北京Internet技術(shù)研究所的營銷

"MarketingontheInternet”

BeijingInstituteofTechnology

Lecture3:eMarketing(2)ByClareShamEmail:5/10/20231第一頁，共四十三頁。We’llcover…WhyonlineadsoattractiveFormsofinternetadScopeofTargetingWhatisRichmediaAdinventory…eCouponing/ePromotion/LoyaltyProgramViralMarketing5/10/20232第二頁，共四十三頁。OnlineAdvertising-

WhyitisattractivetoAdvertisersBesttooltotrackusersCollecttransactionaldataonusersTargetingBehaviortracking&userprofilingProvidedirect&quantifiablelinkbetweenadvertising&salesInteractivityCost-EfficiencyVastuserbase5/10/20233第三頁，共四十三頁。MoreMeasurable&AccountableAnswers“whichhalfofadvertisingworks...”measurerelationshipbetweenadvertising&salesReal-TimeMeasurementdetailedperformancereportsallowsmid-campaignadjustmenttoincreaseeffectiveness5/10/20234第四頁，共四十三頁。TrackingInternetprovidesbettertrackingDatacollectiontoolsServeasfoundationfortargetingTrackbehaviorofusersTrackintenttopurchase5/10/20235第五頁，共四十三頁。RoleofCookiesCriticalroleintrackingusersAuniqueidentifierStoredonaPCharddrivewhenuservisitcertainwebsiteAbletofollowuser’strailofbrowsing,researching&transactingprocessKeeptrackoftransactionaldata&intentofpurchase5/10/20236第六頁，共四十三頁。TargetingPsychographicsbasedonuserbehavioralpatternscategoriesorclustersDemographicsuserprovideddemographicinformationuserprivacyassured5/10/20237第七頁，共四十三頁。TargetingUserInterestsitecategoriesspecificsiteorpagekeywordGeographycountrystatezip5/10/20238第八頁，共四十三頁。TargetingMicroTargetingcompanynamedomaintargetingcompanysizeindustrytypeSICcodetargetingTechTargetinghighleveldomaineducation(.edu),government(.gov)operatingsystembrowsertypeserviceprovider第九頁，共四十三頁。Whowilladvertise?Technology&telecom-relatedcompaniesConsideredPurchasesRequireresearchbeforepurchaseeg.Travel&automobilesHighlyvarieditems&Services-largedatabaseeg.JobSearchElectronicDeliveryServiceeg.Financialservices,insurance,creditcardissuers5/10/202310第十頁，共四十三頁。USTopInternetAdvertisingCategoriesin1998Consumer 26%Computing 24%FinancialServices 15%Telecom 11%NewMedia 9%Other 15%Source:InternetAdvertisingBureau5/10/202311第十一頁，共四十三頁。IsInternetadvertisingaboutbrandingordirectresponse?5/10/202312第十二頁，共四十三頁。Directmarketersfocusonleadgeneratingresponses.The“Click”ResearchProvesBrandingImpact5/10/202313第十三頁，共四十三頁。InternetAdvertisingisa

