e business
Post on 01-Nov-2014
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e-Business
Consumer media habits are changing
INTERNET
Consumer media habits are changing
• 60.9% Of people are using the internet more than other forms of media E.g Television
Major branding concepts
Brand Awareness• Brand Recognition• Brand Recall
Brand Image• Favorability• Strength• Uniqueness
Brand Development – Brand reinforcement
Awareness
Familiarity
Positive Imagery
Completed Transaction
Direct Response
• Advertising technique that urges the audiences to respond in a particular manner usually to buy a product.
How Brand differs from Direct response?
• Brand development reminding people of the brand or get the brand well known, where as direct response is making a SALE!
• Ad serving describes the technology and service that places advertisements on web sites. Ad serving technology companies provide software to web sites and advertisers to serve ads, count them, choose the ads that will make the website or advertiser most money, and monitor progress of different advertising campaigns.
Ad Serving
Ad Serving
• 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.
INTERACTIVE BRANDING TOOLS
• Personalization• Co-Creation of Content• Purchase-Process Streamlining• Customization• Dynamic-Pricing• Brand Community
Techniques marketers use online to build and reinforce
brands
Customer acquisition techniques, both online and
offline
•Advertising
•Promotion
•Events and PR
•Affiliate programs
•Portal deals
•Viral Marketing
•Email Promotions
•Online Ads
•Chat Room
•Social Networking
Major Online Techniques
• Interactive Sites
• Films and Comics and Animations
• Banner Ads
• Buttons
• Rectangles
• Pop Ups
• Skyscrapers
Two techniques used to improve the targeting of online
ads • Contextual Advertising: aimed at specific
individual
• Behavioural Advertising: Based on their web browsing behaviour
THE END!
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