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CHAPTER6DISPLAY ADVERTISING
AND OTHERCUSTOMER ACQUISITION
TECHNIQUES
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What Do We Mean by
Customer Acquisition?
“Getting a New Customer”
No Single Operational Definition That Fits All Situations
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TOOLS FOR ACQUISITION - & MORE
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©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
USING THE TOOLS
• Most Tools Better for One Objective• Search for Acquisition• Email for Retention
• Choice of Tools Depends on Specific Campaign Objectives
• No One Tool Works in Isolation• Integrated Communications• Online and Offline
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©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
TYPES OF ONLINE ADVERTISING
• Display (Banner) Ads
• Search Ads
• Ads on Social and Mobile Networks
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ONLINE ADVERTISING GROWINGABSOLUTE AMOUNT, % OF MARKETING BUDGETS
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‘TRADITIONAL’ CHANNELS DOMINATENEW CHANNELS GAINING
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CREATIVE BEST PRACTICES IMPORTANT
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SOME CREATIVE BEST PRACTICES
• KISS• Simple, Easy to Understand
• Identify Brand Early • Make Brand Promise Early
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Never Let ‘Creativity’ Trump Brand Message
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DISPLAY (BANNER) ADVERTISINGVS. SEARCH
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WHY ARE STANDARD FORMATS NECESSARY?
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DIRECT RESPONSE GROWING FASTER?
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DIRECT RESPONSE ADS TRUMPING BRAND (CHAPTER 5)
• Bain/IAB Study• Marketers “Disappointed” in Branding Use
• Wang/Adobe Study• Interactive Ads in Digital Edition Better
• Martha Stewart Expects Advertisers to Love Digital Edition
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PROTOTYPES OF “RISING STARS” FORMATS
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AD SERVING ESSENTIAL ON INTERNET
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Third-Party Networks (Middlemen)
Deliver Ads to
Sites and Ad-Supported Software
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TARGETING ALSO ESSENTIAL
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Internet Allows for Precision Targeting
Of Audiences, Large and Small
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MANY TYPES OF TARGETING
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Which Type of Targeting
Is Best?
All Types of Targeting Have their Uses.
Behavioral Targeting > What People Actually Doing.
If Available, Generally the Best Option.
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TYPES OF BEHAVIORAL TARGETING
Listed By Degree of Difficulty• Targeting Identified Users• Targeting Unidentified Users
• Tagging/Cookies• Permits Tracking Actual Behavior
• Targeting with Predictive Models• Sophisticated Models to Predict Behavior
• Specialized Databases > Specific Behaviors
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BEHAVIORAL TARGETINGUNIDENTIFIED USERS
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ONE OF MANY AD NETWORKS
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SUCCESSFUL BLOGS > BUILT-IN TARGET AUDIENCE
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Social Networks Offer
Highly Targeted Advertising
On Their Sites
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Other Acquisition Techniques
Events, Publicity, Affiliate, Portal and Viral Marketing
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©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
MARKETER EVENTS
• Traditional Events• Off-Line -- Trade Shows, Product Launches,
Seminars and more• On-Line – Webinars, Twestivals and more
• Experience Marketing• Powerful Immersive Brand Experiences
• Event-Triggered Not the Same• Event in Customer Life Stimulus for Communication
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POP-UP EVENTS > ON AND OFF WEB
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Social Media(Optimized)
Press Release
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©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
OPTIMIZING PRESS RELEASES
• Select Relevant Keywords• Use In Title and Often in Text
• Tag Images• Using three anchor links: one to the
home page, one to the product page, and one to the most relevant blog post
• Post With a Unique URL
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©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
AFFILIATE MARKETING
• Other Sites Link to Yours to Sell Merchandise
• Affiliate Sites Receive Commission• Parent Sites Receive Traffic Not Likely To
Get Otherwise• Low Cost, But Limits to Success
• Primarily Number of Good Affiliates
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PORTAL ADVERTISING DEALS
• Preferred Placement on Specific Pages on a Large Site
• Not as Common Now as Early in Web• Can Be Effective in Reaching A
Specialized Target Audience
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VIRAL MARKETING
Great if It Happens.
Not Something On Which to Base Strategy.
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SUMMARY
• Many Acquisition Tools, Not All Equally Effective• Display Ads – Direct Response and Branding;
Search and Social Net Ads• Standard Ad Formats & Rising Stars
• Most Sites Offer a Limited Number of Formats• Networks Serve Ads Onto Sites• Precision Targeting – Possible, Essential
• Behavioral Effective, Controversial• Other Acquisition Techniques
• Events, Publicity, Affiliate, Portal, Viral32