北京Internet技术研究所的营销(1)

2019/10/231MarketingontheInternet”BeijingInstituteofTechnologyLecture3:eMarketing(2)ByClareShamEmail:[e-mail]2019/10/232We’llcover…WhyonlineadsoattractiveFormsofinternetadScopeofTargetingWhatisRichmediaAdinventory…eCouponing/ePromotion/LoyaltyProgramViralMarketing2019/10/233OnlineAdvertising-WhyitisattractivetoAdvertisersBesttooltotrackusersCollecttransactionaldataonusersTargetingBehaviortracking&userprofilingProvidedirect&quantifiablelinkbetweenadvertising&salesInteractivityCost-EfficiencyVastuserbase2019/10/234MoreMeasurable&AccountableAnswers“whichhalfofadvertisingworks...”measurerelationshipbetweenadvertising&salesReal-TimeMeasurementdetailedperformancereportsallowsmid-campaignadjustmenttoincreaseeffectiveness2019/10/235TrackingInternetprovidesbettertrackingDatacollectiontoolsServeasfoundationfortargetingTrackbehaviorofusersTrackintenttopurchase2019/10/236RoleofCookiesCriticalroleintrackingusersAuniqueidentifierStoredonaPCharddrivewhenuservisitcertainwebsiteAbletofollowuser’strailofbrowsing,researching&transactingprocessKeeptrackoftransactionaldata&intentofpurchase2019/10/237TargetingPsychographicsbasedonuserbehavioralpatternscategoriesorclustersDemographicsuserprovideddemographicinformationuserprivacyassured2019/10/238TargetingUserInterestsitecategoriesspecificsiteorpagekeywordGeographycountrystatezipTargetingMicroTargetingcompanynamedomaintargetingcompanysizeindustrytypeSICcodetargetingTechTargetinghighleveldomaineducation(.edu),government(.gov)operatingsystembrowsertypeserviceprovider2019/10/2310Whowilladvertise?Technology&telecom-relatedcompaniesConsideredPurchasesRequireresearchbeforepurchaseeg.Travel&automobilesHighlyvarieditems&Services-largedatabaseeg.JobSearchElectronicDeliveryServiceeg.Financialservices,insurance,creditcardissuers2019/10/2311USTopInternetAdvertisingCategoriesin1998Consumer26%Computing24%FinancialServices15%Telecom11%NewMedia9%Other15%Source:InternetAdvertisingBureau2019/10/2314InternetAdvertisingisaCombinationofMediaandTechnology2019/10/2315RequestforAdfromAMSIPAddressCountryDomainCompanyBrowserOperatingSystemUserProfileBusinessUserNewYorkTargetedAdisDeliveredtoAnonymousUserAdManagementSoftwareHowDynamicAdvertisingWorks2019/10/2316Whatformdoesittake?BannerSideFrame/SponsorshipsPop-upWindowsInterstitialsPushAdvertisementFreeISPBanner/ToolBarE-Mail2019/10/2317BannersBillboard-typeadplacedatthetopofawebpageWhenusersclickonit,userswillbeleadtoadvertiser’swebsite.Themostcommonformofonlineadvertisement2019/10/2318KeyResponseDrivers:•Message•Frequency•TargetingBuildingTraffic-BannerAds2019/10/2319SideFrame/SponsorshipsGoal:puttingadsincontextOfferstrongidentificationofadvertiserstouser2019/10/2320Pop-upWindowsNewwindowsthatcanbeclosedimmediatelyorusedtorequestinformationorleadtotransactions.Usuallypopupwhenusersenterasite2019/10/2321InterstitialsLarge,nearlyfull-screenadsthatoftenappearonbrowsersasanewpageisloading.Superstitials:enhancedversionofinterstitialsdevelopedbyUnicastOffersmedia-richtechnology2019/10/2322PushAdvertisementSimilartoabanneradItfollowsuserwhenuserscrollsdownthepageAlwaysinuser’sview2019/10/2323FreeISPBanner/ToolBarsFreeISPsofferInternetaccessinreturnforuserinformationEnablethefreeISPstotargetadvertisingbaseduponusers’characteristics2019/10/2324E-MailDirectmailontheInternetUsersmayreceive:plaintext,textwithlinkstoawebsite,graphicsinteractivefeatures2019/10/2325ScopeofTargetingRun-of-networkRun-of-channelRun-of-specificsite2019/10/2326PlayersDouble-Click(DARTforAdvertisers)OperatesviaAsiacontentinAsia24/7Media(24/7Connect)OperateviaChina.comEngage(AudienceNet)PlanstolaunchviaCMGIAsiaAvenueA:NooperationsinAsia2019/10/2327Howadvertiserevaluatewebsite?Uniqueuser:Auniquebrowser(asidentifybycookie)thatvisits(accesses)awebsite.Ifauserdeletesthecookie,upgradesthebrowser,oruseadifferentbrowser,anewuniqueuseriscountedAveragevisit:TheaveragenumberoftimeseachuniqueuservisitsagivensiteduringaspecifiedperiodoftimeAveragevisitLength:TheamountoftimeauserspendsinawebsiteduringaspecifiedperiodoftimeImpression:Oneadserved.AveragePageveiw:Onedownloadofawebpagebyauser.TherecanbemultipleimpressionsinonepageAudienceProfile2019/10/23284TypesofPaymentstyleCPMimpressionscalculatebycostperthousandCPCClick-throughCPTLeadgenerationRevenueSharingwhenpurchase2019/10/2329WhatisRichMedia?Anythingthatisnotjusta.gif:HTMLJavaFlash(flash.htm)Enliven(enliven.htm)Video/Audio-RealNetworksUnicastDHTML(dhtmlcursors.htm;dhtmlsponsorships.htm;ctw/default.htm)Pop-Ups/Interstitials(inline.htm;popups.htm;superstitial.htm)2019/10/2330WhyRichMedia?BringsInteractivitytoAdsMeasurableNew=BetterResponseRatesBrandImpactDataCapture2019/10/2331TheResearchResponseIncreaseWiredStudy-340%IncreaseIncreaseinBrandPerceptionWiredStudy15%IncreaseIncreasedRecall60%+Recall2019/10/2332BarriersToAdoptionReachplug-insbrowsertypes&systemsFileSize&BandwidthDifficultyofCreation/ManagementConsistentMeasurementSiteAcceptance2019/10/2333ThingsToKnowInternetAdvertisingA