day 20 elc 310. copyright 2005 prentice hallch 1 -2 agenda questions? assignment 3 graded, feedback...
TRANSCRIPT
Day 20
ELC 310
Copyright 2005 Prentice Hall Ch 1 -2
Agenda
• Questions? • Assignment 3 graded, feedback provided • Assignment 4 posted• Exam 2 Mystery
• Strauss Chaps 6-11; Stokes Chaps 2&3 • 20 m/c, 4-5 short essays• Exam will be available from 8 AM till 1 PM on Nov. 8• Password will be sent in an announcement in Blackboard.
• Paid Media• Engage:
– E-mail Marketing– Online Advertising– Affiliate Marketing
E-Marketing Communication: Paid Media
E-Marketing/7EChapter 13
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Chapter 13 Objectives• After reading Chapter 13, you will be able to:– Outline the characteristics, benefits, and
limitations of paid media.– List the most important paid media techniques
and discuss how and when advertisers use each.– Explain the 3 unique aspects of social networks
that attract advertisers to paid social media.– Describe some of the advertising tactics offered
by the most popular social media sites, virtual worlds, and online video sites.
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Chapter 13 Objectives, cont.
– Discuss the various ways in which marketers can reach target audiences through mobile advertising and paid search.
– Highlight how paid media can move B2B prospects through the marketing purchase funnel.
– Identify some key metrics used by advertisers to determine the effectiveness and efficiency of paid media.
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Lenovo Wins Big with Paid Media
• Lenovo is a Chinese company that sells computers to both business and individual consumers.
• In 2008 Lenovo began a successful remarketing campaign using specifically tailored Google ads for 3 different shopping behaviors:– General visitors.– Those who abandoned shopping carts.– Purchasers.
• They continue to use this strategy for maximum effectiveness and efficiency.
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Paid Media
• The terms “paid media” and “advertising” are often used interchangeably.
• Paid media can engage target markets and move them to owned media and social media conversation (earned media).
• The most trusted digital media include branded Web sites, opt-in emails, coupons and recommendations from peers and contacts.
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Internet Advertising Trends
• Only 16% of internet users click on ads today and 8% of users account for 85% of all clicks.
• U.S. online advertising grew to $31 billion in 2011, approximately 23% of all advertising dollars spent and more than the amount spent on traditional print advertising.
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Paid Media Formats
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Display Ads• 22% of all online ad revenue is for display ads,
which can contain text, graphics, and animation and allow users to click through.
• The Interactive Advertising Bureau (IAB) claims that 80% of online marketers follow their standard dimensions for display ads, which can include:– Billboards– Filmstrips– Portraits– Sidekicks– Sliders
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IAB Display Advertising Guidelines
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http://www.iab.net/guidelines/508676/508767/displayguidelines
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Rich Media Ads• There are numerous formats for highly interactive
rich media ads. Some can sense mouse movement, while others have built-in games or videos.– In-banner video ad– Expandable ad– Pop-up and Pop-under– Floating ad– Interstitial ad– Wallpaper ad– Trick banner ad– Map ad
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Contextual Advertising
• Contextual advertising occurs when an ad system scans a Web page for content and serves an appropriate ad.– Google’s AdSense and Microsoft’s adCenter
offer this service.• Behavioral advertising is a form of contextual
advertising, but follows user behavior instead of page content.
• Remarketing is a tactic for communicating with users who previously visited a Web site.
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Social Media Advertising
• In 2011, two-thirds of marketers conducted social media advertising and 18% said they intended to do so in 2012.
• Four main objectives for paid branded content on social media sites:– Build brand awareness.– Engage existing customers.– Increase size of community.– Drive traffic to an online destination.
• Advertising on social media is predicted to grow 15-34% faster than search ads over the next 5 years.
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Paid Media on Facebook
• Advertisers on Facebook can potentially reach over 1 billion members.
• Facebook ads offer narrow targeting, 70 different languages, interactive features, ease of creation, and excellent metrics.
• In 2011 Facebook introduced sponsored stories that integrate social endorsement into ads.
