branding and traffic © 2001 ann schlosser, university of washington business school
TRANSCRIPT
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Branding and Traffic
© 2001 Ann Schlosser, University of Washington Business School
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Agenda
• Branding– Impact of the Internet for brands– Building brand loyalty and trust
• Traffic building– Generating traffic– Monitoring performance
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The Internet: The End of Brands?
Internet
• Cost transparency
• Ease of switching• Information overload• Trust (protect privacy, deliver
on terms of agreement)
Death of brands Raises importance of brands
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The Battle of the Brand vs. the Shopbot
• 51% of shoppers did not choose the shopbot’s cheapest offering– Pay 3.1% premium for brand name
– Pay 6.8% premium at places where they had prior shopping experience
VS.
Source: Brynjolfsson and Smith, M.I.T. working paper
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How do you build loyalty on the Internet?
Strategies
Fresh content
Email newsletter or announcements Bookmark
User Registration
Frequent-browser points
Personalization from unobtrustive observation
Risks
How do you remain top-of-mind?
Requires opt-in procedures to avoid spam
Although people rarely remove sites from the bookmark folder, they also rarely use their bookmark folder
May impede visit to site, especially if they forget the username/password
Extrinsically motivated to get reward rather than intrinsically loyal to the site
Risk intruding on consumers’ privacy
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Tools to Create Loyalty
Effectiveness (1-5)
4.03.83.63.43.23.02.82.6
% o
f fir
ms
that
use
too
l to
crea
te lo
yalty .7
.6
.5
.4
.3
.2
.1
Affinity credit card
Preferred shopper benefitsBuyer's clubs
Points programsIncentives (online or offline)
Customer surveys
Direct mail
Free merchandise Price discounts
Targeted email promotions
Source: Shar VanBoskirk (2001). Forrester Report.
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Frito-Lay: Building Loyalty Among Kids
Business NeedFrito-Lay, Inc. sought to build brand loyalty by providing a unique experience for kids through the Internet. “We wanted a web site that is empowering and fun for kids and creates a positive association with our brands,” said Kristin Creed, Product Manager, Frito-Lay, Inc.
Solution?
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The Solution: ePloids.com
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Ploids Defined
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How do you establish an image of trust?
• Fundamental “forms” to communicate trustworthiness– Brand– Navigation– Fulfillment– Presentation– Up-to-date technology– Logos of security– Address security and privacy concerns
• Clearly-stated policies• Limited information requests• Guarentees• Communication channels
Source: Cheskin Research and Studio Archetype/Sapient
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Conveying Trustworthiness
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Generating Traffic
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Average Internet Usage Statistics
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Seasonal Spikes
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Top Web Site Properties
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Tools for Traffic Building
Source: Shar VanBoskirk (2001). Forrester Brief.
effectiveness (1-5)
4.54.03.53.02.52.0
% o
f fir
ms
usin
g to
ol t
o d
rive
traf
fic1.0
.9
.8
.7
.6
.5
.4
.3
TV
Sponsorships
PR
Newspapers/Radio
Magazines
Email to opt-in list
Email to customers
Direct mail
Banners
Affiliate programs
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Projections for Promotion Budget Allocations
2001
2%
44%
54%
online
offline
future
43%
52%
5%
online
offline
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Search Engine Positioning
1. Define your business
2. Set targets for your campaign
3. Translate your business definitions into search phrases
4. Structure your site around your search phrases
5. Design your pages to attract search engine traffic
6. Submit your site to Directories and Search Engines
7. Get your site linked from other sites
8. Monitor the results
Source: Sofer, 2001
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Interrelated Search Engines
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Keyword Prices Based on Demand
Internet Marketing – top position = $2.27
Computer hardware – top position = $0.54
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Top Search Terms at GoTo
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Search Engine Inclusiveness
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% of Search Engine Traffic That Came From Each Engine
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Monitor Performance: Across Sites
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Monitor Performance: Within Site
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Monitor Performance: Referrer Logs• b105.bendnet.com - - [12/Jun/1999:23:05:56 -0400] "GET /bc/index.html
HTTP/1.1" 200 11097 "http://howto-central.com/CookieCut ter/CC-Sitemap.htm" "Mozilla/4.0 (compatible; MSIE 4.01; Windows 98)"
• user-2ivf8hl.dialup.mindspring.com - - [12/Jun/1999:16:14:42 -0400] "GET /set/set06.html HTTP/1.1" 200 445 " http://www.altavista.com/cgi-bin/query?pg=n200&kl=XX&q=web+design+tutorial" "Mozilla/4.0 (compatible; MSIE 5.0; Windows 98)"
• lbates.ne.mediaone.net - - [12/Jun/1999:19:39:07 -0400] "GET /spp/pets11.html HTTP/1.1" 200 9836 "http://infoseek.go.com/Titl es?qt=pet+photos&col=WW&sv=IS&lk=noframes&svx=home_searchbox" "Mozilla/4.0 (compatible; MSIE 5.0; Windows 98; DigExt)"
• ip49.thecitylofts.com - - [12/Jun/1999:20:38:35 -0400] "GET /set/setsimjr.html HTTP/1.1" 200 17962 "http://search.yahoo.com/b in/search?p=Meta+tag" "Mozilla/4.0 (compatible; MSIE 5.0; Windows 98; DigExt)"
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Resources on Search Engines
• spider-food.net
• searchenginewatch.com
• www.bruceclay.com
• www.searchengineshowdown.com