Presented by Karen Porter UM School of Business Administration & ImpactOnlineMarketing.com Banner Ads, Mobile Marketing and PR Presented by Karen Porter.

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Presentation transcript:

Presented by Karen Porter UM School of Business Administration & ImpactOnlineMarketing.com Banner Ads, Mobile Marketing and PR Presented by Karen Porter Department of Marketing School of Business Administration The University of Montana

Banner Ads 2014 Losing popularity – click-through <.02% Best for two purposes Brand awareness Promotional click-through (incentive to click) Four main types Leaderboard Squares (sidebars) Skyscrapers Buttons

Mobile Marketing Trends 2014 What’s Trending in 2014!.....

Mobile Device “Friendly” is Key More internet access by mobile devices and laptops / desktops by end of year Some websites already there: FB clicks into website – 38 total over past weekend: 34 from mobile devices 4 from desktop

Changing ad models respond to changing online habits Desktops/laptops heaviest use during day at work Evening use tends toward tablets for reading, checking news, responding to , and browsing Smartphones used mostly to share / source info (texting, Facebook, looking up directions, etc.)

CPM gives way to cost-per-view or cost-per-engagement Advertiser must know what to ask their online media reps Where will your ad be placed? How many views will it get? Is cost in line with exposure ad will receive? What kind of tracking / reporting is provided? Do NOT fall for generic “big sounding” numbers that are meaningless Do NOT accept hand generated spreadsheets of numbers that may or may not be the numbers you need

Banner ads are losing favor overall, but still work in some instances Best for branding and overall exposure Generic click-thru is not popular anymore To get a click, there must be a compelling reason to do so

Paid Social Ads are HOT! Paid social ads are outperforming “retargeted” ads by a margin of 20:1 Retargeting popular but not working as well as expected Social ads: Less clutter More strategic targeting More strategic positioning

SMS Text Messages Must be permission-based Package based from various vendors Only work well when consumers see value Restaurants that announce VIP specials (only available to those getting texts) Professionals and practitioners who have last minute vacancies to fill

Mobile-friendly websites more important than “apps” Apps sound “sexy” but are rarely used Apps fill a real need recognized by established customers (or people rabid about the app because it’s that cool!) Mobile-friendly sites cater to NEW potential customers – people looking to buy!

News Releases – What Are They? A news release is an official statement issued to media that provides information on a particular matter with the intention of attracting media coverage.

Tips for Writing a Great Release Grab attention with a good headline. Get right to the point in the first paragraph. Supporting information follows. Write factually: this is not a promotional piece – it’s a news article. Make it grammatically flawless. Include quotes whenever possible – it’s one way to work in “promotional elements.” Include your contact information. One page is best – and two is the maximum. Provide access to more information.