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Twitter and LinkedIn Ads
• Twitter launched promoted tweets, ads that appear as content at the top of a page or timeline, in 2010.
• Advertisers can target Twitter users by 350 narrow interests.
• Advertisers can use LinkedIn Direct Ads to target by:– Job title and function.– Industry or company size.– Seniority or age.– LinkedIn Group membership.
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Paid media in Online Videos
• Marketers can place ads before, during or after videos on sites such as YouTube and Vimeo.– In-stream videos are 15-30 seconds and can be
pre-roll, mid-roll and video takeovers.– Interactive banners and buttons.– Branded player skins.– In-text video ads.
• In October 2012 there were nearly 11 billion streaming video ads.
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Mobile Advertising
• E-marketer predicted that mobile ads would reach $2.61 billion in 2012.
• Mobile advertising formats available to marketers include:– Paid search– Display ads– Full screen takeovers– Messaging– Location-based ads– Video– Voice – Apps
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Mobile Advertising, cont.
• Several issues affect the future of mobile ads.– Wireless bandwidth is currently small which
affects downloads.– Limited ad-size due to small screens.– Advertising tracking requires different
techniques.– Many mobile users are opposed to paying for ad
time.• Despite the issues, content-sponsored ads on
mobile device are likely to increase in the future.13-19
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Consumer Time Spent with Each Medium in 2012
Television; 278
Online; 173
Radio; 92
Mobile (nonvoice);
82
Newspapers; 22Magazines; 16 Other; 36
Minutes per Day Spent with Medium
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Paid Search
• Paid search occurs when an advertiser pays a search engine a fee:– to display its ad when users type in related
keywords.– for directory submission.– for inclusion in a search engine index.
• Paid search captured nearly half of all online advertising dollars in 2011.
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Google AdWords Copy Design
Short Headline Goes Here A short two-line description followsand it completes the ad copywww.displayurl.com/here
Short Headline Goes Here A short two-line description followsand it completes the ad copywww.displayurl.com/here
A 25 character headline
35 character display URL
70 character lines fordescription
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Effective & Efficient Internet Buys
• It is difficult to generalize about the most effective media because it varies widely based on many factors.
• Efficiency is easier to determine by using 3 important metrics:– CPM (cost per thousand impressions)– CPA (cost per action)– CPC (cost per click)
• Exhibit 13.13 displays many popular paid media metrics and the percentage of advertisers using them.
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All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying,
recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.
Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall
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Email Marketing
Key Terms and Concepts• Call to action (CTA) A CTA is a phrase written to motivate the reader to take action (sign up for our newsletter, book car hire today etc.).• Customer Relationship Management (CRM) A strategy for managing a company’s interactions with clients and potential clients. It often
makes use of technology to automate the sales, marketing, customer service and technical processes of an organisation.• Database In email marketing, the database is the list of prospects to which emails are sent. It also contains additional information
pertinent to the prospects.• Domain Name System(DNS) DNS converts a domain name into an IP address.• DomainKeys An email authentication system designed to verify the DNS domain of an email sender and the message integrity.• Double opt-in The act of getting subscribers to confirm their initial subscription via a follow up email asking them to validate their
address and hence opt-in again.• Hard bounce The failed delivery of email communication due to an undeviating reason like a non-existent address.• House list An email database a company generates itself without purchasing or renting names.• Open rate The percent of emails determined as opened out of the total number of emails sent.• Opt-in To give permission for emails to be sent to you.• Opt-out Also known as unsubscribe - The act of removing oneself from a list or lists so that specified information is no longer received
via email• Sender ID A method used by major ISPs to confirm that emails do originate from the domain from which it claims to have been sent.• Simple Mail Transfer Protocol (SMTP) SMTP is a protocol for sending messages from one server to another.• Soft bounce The failed delivery of an email due to a deviating reason like an overloaded mail box or a server failure.• Spam Email sent to someone who has not requested to receive it - EVIL!• Sender policy framework (SPF) Sender policy framework is an extension of SMTP that stops email spammers from forging the “From”
fields in an email.• Unique forwarders This refers to the number of individuals who forwarded a specific email on.• White list A list of accepted email addresses that an ISP, a subscriber or other email service provider allows to deliver messages
regardless of spam filter settings.
