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Page 1Prof. Rushen Chahal
CUSTOMER ACQUISITION
AND BRANDING
Prof. Rushen Chahal
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Page 2Prof. Rushen Chahal
THE GOAL IS
TO ACQUIRE NEW CUSTOMERS
THAT CAN BE MADE
INCREASINGLY PROFITABLE
OVER TIME.
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Page 3Prof. Rushen Chahal
CUSTOMER ACQUISITION
TOOLS
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Used with permission
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Page 5Prof. Rushen Chahal
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SEARCH
Directories
Yahoo!, LookSmart, The Open
Directory Project
Search Engines
Google, MSN,AOLAlta Vista
Keywords
Meta Tags
Title Tags
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INTERNET ADVERTISING BY
TYPE
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BEYOND THE
BANNER
ORIGINAL BANNER UNITS
468 x 60 IMU Full Banner
234 x 60 IMU Half Banner
120 x 240 IMU Vertical Banner
120 x 90 IMU Button #1
120 x 60 IMU Button #2
125 x 125 IMU Square Button
88 x 31 IMU Micro Button
NEW IMUs
120 x 600 IMU Skyscraper
160 x 600 IMU Wide Skyscraper180 x 150 IMU Rectangle
300 x 250 IMU Medium
Rectangle
336 x 280 IMU Large Rectangle
240 x 400 IMU Vertical Rectangle250 x 250 IMU Square Pop-up
Source: www.iab.net
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CONVERSIONS FROM ALL
SOURCES
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Page 9Prof. Rushen Chahal
COMPARISON OF
EFFECTIVENESS
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Page 10Prof. Rushen Chahal
ADVANTAGES OF E-MAIL
MARKETING Can Be Developed Quickly
Content Is Flexible, Including HTML And
Rich Media
Distribution Is Controllable By Marketer
Can Be Tested And Revised For
Effectiveness
Inexpensive
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Getting Good Opt-In Lists IsAn Issue
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PERMISSION MARKETING
Opt-Out
OPT-IN
Double Opt-In
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A PERMISSION MARKETING CAMPAIGN
Multiple Steps Over Time
Offer Reason/Incentive To Respond
Response To Offers Affects Timing Or
Content Of Subsequent Step
Final Call To Action For Measurability
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CALLED CURRICULUM MARKETING INDRM
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OTHERONLINE TECHNIQUES
Affiliate Programs
Portal Deals
Viral Marketing
www.ideavirus.com
Inexpensive
Expensive
Hard To Execute
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NON-TRADITIONAL PROMOS
Events
Public Relations
Product Placements
Sponsorships
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COMPARATIVE ACQUISITION
COSTS
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BRAND DEVELOPMENT7-16
Awareness
Familiarity
Positive Imagery
Completed Transaction
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B
RAND B
RANDEQUITY
BrandAwareness
BrandRecognition
BrandRecall
Brand Image
Favorability
Strength
Uniqueness
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ONLINE BRANDING TOOLS
Personalization
Collaboration
Purchase-Process Streamlining
Self-Service
Do-It-Yourself Product Design Dynamic Pricing
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COMPARISON OF
EFFECTIVENESS -ONLINE VERSUS OFFLINE
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Page 20Prof. Rushen Chahal
STRATEGIC SUMMARY
Continued Customer Acquisition Essential
Growth, Profitability
Retention Less Expensive Than Acquisition(Ch8)
Use Multiple Acquisition Techniques Online And Offline
Cost Effectiveness Matters CLV
Branding Is Possible On The Internet
Create New Brands
Support/Strengthen Existing Brands
Online and Offline Techniques Differentially
Effective
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