University:
Kentucky State University
Course:
ECO 301 | Microeconomics
Academic year:

2024
Views:

209

Pages:

34
Author:

topljenjeen9

Chapter 7 E-commerce Advertising Video Ads: Shoot, Click, Buy Class Discussion What advantages do video ads have over traditional banner ads?  Where do sites such as YouTube ﬁt in to a marketing strategy featuring video ads?  What are some of the challenges and risks of placing video ads on the Web?  Do you think Internet users will ever develop “blindness” toward video ads as well?  Slide 7-3 Marketing Communications  Two main purposes:  Sales—promotional sales communications  Branding—branding communications  Online marketing communications  Takes many  Online forms ads, e-mail, public relations, Web sites Slide 7-4 Online Advertising  $31.3 billion in 2011  Advantages:  Internet is where audience is moving  Ad targeting (sending message to target)  Greater opportunities for interactivity  Disadvantages:  Cost vs. beneﬁt  How to adequately measure results  Supply of good venues to display ads Slide 7-5 Online Advertising from 2003–2015 Figure 7.1, Page 472 Slide 7-6 Forms of Online Advertisements          Display ads Rich media Video ads Search engine advertising Mobile and local advertising Referrals E-mail marketing Online catalogs Social network, blog, app, and game advertising Slide 7-7 Display Ads  Banner ads  Rectangular box linking to advertiser’s Web site  IAB guidelines  e.g., full banner is 468 x 60 pixels, 13K  Pop-up ads  Appear without user calling for them  Provoke (excite) negative consumer sentiment (feeling)  Twice as effective as normal banner ads  Pop-under ads: Open beneath (under) browser Slide 7-8 window Rich Media Ads  Use Flash, DHTML, Java, JavaScript  About 5% of all online advertising expenditures  Tend to be more about branding  Boost brand awareness by 10% Interstitials (placing full page between current and destination pages)  Superstitials (preloaded into cache)  py g Slide 7-9 Video Ads Fastest growing form of online advertising  IAB standards (table 7.3 page 477)   Linear video ad  Non-linear video ad  In-banner video ad  In-text video ad  Ad placement  Advertising networks (google’s doubleclick)  Advertising exchanges (agencies)  Banner swapping (between companies) Slide 7-10 Search Engine Advertising  46% of online ad spending in 2011  Types:  Paid inclusion or rank  Inclusion in search results  Sponsored link areas  Keyword  advertising (purchase keywords) e.g., Google AdWords  Network keyword advertising (context advertising) (fees for click)  e.g., Google AdSense Slide 7-11 Search Engine Advertising (cont.)  Nearly ideal targeted marketing  Social search  Google’s +1 (helpful sites), Facebook’s Like  Issues:  Disclosure (see) of paid inclusion and placement practices  Link farms (groups of websites that link to one another)  Content farms (large volumes of textual content Slide 7-12 Mobile and Local Advertising  91 million users access Internet from smartphones, tablets  Messaging  Especially effective for local advertising  Display ads (e.g inside games)  Search (based on physical location)  Video  Local advertising  Enabled by mobile platform  60% of mobile advertising Slide 7-13 Sponsorships and Referrals  Sponsorships  Paid effort to tie advertiser’s name to particular information, event, and venue in a way that reinforces brand in positive yet not overtly commercial manner  Referrals  Aﬃliate relationship marketing  Permits ﬁrm to put logo or banner ad on another ﬁrm’s Web site from which users of that site can click through to aﬃliate’s site Slide 7-14 E-mail Marketing and the Spam Explosion  Direct e-mail marketing  Low cost, primary cost is purchasing addresses  Spam: Unsolicited commercial  Approximately 75% of all e-mail  Efforts to control spam: e-mail  Technology (ﬁltering software)  Government regulation (CAN-SPAM and state laws)  Voluntary self-regulation by industries (DMA )  Volunteer efforts Slide 7-15 Percentage of E-mail That Is Spam Figure 7.5, Page 487 Slide 7-16 Online Catalogs  Equivalent of paper-based catalogs  Graphics-intense; use increasing with increase in broadband use  Two types:  Full-page spreads, e.g., Landsend.com  Grid displays, e.g., Amazon.com  In general, online and oﬄine catalogs complement each other Slide 7-17 Social Advertising  Social advertising  Uses social graph to promote message  Many-to-many model  Social network advertising  Social network sites are advertising platforms  Corporate Facebook pages  Twitter ads  Promoted tweets  Promoted trends  Promoted accounts Slide 7-18 Social Advertising  Blog advertising  Blogs diﬃcult     to monetize Audience size Subject matter Search engines have diﬃculty indexing Game advertising  In-game billboard display ads  Branded virtual goods  Sponsored banners  Downloadable “advergames” Slide 7-19 Insight on Society: Class Discussion Marketing to Children of the Web in the Age of Social Networks Why is online marketing to children a controversial practice?  