Delivering commercial messages to an audience.
Cost effective
Targeted and Customisable
Measurable
Why email marketing?
Consider the different ways in which a company contacts you.
• Transaction emails: request a quote, submit a form etc.
• Newsletters: provide information, keep people informed
2 types of commercial emails:
1. Promotional
•Encourage immediate action
2. Retention based emails:
•Newsletters•Build long-term relationships
Strategic planning:
What goals do you want to achieve?
Promotional emails have immediate goals:
• Make a purchase• Download a whitepaper• Request further information
Newsletters have long-term goals
Decide on key performance indicators (KPIs)
KPIs are important:
•Open rate•Click-through rate•Number of emails forwarded•ROI•Number of social shares•Database growth rate•Conversion rate•Delivery or bounce rate
Create and retain a long-term relationship
To get started, grow a database
•Permission must be explicitly given•Genuine opt-in•Gather information over time (drip irrigation)
You only need the email address but consider other information.
• Name, surname, title • Date permission granted• Source of permission• Gender• Country• Telephone number• Date of birth• Frequency of email communication
But be careful not to ask for too much. They may not sign up!
To attract prospects:
•Offer something for free (white paper, gift voucher, music)•Offer a subscribe box at the checkout point•Use all interactions such as trade shows
Make sure the sign-up form is above the fold and visible on your website
Use a double opt-in process to safeguard your database.
Creative execution is key!
Two types of email: HTML or text
Plain text emails are smaller and plainer – copy counts!
HTML emails are more complex• Can contain:
• Images• Different fonts• Hyperlinks• Videos
Give subscribers the choice of how to view your email.
Parts of an email• Preheader • Header• Subject line• Personalised greeting• Body• Footer• Unsubscribe link
Preheader:
•Text appearing at the very top of your email•May be the only thing readers see in the preview pane•Consider including a call to action
Headers provide opportunity to build relationships:
•Personalise the “reply” field and the “from” address•This builds trust
Use subject lines that help identify the email and build familiarity.
Avoid #2$%&^^%### or !!!!! characters.
Personalise the greeting
Don’t use too many images in the body and make sure important text is not on the image – it may not load!
Use standard footers to build consistency.
Include the unsubscribe link – it is mandatory.
What about email templates?
•Predesigned structures to use for each email
•Ready-made templates or custom designed
•Must represent your brand
http://www.campaignmonitor.com/templates/
When designing – design for the preview pane.
Typically 600px (width) x 300px (height)
Many users are busy and don’t open emails.
Image and layout must be tested for this.
Users read in an F shape
Image credit: Jakob Nielsen http://www.useit.com/alertbox/reading_pattern.html
Plan content placement according to reader flow.Balance image and text in emails.
Images:
•Can reinforce copy•Are not always displayed by email clients•Must not be central to your email message
Vs.
Design emails to support a Call to Action button.
Remember, there is no guarantee your email will display on mobile phones but keep the header image width under 600px.
Email Content should be:
•Relevant•Valuable
Newsletters can offer:
•Humour•Research•Information•Promotions•Exclusive content
Put together a recurring content structure
Test for display and deliverability
Integrate the campaign with other channels.
•Reinforce brand’s message•Increase responses
Database segmentation allows one to one marketing on a macro scale.
Start by using the recipients name and send HTML or text emails based on preference...
Then tailor further.
Consistent deployment fosters trust and fulfils expectations.
Email reputation can determine whether your email is regarded as spam.
It is based on the general opinion of the ISPs, anti-spam community and subscribers.