Combinationof

MediaandTechnology5/10/202314第十四頁，共四十三頁。RequestforAdfromAMSIPAddressCountryDomainCompanyBrowserOperatingSystemUserProfileBusinessUserNewYorkTargetedAdisDeliveredtoAnonymousUserAdManagementSoftwareHowDynamicAdvertisingWorks5/10/202315第十五頁，共四十三頁。Whatformdoesittake?BannerSideFrame/SponsorshipsPop-upWindowsInterstitialsPushAdvertisementFreeISPBanner/ToolBarE-Mail5/10/202316第十六頁，共四十三頁。BannersBillboard-typeadplacedatthetopofawebpageWhenusersclickonit,userswillbeleadtoadvertiser’swebsite.Themostcommonformofonlineadvertisement5/10/202317第十七頁，共四十三頁。KeyResponseDrivers:MessageFrequencyTargetingBuildingTraffic-BannerAds5/10/202318第十八頁，共四十三頁。SideFrame/SponsorshipsGoal:puttingadsincontextOfferstrongidentificationofadvertiserstouser5/10/202319第十九頁，共四十三頁。Pop-upWindowsNewwindowsthatcanbeclosedimmediatelyorusedtorequestinformationorleadtotransactions.Usuallypopupwhenusersenterasite5/10/202320第二十頁，共四十三頁。InterstitialsLarge,nearlyfull-screenadsthatoftenappearonbrowsersasanewpageisloading.Superstitials:enhancedversionofinterstitialsdevelopedbyUnicastOffersmedia-richtechnology5/10/202321第二十一頁，共四十三頁。PushAdvertisementSimilartoabanneradItfollowsuserwhenuserscrollsdownthepageAlwaysinuser’sview5/10/202322第二十二頁，共四十三頁。FreeISPBanner/ToolBarsFreeISPsofferInternetaccessinreturnforuserinformationEnablethefreeISPstotargetadvertisingbaseduponusers’characteristics5/10/202323第二十三頁，共四十三頁。E-MailDirectmailontheInternetUsersmayreceive:plaintext,textwithlinkstoawebsite,graphicsinteractivefeatures5/10/202324第二十四頁，共四十三頁。ScopeofTargetingRun-of-networkRun-of-channelRun-of-specificsite5/10/202325第二十五頁，共四十三頁。PlayersDouble-Click(DARTforAdvertisers)OperatesviaAsiacontentinAsia24/7Media(24/7Connect)OperateviaCEngage(AudienceNet)PlanstolaunchviaCMGIAsiaAvenueA:NooperationsinAsia5/10/202326第二十六頁，共四十三頁。Howadvertiserevaluatewebsite?Uniqueuser:Auniquebrowser(asidentifybycookie)thatvisits(accesses)awebsite.Ifauserdeletesthecookie,upgradesthebrowser,oruseadifferentbrowser,anewuniqueuseriscountedAveragevisit:TheaveragenumberoftimeseachuniqueuservisitsagivensiteduringaspecifiedperiodoftimeAveragevisitLength:TheamountoftimeauserspendsinawebsiteduringaspecifiedperiodoftimeImpression:Oneadserved.AveragePageveiw:Onedownloadofawebpagebyauser.TherecanbemultipleimpressionsinonepageAudienceProfile5/10/202327第二十七頁，共四十三頁。4TypesofPaymentstyleCPMimpressionscalculatebycostperthousandCPCClick-throughCPTLeadgenerationRevenueSharingwhenpurchase5/10/202328第二十八頁，共四十三頁。WhatisRichMedia?Anythingthatisnotjusta.gif:HTMLJavaFlash(flash.htm)Enliven(enliven.htm)Video/Audio-RealNetworksUnicastDHTML(dhtmlcursors.htm;dhtmlsponsorships.htm;ctw/default.htm)Pop-Ups/Interstitials(inline.htm;popups.htm;superstitial.htm)5/10/202329第二十九頁，共四十三頁。WhyRichMedia?BringsInteractivitytoAdsMeasurableNew=BetterResponseRatesBrandImpactDataCapture5/10/202330第三十頁，共四十三頁。TheResearchResponseIncreaseWiredStudy-340%IncreaseIncreaseinBrandPerceptionWiredStudy>15%IncreaseIncreasedRecall60%+Recall5/10/202331第三十一頁，共四十三頁。BarriersToAdoptionReachplug-insbrowsertypes&systems&BandwidthDifficultyofCreation/ManagementConsistentMeasurementSiteAcceptance5/10/202332第三十二頁，共四十三頁。ThingsToKnowInternetAdvertisingAgencyModemMediaPoppyTysonGreyInteractiveAPLDigitalBeyondInteractiveWebConnectionInternetAdvertisingNetworkDoubleClick24/7EngageRealMediaAdMomentum5/10/202333第三十三頁，共四十三頁。ThingsToKnowAdManagementSoftwareDoubleClickDARTEngageAdKnowledgeRealMediaOpenAdStreamAdForce5/10/202334第三十四頁，共四十三頁。HowtodetermineadinventoryUnliketraditionalmedium,thereispre-determinedadinventory(eg.10’ofTVCperhour).Forinternet,inventorywillonlybecreatedifthereisapageviewgeneratebytheuserTherefore,howmuchinventoryshouldIoffertoaclient?AsophisticatedAdManagementSoftwareshouldabletoprojecttheinventoryavailabletosellduringacertainperiodoftimebaseonadvertiser’srequirementsAlwayscheckwithyourtrafficmanagerbeforecommittingtotheadvertiser,andwheneverpossible,placebookingimmediatelyuponconfirmation5/10/202335第三十五頁，共四十三頁。eCouponing&ePromotionReportsfromJupiterCommunications74%internetpurchaserbuyonlinebecauselowerprices49%motivatedbyonlinecouponstopurchaseproductofflineSaveTime!(thru“pull”sites&“push”email)SweetSpot(highratesofreturn)5/10/202336第三十六頁，共四十三頁。eCouponing&ePromotionRequireRegistrationinformationOpt-inprocess(reachreceptiveaudience)Targeting(self-describedlikes&dislikesfromclickstream)5/10/202337第三十七頁，共四十三頁。LoyaltyProgramseg.“frequent-flier”programsAccumulatepointsthruonline&offlinepurchaseMigrateconsumersupthevaluechain(encouragelargerpurchase)5/10/202338第三十八頁，共四十三頁。Factorsdrivesuccessfor

eCoupons&ePromotionOffer:driveupconversionratiosCoupon:Offline:easilyprintable