The Internet and Interactive MediaThe Internet and Interactive Media

Why the rapid adoption of the Internet?

Growth in Internet Advertising

2006 – Internet advertising exceeds $16.9 billion

2006 – Internet advertising exceeds $16.9 billion

2000-2002 – 25 percent drop2000-2002 – 25 percent drop

2005 – Internet advertising at$10 billion

2005 – Internet advertising at$10 billion

1994 – Advertisements on HotWired1994 – Advertisements on HotWired

Internet Communications Objectives

ObjectivesObjectives

Create Awareness

Create Awareness

Create a Strong Brand

Create a Strong Brand

Generate Interest

Generate Interest

Disseminate Information

Disseminate Information

Create an Image

Create an ImageStimulate TrialStimulate Trial

Create BuzzCreate Buzz

Answer QuestionsAnswer

Questions

Levels of Internet/Web Engagement

• Placeholder• Business brochure (online collateral)• Image Development Vehicle• Public Relations Tool• Community / Network for Consumers• E-Commerce Site• Sales Promotion Tool• Product Review Source (ok to disparage

products you sell?)• Source for Detailed Product Information and

Links to Peripheral Sites/Information of Interest

Huggies Provides Information & Community for Expecting Mothers

Design Effectiveness - The Web Site

Web Design Effectiveness Principles & Practices

• Repeat yourself often. Then repeat yourself more.• Layer your information. Layered information is a key unique

advantage of web advertising.• Text is STILL better than graphics!• Make as much immediately visible as possible without scrolling or

linking.• Home pages are portals and matchmakers – not deep selling devices

or closers. (Think pre-approach-approach-…close sale, AIDA, etc.)• White space - good, clutter - bad, but consider placing the optimal

number of teasers with hot-links as white space will allow.• Remember the “3-click Rule”: Get users there in three clicks or less, or

else…! • Hire a development firm that has technical/programming,

design/aesthetic AND marketing sensibilities.• Produce final edited text before giving to developer.• Small text, width and central screen position is best for most browsers.• Division of Labor: Design and Layout, Content, Technology – who’s

responsible for what?• Double the amount of time estimated to complete your website.

BannersBanners

SponsorshipsSponsorships

Pop-ups/Pop-undersPop-ups/

Pop-unders

Push TechnologiesPush Technologies

Paid SearchPaid Search

InterstitialsInterstitials

BannersBanners

SponsorshipsSponsorships

Pop-ups/Pop-undersPop-ups/

Pop-unders

InterstitialsInterstitials

LinksLinks

Web Advertising Options

Internet Advertising

Has a Variety of Forms:

Internet Advertising

Has a Variety of Forms:

Typical Banner Ads

Sales Promotions Are Common on Websites

Public Relations on the Internet

Internet Measures of Effectiveness

Visit MeasuresHits – # times a site is visited Unique Visitors - # of different viewers per time periodReferrals In, Referrals Out

Transaction/ROI MeasuresClick-through % – The internet equivalent of “response rate”Conversion %: The % of those clicking-through who transactCost Per Conversion/Burn Rate - $ spent to convert prospect into transacting customerFrequency to Conversion Ratios: Measures effective frequencyAction - Sales, Inquiries, etc.

Navigation MeasuresAverage Page Views - # of pages viewed (duplicated & unduplicated)Average Page Depth – How many pages are viewed per visit, on averageAverage Visit Time – How long the user stayed

Other Measures/MethodsEye-Tracking: Captures physical eye movementsCross-Media Lift: Measures synergies between internet ads and other mediaTraditional Advertising Measures – Recall, Recognition, Brand Preference, etc.

Internet Advantages and Disadvantages

Target MarketingTarget Marketing

Message TailoringMessage Tailoring

Interactive CapabilitiesInteractive Capabilities

Information AccessInformation Access

Sales PotentialSales Potential

CreativityCreativity

Exposure/SpeedExposure/Speed

Advantages Disadvantages

Complement to IMCComplement to IMC

Poor reachPoor reach

Site StabilitySite Stability

AnnoyanceAnnoyance

Potential for deceptionPotential for deception

Measurement problemsMeasurement problems

ClutterClutter

PrivacyPrivacy

High Targetability & Involvement

High Targetability & Involvement

Message/Offer Tailoring – Ad Serving Capability

Message/Offer Tailoring – Ad Serving Capability

Interactive CapabilitiesInteractive Capabilities

Layered Information AccessLayered Information Access

Commerce PotentialCommerce Potential

Availability & Self-pacingAvailability & Self-pacing

FlexibilityFlexibility

Complement to IMCComplement to IMC

Poor reachPoor reach

AnnoyanceAnnoyance

Potential for deceptionPotential for deception

Demographics Measurement Problems

Demographics Measurement Problems

ClutterClutter

PrivacyPrivacy