Email Blacklists
•Cleanse lists regularly to avoid bounce backs•Ask subscribers to update their details•Be diligent in maintaining a current opt-in database
•Definitely not on Monday morning or Friday afternoon•Try to be action based•Keep the mails regular•Test to find the best time for your database
When to send emails
Email analytics is key to tracking, analysing and optimising
Key measurables include:
•Emails delivered•Bounces - Hard (address no longer exists) - Soft (inbox was full)•Unsubscribes•Pass on rate•Clickthrough rate
Pay attention to what activity takes place on an email Look at what the numbers reveal and use this to improve on your next emailUse split testing to enable optimisation
Test the open and clickthrough rates using:
•Different subject lines•Different days of the week and times of the day•Different copy styles and email length
Refine the content and construction to your audiences tastes!
Remember to meet the requirements of the rules and regulations regarding email in your country.
Online Advertising
Key Terms and Concepts• Animated GIF A GIF (type of image file) which supports animations and allows a separate palette of 256 colors for each
frame.• Banner An online advertisement in the form of a graphic image that appears on a web page. • Content network Content websites that serve PPC adverts from the same provider, such as AdWords.• Conversion A visitor completing a target action.• Cost per action (CPA) Refers to the cost of acquiring a new customer. The advertiser only pays when a desired action is
achieved (sometimes called cost peracquisition).• Cost per click (CPC) Refers to when an advertiser only pays when their ad is clicked upon, giving them a visitor to their
site - typically from a search engine in pay per click search marketing.• Cost per mil (CPM) Amount paid for every 1000 views of an advertisement.• Google AdWords Google’s PPC program, which allows advertisers to display their adverts on relevant search results and
across Google’s content network.• Key performance indicator (KPI) A metric that indicates whether a website is achieving its goals.• Pay per click (PPC) PPC is advertising on search engines where the advertiser pays only for each click on their advert.• Popup Unrequested window that opens on top of the currently viewed window.• Tracking Measuring the effectiveness of a campaign by collecting and evaluating statistics.• Tracking code A piece of code that tracks a user’s interaction and movement through a website.• Traditional media Newspapers, magazines, television and publishing houses are the realm of traditional media.• Unique selling point (USP) Unique selling point (or proposition) - what makes your offering different to your competitors’.• Viral video This is a video that becomes immensely popular, leading to its spread through word-of-mouth on the Internet
via email, social networks and other hosting websites.
What is online advertising?
Advertising on the Internet via mobile phones, tablets and personal computers.
Encompasses adverts:
•On the SERPs•Placed in emails•On social networks•On websites, mobil sites, tablets•In ‘please call me’s, sms, mms•In other ways advertisers use the Internet
Used to achieve marketing or business goals
Image Credit: Creative commons, AMagill
Its major advantage: it can be tracked
Early banner advert for AT&T:
It took users to a landing page
In 1994 this was cutting edge
Now online adverts can be interactive, incorporating games, video, Flash etc.
The only limit is your imagination!
•Whether online or offline, advertising can have a number of objectives.
• Building brand awareness• Reaching new customers and creating demand• Showing consumers that advertisers can satisfy that demand and
build brand loyalty• Driving direct response and sales
Build brand awareness to gain customer’s trust and patronage.
Create consumer demand:
•Inform•Persuade•Remind
Use unique selling points (USPs)
Then meet that demand!
Drive responses and sales by turning the potential customer into an actual customer right there and then.
The beauty of the Internet!
People online are people with spending power.
So how can you show your message?
Interstitial banners can be shown between pages on a website.
Although these are not widely used anymore.
Pop-ups and pop-unders:
•Pop up or under the web page being viewed•Were prominent in the early days•Usually have a high click through rate (CTR), but only because people accidentally click on them to close them
•Conversion rate is very low•They can easily annoy•Now we have ‘pop-up blockers’
Wallpaper adverts or skins change the background of the web page being viewed.
•You can’t usually click through it unless you use a click tag•Its main purpose? Branding
Wallpaper Advert
Map adverts are placed within online mapping solutions
e.g. Google Maps
A banner advert is a graphic image or animation displayed on a website.
•Static banners – GIFs or JPEGs•Animated, non interactive banners - animated GIFs•Interactive or rich media: Flash, video, JavaScript, HTML5 etc.
