Chapter 8: Internet Advertising Strategies

Payam Hanafizadeh and Mehdi Behboudi

1 ADVERTISING STRATEGY In the advertising context, strategy is developed for broadcasting methods which try to deliver a promotional message to a target audience.

2 According to Schwartz (1998), the web as it relates to the advertising industry is an enormous challenge and the greatest opportunity for long-term success. ADVERTISING STRATEGY

3 Compared to traditional media, web advertising has reformed the main operational bases like gathering information, cooperation, communication, interaction and transaction (Gretzel, Yuan & Fesenmaier, 2000), and has provided new definitions for some of them. ADVERTISING STRATEGY

4 Levinson an Rubin (1995) stated that in developing an advertising program for any online business, marketers should consider these six stages:  A mission statement which defines or redefines the business in particular.  Setting the main objectives which are expected to be accomplished by advertising campaign.  A comprehensive list of resources which are necessary for implementing the effort.  Setting a list of objectives which need to be attacked.  Setting a list of the needed tools and tactics which are necessary to attack the objectives and accomplish them.  Determining a schedule which controls the whole process. ADVERTISING STRATEGY

5 IDENTIFYING THE OBJECTIVES There is an applicable quotation of Cornin by King (2000): "Since each Internet advertising and selling strategy is tailored to fit a special set of objectives and opportunities, there is no universal blue print for implementation" (Cornin, 1996).

6 He introduced NINE strategies and emphasized the importance of each in a company's prosperity: 1. Well-organized site 2. Visually appealing site 3. Capturing visitors to the site 4. Using traditional media 5. Targeting 6. Interacting with customers 7. Giving something for free 8. Generating repeat visits 9. Multi-language sites IDENTIFYING THE OBJECTIVES in-practice/get-to/identifyingtheobjectivesandoutcomes/Pages/Identifying-the- objectives-outcomes.aspx

7 To identify advertising goals, there are three main orientations for an advertising campaign: Informative objective Protective objective Influencing objective IDENTIFYING THE OBJECTIVES

8 PUSH-INTERACTIVE-PULL STRATEGY The push-interactive-pull online advertising strategy Ad campaign Demand Manufacturer Push Consumer Manufacturer Interactive Pull Intermediate Consumer Manufacturer Consumer Demand Ad campaign Ad campaign Ad campaign Ad campaign Demand

9 SEARCH ENGINE ADVERTISING (SEA) Search Engine Advertising is a strategy where advertisers register their products on a search engine, and when users search for words similar to registered products, the search engine displays the registered links. The search engine fee is based on Pay-Per-Click (PPC).

10 SEARCH ENGINE ADVERTISING (SEA) According to Bartz (2006), there is a relationship between searching and the percentage of user clicks so that by increasing the number of searches, clicking on lower parts will increase. For that reason, marketers must develop a practice for finding the right keywords for improving their advertising links on the results pages of search engines.

11 The process of gathering and selecting keywords for website SEARCH ENGINE ADVERTISING (SEA) Corporate website Data base Collecting keywords The right keywords Primary assessment and creating wordbook and search for finding new keywords Analyzing database, Wordbook, comparing with competitors, and setting final keywords The main Word book

12 The seven Right Steps in SEA Strategy The right segments Identifying the right keywords The right search engine Surfing-oriented users Setting the right link Designing the right tracking systems Analyzing and shaping the right mission

13 INFORMATIVE STRATEGY In executing an informative strategy, marketers must reach two goals within the publishing banner format: 1.Create appropriate ports for pushing customers to the web 2.Raise customer awareness about the company's brands

14 An informative strategy is well-suited for those marketers who need high interaction and participation in selling its products. INFORMATIVE STRATEGY

15 The website is the main element in an informative strategy because customers who purchase products with high involvement receive their information from complementary sources like the website. The website's design is the winning point in this strategy. INFORMATIVE STRATEGY

16 In developing an informative strategy, marketers can provide some facilities on their websites. For instance, marketers can create icon options, which involve some titles like History, Help, Products and especially Frequently Asked Question or FAQ. INFORMATIVE STRATEGY

17 IMAGE-MAKING STRATEGY Image-making is more related to customers' emotional rather than rational senses. There are two major types of image-making strategies: image-making using online advertising formats and image-making for a company's brand.

18 The image-making strategy is suitable for those marketers who are introducing a product or service or attempting to increase a product's life cycle. IMAGE-MAKING STRATEGY

19 Therefore, marketers must develop an image- making strategy that focuses on the Internet surfer because Korgaonkar and Wolin (2001) showed that this type of online user is probably going to click on an emotionally based advertisement. IMAGE-MAKING STRATEGY

20 ONLINE DIRECT SELLING STRATEGY As stated by Belch and Belch (2006), "Direct marketing is in itself a form of advertising. Whether through mail, print, or TV, the direct response offer is an ad" (p. 465) where the customers announce their needs and wants, and ask the advertiser to satisfy their demands.

21 The online direct selling strategy is appropriate for those industries that need to take customer requirements into consideration in the production process. These industries usually have one standard product that cannot be suitable for all markets, and product design is naturally related to customer orders. What kinds of businesses should use this online direct selling strategy? ONLINE DIRECT SELLING STRATEGY

22 VIRAL ADVERTISING STRATEGY Viral advertising is a marketing phenomenon that encourages people to pass along a marketing message voluntarily. Viral promotions may take the form of video clips, interactive flash games, advergames, eBooks, images or even text messages (Besla. Org, 2010).

23 The viral advertising strategy is developed on the basis of an advertisement's extraordinary attractiveness. When an advertisement is designed and publicized so that it is able to fascinate and influence its audiences, those users convey the excitement of the ad to others, and the result is a new media for broadcasting. VIRAL ADVERTISING STRATEGY

24 ADS AS A COMMODITY STRATEGY The advertising involves various kinds of information like a product's price, size, color, and delivery time. Publishers earn a fee if the advertisement persuades customers to visit the marketer's websites.

25 ASSOCIATED ADVERTISING DISPLAY In this strategy, users’ interests are traced through their keywords inserted into search boxes when they are surfing from one website to another. As they search, they receive a parallel banner advertisement on their requested web page. The alignment between an associated ad and desired content is called associated advertising display. associated-advertising-pvt-ltd/listing/

26 FORCED ADVERTISING STRATEGY The phrase is derived from the situation in which advertisements enter customer's boxes or server without permission and publish their message. Whereas, some scholars believe that this is an irritating method with negative effects (Edwards, Li, & Lee, 2002), others think it can be a good method for increasing customer awareness of new brands.

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