© 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

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CUSTOMER ACQUISITION ON THE NET

• Management Requirement for ROI

• Power of Integrated Communications

• Power of Internet as Branding Medium

• Customer Control of Media Environment

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UPHEAVAL IN CONSUMER MEDIA

What Are Some of the

Changes in

Consumer Media?

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CONSUMER MEDIA USE CHANGING

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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 . . .?

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STRATEGY RECOMMENDATION

The Large and Increasing Number

of Media Formats

Makes It Increasingly Important

to Successfully Integrate

Multiple Media in Marketing Programs.

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INTEGRATED NEWSPAPER AUDIENCE

Figure 6-2

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IMPACT OF INTEGRATED MEDIA

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BUILDING INTERNET BRANDS

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Brand Awareness

• Brand Recognition

• Brand Recall

Brand Image

• Favorability

• Strength

• Uniqueness

BRAND AWARENESS > BRAND EQUITY

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BRAND DEVELOPMENT

Awareness

Familiarity

Positive Imagery

Completed Transaction

Figure 6-4

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INTERACTIVE SITEAPPEALS TO YOUNG ADULT MALES

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

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

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FILMS, COMICS REINFORCE BRAND

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

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

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INTERACTIVE BRANDING TOOLS

• Personalization

• Co-Creation of Content

• Purchase-Process Streamlining

• Customization

• Dynamic-Pricing

• Brand Community

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

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CUSTOMER ACQUISITION TECHNIQUES

ON-LINE ADVERTISING

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CUSTOMER ACQUISITION TECHNIQUES

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THE GOAL IS

TO ACQUIRE NEW CUSTOMERS

THAT CAN BE MADE

INCREASINGLY PROFITABLE OVER TIME.

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ONLINE ADVERTISING NOW MAINSTREAM

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WHAT KIND OF ONLINE ADS DO YOU SEE?

Do You Watch Them Completely?

Click Through?

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ONLINE ADVERTISING FORMATS

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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.

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

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WHAT IS AD SERVING?

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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.

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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

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DO USERS TRUST INTERNET CONTENT, INCLUDING ADS?

What Can They Do if They Do Not?

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EDELMAN TRUST BAROMETER

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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.

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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