Banner advert
Create banners to suit different standard banner sizes – this means the advert will suit many websites.
Most popular sizes are:300x250px, 300x600px, 468x120px, 160x600px and 728x90px
Rich media – interactive media
Encompasses adverts like:
•Page take overs•Peel overs•Road blocks•Floaters•Expanding banners•Video banners•Dynamic data ads
The major advantage?Interactions can be tracked!
Source: MediaMind Creative Zone - http://creativezone.mediamind.com/?ItemName=Nissan%20Micra%20Page%20Peel#ItemName=Nissan%20Micra%20Page%20Peel
Page Peel
Floating adverts appear in layers over the content.
•Usually these can be closed - best practice says this should be an option•Created in DHTL or Flash•High CTR but a low conversion rate (should be used sparingly and cleverly)
Floating advert
Have a look at some more rich media adverts...
Page take overs•Harry Potter: http://www.mediamind.com/creative_zone/Harry7/index.html•Alien: http://www.mediamind.com/creative_zone/Alien/index.html
Interaction•Avatar: http://demo.eyeblaster.com/avataripad/demo.html
Expander•Diesel: http://origin.demo.mediamind.com/Europe/Spain/demos/diesel/diesel_sidekcik_msn/
Test to find out what works best for your brand.
Pause the adverts that are not working - this will help CPC, CTR and CPA.
Payment options also differ
CPI or CPM:
•Cost per impression or thousand impressions
CPC:
•Cost per click
CPA:
•Cost per acquisition
Flat rate:
•Fixed cost for a period of time
Cost per interaction:
•User initiated rollover
What is an advertising network?
•Group of websites on which adverts can be purchased•Same publisher: e.g. CNN, AOL•Or an affiliation of sites
What are ad servers?
• Servers that store adverts and serve them to web pages• Locally run or third-party ad servers• e.g. MediaMind, DoubleClick, Atlas and AdTech
Why use ad servers?
You don’t need to send out copies of each piece of advertising to each publisher or media buyer – you just send out a line of code!
They also make adverts easier to track, make comparison easier and allows for targeted advertising.
Tracking is key!
Particularly post click tracking - tracking up to conversion.
Information that can be tracked:
•Impressions•Clicks•Connection type•Browser•Operating System•Time of day•Conversions •And much more!
Cookies are small text files that allow a website to capture information about a user.
Photo credit: http://flickr.com/photos/71217725@N00/
Cookies enable tracking of post view data as well.
...When a user sees an advert, does not click on it, but goes to the website after viewing the advert (either by typing in the URL, or searching for the site).
But you must have conversion tracking enabled.
Ad servers offer advertisers the ability to track and optimise.
•Frequency capping: limit views of an advert for a user•Sequencing: adverts shown in a set order•Exclusivity: adverts from direct competitors are not shown on the same page•Roadblocks: an advertiser can own 100% of the advertising inventory on a page
Adverts can be targeted using:
• Geo-targeting• Network/browser type• Connection type• Day and time• Social serving• Behavioural targeting• Contextual targeting
But be careful, contextual advertising can be problematic!
When planning a campaign always determine your goal.
Make sure adverts are placed in front of the audience that they are likely to convert.
Online adverts should:
•Attract attention•Convey a message•Entice action
Be concise and directional. Use a call to action:
•“phone now for the best deals on insurance”•“click here for fast home delivery”•“donate now”
Some advantages to online advertising
• Banner adverts bridge the advertising divide between traditional and online advertising
• Images can offer a rich brand building experience• They can be interactive• They’re measurable and provide data
What about the disadvantages?
• Technical obstacles may arise (ad blockers etc.)• Consumers experience advertising fatigue. So remember to
update your ads regularly• Connection speed can impact interaction(but if you use a third
party ad server, you only pay for impressions that were shown)• Some third party ad servers can also determine your connection
speed
Affiliate Marketing
What is affiliate marketing?
Hey Jim, you should try the pizza at ThePizzaRestaurant. It’s the best in town!
