING : INTEGRATING ONLINE AND OFFLINE STRATEGIES

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