DISPLAY ADVERTISING AND OTHER CUSTOMER ACQUISITION TECHNIQUES

©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.

CHAPTER6DISPLAY ADVERTISING

AND OTHERCUSTOMER ACQUISITION

TECHNIQUES


2

What Do We Mean by

Customer Acquisition?

“Getting a New Customer”

No Single Operational Definition That Fits All Situations


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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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


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


TARGETING ALSO ESSENTIAL

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Internet Allows for Precision Targeting

Of Audiences, Large and Small


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.


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


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


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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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

DISPLAY ADVERTISING AND OTHER CUSTOMER ACQUISITION TECHNIQUES

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