Thanks Eddie I think I’ll take my wife there tonight!
This is a great restaurant Jim.
Yeah, Eddie recommended it.
Word of mouth marketing...
Now imagine if that restaurant gave Eddie 10% of the bill for every referral he made? That’s a finders fee for new customers.
In an online context this system of reward for referral is called affiliate marketing.
Affiliates become an extended sales force!
Image credit: creative commons, Vector Graphics
Where did it begin?
Started in the adult industry. But most notably, Amazon.com introduced Amazon Associates.
Referrers are rewarded for successful sales that occur as a result of their marketing efforts.
Estimates are that in 2012, affiliate marketing spend will reach $3.3 billion!
It is a simple process
1. An affiliate refers potential customers to a merchant’s website
2. Some of those customers perform a desired action3. The merchant rewards the affiliate for each desired
action resulting from the affiliate’s referral
In other words: action and reward
Actions and the types of commission are:
CPA (Cost per Action)
CPL (Cost per Lead)
Revenue Share (also CPS or Cost Per Sale)
CPC (Cost per Click)
The key to affiliate marketing is tracking!
• Tracking software allows each affiliate to have a unique identifier in the URL. Cookies are then placed on the customer’s computer.
• This means the merchant can award the correct affiliate the correct commission.
What are cookies?
Text files sent by a server to a web browser, and then sent back unchanged by the browser each time it accesses that server.
They can authenticate, track and maintain specific information about users, e.g. contents of their electronic shopping carts.
How long do cookies last?
•The merchant decides what the cookie period should be•A standard cookie period is 30 to 60 days but merchants offer 999 day cookies, or even lifetime cookies
But consumers get nervous when they hear about tracking and often delete cookies.
Merchants also need to ensure there are no clashes with their cookies and tracking software.
Test, test, test.
Affiliate tracking software collects information even if no action is completed.
Information collected includes:•Impressions•Clicks•Conversions
All this information helps to build up data in order to strengthen the campaign.
If anything goes wrong in the tracking process, the affiliate suffers.
Standard practise is that the most recent referral is awarded the commission.
Types of affiliates include:
•Personal websites•Content and niche sites•Email lists•Loyalty sites•Coupon and promotions sites•Comparison shopping•Search affiliates
Loyalty sites
Personal Blogs and Websites
Niche content
Comparison sites
Affiliates will find any means possible to promote offers.
Goodsearch.com shares proceeds from affiliate links with charities.
Affiliate networks act as a gateway between merchants and affiliates.
Some leading affiliate networks:
Retailers should have a product feed, either XML or CSV.
•Product name•Product URL•Product picture•Product price•Description•Shipping price•Stock status: in stock / out of stock
Merchants need to create banners and buttons to place on affiliate websites.
468 x 60 (banner)125 x 125 (square)120 x 60 (button)120 x 600 (skyscraper)
Why use an affiliate network?
•Tracking solutions and reporting•Recruiting merchants and affiliates•Quality control of affiliates and brand compatibility•One payment solution for merchants/commission handling•Tracking the market e.g. search developments, new technology etc
Setting up a campaign
Define your goals and unique selling points (USPs)
Will you run your own programme or use a network?
If you are using a network consider:
•Where your competitors are•Who has the kind of affiliates you want•What the joining fees and monthly fees are•How much support they can offer you•What countries the network is in
Do a competitor analysis
Prepare the basics:
•Product feed•Banners etc
Tips in a performance market:
•Pay affiliates as much as possible
•Focus on conversion optimisation
•Niche products can benefit
•Go global (if possible)
Pros
•Merchants are only paying for growth•The merchant sales force just got bigger•There is a very low barrier to entry for both affiliates and merchants
Cons
•There are seldom contracts in place between affiliates and merchants•There is still little to no industry regulation•Some merchants fear a loss of brand control•Affiliate programmes are not easily scalable
Affiliate marketing is a key tool for any website seeking growth.
The most essential elements are tracking growth and ongoing communication between merchants and affiliates.
