consumer perceptions to online advertising and implications for social marketing
DESCRIPTION
A September 2009 Harris Survey sheds light on the first step online advertisers should take to unlock the social marketing puzzle.TRANSCRIPT
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Consumer Perceptions Towards Online Advertising and Implications for Social Marketing
Harris Interactive Survey Findings – September 2009
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Are People Receptive To Online Advertising? At first glance, it might appear that they are not…
2
I dislike having to leave the site I am on when I click on a banner ad.
I have intentionally clicked on banner ads when I am on a website
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Consumer Perceptions Towards Banner Advertising
Source: Harris Interactive Survey September 2009
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But People Are Responsive To Online Ads Q: In the last year, which of the following types of information, if any, have
you ever provided online to receive special offers or more information from companies?
3
Email Home/Work Address
Home/Cell/Work Telephone
Social Networking Information (Twitter
handle, etc)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
All Respondents
Respondents Who Have Provided Information Online
• An overwhelming majority of people are willing to share their email address.
• But people are reluctant to share social media information.
Source: Harris Interactive Survey September 2009
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And This Reluctance to Share Social Media Information Is Consistent Across All Age Groups
4
Adults 18-34 Adults 35-44 Adults 45-54 Adults 55+0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
In the last year, have you ever provided social networking information online to receive special offers or more information from companies?
Source: Harris Interactive Survey September 2009
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Email is key to building trust
5
Strongly Agree/ Agree, 68%
Strongly Disagree/ Disagree; 32%
I am more likely to trust a brand/company that I hear from often and that offers me personalized deals or in-
formation online
Source: Harris Interactive Survey September 2009
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6
“Building a relationship in the social networking space is not very different from building a relationship in the real
world. Once marketers have built relationships and trust through e-mail,
they then engage consumers in relevant ways on social networking sites.”
Zephrin LaskerCEO & Co-founder, Pontiflex
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Case Study: How Deployed a
Social Marketing Campaign
Through the Email Inbox
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What HUGGIES did:
Built Relationship Through Email
Engaged on Social Networks
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Step One: Collect Email Addresses
Consumers signed up for HUGGIES
newsletter
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Step Two: Send Weekly Emails
Consumers signed up for HUGGIES
newsletter
Consumers signed up for HUGGIES
newsletter
Weekly emails with relevant
content
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Pregnancy Countdown Widget
Step Three: Engage via Social Networks
Consumers signed up for HUGGIES
newsletter
Consumers signed up for HUGGIES
newsletter
Weekly emails with relevant
content
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1. Mother enters her due date
Pregnancy Countdown Widget
2. Mother selects destination site
3. Mother embeds widget on
social networking profile
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Results
Increased ROI by 50%
Elevated Brand Awareness
1000+ Viral Downloads
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Who we are
Pontiflex is the first open and transparent Cost-per-Lead market.
Progress
Explosive Revenue Growth; Proudly backed by RRE Ventures, New Atlantic and Greenhill SAVPMajor Clients: Obama Campaign, Kimberly-Clark, eFax, Coldwater Creek, Leapfrog Interactive,
Disney, Blackberry, NewEgg, Dell, HP/Snapfish, Samsung, Blockbuster
Employees and Offices
30 Employees; Headquartered in Brooklyn, NY with offices in Seattle, Boston, and India
Executive Team
Involved in online advertising since its inception; Leadership roles at Amazon, IBM, and Ogilvy
About
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Is Proud to Work With
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In the Press“Future of targeted advertising:
lead generation.”
“One stop Shop for Lead Generation.”
“Cost-per-Lead advertising brings a new dimension to
lead generation ”
“Pontiflex generated lists of voters who expressed interest in Obama through ads …
the campaign paid for each lead.”
“ … a lead generation marketplace that enables advertisers to find consumers that are most
likely to show interest in their product.”
“Pontiflex launches CPL into the future”
“HUGGIES Tests Cost-per-Lead Advertising”
“What Advertisers Will Pay for On News Sites”
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Appendix
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Survey Methodology This survey was conducted online within the United States by Harris
Interactive on behalf of Pontiflex, Inc. from September 2 to 4, 2009 among 2,064 adults ages 18 and older.
The survey data are weighted to represent the online adult population. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated.
For complete survey methodology, including weighting variables, please contact: [email protected]