E-BusinessE-BusinessE-BusinessE-Business

connecting with markets online…

Changing Consumer Media Habits

• Over 60% spend more time on internet• 35% spend less time watching less TV• Radio, TV, Newspaper & Magazines

Brand Development

• Brand Recognition• Brand Recall• Building Image / Reputation• Move through AIDA

Direct Response

• Call to Action – “call within the next 10 minutes and receive extra…”

• Targeted individualised and personalised• Measurable• Database Driven

Branding Concepts

• Personalization• Co-Creation of Content• Purchase-Process Streamlining• Customization• Dynamic-Pricing• Brand Community

Reinforcing brands online

• Viral marketing• Interactive sites – building involvement• Comics and interactive banner content

CUSTOMER ACQUISITION TECHNIQUES

CUSTOMER ACQUISITION TECHNIQUES

These are some techniques used to

help control customers!

Both online and off!

Online Advertising• Animation improves brand metrics and lifts

purchase intent when compared to standard banners. Rich media also outperforms static banners.

• Video improves brand metrics and lifts purchase intent when compared to standard banners.

• Audio improves “hard to move” brand metrics when done in an appropriate environment

AD Serving

AD Serving is when the server of a website deliver ad’s to people who view their websites! The AD can appear is a new browser or as just an add-on. The ad’s are either maintained by a web publisher or by a third-party ad server.

Two techniques to improve targeting

• Contextual Advertising

• Behavioral Advertising

Contextual Advertising

• Ads Are Served• Based on Page Content• Such as Keywords and the URL.

Behavioural Advertising

• The Ability, Through Anonymous Data,• To Deliver Ads to Consumers • Based on Their Recent Behavior;• The Web Pages They Viewed• Keywords They Typed Into a Search Engine,• Or Products and Services• They Shopped for Online• Or A Combination of All Three.