What is the Children’s Online Privacy Protection Act (COPPA) and how does it protect the privacy of children?  How do companies verify the age of online users?  Should companies be allowed to target marketing efforts to children under the age of 13?  Slide 7-20 Behavioral Targeting Interest-based advertising (behavioral targeting)  Social marketing  Personal information sold to third party advertisers, who deliver ads based on proﬁle   Search  engine queries, browsing history, oﬄine data Ad exchanges  Enable advertisers to retarget ads at users as they browse  16 % on line ads are targeted Slide 7-21 Mixing Oﬄine and Online Marketing Communications Most successful marketing campaigns incorporate both online and oﬄine tactics  Oﬄine marketing   Drive traﬃc to Web sites  Increase awareness and build brand equity  Consumer behavior increasingly multichannel  60% consumers research online before buying oﬄine Slide 7-22 Insight on Business: Class Discussion Are the Very Rich Different from You and Me? Why have online luxury retailers had a diﬃcult time translating their brands and the look and feel of luxury shops into Web sites?  Why did Neiman Marcus’ ﬁrst effort fail?  Why did Tiffany’s ﬁrst effort fail?  Visit the Armani Web site. What do you ﬁnd there?  Slide 7-23 Online Marketing Metrics: Lexicon  Measuring audience size or market share  Impressions  Click-through rate (CTR)  View-through rate (VTR)  Hits  Page views  Stickiness (duration)  Unique visitors  Loyalty  Reach  Recency Slide 7-24 Online Marketing Metrics (cont.)  Conversion of visitor to customer  Acquisition rate  Conversion rate  Browse-to-buy-ratio  View-to-cart ratio  Cart conversion rate  Checkout conversion rate  Abandonment rate  Retention rate  Attrition rate  Social networking  User insights  Interaction insights  E-mail metrics  Open rate  Delivery rate  Click-through rate (e-mail)  Bounce-back rate Slide 7-25 An Online Consumer Purchasing Model Figure 7.7, Page 509 Slide 7-26 How Well Does Online Advertising Work?  Ultimately measured by ROI on ad campaign  Highest click-through rates: Search engine ads, permission e-mail campaigns  Rich media, video interaction rates high  Online channels compare favorably with traditional  Most powerful marketing campaigns use multiple channels, including online, catalog, TV, radio, newspapers, stores Slide 7-27 Comparative Returns on Investment Figure 7.8, Page 512 SOURCES: Based on data from eMarketer, Inc. 2010c, Direct Marketing Association (DMA), 2009, authors’ estimates. Slide 7-28 The Costs of Online Advertising  Pricing models      Online revenues only   Sales can be directly correlated Both online/oﬄine revenues   Barter Cost per thousand (CPM) Cost per click (CPC) Cost per action (CPA) Oﬄine purchases cannot always be directly related to online campaign In general, online marketing more expensive on CPM basis, but more effective Slide 7-29 Web Site Activity Analysis Figure 7.9, Page 515 Slide 7-30 Insight on Technology: Class Discussion It’s 10 P.M. Do You Know Who Is On Your Web Site? What are some of the services offered by Adobe’s SiteCatalyst?  Why would you as a webmaster be interested in these services?  Why is site analysis and customer tracking so important to online marketing?  How did National Geographic use SiteCatalyst to its beneﬁt?  Slide 7-31 The Web Site as a Marketing Communications Tool  Web site as extended online advertisement  Domain name: An important role  Search engine optimization:  Search engines registration  Keywords in Web site description  Metatag and page title keywords  Links to other sites Slide 7-32 Web Site Functionality  Main factors in effectiveness of interface  Utility  Ease of use  Top factors in credibility of Web sites  Design look  Information  Information  design/structure focus Organization is important for ﬁrst-time users, but declines in importance  Information content becomes major factor attracting further visits Slide 7-33 Factors in the Credibility of Web Sites Figure 7.10, Page 521 Slide 7-34 Table 7.9, Page 522 Slide 7-35

Chapter 7 E-commerce Advertising

Related Documents

Recommended Documents

Description

Related Documents

Free up your schedule!

Take 5 seconds to unlock