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Internet Advertising Options Media buys (advertisements) Ad content Banners •Static •Animated •Interactive Advertising site •Corporate site •Brand site •Distributor site Co-branded c[r]
Web Site Promotion Week 9 Objectives • Online promotion techniques • Online advertising • Offline promotion techniques • Measuring advertising effectiveness Some Definitions • Online promotion – uses communication via the internet itself to raise awareness about a site and drive traffic to it • Offline promotion – uses traditional media such as television or newspaper advertising and word of mouth to promote a company’s web site Online Promotion Techniques • Online promotion – Banner advertisements – Other methods of linking to sites • Techniques are combined in what is known as a traffic-building campaign • This is a method of increasing the audience of a site using different online and possibly offline techniques Online Advertising – A Basic Model Portal Content: General news service Corporate Portal web site Audience of Proportion Proportion web site page Who click Who take Containing On banner Action Advertisement Advertisement Marketing Page or ad Clickthrough outcome impressions 2-10 per cent Key Concepts of Advertising Old media New media Space Expensive commodity Cheap, unlimited Time Expensive commodity Expensive commodity Image creation For marketers for users Communication Image is everything Information is everything Call to action Information secondary Image is secondary Push, one-way Pull, interactive Incentives Information (incentives) Main Differences • The cost of advertising in the new medium reduces as more space becomes available • It is the customer who initiates the dialogue who will expect his or her specific needs to be addressed Web marketers need to promote their web sites effectively in order that customers find the information they are looking for • The user’s time is valuable and the time interacting with the user will be limited so this time must be maximized • Information is the main currency Supplying information is arguably more important than appealing to emotions Purpose of Banner Advertising • Delivering content • Enabling transaction • Shaping attitudes • Soliciting response • Encouraging retention How Well Does Banner Advertising Work • Online advertising is more likely to be noticed than television ads • Lower advertisement to editorial ratio on web pages 90% text to 10% ads) • Web users use the medium actively rather than passively Locations of Banners • Portals • Generalized news services • Specialized interest sites Internet Advertising Options Media buys Ad content (advertisements) Advertising site Banners Media buys drive •Corporate site •Static traffic to ad •Brand site •Animated content •Distributor site •Interactive Nested content Co-branded •Microsite content •Within banner •Sponsorship Interstitials •Static •Animated •interactive Payment Models • Per exposure – through ad impressions or possibly through the length of time the user views an advertisement • Per response – payment only occurs according to the number of clickthroughs that occur • Per action – payment according to a marketing outcome Making Banner Advertising Work • Appropriate incentives are needed to achieve clickthrough • Creative design needs to be tested extensively • Appropriate keywords are needed • Placement of advertisement and timing need to be considered carefully • Consider the clickthrough quality, not just the quantity • Build the infrastructure to deal with the response Forms of Advertising • Advertising networks – collections of independent web sites from different companies and media networks, each of which has an arrangement with an advertising broker to place banner ads • Affiliate networks – collection of web sites that link to an online retailer in exchange for commission on purchases made from the retailer The Future of Online Advertising • The size of audience is likely to be constrained by the cost of buying devices to access the internet • Message is delivered using limited space on screen, and with limited use of sound and motion • Efficacy of advertising may decline as users become familiar with advertisements • Advertising inventory is always increasing as new sites go online and size of existing sites increase increasing the costs to place an ad Other Online Promotion Methods • Promotion in search engines and directories • Links from other sites: co-branding and sponsorship • Using email for advertising – Liszt www.liszt.com – Kim Bayne’s personal site www.wolfBayne.com/lists – Online advertising www.o-a.com – Clickz www.clickz.com/list – Internet advertising organization www.internet advertising.org Loyalty Techniques and Online Schemes • The process of adoption follows the stages of: – Knowledge – Persuasion – Decision as to whether to trial product – Implementation of trial – Confirmation of product as valuable Site Announcements • What’s New web page • Directories and search engines • Newsgroups • Newsletters • Books and magazines thal list web sites On-site Promotion Techniques • Sponsoring of an event, team or sports personality • A treasure hunt on different pages of the site, with a prize • A screensaver • A site-related quiz • Monthly product discount on an e-commerce site • Regularly updated information indicated by current date or date new content is added Offline Promotion Techniques • Put your URL everywhere • Using traditional media advertise the URL address • People can be directed to the web address for information rather than calling a phone number • Include URL on stationery • Use PR to publicize the site ... Proportion web site page Who click Who take Containing On banner Action Advertisement Advertisement Marketing Page or ad Clickthrough outcome impressions 2 -10 per cent Key Concepts... Advertising Work • Online advertising is more likely to be noticed than television ads • Lower advertisement to editorial ratio on web pages 90 % text to 10 % ads) • Web users use the medium actively... www.wolfBayne.com/lists – Online advertising www.o-a.com – Clickz www.clickz.com/list – Internet advertising organization www .internet advertising.org Loyalty Techniques and Online Schemes